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
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
Whether it’s Washington, D.C., or Lamar, Colo., (pictured here), Safeway does so many things right. We’ve worked with Safeway for a few years now, but we’re always observing new things.
The small-town version of the store proves you can be small town and still stock the essentials and so much more, from an extensive line of yogurt to gourmet soft drinks to select Washington cherries for pies or for eating out of hand.
With a little local color, of course. The assistant manager insisted on helping with our groceries (including four six packs of Henry Winehard’s root beer because it’s not available back home) and kept them aside while Mama Spoon finished some other shopping. And you’re not going to see the extreme low prices on meat that’s getting close to expiration date in every market. It just feels right here.
The Safeway store brands, such as Rancher’s Reserve and O organics find a home in this Colorado town as easily as in the Safeway at Fisherman’s Wharf in San Francisco.
The multi-tier, segmented private label approach is one thing that sets Safeway apart. You may have heard that the company is even trying to sell its own labels in other channels in an attempt to give the brands a life of their own and build equity in the Safeway masterbrand.
Fortunately, you can cash in on those Safeway card savings even if you live outside a Safeway market area. For someone who grew up with Safeway, only to see it leave the Midwest with the likes of A&P and others, it’s nice to be connected to a familiar brand. So we’ll keep that Safeway card as handy in the wallet as the Dillons card on the key ring. Because the Spoon believes in supporting really good brands.
Posted in Branding, Business, Consumer Preference, Family, Food, Merchandising, Promotion, Retailing, Strategy, Supermarket, Training, Travel, Uncategorized
Tagged beef, Customer Service, Dillons, Eastern Colorado, Family, Henry Winehard, multi-tier branding, O, organic, private label, Rancher's Reserve, root beer, Safeway, savings card, selection, small town, tender, Travel, vacation