I think there are valuable business lessons to be learned that are best learned in slow economic times. It may be that people best learn from adversity and not from success Often these lessons are not new discoveries but the rediscovery of principles and guidelines and even laws that prove immutable but also forgettable. And when we forget to serve our customer, we soon find our customer has forgotten us.
This past week, I went to office supply store to buy a memory stick for a digital camera I had purchased a couple of years ago. Upon entering the store, I heard the manager instructing her new cashier to, "Position yourself so you can say, 'good morning' to every person who comes in today. We want everyone one enters our store to know that we appreciate them choosing to shop with us."
She went on to say, "Ask everyone can you help them find what they are looking for?" Basic business, yes. But, this is an art that is finding its way back into mainstream business. For the last several years it seems like the question, "Can I help you?", had become political incorrect
When I travel I stay at a particular hotel chain. In the last month, I have noticed an added interest in me personally when I check in. It is hard to miss statements like: "We're glad to have you back." "You must attend our welcoming appetizer get-together this evening, the food is great!" And, "We serve a delicious breakfast from, 6:30 to 9:00, right here in the lobby." My request for a wakeup call results in a cheerful "It is my pleasure."
In my room I find a bottle of water—a free bottle— along with a package of Oreos. Five minutes after I enter the room, I get a call, not from the front desk but from the SERVICE desk asking, "Do you find everything ok?" The hotel personnel have always been courteous, efficient and friendly. But I see their recent customer relations training being acted on.
Currently, the country and the world are experiencing tough economic problems. The problem is too big to fix with cost cutting or productivity increases alone. Most people have jobs and people are still buying. Though, they may be more discretionary than in times past. Today people expect their supplier to show genuine gratitude for their patronage. A simple, "Thank you" is not enough if you want your customer to do repeat business with you.
Customer service is a relative thing; it's relative to how the customer defines it. If he or she believes they are getting 5 star service from your competitor and you are providing only 4 star service, you lose.
I wish someone would explain to the under forty generation that while life offers options and they can opt to be indifferent to the customer, the customer can just as quickly opt to be indifferent to them. The difference is, you need the customer; he or she may not need you.
We make a big mistake to think of organizations as profit centers. Organizations create costs. In exchange for your product or service, customers provide the revenue that offers the potential for profits. Organizations can be labeled as an expense entities. Customers are revenue entities; they pay the bills. Simply put, the customer holds the trump card. Always has and always will.
Treating people right is a great investment with immediate and long-term pay back. Most organizations have invested heavily in technology, and rightly so. They have invested big time in processes and organization. In the rush to grow, expand or stay in business, the customer has often been forgotten. This oversight is unforgiving.
People and organizations appreciate being more than a number or an account. They show their appreciation in a number of ways, principally by buying from you. People want to know that you care. It has been said, people don't care until they know you care.
A concluding thought. If you are the man or woman in charge, make certain that your company delivers exceptional service to internal and external customers. If other companies are putting people first, why not your company? Put people first and the first thing you will see is a first-class bottom line.
Three Point Success Summation
HOG THOUGHT: Don't get comfortable. In fact, stay uncomfortable. Always assume your definition of customer service may not be your customer's definition. Focusing on competitive products and pricing may not be enough. Competitors have great products and sharp prices. The advantage goes to the provider that genuinely cares. It is hard to beat authentic service.
HOG QUOTE: "Want of care does us more damage than want of knowledge."— Ben Franklin
HOG ACTION: If you are looking for a competitive advantage, Treat people like you want to be treated and even better.
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