The other day I was at a party, and there was a stand-up comedian delivering what was obviously not her best performance. (It is incredibly uncomfortable to be directly in front of a stand-up comedian who I don’t find funny at all.) I could only smile out of courtesy. Why am I telling you this? The point I’m trying to make here is: If people are smiling, but not laughing, chances are, you’re not doing well enough.

And that reminded me of something quite useful a sales consultant once told me: “If you survey your clients to know their level of satisfaction, “satisfied” is definitely not enough. Your satisfied client will switch providers at any time. Only your “highly,” “extremely” satisfied client will stick with you.

At The TR Company, we already knew the basic things our clients need: good quality translations, confidentiality, professionalism, meeting deadlines… We wanted to give them more. We wanted to identify not only what our clients need, but also what they value–things that sometimes they will not say to you but, if you get those things done, they’ll be delighted.

To accomplish that, we do our best to put ourselves in the shoes of our client. We realize that all the things our clients NEED and take for granted, we HAVE TO deliver. I mean, saying you will send a translation first thing in the morning and doing so is your obligation, it is not something that will set you apart from your competitors (even though many of them are known to miss a deadline from time to time). If we wanted to outperform our competition, we needed to exceed our clients’ expectations.

How do we exceed our clients’ expectations?

  • We strive to provide a translation that reads and looks just like the source/original document. When you read one of our translations, you should not be able to tell whether it’s a translation.
  • Whenever possible, we send the completed work sooner–much sooner than expected.
  • We go out of our way to never have to say no to a client.
  • We always give immediate answers to our clients’ requests including after hours and weekends.
  • We treat our clients kindly and with respect, always.

We want our clients to say “These guys are amazing.” And they do!

Here’s what one of our clients wrote to us recently: “You are a life-saver this evening. I can’t put into words how much this means to me. You have always been our favorite translation service, and you make everything so easy for us. And now you’re doing all of this with no advance notice. I just don’t know what to say; thank you isn’t enough. Please pass along my gratitude and love to everyone helping tonight.”

This made my day! To me, this is what running a business is all about.