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Debra's Blog
business, a professional practice, a hospital, or a government department, success comes to those (and only those) who are obsessed with looking after customers.This surely can't be a secret!! Mission statements, annual reports, posters on the wall, seminars and even television programs all proclaim the supremacy of customers. But, in the words of Shakespeare, this wisdom is "more honoured in the breach than the observance". In fact, generally speaking, customer service, in a word, lacks!.
And no wonder. Look at how we've been training our managers. When I was at uni, we took courses in marketing and consumer behaviour. The assumption was that the public was a mindless group of buyers and that with proper advertising and promotion, products could be produced en masse and sold to naiive buyers. Unfortunately, as I travel the country, I find too many young managers still think this way. Advertising, product positioning, and market-share strategies are all important. But when all is said and done, goods aren't SOLD; products and services are BOUGHT.
Since most service is awful, Australia is ripe for a revolution. Although we may not be following the mission statements and wall posters, the recognition of the need for customer service is there. More and more, managers and individual organisations are zeroing in on customers, and their success stands as a beacon for others. A number of years ago, the quality wave broke over us. We discovered quality isn't enough. Today the customer-service wave is swelling larger than the quality wave, and when it fully hits, those not prepared will be washed into history.
Let me give you two examples of great service:
- In a small country town in Victoria is a bookshop run by a creative, switched on woman and her husband. They are passionate about their business, their customers and their local community. A couple of years ago she heard me speak at a conference where I said "Never, ever let any product have a birthday in your shop!" This year, for the shop's birthday she gave all her customers a birthday gift - a book of their choice from a wrapped pile of books - separately marked for a Man, Woman, Boy or Girl. Customers couldn't believe that they were getting the birthday presents. A local coffee shop owner told her of the many people who came in for a coffee, excited about their gifts, opening them and exclaiming: 'This is exactly what I wanted.' This simple act has created such a buzz in the community - goodwill abounds in the run up to Christmas. And, guess what? No year old stock in that bookshop. Foster's Little Bookshop.
- If you ever get a chance to go to Darriwill Farms in either Hamilton (Western Districts of Victoria) or Maling Road in Canterbury, GO! Aside from a fabulous selection of 'stuff' you will be met by two of the most pleasant women in retail. You'll be asked whether you'd like a glass of sparkling wine or a coffee whilst you browse and if you say yes (and I highly recommend that you do say yes!) it's immediately put into your hand and you're left alone to browse. Their are samples of food for you taste, other customers chatting to each other and to you - Good Gracious! - an air of being a guest in friend's home. There are just as many men shopping as there are women ... a rather uncommon sight in such a shopping environment. I defy you to walk out without having bought something, tasted something, drunk something, signed up for their newsletter or VIP Club!
Both represent the best in service. And that is? They welcome you into their 'home away from home'. You feel as though you belong. You feel like a treasured guest.
Make no mistake, Australia is in the midst of a service crisis that has left a wake of disillusioned customers from coast to coast. So, how do you stand out from the mediocre? Three words: Decide, Discover and Deliver.
Decide: On What You Want Your Customers To Say About Your Business After They've Left...
Discover: What Your Customers Really Think of Your Business
Deliver: What Your Customers Really Want and Give It To Them!
When you do, you will have turned your customers into your very own publicity department who happily spend, spend, spend AND you'll be shocked about what they say about your business! It will be almost word for word on what you decided you wanted them to say.
Debra Templar
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