Posted by Deborah Chaddock Brown on July 29, 2009 under Attitude, Connecting Moments | 
The status quo doesn’t cut it anymore. More than ever the definition of insanity rings true: doing the same thing every day and expecting different results.
To stay a viable option in the market place we must reevaluate, reassess, and revamp our offerings to meet the changing needs of our customers.
As I reread through past issues of Entrepreneur articles I found a similar theme.
In May, 2009, Age Against the Machine, we learn that the Baby boomer has changed traditional advertiser focus from the 18-49 year old to include the over 50 set. At the end of the article, author Matt Thornhill cautions:
Ignoring (Baby Boomers) and they WILL take their money elsewhere.
Have you reassessed your target audience? Are they aging? Have their needs changed? Have you changed to meet those needs?
In that same issue there is an article by Chris Penttila, Evolve: 7 Ways to Transform Your Business Model. #2 suggests a need to Reassess Your Customer’s Value.
Not only do we need to evaluate WHO we serve and WHAT they need but also what they VALUE.
Just as the Boomer has switched from a desire to gather a collection of material things to a need for experiential options – so must our offerings to our customer. Chris offers a list of Dos and Don’ts and at the top of the Do list is:
Talk to your customer about what they need today.
Have you asked your customer how you can better serve their needs? Do you have an effective method for communication with (not at) your customer?
In July, the sales article by Neale Martin focused on change; both with customer habits and our own. He says “pay attention to customer feedback.”
If we listen. We will learn. But we have to be open to what they have to say.
One way we can listen is through Social Media. Omgili buzz page is place people share and learn information. Want advice about shopping for shoes – people share their thoughts. Listen in and see what they are saying about your industry.
Make sure you sign up for Google alerts – not just for your company name but for key industry words. Listen to what people are saying. Used LinkedIn or Facebook to ask questions that might help transform your business offerings to match the changing needs of your customer. Take advantage of Survey Monkey to ask questions of your customers.
Bottom line – we have to continually hold the mirror up to our business and see if it matches our customer’s changing needs. And then DO SOMETHING about it.
What have you changed recently in your business because your customers demanded it of you?
Posted by Deborah Chaddock Brown on July 27, 2009 under General, Resolving Conflict |
In the August edition of Entrepreneur we are reminded of the Wendy’s customer who claimed she found a finger in her chili.
After an investigation insued, the truth came out – she had planted the offending digit, but as Entrepreneur reminds us – the damage had been done. Sales fell. Franchise owners suffered.
To-go coffee cups have been forever altered – either with hot warnings or with the additional of insulted hot pads encircling the cup after the woman was burned by her McDonald’s coffee and sued the behemouth franchisor.
And who can forget the Tylenol scare of 1982?
Through no fault of their own, these large household name companies suffered greatly in the media due to “customers” who weren’t playing fair.
Call me Pollyanna but I like to believe that customers are coming with a need and a desire to find a solution which hopefully we can provide. Each day we quietly and successfully help countless customers and that doesn’t make the news. But it is that one irate customer that can ruin our day and in worse case scenarios – ruin our reputation.
John Jantsch wrote a post recently asking if the Customer is Always Right. His short answer is “no” and suggests we reword that phrase to be “the RIGHT customer is always right.”
But what do we do when the wrong or bad customer has an impact on our business?
Web Word Slinger offers a great list of actions to take if someone writes bad things about your company on the Internet in the post There’s No Such Thing as Bad Press.
Not long ago I wrote about how one business owner used Twitter to combat bad press in his community.
Botttomline – when bad customers happen to good companies – you have to face the story head on – reach out to make it right if possible, share your side, offer examples of customers who have been satisfied – collect and publish testimonials and happy stories. Don’t be afraid to ask a customer, that gushes about how you changed their life, to put it in writing!
What ideas have you found word?
Posted by Deborah Chaddock Brown on July 22, 2009 under Customer Moments |
I just came from a shopping trip to a local women’s clothing store. The place was hopping. Evidently on Tuesday if you are over 55 you get an extra 15% discount. And NO I wasn’t eligible.
Katie – the sales associate was cheery but clearly running to keep up with her duties. It turns out Debbie is off and Joy is on vacation and Katie is all alone until 2pm. There were six customer; a return, a layaway pick up, four shoppers and a phone that just didn’t quit ringing.
As I shopped I listened to her interaction with customers in person and over the phone. She never lost her cool. Her smile never wavered. “Oh Miss Lucy!” she exclaimed into the phone. “I would love to chat but I have three customers in line – why don’t you stop in and see our new shipment of tops.”
Some of the shoppers she knew by name and those she didn’t – she treated as if she did.
When it was my time to purchase – for of course I did – she said -
“You know, all customers want is to be treated nice. They really don’t even care how much something costs if you just spend a little time with them and help them out and make them feel at home.”
Simple and to the point. Let’s just go treat a customer nice today.
Posted by Deborah Chaddock Brown on July 21, 2009 under General |
I know I usually talk about customer service – but bare with me for a moment. Great customer service comes from a culture focused on customers led by leaders who understand that the customer is what drives business. So let’s look at the leader for a moment.
I found it interesting that two blogs I follow both had lists outlining specific types of people this week. John Jantsch, Duct Tape Marketing writes about the 7 Uncommon Traits of Entrepreneurs while Dean Rieck over at Copyblogger writes about 11 traits of the Creative Person.
Often we think of the creative person being behind the scenes – glued to their computer writing, designing or developing the next great slice of bread. While entrepreneurs are out in front, thinking at 40,000 feet, dealing with venture capitalists. See what you think:
Entrepreneur Creative
Curious Expressive and playful
Risk averse Motivated by risk
Planner Find order and solutions
Trusting Intuitive
Non-judgemental Challenging assumptions
Spatial Pushing the envelope
Pragmatic Test and make connection
Dean added “courageous” to the list for creative individuals, but I’m sure John would agree that entrepreneurs are also courageous; to go out on their own, try the untested.
I don’t know if there is really a connection, but I thought it was interesting. In the corporate world when Myers Briggs tests are given (at least when I experienced the tests), those who were analytical, big thinker, risk takers and scored low on the feeling part of their brain were touted as the born leaders. Those of us with a little creative bent were seen as support members of the team. We were given the “touchy feely” part of operations.
These two lists indicate to me that creative types have similar qualities of entrepreneurs. And when you think ”entrepreneur” don’t you think leader? Or am I all washed up?
I believe that a true leader has the qualities John talks about - sees things from a variety of angles, organized, understands the break even point and its importance in success, but also has the ability to understand their customer, imaginatively find solutions to their problems and express their ideas visually and with words.
So were you surprised by the connections between the two types of individuals or was it a “duh” for you?
When you think leader – do you think creative type?
Posted by Deborah Chaddock Brown on July 20, 2009 under Customer Moments, Resolving Conflict, making a difference |
Remember my friend Paul at Best Buy? I went back and purchased from him – we had a blast. The refrig and stove were due tomorrow.
I say were because a glitch came up in my order. Mostly my fault. I needed a drop in stove but wanted a shove in one (they are less expensive) and it caused communication challenges between the installer, the counter top guy, Best Buy and me.
In the end – I postponed that portion of the order – still getting the new refrig tomorrow - THREE door. Can’t wait. It’s like my kids feel about a new computer game.
ANYWAY – before cancelling the stove order for right now – there were many phone calls this morning and Paul said to me “there goes my great customer service.”
I said – no way. Why isn’t it bad customer service when the customer doesn’t end up with what they set out to get?
COMMUNICATION
Paul stayed on top of the order from the start:
- making phone calls,
- asking questions,
- questioning the answers, and
- keeping me informed along the way
There were reasons beyond Paul’s control that I have postponed the order – nothing to do with his service.
In fact, when a salesperson can help us navigate a challenge – THAT’s when we create a bond that goes on long after my wonderful refrigerator is installed.
My son overheard some of the conversations and when I hung up he said “Is that your friend, Paul?”
No – I told him, that was the sales person at Best Buy.
He said – and you feel comfortable calling him by his name? I said, yes.
I explained that when we first met, Paul started our experience by introducing himself. In fact, yes – I told him. That was my friend Paul on the phone. My NEW friend Paul.
Who am I going to see when I’m ready to order that stove?
You guessed it, Paul. Because even in the challenging times – he was on my side – doing his best work for me.
And THAT is great customer service.
Posted by Deborah Chaddock Brown on July 16, 2009 under Employee Moments, making a difference |
I’m shopping for a new refrigerator and stove – have I told you? Two really big expense items. Last year it was the dryer and dishwasher – man, it is expensive owning a home.
So after researching on the Internet, I decide that Best Buy has the best prices. I walked in the other day and was greeted by a smile. He says “What can I help you with?” I told him and he said “So what color do you want?”
Of all of the features and decisions when appliance shopping, I thought that was an odd place to start. It made me smile – it was so unexpected. So I laughed and said “That’s where you want to start?”
He said – “No – how about we start by saying, I’m Paul and you are?”
He reached out his hand and smiled.
I was immediately won over. I’m going to be spending a lot of money. It’s nice to know that I will be buying from someone who knows my name and begins to use it.
It turns out there is a question as to whether or not I have a drop in stove and he recommends that before I spend a bunch of money, I should have a professional come measure and check out the situation and he can take care of that for me. We get to talking and learning more about each other and he learns that I will be giving a speech on Customer Service and he says:
“So how am I doing?”
“You’re doing great,” I assure him.
Paul Has Ideas For Customer Service
He proceeds to tell me that he has all these ideas for improving customer service above and beyond. He wants to take a sign language class so he can communicate with those who have a hearing disability. He wants to create an “in home” shopping program for those who are unable to leave their home but want a more personal shopping experience than just shopping on the Internet and he wants to start a blog about shopping for appliances.
Now Paul is not the owner of Best Buy. He isn’t the Manager of the Macedonia, Ohio Best Buy. Paul isn’t the Department Manager. Paul is a hard working sales person in the appliance section with dreams and ideas for how to make Best Buy better.
When was the last time you ASKED your employees what ideas they have for making your business better? The employees that actually talk every day to the customers are probably your greatest source for ideas on marketing, sales techniques, customer service, merchandising and purchasing. Have you solicited their ideas? Have you listened to what they have to say?
I hope someone within Best Buy has a Google Alert set up so they see this post and then follow through and talk to Paul about his ideas. He’s got a lot of them and they are all good.
I bet your employees have a lot of great ideas too.
Posted by Deborah Chaddock Brown on July 15, 2009 under Attitude, Customer Moments, making a difference |
When we think of rising sales we think marketing, new products, higher average ticket, more profits. Increase the bottom line with more sales.
We carefully review each line on the P&L to see how we can cut costs and increase profits.
But do we remember that none of it would be possible without a little thing I like to call: THE CUSTOMER?
I was doing a little research on growth organizations today and found an interesting article that lists the seven steps to becoming a growth organization. From the first step where the company is totally focused on commodities through the final step where the organization has truly embraced all that is necessary to become a growth organization. There is a consistent message through all seven steps:
1. Commodity selling: The customer is sadly lacking
2. Demand Fulfillment Organization: Start to focus on customer needs rather than just selling
3. Solution Selling Organization: You not only focus on the customer’s needs but also identifying and solving their problems
4. Crossover Sales Organization: You develop your plans and goals around the customer’s needs.
5. Value Creative Sales Organization: You now understand your customer better than they do themselves and your customer understand your unique value in the industry.
6. Demand Creating Organization: Your organization’s value is based on the customer and that fact is known in the community – people come to you – sales close sooner because the focus is on the customer.
7. Demand Creation Monopoly: In the customer’s eyes – you are the only logical choice to care for their needs.
It’s all about the customer. Every breath taken by every associate from bottom to top is focused around what the customer thinks and needs. Now hold up a mirror. Where do you stand on the journey to becoming a growth organization?
Posted by Deborah Chaddock Brown on under Connecting Moments |
I lost my father earlier this year and when he passed my Mom met with the Donor Network and agreed to donate portions of his body. About two weeks later we received a lovely thank you letter from the Donor Network of Arizona. It was a lovely gesture and Mom proudly showed the letter to my brother and I. That was some time in March.
Just a few days ago we received another letter in an over-sized envelope from the DNAZ. This time with a lovely embossed certificate of appreciation.
My first thought was: it’s just paper, it can’t replace Dad. But Mom was so touched and carefully placed the certificate back in its folder. “I don’t want anything to happen to this,” she said.
I read the accompanying letter and realized that with just a few words – they really showed how much they cared.
“It is our honor to present you with a Certificate of Appreciation from Dr. Elizabeth M. Duke of the Department of Health and Human Services of the United States. Such a certificate is but a gesture; however, the gratitude behind it cannot be measured. Each certificate is given in recognition of the true act of compassion and it specifically refers to Paul as one who gave the gift of life.”
A small thing. Just a few words. But clearly James Cascio, Coordinator, Donor Family and Advocate Service, who wrote the letter, is in tune with the high levels of emotion involved in the gift my Mom and Dad gave. They didn’t need to send a certificate and follow up letter. They’d already sent a lovely letter at the time of the donation.
Loss of a loved one is so personal and leaves a deep cavern of grief but the joy and hope this letter provided put a smile on the face of my Mom. My Dad lives on in others; figuratively and literally.
It goes to show that just a few words – words written with the reader in mind – can have an enormous impact.
Do you put yourself in the reader’s shoes when crafting your communication? Do your words touch a cord with your target prospect or existing customers?
Posted by Deborah Chaddock Brown on July 14, 2009 under Attitude, First Impressions, Greeting |
I was just attended a fair at which a number of people sat at a series of long tables advertising workshops and classes they were going to be teaching this week. There were classes on philosophy,scrap-booking, yoga and sailing. They ran the gambit of education to entertainment; crafting to communication.
My Mom and I walked slowly past the tables reading the mini-marketing signs, listening in on conversations and viewing samples. We stopped at the table with notes cards and listened to Elaine talk animatedly about the class and the different types of stamping,embossing and glittery cards the participants would make.
Mom was engaged in a conversation, considering taking the class (she did eventually sign up and is thoroughly enjoying the class) but I noticed that next to Elaine was a sign for THE HAPPINESS CLASS. What a clever idea. In this day of job loss and stock market challenges, we could all use a little happiness.
Then I looked from the marketing sign to the teacher.
(This isn’t the teacher, but she had a similar look. This is the food critic from the Disney movie Ratatouille)
I CRACKED UP! I couldn’t help myself. Later I said to my Mom – who is going to take a Happiness Class when the teacher looks like she ate a bowl of green apples?
Then I got to thinking about our business. In the eye glass business, do your associates wear the latest eye-wear? In retail, do associates dress a cut above, sporting your best fashions? In health-care – are your associates healthy – or are they smoking out back?
As customers we make assumptions BEFORE we are even greeted by the associate and if our first impression is in conflict with the branding/marketing message you wish to convey – you will be hard pressed to win them over as a customer. Later in the afternoon, as we walked again by the tables of teachers, the Happiness teacher was the only one without a potential student asking questions. I wonder if she realized why?
That’s the biggest hurdle. Most often we don’t see the inconsistencies ourselves. It takes an unbiased eye – someone not attached to our business to see the opportunities we have for presenting a professional, consistent image.
Have you come across a similar inconsistency that kept you from becoming a customer? Oh, please share it here!
Posted by Deborah Chaddock Brown on July 13, 2009 under Connecting Moments, Customer Moments |
Ever wonder what the difference is between brands of chocolate? You don’t have to wonder any more. Mars has a new campaign designed to let their customers know the quality and value of their product – made only with REAL CHOCOLATE, they are giving away 250,000 coupons for a free Mars candy bar EVERY Friday between now and the end of September.
Simply go to their site: Real Chocolate and register each Friday starting at 9am EST. If you’ve won, you’ll receive a confirmation email followed a few days later by a coupon in the mail. Those who register can win up to 4 times – just in case you weren’t convinced with the first three free candy bars.
It is a great way to differentiate themselves from the competition – and boy isn’t there a lot of competition? But Mars uses only real chocolate – no fillers. Did you know that it takes all of the little cacao seeds in a single 
cacao pod(roughly the size of a football) to make one bag of M&Ms? I just learned that tonight from Mars Independent Dove Chocolatier, Shelly Mortensen of NE Ohio.
How can you differentiate yourself from the competition? Jason Kiesau just posed that question on his blog and offers some suggestions. Share your ideas here – and then go register for a free chocolate bar!
