“Mom, did I tell you I need to bring a copy of Treasure Island to school tomorrow?”
Okay, let me set the stage. It is snowing in blizzard proportions, it is 6pm on President’s Day and we’ve had all weekend to shop for the book. NOW she tells me? I was just starting supper. I was thinking about a glass of wine and maybe a fire in the fireplace. NOW?
I start by scouring the shelves of books we have and realize that the copy I am SURE WE HAVE SOMEWHERE can’t be found. So I call the local bookstore, The Learned Owl. As the phone is ringing, I tell my daughter – it is after 6pm on a holiday – they aren’t open.
“Good evening, thank you for calling the Learned Owl.”
YOU ARE OPEN??? Do you have Treasure Island by Robert Louis Stevenson?
“For Mr. Standley’s 7th grade English class? Yes we do. We’ll be here until 8pm.”
Now I wish I could say that this is the first time this has happened, but sadly – it is apparently the only way both of my children operate because I’ve lived this same event at least 10 times in the last six years. And EVERY SINGLE TIME The Learned Owl has been there for me.
They partner with the teachers in our school system and have all of the books at great prices. Sure they are small. Perhaps they don’t have all of the books you’ll find at the mega-book stores. They don’t sell coffee and you won’t find a guitar player performing on a Friday night.
But they serve their community BEAUTIFULLY.
Not only do they partner with the English teachers to stock the latest required reading, they also work with the music/drama department and carry tickets to all of the school events at a pre-order rate. They sponsor book signings for local authors as well as nationally acclaimed authors.
They are first in line for community actitives to lead, sponsor and/or participate. Our town boasted the biggest Harry Potter celebrations thanks to Liz Murphy, the owner of the Learned Owl and her leadership of bringing together all of the other local businesses to make it a town event.
In this economy, so many small businesses are saying they can’t compete with the big box stores or Wal-Mart and yet here is a local shop that serves its community brilliantly.
Thanks to the Learned Owl – it was just a short 20 minutes before I was back to my dinner and glass of wine and my daughter had a brand new copy of Treasure Island in her backpack!
Do you serve your local community as well? So often we try to reach the global community (be bigger than our britches, my grandma would say) when we can do so much more within our own backyard.
On Monday, February 14, 2005 I opened the doors of AllWrite Ink, a freelance writing business. Having worked in the corporate world more than 25 years I decided to give it a go as an entrepreneur. I had experience. Working side by side with Pearle Vision Franchise owners had taught me a lot. But oh, what I didn’t know then….
As I look back on five years a few lessons come to mind and since this is a customer relationship blog – I’m going to talk about the one big lesson I’ve learned.
PICK THE RIGHT CUSTOMERS
When you first start out – or even if you’ve been around awhile but times are tough – you want to say YES to any customer and to any project. Here are a few I said yes to than I learned quickly the error of my ways:
A European company bringing an adult porn telephone service to the U.S. They needed content for their marketing material. At first I thought – one product is just like any other – it is all about the customer’s needs….that’s as far as I got. I realized that although the company sounded like it would be successful and the people I talked with were great – I wasn’t so sure I wanted to align my company name with theirs. So I quickly said “I wish you all the best but I’m not sure I’m the best writer for the project.” Lesson Learned: Align your company with those that match your mission, vision and values.
A website project for a company managing liquidation sales. The guy was awesome. The company terrific. The challenge was in writing styles. He wanted Harvard Business Review and I offer People Magazine. We tried. But it was stressful for both us. We finally said “best of luck” and I gave him a recommendation for a different writer. Lesson Learned: There is such a thing as a “good fit.” Make sure you are the right solution for your customer – you’ll both be happier.
A small business with a limited budget and big ideas. The scope of the project creeped and creeped until he wanted four times what we’d originally talked about for the original price. This was my fault. I didn’t set boundaries. I didn’t fully explain the value of the original project. I completed the project but the next time he called I was more confident about what I offer. We didn’t work together again. Lesson Learned: if I don’t value what I offer – neither will the customer.
One other lesson I learned was about positioning with my customers. As a writer I thought it made perfect sense to offer my services to web developers. One of the biggest complaints I hear from developers is that they are forever waiting on website content from their customers. It seemed like the perfect solution. I would offer that content. It never took off.
I was walking the track at the gym recently with a developer and said – why didn’t this idea make sense?
“What did you offer the developers?”
“Content.”
“Ahhh, that’s your problem.”
“But that’s what they need.”
“Yes, but you didn’t show WHY they can’t live without it. What you were really offering them was SALES.”
“How do you figure?,” man, sometimes I’m dense.
“If they have great content, the reader stays longer and then picks up the phone or emails or places an order, right?”
“Yes – that’s what I offer. Words People Read.”
“Nope. You are offering them sales. You didn’t position it right so that the customer truly understood what you could do for them.”
Ahhhhh.
Light Bulb. So I’m always learning. What has your business taught you about your customer relationships?
They outline what they are doing to fix the problem
Every employee and dealer is involved
Number One Goal – Restoring Trust
I applaud Toyota’s approach to a bad situation and feel confident that they will find a solution to the immediate problem and in the long run, they will continue the relationships with their customers and will probably gain new customers because of how they handle a crisis.
Do you have a crisis management plan for your organization? With Real Time Reviews a number one trend for 2010, you need to be ready to respond to online comments and concerns from customers. Jonathon Bernstein offers 10 suggestions for using SEO in a Crisis situation. Communication is key.
Customer-focused communication, like Toyota is using in their ads is the best.
Are you a multi-tasker? I am the Queen of doing seven things at once and inevitably doing none of them well. That’s why one of the feature articles in the recent Manta Sales newsletter caught my eye. The article is entitled 6 Ways to Build Rapport but it starts with a story in which the author, Larry Prevost fails to build rapport because he is trying to do too many things at once.
As he reviews the details of the conversation, which didn’t go well for either party, he realizes something:
“…I could easily see that I had failed to establish rapport at the top of the call. Both of us were preoccupied with other tasks and wanted to complete the sales process so we could check it off our to-do list.
One of the most important elements in the sales process is establishing and building rapport with your prospect or client. When you have rapport, the sales process moves forward easily. When you don’t have it, every step becomes a struggle.”
Building rapport or as I like to call it, building customer relationships, does start from the first hello. (Remember Jerry Maguire?)
If we are conversing online or over the phone – the desire to multi-task while we talk can be overwhelming, but if you read Larry’s article you can hear just how wrong that decision was. As he goes on to discuss the 6 ways to build rapport, they involve in person interaction or at the very least the ability to talk over the phone and hear their vocal cues.
But what if you are trying to build a relationship via email or through an online customer instant message?
I didn’t find a lot on the Internet to answer that question – sure would love your thoughts – but I did find an old article by Darren Rowse on Problogger offering IM Etiquette tips. Most involve contacting a blogger of which you are a fan but some can translate to building relationships with customers over the computer:
1. Introduce yourself. Make sure you take a few sentences to briefly identify who you are, your role within the company and then turn the tables and ask the same of the customer. It helps to add a little personal touch to the conversation before jumping into the question or issue at hand.
2. Keep your conversations on task – brief and to the point. Rather than try to communicate multiple thoughts in a single message – talk through one item before moving on to the next. This helps to ensure the customer thoroughly understands what you’ve said before tackling another issue.
3. Avoid jargon. We can get wrapped up in our industry and forget that most normal people don’t live and breathe our world and as such – probably aren’t familiar with our abbreviations or jargon. Keep that in mind – don’t assume they know what you are talking about.
4. Some things don’t convey well in writing. Oh man am I ever guilty of this. Humor and sarcasm do not translate well. Keep it to the facts – questions and answers.
5. End the conversation well. The pleasantries we learned in Kindergarten still work well. Please and Thank you are very appropriate.
But the biggest thing to remember is STAY FOCUSED ON THE CUSTOMER. If you are conversing on line or over the phone – put aside distractions. They can hear them in your voice and in the background and it sends a message loud and clear that there is something else you’d rather be doing than building rapport.
Hard lesson. I am so guilty. How about you? Any stories like Larry’s in which your multi-tasking efforts have sacrificed a customer relationship?
There is nothing worse than silence. Whoever said “no news is good news” or ”silence is golden” must have been the parent of a new born because as an entrepreneur and the mother of a college student – there is nothing worse than NO NEWS.
It’s Friday. The end of the work week. I should be wrapping things up – preparing for a girly weekend with my middle schooler, but no. Why?
SILENCE.
On a personal front, my son is facing the consequences of his actions today and I’m awaiting news. His phone is turned off – probably to avoid my text messages – and the silence is killing me. So I focus on work. Except, guess what?? SILENCE.
I am presenting a series of four workshops on Social Media scheduled to begin February 10 and follow for three additional Wednesdays. I’m very excited about the events and have receive great feedback from potential attendees.
Using the social media I so strongly believe in – I set up registration for all four classes on Events Bot. It was a fairly simple process and even included HTML code for spreading the word and creating cutsie REGISTER NOW boxes. Except here’s the rub. Sign up for my class and get charged an unexplainable shipping and handling fee of $19.80. What needs to ship? Who are we going to handle?
So I contacted the help desk. The email gave me no answers.
I sent another message to the help desk. Nada.
So I sent a message to the abuse email. Nothing.
I changed my account and paid for premium service thinking that maybe there was a glitch in the free service. I got a lovely canned welcome email. It included another customer service address to contact. So I sent them a message. No return message.
This is my first time using their service and could have been a long and mutually beneficial relationship as I am now using their premium service. But no communication isn’t sitting well with me. I see from the reports that a really good number of people are clicking on the events. If only 10% of them purchased, my classes would have been filled yesterday. So how many are getting to the invoice – seeing an additional $20 charge and cancelling out on their reservation?
Silence from Events Bot is not helping my business or theirs.
I was reading a recent post by Drew McLellan on follow up and the importance of being available and touching base and being responsive to your customers. HA.
How true is that?
So once again, I’m hoping social media will work for one of two things:
1. You might know of a different event site I can go to and set up my events – please share and quickly.
2. Events Bot has a Google alert set up for their name – will see this and finally give me an answer.
Cuz here’s the deal. I’m new. This is my first time. It could very well be my fault. In fact, I’m sure it is. I’ve probably clicked something I shouldn’t have. But TELL ME.
As for my son? Prayers.
Okay. don’t be silent – help me out here. Anyone have advice for me? Thanks a bunch!
So I’m going through my stack of articles that I rip out of magazines and save for the “some day” that I’m going to do something with them and came across this article about the top 50 Innovative businesses of 2009 that appeared in the March 2009 issue of FastCompany.
Amazon comes in at #9 with a tagline piece of advice “what’s dangerous is not to evolve.”
The article is about the incredible sales of the Kindle. Of course, almost a year later, the Kindle isn’t new news but there was a statement in the article that was important enough for me to circle it and save:
“There are two ways to extend a business. Take inventory of what you’re good at and extend out from your skills. Or determine what your customers need and work backward, even if it requires learning new skills. Kindle is an example of working backward.”
It is rare that a company begins its life or expands its offerings by first asking the customer what they want or need. If we start with the customer first – how would that change what we offer or how our business evolves?
I talk with many entrepreneurs who ask “how many years did it take you before you refined your niche market.” Or other veterans of business who say “my business today isn’t anything like what I thought it would be when I started.”
If we started with the customer first…would we get to our ideal business sooner? Do you have a customer focused business?
I love conversations with Leslie Ungar. You know her. I talk about her often. That’s because she always has some interesting little tidbit to share that speaks volumes. Today it was the retelling of something Bruce Nordstrom (Grandson of Nordstrom’s founder) had to say when visiting Northeast Ohio a while back.
Someone asked him if people took advantage of Nordstrom’s famous return policy. You’ll all heard the story about the customer who returned a tire to Nordstroms and they didn’t even sell tires. But the associate smiled and happily gave the customer a refund.
Well, first off, my Dad - another person who always had great stories to tell, said that there was a Nordstroms location that did in fact sell tires, but the point of the story is that Nordstroms takes their customer at face value and does whatever it takes to make them happy. (p.s. the tire return took place in an acquired store that had sold tires before being owned by Nordstroms)
So how did the founder’s grandson reply? “Yes. There are some people that take advantage.”
He went on to say that only about ten percent of their customers took advantage of Nordstroms policy to make customers happy. “You don’t make policy based on ten percent,” he was quoted as saying. “You make policies based on the 90%.”
I’ve often heard of the 80/20 rule. You know – the rule that says 20% of your customers bring in 80% of your revenue. That 20% of your employees generate 80% of the work. That 20% of the whiners take up 80% of your time.
But here, the rule is even stiffer. Make policies based on 90% of your customer’s needs. Nordstroms has been in business over 100 years and their customer philosophy has remained the same – regardless of the change in economics:
The company’s philosophy has remained unchanged for more than 100 years since its establishment by John W. Nordstrom in 1901: offer the customer the best possible service, selection, quality and value.
What else has remained the same for over 100 years?
Okay – let’s get back to your company policies. Do you make your policies based on the few that try to take advantage or the many that build your business? I can remember in school there would be obscure rules and the teacher would say “It is because of the actions of a few that we’ve had to change the rules.” Didn’t you want to punch “the few” in the nose for making it more difficult or less enjoyable for you?
Our customers feel the same way. Imagine a world where companies created a culture around the many. So look at your customer service policies. Are they based on the few that try to ruin it for the rest of us? Or have you positioned yourself like Nordstroms and created policies around the 90% of your customers who just want a good quality product/service at an affordable price?
Just got back from a wonderful night at Marcelita’s Mexican restaurant in Hudson. I have to be honest, I don’t go for the food. I only go when The Reunion Band is playing. One of the band members, Jim Gray, is a family friend and the band plays all the classic rock songs you love to sing.
So I am sitting there sipping my drink after last call when the waitress brings the bill. My companion doesn’t have his reading glasses and leans over the bar and asks the waitress for a pair of glasses. Steve is a regular customer and is aware that Marcelita’s UNDERSTANDS THEIR CUSTOMERS sometimes need helping reading the bill!
They offer a variety of readers in different colors and strengths just for the purpose of customers who need a little help reading the bill. I love it! What a great, simple, inexpensive way to help your customers do business with you!
Put yourself in your customer’s shoes. What simple service can you provide, like a pair of reading glasses, to make it easy to do business with you?
By the way – if you have a chance to hear The Reunion Band – I highly recommend them. They can play for hours without repeating a song and each one is better than the one before. And you don’t need reading glasses to enjoy them!
CBS just announced a new reality television show scheduled to hit February 7, 2010 called Undercover Boss. The premise is a series of high level bosses donning their regular duds and rubbing elbows with front line employees.
Let’s hope that means we’ll see CEOs interacting with customers. In the recent edition of Entertainment Weekly, the article shared what we can expect to see:
“Each week the boss of a big American company goes undercover on the front line of their business,” says Stephen Lambert, who was also behind the similar-themed reality show Secret Millionaire. “Because the companies are large enough, the workers don’t know what the boss actually looks like. They’re not dressed in a suite-they’re dressed like all the other workers.”
In the first episode an executive from Waste Management works on the front line, picking up trash, cleaning toilets and may even end up getting fired!
The premise is a good one, my hope is that in future weeks we’ll see executives meeting their actual customer face-to-face. Set your TEVO (or in my case, VCR) to February 7 to see how executives do when they come face to face with the customers that support their business.
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