To your left is the international symbol for customer service: Smiling, good-looking person with telephone headset.
Now, slap yourself or slam your hand in the car door or whatever it takes, and come back to reality.
When customers say, “I just really like talking to a real person,” they’re not saying, “Wow, I really like those nice people at XYZ, Inc.”
What they’re really saying (and some will come right out and say it) is that they like talking to a real person who knows what the heck they’re talking about and works with them diligently through resolution of their problem.
It’s also helpful when the person treats the customer as if their beef, issue or difficulty is credible and important. Now that you’ve heard the Spoon’s experience, here are some facts:
- Most people have no trouble walking out of a store if they’re receiving bad service; even if the store has exactly what they’re looking for.*
- Most people are less likely to visit other locations if they have a bad experience at a particular store.*
- Most people want proactive solutions to problems before they happen, but only a few are willing to pay for them.*
As marketers, we must continue to extend the marketing conduit from the top of the value chain-procurement-to the front of the chain-sales and customer service. Marketing is as much customer service’s business as customer service is ours. We must demand, even more loudly than our customers, that complaints are handled expeditiously and problems are anticipated. At the same time, marketing must hear the customers voice when sales and customer service raise concerns of their own.
Is it any coincidence that great brands like L.L. Bean, Lexus, Trader Joe’s, Starbuck’s, Publix, Southwest Airlines, Apple and Chick-Fil-A are perennially found on the lists of customer service champions like this year’s BusinessWeek list?
We think not.
Posted in Branding, Business, Consumer Preference, Customer Service, Food, Insight, Marketing, Restaurant, Retailing, Sales, Strategy, Training, Uncategorized
Tagged anticipate problems, brand experience, BusinessWeek, cooperation, customer experience, Customer Service, customer service champ, Food, Marketing, proactive solutions, reality check, voice of the customer
Starting Monday, we will feature excerpts from our interview with Janet Rine, owner of Caffe Moderne.
Our discussion centers on what it takes to earn the trust of an independent owner/operator.
Whether you sell meat, beverages, spices or mixes, you won’t want to miss it.
For now, we leave you for the weekend with a quote from Danny Meyer, the brains behind wildly successful restaurants like Eleven Madison Park and Union Square Cafe. From his book, Setting the Table:
“Be the best you can be within a reasonably tight product focus. That will help you to improve yourself and help your customers to know how and when to buy your product.”
Posted in Branding, Business, Customer Service, Food, Innovation, Insight, Manufacturing, Marketing, Restaurant, Sales, Strategy
Tagged beverage, Caffe Moderne, Danny Meyer, Food, food distributors, food manufacturers, Marketing, Meat, mix, product focus, restaurateurs, selling to restaurants, Setting the Table, spice, successful selling strategy, trust
And no, “weeding” in this case doesn’t have anything to do with gardening or the Black Crowes.
In this case, according to Yankelovich MONITOR, it means being “blackballed” for superficiality in favor of substance and accountability.
In today’s world of myriad choices, it’s easier than ever for consumers to walk away from brands, restaurants and retailers that they don’t see as honest. After all, why exert the energy and spend the time when you can walk to the other side of the mall or click to another window and get something better.
It’s remarkable how the wisdom of a cousin in grocery retailing and a five-figure subscription to a consumer trend monitor can overlap. Here’s how Cousin Ron and Yankelovich recommend you improve customer service in order to delight and retain customers:
- Hire great people. Restaurants, retailers and manufacturers are all guilty of placing too little emphasis on hiring, training and retaining talented and passionate brand ambassadors. Trust us, your more successful peers and competitors do this. No excuses, now. Fix it.
- Remove the word “no” from your vocabulary. You have two choices. Make it happen or be willing to risk the customer moving on to something better.
- Don’t wait for them to ask you. If there’s even a slight chance a question might arise, publish an answer to it on your Web site and prepare your people to be able to answer it.
- Show caring through customization. Every neighborhood is different. Every market segment is unique. That’s why they’re called neighborhoods and segments-because they’re full of neighbors and segs who want something a little different. Wherever possible and profitable (especially long term), give it to them. It shows you care, and it builds loyalty.
Have a profitable, customer-focused, consumer-friendly day.
Posted in Branding, Consumer Preference, Customer Service, Food, Manufacturing, Marketing, Merchandising, Packaging, Product Development, Promotion, Restaurant, Retailing, Strategy, Supermarket, Training
Tagged accountability, anticipate needs, choices, consumer relations, customer is always right, Customer Service, customization, hire great people, honesty, segment, superficiality, weeding, Yankelovich MONITOR
We do a lot of work for a lot of different clients, including food clients. But most all of our clients do some sort of manufacturing. And that means they have stuff to deliver.
And sometimes, the wrong stuff is delivered. Or the right stuff is delivered at the wrong time. Or both are wrong. It can get ugly.
But here’s a little something we’ve learned for you to chew on today. It comes from talking with loads of procurement people and buying decision-makers in many channels and industries.
Time and again, they tell us:
“Communication is the key to our hearts. If it’s going to be late, give us fair warning. If there’s a problem with the shipment, call us before you short us so we can be prepared or work something out. We can handle the truth, not matter how unappealing it might be.”
People make mistakes. Buyers understand that. But they would rather buy from honest people who admit their mistakes and try to help fix them.
Posted in Business, Customer Service, Manufacturing, Restaurant, Supermarket, Supply Chain Management, Training
Tagged customer complaints, customer relationships, Food, logistics, Marketing, procurement, product spec, purchasing, Sales, short, stock out, Supply Chain Management