Posted by Deborah Chaddock Brown on July 19, 2010 under Expectations, First Impressions, Perceptions, making a difference | 
I decided that I needed to hire a virtual assistant. I am at a point where there are some things I just can’t do anymore and a friend of mine once told me “delegate everything but your genius.” So – I was off to find a virtual assistant.
The first project – transcribe a one hour speech from an audio file. I’m familiar with Elance but a colleague who had a similar project told me that she’d had great success with oDesk - so that’s where I started.
It was simple to set up the account and post the job and before long I had 40 people apply for the job. Each had a resume, test scores of the tests they’d volunteered to take to show their abilities and each provided a cover letter and their hourly rate.
Hourly rates ranged from $2 and change to over $46. Candidates were from around the world. So throwing out the high and the low, I started to look for people to interview. Here’s what I discovered:
- Some had experience and testimonials – that was a bonus. However, I kept thinking, how can they get experience if someone doesn’t hire them so I didn’t eliminate all without experience on oDesk….at first.
- I thought I would prefer someone from the United States and Canada but I soon learned that they were the highest cost and not all had experience.
- The cover letters were of varying degrees – some addressed me as Sir/Madam or To Whom It May Concern while some called me by name.
- Most cover letters stated that English was their first language or that they had experience with transcribing English
- Some listed their experience in audio transcription
I narrowed it down to a few – prices ranging from just under $4/hour to $16/hour. I started to look at their test scores.
- Some took more tests than others
- Some did better on the tests than others
I now had it narrowed down to a gentleman from India and a woman from Bolivia. I sent emailed interview questions. Shriram responded within minutes. His record had the most experience and the highest number of testimonials and the highest test scores for English grammar and vocabulary (higher than the United States candidates).
His responses anticipated my questions – he offered a website, an easy way to upload my audio file and a clear cut amount of time I could expect the job would take.
He has a Mac and I have a PC – he sent me a Word document as a test so I could be assured that I’d be able to open his files.
Shriram joined my team.
Within an hour of his receiving the audio file – he sent me an email with the first four minutes transcribed and saved in FOUR DIFFERENT FORMATS. He gave me options.
At the end of the day he sent me an updated email – he kept me in the loop.
The following day – I discovered that he’d subscribed to my blog and commented here on my award receipt. Within 48 hours 1/2 of the project was complete.
He has kept me informed, showed that he wants to know more about my business and be actively involved, the quality of his work is impeccable and as a customer, I feel valued and supported.
Wow!
Needless to say he will be receiving more work from me going forward.
I set out with an expectation that I only wanted to hire someone from a country I was familiar with and yet it was someone from a different country that has more closely met my needs and treated me like a valued customer – even before he secured the job.
How do you set yourself apart from the competition? If your services were stacked up against the competition, like the candidates at oDesk, how would you compare? Have you taken the extra step of additional testing or certifications or memberships? Do you have testimonials? Do you take the time to address the prospect by name rather than a generic form letter? Do you anticipate their needs and offer them options?
And oDesk has been a great resource. They provide reports that show hours worked and random screen shots of Shriram’s computer so that I can see he’s working on my project during the hours he says he is. Cool beans.
So how do you set yourself apart?
Posted by Deborah Chaddock Brown on March 15, 2010 under Books, Customer Moments, Honest Moments, Missed Moments, Perceptions |
I just finished reading Spencer Johnson, M.D.’s new book Peaks and Valleys. Just like the One Minute Manager and Who Moved My Cheese, the book is set up in a story format to share the great insights of the author.
Basically the book is about how we view the peaks and valleys of our life; at work and in our personal life. By dwelling on the negative, blowing fear out of proportion and letting our ego get in the way of reality; valleys loom larger and more daunting than necessary.
In one example in the book the wise one man on the peak tells the story of a once great company:
“When I was younger, I worked for a very large and famous company. We provided a great service at a good price-the best in out industry. Then our costs rose and the economy took a turn for the worse. Our service cost us more to provide and soon fewer people could afford it. Sales fell, but due to our fame, management believed they could simply ride out the bad time. The reality of course, was that we needed to change. But they didn’t see this, because their arrogance had made them complacent. Eventually we lost most of our customers and had to sell the business.”
“So what did you do?” the young man asked.
“I asked myself, what is the truth in this situation? The truth was that we were not making our customers happy.”
I love this example. The point of the story is so simple. WE WEREN’T MAKING OUR CUSTOMERS HAPPY. The company became too big for its britches, as my Grandma would say, and because they weren’t willing to set aside ego and look at how they might change to stay a viable solution for their customer, they became extinct.
The book goes on to talk about how to view the valleys of life in a more realistic, sensible way and to appreciate the gifts we have even in our hard times. And when we are on top of the world to make sure we don’t get too full of ourselves and simply enjoy every moment for the gift that it is.
It is a quick read and has lessons that can be applied to all walks of life. I’d recommend giving it a read.
Posted by Deborah Chaddock Brown on February 23, 2010 under First Impressions, Perceptions, making a difference |
I was visiting Custom Auto Body in North Canton last week for a meeting with Lance Runion, VP and General Manager. We are working on a project together and it was the first time I’d visited his shop. Expecting a typical auto repair store with worn carpet, car and truck magazines and ugly metal chairs I was pleased to walk into an inviting waiting area; warm, clean, comfortable.
Even better – the magazines were more to my liking with a recent copy of People Magazine. But before I could pick it up and delve into the latest Tiger Woods, Bragelina, Brittany scandal, my eyes fell upon a scrapbook/photo album.
I opened it to find page after page of before and after pictures of the cars they had repaired. Accompanying each picture was a handwritten thank you note from the customer.
If I was there for an estimate or to have my car repaired – what a wonderful validation that I had selected the right place to have my car fixed. The before and after pictures were a powerful marketing message that clearly showed their ability. The testimonials added to their credibility.
Sometimes we just need a little validation that the vendor we’ve selected is the right one. What simple visual tool can you put together to help your customers know the value you provide?
Do you ask for testimonials? Think about your best customers – would they be willing to say something positive about your business? Follow these simple steps:
- Give them a call and ask if they’ll provide a quote.
- Offer to write it for them. (have them approve before you publish)
- Think of one specific thing you’d like the quote to be about and write the sentence with that focus (responsive, quality, knowledgeable, great listener, experienced)
- Amass a library of quotes; each one focused on a different aspect of your abilities
- Use the quotes in your email signature (rotate a different one each week/month)
- Put quotes on each of your website pages
- Include a quote in your e-newsletter
Make it easy for your prospects to decide to be your customer by giving them visual proof that others have been pleased. Do you have a creative way you use customer testimonials? Share it with us here!
For more ways to use your testimonials – read this article from Copyblogger offering ten ways to use your testimonials.
Posted by Deborah Chaddock Brown on December 14, 2009 under Perceptions |
Ray Romano of Everybody Loves Raymond fame, premiered a new show on TNT last week and the second episode airs tonight. Men of a Certain Age.
It follows the life of three 40/50 something guys and gives the viewer an insight into how they think.
My best friend couldn’t wait for the show to air, being a man of a certain age himself, and so I watched as well. We chatted the next day – our review?
He LOVED IT.
I thought it was a show about three pathetic guys who didn’t know how to SUCK IT UP and deal.
hmmmm.
So I had lunch with a business acquaintance today and the show came up in conversation. He also is a man of a certain age and LOVES THE SHOW.
“Finally a show that shows how I am thinking and what I deal with.”
As I watched the show I kept waiting for one of the men to be a shining example – a role model. I look at my BFF and don’t see someone who has given up like the characters on the show.
“There are tons of shows and movies about women of a certain age,” he told me. “Now finally there is one for me.”
So is this a difference in perspective? Is it a gender thing?
And how does this relate to our customers?
If you’ve had sales training you’ve most likely taken the Myers Briggs analysis (or something like it) in which you’ve learned your personality type. You’ve then been taught how to analyze someone else’s type and then use a modified sales technique to effectively connect with them.
We also know that men and women are motivated differently and therefore it requires perhaps a different approach with women than with men. In fact, there is a book In Women We Trust, which outlines the difference in marketing to women and the fact that they influence 80% of all purchases.
But what happens when your view of a circumstance is so vastly different from the person you are having a conversation with?
The reviews of the Men of a Certain Age are through-the-roof FANTASTIC. So is it just me? Is it because I’m a woman? Are the writers of the show only interested in attracting the men pictured in the show and thumbing their noses at a younger audience and the female population?
As a company do you craft your message to such a targeted niche that you turn off 50% of the population? Is that okay with you?
I don’t know if there is a correlation here – but when I find a product (the television show) and two such vastly different opinions about the same product – it makes me wonder how that information can be used constructively to help others in business.
So what do you think? about the show? about gender messaging? Or am I on an island alone on this topic?
UPDATE: After watching last night’s episode I must now revise my opinion of Men of a Certain Age. Wow – powerful, dynamic relationship development. Yes – there is some back bone. I am now curious to see how this develops.
Posted by Deborah Chaddock Brown on under Customer Moments, First Impressions, Perceptions |
In the recent edition of Cosmo there is an article that talks about the Six Things Guys Notice in the First Six Seconds. There are a few obvious answers: smile, hair and cleavage but also a couple surprises: makeup, skin and your purse.
The article reports that guys make certain assumptions about you by what they notice in the first six seconds. For example:
Are all women who haul around big purses—in other words, cavernous rucksacks stuffed full of old receipts, emergency sweaters, and half-used bottles of hand sanitizer—high maintenance? Maybe not. But guys will go ahead and assume they are anyway.
I heard about this article on the radio this morning and a caller said – I have a large bag but it was a gift. Another caller said their purse was big because it contained items they might need in an emergency – they wanted to be prepared. The third caller said she had items in her purse so that she could look good for her man.
The DJ said “it doesn’t matter – it is the PERCEPTION the guy has about you.”
Ahhhh reality isn’t really a factor.
So let’s bring this around to our customer. What assumptions do our customers make about us and the products/services we provide and our ability to solve their problem? Are their perceptions based in reality? Would we be surprised?
Customers make assumptions from the moment they pull into our parking lot or click on our Home Page. They look around, and may not even be aware, but begin to make judgements about our ability to suit their needs from the first greeting.
Kevin Stirtz offers some suggestions for making a great first impression.
Daryl Logullo has written an article talking about how the difference between perception and reality can negatively impact your word of mouth reputation.
Bottom line – you have to keep an on-going, open line of communication with your customers to ensure their perception of you as a person, your company and your products and services are the same as what you believe them to be.
How do you measure your customer’s first impressions of you and your business?
Posted by Deborah Chaddock Brown on November 29, 2009 under Connecting Moments, Perceptions |
I just got back from six days in Vegas over the Thanksgiving holiday weekend. Wish I could tell you details, but you know what they say, “whatever happens in Vegas….”
But I can share some thoughts on customer-focused performances based on the four shows I attended:
The Fabulous Four (A Beatles Tribute Band at the V Theatre at the Miracle Mall)
Cher (at Caesars Palace)
The Mentalist (At the V – inspiration behind the current CBS hit show)
Donny and Marie (at the Flamingo)
Ticket prices ranged from $30 for two (the Mentalist – we had to buy one drink each) to almost $200 each for Cher and we weren’t in the front row. In all fairness we had terrific seats for all of the performances however we were in the very front for Donny and Marie and I got to hold his hands TWO TIMES during the performance. If it weren’t for the Swine Flu, I probably wouldn’t wash my hands!
The theatre staff for all of the performances was top notch – no complaints, personable, informative, helpful – all of the stuff of great customer service.
However, if I had to rate the performances for customer connections – I would rank Donny and Marie first (and not because he touched me) and the Mentalist second. Here’s why:
- Customer interaction – both shows involved the audience – answering questions, responding to shouts, bringing people up on stage or coming out into the audience to make a connection.
In Marie’s portion of the show she explained the reason they chose the Flamingo for their show although many other larger venues wanted their act. She said – and I’m paraphrasing:
We chose the Flamingo because it was a small enough theatre that we could actually see all of you and really connect.
They learned audience member names, they acknowledged the crazy fans waving a host of albums from the 60s and 70s, they kidded with those that shouted their love (nope that wasn’t me… however, my Mom…well, once again, whatever happens in Vegas). They picked a place to perform that allowed them a PERSONAL CONNECTION with their customer. And then they took full advantage.
The Mentalist – Gerry McCambridge did the same thing, but then that is the nature of his act. He is totally involved with the audience and once again, that included me. It was the interaction that made his humor and amazing mental capabilities all the more enjoyable.
That’s not to say the Fab Four and CHER weren’t incredible performances. They were terrific. But when you think about the money you spend and the feeling you get at the end of the night – we walked away saying “That was good.”
When we left Donny and Marie we said “That was the best show we’ve ever attended” and no amount of money for that kind of a connection would have been too much money. The perception of our value as audience members to the stars was higher the more interaction there was.
In fact, Cher actually insulted her audience in her opening chat. She flies across the stage in a cage which hovers for a few moments over the crowd while she sings. Don’t get me wrong – she LOOKED amazing and she sounds INCREDIBLE and not for a woman of her age – she was fantastic no matter what her age. However in her chat she talks about her fear of the cage falling in on the audience.
“The newspaper would say Cher dies at Caesars in freak accident and then in a related article “Several unknown tourists die at Caesars.”
It was joke but it also let us know there is the Star and then there are the rest of us. No connection. The perception of our value to her? None. Our desire to pay $40 for a program of her show? None.
Bottom line – the customer connection is what sets us apart from our competition – whether it is Cher, Donny and Marie or you. We all have a customer to connect with. The question is – do you take the extra step to make the connection?
Posted by Deborah Chaddock Brown on November 23, 2009 under Connecting Moments, Listening, Perceptions |
We say it all the time, but how often do we ask our customers what they want, what they value, what experience they desire?
I remember IN THE OLD DAYS when I worked for Pearle Vision, we’d hire a company to conduct exit interviews. People would stand outside the store and ask customers a series of questions. Or customers would be called and asked a series of questions. The responses were interesting but it took forever to gain enough of a sampling to provide real value.
Now thanks to the Internet, there are a variety of ways you can connect with customers and ask for their feedback:
Survey Monkey. There is a basic free service that allows you to create a survey to send via a link to your customers or prospects. It is easy to use and allows you to create questions that are multiple choice with one answer or more than one; questions that required the reader rank their responses and options for a blank comment section for people to share their views. It tabulates and provides reporting to help you easily analyse the data. Gotta love FREE.
Facebook now has pay per click ads that allow you to target your message to specific people within your fan base. You can select criteria from anything in the fan’s profile; age, interests, location, etc. Much more targeted than any other pay-per-click option.
LinkedIn Questions. Ask a question of the professionals in your network. Questions are categorized by subject, industry, corporate title – you have the opportunity to target who the question in sent to and the responses provide valuable information. Just check out the Answerstab on your LinkedIn account to see what people are asking and answering.
What is it they say….”You’ll never know if you don’t ask.”
Or how about this: “The answer is always NO unless you ask the question.”
As we close out another year and set our sites on 2010; consider asking your customers/prospects about your business and how you might meet their needs even better in the coming year.
Posted by Deborah Chaddock Brown on October 12, 2009 under Perceptions, Word of Mouth |
My mom recently had knee replacement surgery and when she left the hospital, she selected a live-in skilled nursing facility for her rehab therapy.
One of the added bonuses has been the friends she’s made of the other patients during her two week stay. What do they talk about? Their surgery and their recovery.
They compare notes.
They observe and brag about their accomplishments.
They notice when one receives special treatment and they don’t.
“I feel like the red-headed step sister,” said one of my Mom’s new friends. “The physical therapists sit with you and encourage you and no one ever does that for me.”
“Yeah,” adds her other friend. “The doctor seems nicer to you than he is to us. What’s up with that?” Okay – maybe these 70-something patients didn’t say “whadddsup” but you get the point. My Mom was receiving special treatment the others didn’t benefit from. Her customer service exceeded that of the other patients.
During her discharge meeting with the doctor she asked if it was her imagination or if it was fact.
“No – it’s true,” he confirmed. “The surgeon that operated on you is a favorite of ours and we know he likes us to treat his patients with extra care.”
Wow. Imagine if your customers/clients/patients sensed or observed such inequity. Luckily for us – my Mom was on the good end of the stick – but what if it was the other way around.
Should there be a separate policy of customer care for t hose we like more than others? Certainly it is EASIER to take care of someone who is friendly and meets you half way in the building relationship process. And when a customer is irritable or difficult it can be more challenging to be positive and friendly.
But should we offer different levels of customer service based on who we like and who we don’t?
Customers talk. Word of mouth advertising is the number one way to brand your business. If your customers talked would they all have the same story of great service?
The best way to discover the answer is to ask. Call your past customers and ask about the service. See what kind of answers you get. What are customers saying about your service?
Check out this Customer Service Survey article for more information.
Posted by Deborah Chaddock Brown on August 8, 2009 under Customer Moments, Perceptions |
I’m here at the Chautauqua Institute in New York and last Friday night Jason Alexander, in character as motivational speaker Donny Clay, was the entertainer.
Chautauqua is a family oriented location with world renown speakers and entertainers who grace the stage each, many of whom come to support the weekly theme. The theme the week Jason was here? “What Makes Us Moral?”.
I am a huge Seinfeld fan and loved the character of George that Jason created and as a speaker, I looked forward to his humorous approach to motivational speakers. As Friday programs go – the amphitheatre was packed holding 5,000+ people; including myself, my Mom, my brother and his wife, my 12-year old daughter and my 9-year old nephew.
To say Jason was funny would be an understatement, however, how did the audience respond?
Let me share part of a letter to the editor from Leone Reeder:
For an entire week we pondered “What Makes us Moral?” …Chautauquans failed an obvious test in the Amphitheater…a disgusting, inappropriate performance by Jason Alexander was tolerated by the majority of an audience that included teenagers and children. Why didn’t people leave in droves?
My sister-in-law left, taking my nephew with her as he hollered “screw you” along with a majority of the audience at Jason’s prompting. (it was part of Jason’s presentation)
Is Jason a poor actor? No – he’s great. He just failed the number one rule of speakers – he failed to truly understand his audience.
Had he done a little research about who he would be addressing, he would have perhaps modified his presentation accordingly. An audience packed with religious leaders from around the globe and little kids from down the street might not be the best audience for his “R” rated performance.
I doubt that he’ll be asked back. (just my guess, I don’t have insider knowledge)
To make an effective connection with your audience or customer you must first understand who they are, what motivates them and what will be negatively received.
No different that a visit to your future in-laws. In the recent movie Julie/Julia - Meryl Streep’s character portrayal of Julia Child, tells husband Paul “Don’t bring up politics with Dad or he won’t pick up the tab.”
Know your Audience:
Ask questions
Do the research
Find out vendors who have successfully interacted with your target customer and ask for advice
If you fail to understand who your audience/customer truly is – then you’ll be hard pressed to build a successful relationship.
Posted by Deborah Chaddock Brown on July 7, 2009 under Customer Moments, Perceptions |
Yesterday’s post about my experience at Wal-Mart led Justin Flitter (writer of a great help desk customer service blog) to have this comment, in part:
“What would happen if Walmart just told their staff, “go out there today and have some fun, we’re not measuring anything.”
It reminded me of my early years with Pearle Vision. I was a new store manager – new to the optical industry. In the 80s (and in many locations still today) it was a very medically oriented business. My staff were all licensed opticians but I was a sales person brought in to learn the optical industry. They wanted to see if my background would have an impact on our business.
My first Saturday it was jam packed with customers. My employees were carefully handling one person at a time. They focused on each person, giving each person the same speech about lens and frame materials. It was taking TOO LONG. Customers were lined up and getting impatient.
So I took the women’s section and grouped the women customers together and said – let’s have a fashion show! I talked about the lens and frame material once so all could hear. We all learned each other’s names – they helped each other pick out the best looking frames. When one said yes to a lens add-on – they all said yes. Average sales soared and we had a total and complete BLAST!
From then on – when we were busy – I stationed one associate in each section and they “group sold.” When a new customer came in we’d holler over “come on in and welcome to the party!”
In less than a year we doubled sales and I was promoted. How? We had fun.
Justin – I think you’ve got something there. If we relax and just have a good time with our customers – isn’t that what customer service is all about?
Speaking of having fun: I wrote a workbook called It’s a Party: Planning a Successful Retail Sales Event. It doesn’t get much more fun than having a party!
