Identify Your Silent Customer Service Message
With the growing number of people in every business sector, doing
business requires creativity and ingenuity. The entrepreneur that
understands the importance of thinking differently is the
entrepreneur that sees their businesses growing. However, too many
business owners are relying on the old ways of doing or packaging
their products and services. Whether retail or service oriented, old
clichés and techniques no longer work.
A recent trip to Universal Mall in Warren, Michigan, provided some
great examples without having to look too hard. One store with glass
displays cases had a two-inch by six-inch black and white engraved
sign on every case stating "Please Do Not Lean On Glass." Behind the
counter was a series of handwritten signs behind the telling
customers such topics as their $15 service charge on all refunds,
the need for a sales receipt and period for getting a refund, and
the policy that all refunds are given in the form of a store credit.
Across the hall was a store celebrating their grand opening. Amid
the celebratory flags welcoming people to the new store, was a sign
disallowing food and drink in the store. At the back of the small
store under another grand opening sign was another sign providing
the charge applied for all returned checks. The sign, printed as a
lower amount, had been alter with a black marker to $25 per check.
Another store owner was busy in his cell phone in an obvious
personal phone call, did stop talking briefly to ask a waiting
customer, "What do you want?"
Despite the message they thought they were giving, the consistent
message was "Don't do business here". Think about the message at the
first store. Is the owner telling us that he is customer focused,
selling quality products, and standing behind what he sold?
Absolutely not! He is telling every customer that he has had such
poor quality merchandise that he must address the tremendous number
of returns he experiences. And what about those signs, perhaps "For
your safety, please do not lean on glass". Then there is the new
store: Have they already had problems with spilled drinks, crumbs,
and bad checks? In fact, they have already had to change the
returned check fee. Their signs, which are nothing more than
disastrous clichés of unsuccessful past businesses are focused on
the business owner, not the customer. These signs turn away business
instead of building it.
Now let's talk about other entrepreneurs. Although networking still
is the number one way to build business, traditional networking is
proven to be discouraging to many entrepreneurs. Citing few or
poor-quality referrals, many are looking for other ways of building
business. In reality, referral groups are filled with entrepreneurs
that know one or two people in most of the fields represented by
others in their group. The referrals will always go to those with
whom they have the closest relationship. Some are also learning how
to build their own groups of professionals that they form with
complimentary goods and services providers. These individuals see
their customer base growing as they are able to provide a more
complete answer to the problems or pains of the customer. They are
breaking with the "clichés" of old networking techniques and
launching cutting edge relationships.
Leadership at all levels requires superior customer service. Leaders
look at how they can meet their customer's needs by finding new ways
to recruit them, making them feel appreciated and wanted, and
building a long relationship that continually looks at creative ways
to address needs on an ongoing basis.
Rick Weaver is President of Max Impact, a national leadership and
organization development company based in Rochester Hills, Michigan.
Rick is an accomplished business executive with experience in
retail, market analysis, supply chain and project management, team
building, and process improvement. He has worked with hundreds of
companies to improve sales, processes, and bottom-line results.
MaxImpact offers leadership and organizational development services
along with employee assessments and background checks. Contact Rick
at 248-802-6138 or via email, rick@getmaximpact.com. MaxImpact is on
the web at
http://www.getmaximpact.com.
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