Barbara was thrilled. She finally got a brand new, automated phone system for her firm. She purchased the system to give her team more time for their work. It seemed to her that too much of their time was taken up transferring calls to the "right" person and repeatedly giving out routine information. The automated system would allow them to become truly productive.

Sounds great, doesn't it? Wrong. It was a nightmare. Her clients, who were used to speaking to a human, now had to maneuver a difficult, confusing, and sometimes truly impossible system. Some of her clients dealt with the new system, but silently hated it. Some of them complained. Others just gave up and went elsewhere.

The real problem was that Barbara lost track of what really mattered. She forgot that her clients were not in the way of her business—they were her business. In her effort to make it easier for her team, she inadvertently made it more difficult for her clients to do business with her.

In a marketplace with so many choices, it is essential for you to do everything possible to make it easy for your clients to do business with you. Any difficulty or obstacle that hinders or frustrates them may make them run away from you without you ever having a chance to "make things right." So what can you do to encourage your clients to remain your clients and not drive them to your competitor?

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