OK, I get it. Small business owners are told to tweet, facebook & link in until they're blue in the face. However, in no way does any of this take the place of actual customer interaction - especially for a small business owner who runs a personal service business. Here's what I mean:
I contacted a company with whom I've done business before. I waited a week for a reply. I emailed them again. I waited a couple more days for a reply. While I'm waiting I see the business owner has been tweeting daily about all their great services which he's trying so hard to sell to his "followers." Hmmm...so, what gives?
Knowing that just 90% of emails get thru to the intended party (yes, that's a fact across all ISPs) I call & leave a message. I waited some more.
Done waiting, I called one of his competitors who has their priorities in the right order so they can actually make money vs. make profound statements online for the world to see. Within 48 hours my needs were taken care of.
Guess which company's bottom line benefitted? Guess who I'll give my hard-earned money to again?
Yes, social media is the new "sexy" marketing & yes for some companies it takes the place of personal contact (you don't really expect a personal call from, say, GM or Clorox do you?) but when you're running a small service business the ONLY priority you should have is prompt, courteous service. It's just basic marketing (but then, hey, why do basic when sexy is so enticing?) When you lose a customer you lose the long term LTV downstream revenue as well as a shot at referrals. And, you risk getting skewered on sites such as Yelp & yes, even twitter (ouch THAT hurts)! Luckily, I don't name names but many people do.
Bottom line? Prioritize your marketing efforts so that you take care of business before the birdie. He can wait, but your bank account can't.
Showing posts with label small business customer service. Show all posts
Showing posts with label small business customer service. Show all posts
Saturday, March 17, 2012
Wednesday, May 5, 2010
Do the right thing
Every once in a while I'm taken by surprise when a business owner does the right thing proactively.
Last weekend I showed up for a haircut appointment at my new salon only to find out that the stylist who had been cutting my hair was no longer there. I was very surprised, but I guess I knew something was up when I didn't get the requisite 'reminder' call the day before.
So, now I've scheduled my day around this appointment and there is no one there to cut my hair. They did not make any arrangements for me. I was told that someone had left several messages for me, but I did not receive any of them. Besides, isn't this more of a converstation (would you like us to book you with someone else?), than a message (so & so has left the salon)?
I left the salon thinking "what just happened?" & went about my day.
The next morning I leave a message for the owner & when we spoke shortly after, he apologized, admitted it had not been handled correctly, took full responsibility & offered me a cut at no charge with him (a higher priced cut). I took him up on his offer.
What prompted this post is not just what happened, but how I found the salon - through a local cable TV commercial. And, several weeks later the salon had a billboard right by a very popular train station. This stuff is NOT cheap!!
Bottom line, yes all business owners must always be in acquisition mode as there is some level of attritiion no matter how good your business is, but the retention & 'treat your customers' right portion is where most fall down. He only tripped, but did not fall.
I look forward to a great new haircut later this week.
If you invest in marketing keep in mind:
-Track its effectiveness
-Treat your newly acquired customers right
-Realize that employee training is critical to your success
-Everyone has competition & your customers know it, so....
Do the right thing. It will pay off.
Happy Marketing!
Last weekend I showed up for a haircut appointment at my new salon only to find out that the stylist who had been cutting my hair was no longer there. I was very surprised, but I guess I knew something was up when I didn't get the requisite 'reminder' call the day before.
So, now I've scheduled my day around this appointment and there is no one there to cut my hair. They did not make any arrangements for me. I was told that someone had left several messages for me, but I did not receive any of them. Besides, isn't this more of a converstation (would you like us to book you with someone else?), than a message (so & so has left the salon)?
I left the salon thinking "what just happened?" & went about my day.
The next morning I leave a message for the owner & when we spoke shortly after, he apologized, admitted it had not been handled correctly, took full responsibility & offered me a cut at no charge with him (a higher priced cut). I took him up on his offer.
What prompted this post is not just what happened, but how I found the salon - through a local cable TV commercial. And, several weeks later the salon had a billboard right by a very popular train station. This stuff is NOT cheap!!
Bottom line, yes all business owners must always be in acquisition mode as there is some level of attritiion no matter how good your business is, but the retention & 'treat your customers' right portion is where most fall down. He only tripped, but did not fall.
I look forward to a great new haircut later this week.
If you invest in marketing keep in mind:
-Track its effectiveness
-Treat your newly acquired customers right
-Realize that employee training is critical to your success
-Everyone has competition & your customers know it, so....
Do the right thing. It will pay off.
Happy Marketing!
Monday, December 14, 2009
Great Expectations
It occurs to me that the reason companies use advertising to brag about awards, reviews and related accolades is to get prospects to do business with them and that when a prospect takes them up on their offer they ought to do their best to live up to the great expectations they have set up for themselves.
This weekend I was sorely disappointed with the service I received at a local furniture chain store here in CT. I purchased a rug at their Southern Fairfield County store where I happened to be in the area doing other things that day. I should have listened to the red lights going off in my head at the time of purchase when we practically had to beg to get a salesperson to take the rug down. I then brought the rug home to Northern Fairfield County where I live.
Once I got home I saw the size was all wrong and so I immediately called the store to ask if I could return the rug to the store that is located just 5 miles from my home (vs. their 20+ miles). After 2 minutes of insane button pushing & phone system gymnastics, I finally got a live person. He said 'no' I could not return it to the [much] more convenient store because it would mess up their inventory system. 'But you're a chain store' I say. To which the guy on the phone said this is 'their policy'. Hmmm...so the owner of the store who spends several hundred thousand dollars a year on local Cable TV ads bragging about their award winning #1 customer service is what - just kidding?!?!?
So...I haul the rug back 20+ miles the next day in the pouring rain. When I get there I see 5 or 6 salesmen standing in the front of the store. Not ONE of them held the door for us, or offered to help us carry this very heavy, bulky, awkward item into the store. NOT ONE OF THEM!
Finally we drag the rug to the customer service area (located in the BACK of the store, I might add) & was 'greeted' by a 'customer service' rep who proceeded to give us the 3rd degree about why the rug was being returned. 'Wrong size,' I say. This was greeted with a look of disgust by the rep who was annoyed that she had to process a return.
And a process it was. We stood there while what I guess took at least 1000 keystrokes to enter insane amounts of information into their computer system. And then FINALLY she asked for my card to process the credit which then took another 1000 keystrokes. Yikes! Are they kidding? To say she was gnarly is putting it mildly. This entire time all I'm thinking is how much of an inconvenience this all is. And how their service on all fronts is anything but award-winning.
Finally, we were released from the rug binds that tied us to the store. It's now deluging rain & I have to drive another 20+ miles to get home. On the way we stopped to return a movie at a Redbox location when it hits me -- Redbox allows you to rent a movie & return it at ANY of their locations. In other words, a vending machine can figure out the inventory process, but an award-winning chain store can't?!?!?!?
So, bottom line -- don't make promises in public you cannot keep & don't waste consumers' precious time. You never know who may have a blog.
This weekend I was sorely disappointed with the service I received at a local furniture chain store here in CT. I purchased a rug at their Southern Fairfield County store where I happened to be in the area doing other things that day. I should have listened to the red lights going off in my head at the time of purchase when we practically had to beg to get a salesperson to take the rug down. I then brought the rug home to Northern Fairfield County where I live.
Once I got home I saw the size was all wrong and so I immediately called the store to ask if I could return the rug to the store that is located just 5 miles from my home (vs. their 20+ miles). After 2 minutes of insane button pushing & phone system gymnastics, I finally got a live person. He said 'no' I could not return it to the [much] more convenient store because it would mess up their inventory system. 'But you're a chain store' I say. To which the guy on the phone said this is 'their policy'. Hmmm...so the owner of the store who spends several hundred thousand dollars a year on local Cable TV ads bragging about their award winning #1 customer service is what - just kidding?!?!?
So...I haul the rug back 20+ miles the next day in the pouring rain. When I get there I see 5 or 6 salesmen standing in the front of the store. Not ONE of them held the door for us, or offered to help us carry this very heavy, bulky, awkward item into the store. NOT ONE OF THEM!
Finally we drag the rug to the customer service area (located in the BACK of the store, I might add) & was 'greeted' by a 'customer service' rep who proceeded to give us the 3rd degree about why the rug was being returned. 'Wrong size,' I say. This was greeted with a look of disgust by the rep who was annoyed that she had to process a return.
And a process it was. We stood there while what I guess took at least 1000 keystrokes to enter insane amounts of information into their computer system. And then FINALLY she asked for my card to process the credit which then took another 1000 keystrokes. Yikes! Are they kidding? To say she was gnarly is putting it mildly. This entire time all I'm thinking is how much of an inconvenience this all is. And how their service on all fronts is anything but award-winning.
Finally, we were released from the rug binds that tied us to the store. It's now deluging rain & I have to drive another 20+ miles to get home. On the way we stopped to return a movie at a Redbox location when it hits me -- Redbox allows you to rent a movie & return it at ANY of their locations. In other words, a vending machine can figure out the inventory process, but an award-winning chain store can't?!?!?!?
So, bottom line -- don't make promises in public you cannot keep & don't waste consumers' precious time. You never know who may have a blog.
Wednesday, November 18, 2009
Customer Delight
The other day I happened to be in my old neighborhood. On my way to a meeting, I stopped in at one of those little stores with great service that I miss shopping at. The store sells authentic Asian foodstuffs and for a foodie like me, it is a great place to stock up on those items you can’t get anywhere else.
Once I finished and was juggling all the jars and cans of yummy goodness, I went to the checkout counter and paid. As the owner was handing back my change she then asked me if I would like fresh chili peppers. ‘Sure’ I said & opened my wallet again. Upon seeing me do this she said that no, she was giving them to me because she thought they would go well with the items I purchased and then proceeded to give me a recipe off the top of her head to be sure I used them correctly & would enjoy the meal.
I was suddenly struck by the Customer Delight concept. Something I read about often in my marketing publications and the like – but it was right here, in action, in front of me. How delightful!
And think of how much better small businesses are positioned to overtake the big monolithic, bureaucratic corporations in this very important area. Remember that it can take up to 10x more to acquire a new customer than to keep an existing one. So take care of your customers! They are the source of referrals for you and can keep your pipeline full.
A few months ago I read the now famous “Hug Your Customers” book by Jack Mitchell, CEO of Mitchell's/Richard's clothing stores here in Connecticut that is a very high end store with a legend following from affluent circles. Mr. Mitchell tells a story of Paul Newman’s little girl visiting the store many years ago & riding a bicycle they kept in the ‘children’s area’ of the store to keep the little ones occupied while their parents shopped. He says that Paul Newman told him months later that the money he spent on the suit that happened to be on sale was now full price when he added in the cost of buying his daughter that same bicycle!
Think about how many times you have wished for better service? Better treatment and perhaps even more [some?] respect by retailers or customer service folks on the phone. Imagine the goodwill that is spread by doing so. By giving more than is expected, you are indeed delighting your customers. Treating them well, going above & beyond may not put cash in your pocket today, but it will pay off.
As has happened before, this morning I received a call from someone who was referred to me by a current client. That client is so delighted with my service that she recommended me to my now new client! How delightful is that?
Once I finished and was juggling all the jars and cans of yummy goodness, I went to the checkout counter and paid. As the owner was handing back my change she then asked me if I would like fresh chili peppers. ‘Sure’ I said & opened my wallet again. Upon seeing me do this she said that no, she was giving them to me because she thought they would go well with the items I purchased and then proceeded to give me a recipe off the top of her head to be sure I used them correctly & would enjoy the meal.
I was suddenly struck by the Customer Delight concept. Something I read about often in my marketing publications and the like – but it was right here, in action, in front of me. How delightful!
And think of how much better small businesses are positioned to overtake the big monolithic, bureaucratic corporations in this very important area. Remember that it can take up to 10x more to acquire a new customer than to keep an existing one. So take care of your customers! They are the source of referrals for you and can keep your pipeline full.
A few months ago I read the now famous “Hug Your Customers” book by Jack Mitchell, CEO of Mitchell's/Richard's clothing stores here in Connecticut that is a very high end store with a legend following from affluent circles. Mr. Mitchell tells a story of Paul Newman’s little girl visiting the store many years ago & riding a bicycle they kept in the ‘children’s area’ of the store to keep the little ones occupied while their parents shopped. He says that Paul Newman told him months later that the money he spent on the suit that happened to be on sale was now full price when he added in the cost of buying his daughter that same bicycle!
Think about how many times you have wished for better service? Better treatment and perhaps even more [some?] respect by retailers or customer service folks on the phone. Imagine the goodwill that is spread by doing so. By giving more than is expected, you are indeed delighting your customers. Treating them well, going above & beyond may not put cash in your pocket today, but it will pay off.
As has happened before, this morning I received a call from someone who was referred to me by a current client. That client is so delighted with my service that she recommended me to my now new client! How delightful is that?
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