From the President's Desk:
The Customer Service Edge by Marion E. Gold, IWPA President

While it's true that freelance writers and other self-employed communications professionals often compete based on fee, nothing replaces the client loyalty that comes from good value and good service. There are four key elements to first-class service.

Reliability. Clients must know they can depend on a high level of service. Federal Express has been such a huge success because it has been able to make good on its promise of overnight delivery.

Responsiveness. When clients want service, they want it now. If you keep clients waiting longer than they expect to wait, or don't correct a problem satisfactorily on the first try, you may not get a second chance.

Professionalism. Clients form impressions in all sorts of ways. Stellar apperance in form and style, personally as well as the ambiance of your office, can prevent negative impressions. For example, have you ever been concerned that coffee stains on the flip down trays of an airplane are indicative of sloppy engine maintenance?

Empathy. Clients are human beings, not just sources of dollars. Each client has unique needs -- and great service means putting yourself in their places, asking the right questions, offering the right answers, and then asking if their needs and wants are being met.

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