photo credit: powerbooktrance

It must be all those trees we have. They’re so full of customers that businesses just don’t need any more.

As you know, I strongly encourage folks to buy local.

The flip side of that is that locals have to EARN the business. Not just because you’re here, but because you kick butt at what you do.

Jeepers

I called a couple of stores about getting a sound bar for my son’s Jeep as a gift to acknowledge a major accomplishment he recently completed.

One said: “We don’t have them but we have the speakers for them.”

The Department of Obviousness requires that I inform you that the holes in these sound bars are designed to fit common speaker sizes so that retailers don’t have to stock custom speakers.

After checking the store, another said: “I don’t think we can get anything like that.”

No one said “We don’t carry that, but I can get it here tomorrow and install it for you. When would you like to bring the Jeep in?”

The last answer is what keeps people from buying car audio gear on the internet.

The point

While I’m only talking about a $200 purchase plus installation, the big picture was missed.

The size of this purchase isn’t the point.

What you *must* get across to your staff (no matter what you do) is that the real long-term reason to make a sale is to *get a new customer*. 
After that, it’s their challenge to keep us as customers.

I suspect car audio industry research tallies the average annual spending of customers. If that figure is only $100, at one new customer per week, you’d add an average of $5200 to your gross sales per year.

Your market is no different.

Has dealing with your store become so unremarkable that customers would rather pay for shipping and wait a few days?

Walking to Missoula

I was in a cloth store recently, buying some material so a local business owner could make some custom neckerchiefs for my Scouts.

They had less material than I needed. They offered to order more, advising me that it could take 3 to 6 weeks.

They didn’t mention their corporate-run online store. I checked it myself, finding an in-stock quantity of only three yards. That wasn’t how much the local store had, it indicated (incorrectly, I suspect) the corporate’s in-stock quantity.

Meanwhile, the Missoula store had plenty. I know this because the local store is advanced enough to be able to check this from their handheld terminals (nice!). When I asked them about getting it from Missoula, they said it would take “about 3 weeks”.

I can *walk* to and from Missoula in three weeks.

Trucking in the wrong direction

Recently I was outside of Missoula at a truck stop and bought a small toolkit for a task that had me sidelined on the road. As the cashier finished ringing it up, I realized I’d bought the wrong thing. Yes, my fault.

While standing at the counter, before the salesperson walked away, before picking the item up from the counter, while putting my wallet back in my pocket, I asked to return it, unopened.

Without a second’s delay, they said “We have a strict corporate return policy. No returns.” 
Even if the unopened item has never left the store, much less the cash register.

It’s early on Saturday evening and there is no weekend on-premises manager. She won’t be back until Monday and no one else is allowed to take responsibility.

Stunningly “customer-friendly”.

Earl Nightingale once said something like “To be successful, observe what the majority in your market are doing, then do the opposite”.

These are good examples of his advice.

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photo credit: Dennis Wong

What transforms an experience from “acceptable” to “cant wait to tell my friends”?

To me, “acceptable” service starts with a smile, an effort to make sure the customer received what they came for, eye contact and a thank you.

“Can’t wait to tell my friends” service doesn’t come *before* you do little inexpensive things, it comes *because of* little inexpensive things.

That’s right – the things that transform your service to “cant wait to tell my friends” are often simple, inexpensive little things.

By themselves they might not seem like such a big deal. Below, a few examples. In each case, consider the perception of the customer.

The birthday card

• A birthday postcard sent via an automated postcard service during your customers’ birthday month vs. no card at all.
• A birthday postcard sent via an automated postcard service vs a hand written birthday card signed by the owner or manager.
• A voice mail from the business owner wishing you a happy birthday, vs. a brief call to invite you into their establishment that required 4 callbacks to get you in person.

In 5 of 6 cases, a happy birthday message arrives. What’s the difference in the perception of the message?

A cup of coffee

• A tasty cup of latte made from freshly ground, freshly roasted beans vs. a cup of latte made from coffee ground 2 weeks ago and roasted who knows when (matters to those who can tell, doesn’t matter to those who cannot).
• A tasty cup of latte made from freshly ground, freshly roasted beans vs. a tasty cup of latte made from freshly-ground, freshly-roasted beans that is topped with latte art such as the cat you see above.
• A tasty cup of latte made from freshly-ground, freshly-roasted beans that is topped with latte art in the shape of a fleur-de-lis to celebrate the Saints’ Super Bowl win.
• A tasty cup of latte made from freshly-ground, freshly-roasted beans that is topped with latte art in the shape of a heart for the runup to Valentine’s Day

Doesn’t make the coffee taste better, but it does provoke someone to talk about what transformed a mundane cup of coffee (no matter how good) into something you tell everyone about, that you take a picture of with your phone and post on Facebook or Twitter, and that causes you to bring your best friend the cat lover to this place as a little surprise. Next thing you know, she’s bringing all her cat lover friends.

In the latter case, something to create a little free buzz (pun intended). Perhaps you do so before the game and give your customers a choice of the Colts’ horseshoe or the Saints’ fleur-de-lis. You can do this year-round for holidays, sports events, you name it.

The letter

• A letter from your Senator congratulating you on an achievement, with the Senator’s signature signed by the Senator’s personal assistant.
• A letter from your Senator congratulating you on an achievement, with the signature rubber stamped onto the letter.
• A letter from your Senator congratulating you on an achievement, with the signature printed as part of the letter.
• A letter from your Senator congratulating you on an achievement, with a handwritten signature.
• A letter from your Senator congratulating you on an achievement, with a handwritten signature , and a brief handwritten PS from the Senator.

Which of these would you show to your friends? Which would you frame and hang on your office wall? Which would you keep in your scrapbook for the rest of your life? Which would you show your grandkids 30-40 years from now?

Little, inexpensive things mean a lot.  They create relationships that few competitors can hope to break.

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photo credit: jurek d.

Today’s guest post is another story from Dustin about little things.

Some people notice these things, some don’t.

Ask yourself which kind of person you want for a customer, but think before you answer.

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Download audio file (KingForADayVerizon.mp3)

photo credit: Sister72

I‘d like to introduce a new series called “King for a Day“. For the acronym-challenged, you might see me refer to it as KFAD now and then, so don’t assume I’m talking about a local radio station.

King for a Day is a series that will discuss some steps I’d take or issues I’d address if I was to become what else… “King (of a particular business) for a Day”.

The idea is to use big companies that many are familiar with and allow you to extrapolate from there to your business – whether its a good or bad thing they’re doing.

You should expect the discussion to center around the consumer for what I hope are obvious reasons.

If you’d like to nominate a business, add a comment and I’ll add your suggestion to the list.

I’ll be publishing KFAD on the first Friday of the month, so stay tuned for future episodes. Because these posts might get a little long, I will also podcast them. You might find a little bonus content in the podcast, so subscribe via iTunes, Google Reader or whatever you use to listen online.

One last thing to repeat before we start this exercise. This is not really about the companies that we discuss. All of this is just another way to get a point across that it’s about you, your company and most importantly, your clientele.

When reading the stories in KFAD, you should expect to:

• Search for parallels in your business
• Identify takeaways.
• Implement change for the good of your clientele – which will bring good things to you.

So let’s get started …

Focusing on the wrong thing

While it would be easy to start this out by being the King of the Airlines, I’ll mellow on that just long enough to give Verizon the treatment. The reality is that most of my comments would fit any cellular carrier, but Verizon is the one I’ve used for the last 5-7 years and thus am most familiar with.

Negative consequences

When I find a business in trouble, or simply annoying the heck out of me, it almost always seems to come down to them focusing on the wrong things.

For example, Verizon recently announced they would double their termination fee. How does this help their customers? Is it about punishing the customer? That simply won’t work.

Focusing on negative consequences completely ignores the customers who stay – and aren’t they the really important ones?

In fact, it marginalizes these customers because you’re clearly focusing on things they aren’t even doing. You’re focused on things you don’t want to happen instead of the things you *do* want to happen.

So not only do you tick them off, but your business is focused on the wrong, wrong, wrong thing – which doesn’t serve your customers.

Engage me in a Cinnabon-inspired lovefest

If I’ve made up my mind to leave you for an iPhone, a $300 termination fee isn’t going to stop me. In fact, it’s likely to tick me off and incentivize me to ramp up the goodness that I plan to milk from my new strategic communications device (no, it’s not just a phone).

Think about it: If *I’m* willing to put up with AT&T, I must have a *really* good reason to do so.

Instead of threatening me with doubled cancellation fees, you should be giving me a reason to stay. Give me lots of compelling ones, in fact. Give me things that make me want to write long, lilting caramel-covered blog posts about you that are as sickeningly sweet as a slightly under-cooked airport Cinnabon with extra frosting.  Hint: A good start would be to make it possible for me to buy a Verizon-compatible iPhone.

Focus on making changes that make your service so valuable that I *cannot* leave you. Don’t focus on things that cause you to waste management and technology resources – such as new ways to punish people who are likely leaving you anyway.

A man’s got to know his limitations

I have a 400 minute call plan. Rarely do I go over, but over the last 2 months, I’ve gone way over. I didn’t find out that little tidbit until the $400 bill arrived.

Any cell company that was interested in keeping their clients happy would tell me before that happened.

Any cell company that really cares would do what is reasonable (or do MORE than is reasonable) to see that their customers don’t make mistakes using their product. Common sense says that providing good customer care includes telling your clients when they are approaching an overage. Even banks do that.

Need a revenue source focus for this conversation? It’s a great opportunity to ask someone to upgrade their plan, even if only temporarily. Imagine that, getting paid for taking proper care of your customers.

Perhaps you might have a 3 day/week/month “Bump” plan that gives you an extra 100 minutes a week for when you’re out of town unexpectedly. Perhaps you could turn it on by dialing “*bump” and then go about your business.

When you do this, Verizon would automatically add the charge and 100 minutes per week (month, whatever) to your plan. Likewise, it would automatically terminate it after the 3 weeks/month/days or whatever.

No doubt, someone might say “we don’t have the ability to upgrade your plan, or sell temporary “bumps”, because our systems don’t allow for that”. I say – that’s an easily solvable problem in your billing system.

Same idea for text and data plans that near overage points.  (apologies to Clint for the heading)

Data plans (required)

Recently I took my 17 year old to the Verizon store to get him a new phone. His last one met with an unfortunate end of life scenario and this time, he was buying the phone himself.

Unfortunately, out of 20-30-40 phones (however many they had), only TWO could be activated without a data plan.

Now tell me, what 17 year old really *needs* a data plan? Can you justify $30 0r $60 a month additional for that? The salesperson’s line is that they aren’t allowed to sell the phone without a data plan.

For an iPhone, I get that. For a smart phone that is designed to be totally integrated with email such as a Blackberry, I get that. For a regular old cell phone, whether it has lame web capabilities or not, the customer should have the ability to get service without requiring an additional $400-$700 a year data plan – particularly for a teenager.

The iPhone (the official line vs reality)

Every time I go into the local corporate Verizon store, I ask when they are getting the iPhone.

I do it mostly to see what kind of response I get. Clearly they’ve been indoctrinated by corporate, because I get the same response every time. It’s something along the lines of “We don’t want the iPhone. It’s putting AT&T out of business and making their network too busy. Have you seen AT&T’s stock lately?”

Yeah, whatever. Have you seen AT&T’s churn rate lately? It isn’t because they offer the best service and customer care in the business.

Advice to whoever is training these folks: Get over yourself. You *want* your network to be hammered. Sure, you want it responsive, but you want more, more, more demand. You want the problem AT&T has, ie: “How much capacity can I build this year?” The more demand, the less likely you’ll ever lose them.

The source of the “Why would we want the iPhone?” attitude might be Verizon CEO Ivan Seidenberg himself. In 2008, Seidenberg’s childish response to iPhone question included calling the iPhone’s success a “conspiracy”.

Late in October 2009, it seems that 2 billion app store downloads and a 1% AT&T churn rate might have tempered Seidenberg’s attitude a little, as he responded to questions about Verizon selling the iPhone by noting that they were certainly interested and that it was “exclusively up to Apple“.

Disabled GPS chips

With the exception of the Storm and the (new) Droid, Verizon disables API (programming) access to the GPS chips in phones – *except* for their extra services/products. For example, you can’t use certain Google’s Mobile Maps features because Google can’t get to the GPS chip to say “Hey, where am I?”  How is that customer friendly?

It isn’t. You should be.

You get the idea by now I hope: It isn’t about you, your products or your services. It’s about all the things those products and services can do to benefit your customers.

Update: Karmically enough, the same day I post this, Apple Insider reports that a Verizon iPhone is on the way. That would keep me on Verizon.

Update: More on the topic from Digital Daily, including a reaction from Verizon.

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photo credit: paintMonkey

Yesterday, we went over the first 50 items on the NY Times’ “100 things restaurant staffers should never do”, and mentioned a few other folks that might also use those things even if they don’t own a restaurant.

Today, the NYT published the next 50, and once again – they might be focused on a restaurant staffer’s duties but you have similar, little tiny, insignificant things in your business that matter JUST AS MUCH.

Hopefully this list from a restaurant will help you find them in your place and do what makes sense for the customer.

What I hope you don’t do is discard the entire list because you disagree with one of them. We’ve all had a waiter do something little that bothered us, grossed us out, or whatever. Your staff does little things that have the same impact on your customers.

For example, do you have a counter service person who licks their index finger while flipping through papers? Do they then hand the paper over to the client? Normally, maybe a minor thing. In the days of H1N1 (swine flu), it may or may not be a way to transmit the flu but it will still cause concern.

Just a little thing…like the difference between the way water behaves at 211 degrees F vs. 212 degrees F.

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photo credit: goldsardine

If you don’t own a restaurant, the temptation might be to turn the page and blow past part one of the NY Times’ “100 things restaurant staffers should never do” story.

Or maybe you’d read it like a diner, thinking “Yeah, #2, 13 and 34 really annoy me”.

Don’t waste it like that.

The list is all about whatever *you* do, no matter what that is.

I guarantee that your oil change store, dry cleaning store, clothing store, bar, coffee shop, software business or consulting firm can adapt most of these for your business.

You don’t have to agree with all fifty. For example, I *prefer* to know the waiter’s name. It’s more… personal. But you knew I’d say that.

Even if you don’t agree with all of them, use the list to your advantage.

Update: Here’s part 2 of the NY Times “100 things” list, along with my comments.

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How much is it worth to get recognized in public just for being thoughtful?

Hard to say. On the other hand, what’s it worth to know that a TV personality (or for that matter, *any* customer) will use your company’s service forever (or until you blow it)?

In my mind, a lot.

Since specifics are nice, consider that person might rent a car twice a year for just one day. I figure that might be $80-200 depending on the rental. Multiply that times 20, 30 or 40 years and it adds up.

Now imagine that it happens because just one of your staff members is helpful, thoughtful and does something that really costs you *nothing*. The ROI on thoughtful is pretty good.

Christopher Elliott gave Alamo Rent-a-Car a great testimonial on a major media not long ago because someone at Alamo upgraded his car without him asking, for no cost, simply because of where he was going.

What was *that* testimonial worth? When I walk by Alamo this week in Kalispell, Las Vegas, Seattle and Salt Lake – you can bet I’ll remember it. I wonder how many other viewers will remember…

Quite a strategy that counter person had, thinking about their customers’ welfare and the experience they might have while using their company’s product.

Imagine if it had gone the other way. If he’d gotten stuck, been late, had car trouble that was no fault of the car or Alamo, but simply had troubles because he didn’t rent “enough” vehicle.

Which way do your people think while helping a customer? Is that what you’d want if your grandmother was your customer?

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photo credit: Blyzz

A number of vendors that I used to do business with waste my time and theirs with their lame, cookie cutter attempts to get me to renew a subscription, update my software or renew some other sort of thing I use to have.

Don’t get me wrong, I appreciate the fact that they made the effort, but the effort made is usually so weak that it makes whatever is left of the relationship even weaker.

Sometimes I’m not interested anymore and I unsubscribe. Other times I just hit delete because for whatever reason, I’m just not ready to unsubscribe. I may be planning to buy sometime in the future, but not just yet…

One of the vendors who emails me like clockwork does so once a month to remind me that my subscription to their data, software and newsletter has lapsed. Sure, those emails are automated, but I don’t mind because 1) I’ve done business with them and 2) they don’t nag the crap out of me. I can depend on a single monthly email.

Keep in mind that these emails don’t LOOK automated, but I know they are. They look and are written like someone actually cared about what the email says – and that makes all the difference.

A Surprise

But today was different. Better.

I received this email from SearchEngineNews.com:

Hi Mark,

It can sometimes be challenging to find a graceful way to give a gift. These days many people are suspicious or cynical. They’ve been jaded by so many nefarious schemes with hidden agendas. But in spite of all that, I am going to try to give you something anyway …something that is truly valuable and doesn’t have any strings attached.

Here goes.

You, as a past subscriber of Planet Ocean’s SearchEngineNews.com, raised your hand as someone with interest in ranking at the top of the Search Engines. I can only guess that you may still be interested. And assuming that you are, I am giving you a full and free membership to SearchEngineNews.com for the rest of the year — complete access through December 31st, 2009.

This gift is without strings or restrictions. It is simply a gift. You may download the most recent UnFair Advantage Book, gain access to all of the SearchEngineNews.com articles and expert reports, peruse the archives, use each and every one of the resources and test your site against your competitor’s by running it through our amazing tool, the Site Strength Indicator.

Now I hear you asking “why.”

We’ll it isn’t because we are desperate for members. On the contrary, ever since 1996, Planet Ocean has had a better year than the previous one — And this year is no exception. Our membership revenues have never been higher. 2009 has blessed us with our best year…in spite of all the so-called economic doom and gloom in the news lately.

I’m not bragging–exactly the opposite. I am humbled by our success and proud of our Planet Ocean people who have worked together to succeed in the face of challenge and adversity.

But most of all, I am thankful for having had you as a subscriber. And, this is a chance for me to give *you* something that is affordable for us and *could easily be more valuable than money* to you during what many are predicting to be a continuation of the challenges being faced all over the economic landscape.

Personally, I feel energized by the opportunities upon us. My 57 years of life experience have taught me that, in good times, anybody can succeed. But when the industry turns challenging, those of us with the best attitude, resources and information become the eagles who literally soar above the turmoil.

Hopefully you are already soaring like an eagle. And if not yet, then please allow me to put a little wind under your wings by gifting you with our researched information for ranking your business at the top. No strings attached, here is your login information for the October 09 issue of SearchEngineNews.com.

(login and link left out)

Again – Thank you,

Stephen Mahaney – CEO/Founder
Planet Ocean
75-1027 Henry St. 111A #301 · Kailua-Kona HI 96740-3154
800-334-5662, 808-329-5700

Yeah, it’s kinda long (and it was formatted narrower since it was an email – just in case you were wondering), but it is a really smart email. Why?

First – His product doesn’t have an incremental cost, so it doesn’t matter if he gives it away to the *right people*. Giving it away to just anyone would be a waste of time and server resources. Giving it away for a short time to lapsed customers who already are familiar with the product and saw enough value to subscribe in the past is absolutely the right thing to do. No selling needed. Just lay the fly on the water, right out there in front of his nose and let Mr. Rainbow take a look at it. If there’s no trout there, what’s the point?

Second – He isn’t getting my subscription $ right now anyhow, so (thanks to the lack of incremental cost) he isn’t losing anything by giving me 70 days of his product. That presumably will give me a chance to check it out again and remember how much I got out of it before my subscription lapsed, was forgotten or whatever the situation was.

Third – Rather than just saying “Hey, we want you back cuz we *really* miss your money, here’s a bribe”, he provides the “Reason Why”. He tells a story about what provoked him to do this, weaves in the state of the economy, and it all makes sense.

Your turn

What are you doing to get your lapsed customers back into the fold?

If you’re a retailer, did you lose them after a return? I know darned well you have the point of sale data there to figure that out. Get it out and crunch it. Find out which customers haven’t been back since they asked for a refund, exchange, return or what not. Did they fail to return intentionally because their last experience was about as pleasant as a spoonful of cold bacon grease?

If you run a restaurant, did you lose them after a party booking? Or a regular visit? Your loyalty program data should be able to tell you when they last visited and your point of sale data will tell you what they last bought. Don’t have a loyalty program? All your point of sale data is on little order pads? Do I really have to go there?

If you sell a service, you should be able to figure out from your point of sale data what they last had serviced (or what service they bought). Same question re: loyalty program and point of sale data.

No matter what you do, you should be able to identify the lapsed customers.

With that in hand, how will you get their attention and show them the value they’re missing out on?

Either Stephen figured it out, or had someone help him do it. Doesn’t matter which way as long as it got done.

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photo credit: FreeWine

In four minutes. On a Sunday morning.

Something like that can be hard to find these days, but that’s exactly what Chris Matyszczy found when he contacted Amazon recently.

Sunday morning aside, is your staff providing 9am Monday morning service all week long?

Even at 4:45pm on a Friday?

Think about this – where will he buy his next book, or perhaps, the majority of books in the future?

Now you have a reason to provide service like this, if you didn’t already. If you need motivation for providing this kind of service (you shouldn’t, if you think about it): ask yourself this question…

Why should they buy from you instead of everyone else who sells what you do?

If you own the local bookstore in Chris’ town, what do you have to do to keep him from going to Amazon, Books a Million, Borders, Barnes and Noble, Powells and any of their online counterparts?

That’s a question on the minds of customers who haven’t been given a reason to want to spend their $ in only one place.

At least not yet.

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photo credit: maessive

Today is about setting expectations.

When you go into a doctor’s office, most people figure they’ll wait 10-15 minutes whether it makes any sense or not.

If that doctor’s office happens to be an OBGYN, you can reasonably expect that it might be 10 minutes or 3 hours, which goes with the OB part of the territory.

The leg, again

So yesterday, I went back to the doc to get that spider bite thing looked at (again, I’ll spare you the photos). After waiting 10-15 minutes to get the standard temp/bp and probing questions, I somehow managed to find a way to wait for 30 minutes before seeing a doc.

Finally, I couldn’t stand it anymore, I had to poke my head out and ask where ye old doc was.

Why, he’s right outside my door, finishing up some paperwork from the prior client. He looks up, smiles and says “Sorry, had a little crisis, but I’ll be in to see you in just a moment.”

Had Blood Pressure Boy (sorry, don’t recall his name) stuck his head in the door and said “hey, we’ve got a little crisis down the hall, it might be 20-30 minutes before the doc can see you”, expectations are set and reasonably so. I’d sit there and watch “History of the electric light bulb” on the History Channel and be all mellow and such.

Silence, on the other hand, just has me sitting there stewing as I stare at a swollen, red leg wondering if everyone went out for happy hour or over to Costco to taste a few samples.

15 seconds: the time it would have taken for someone to poke their head in and set expectations.

Power to the people

Over the weekend, we had a bunch of wind push over a tree onto the power poles just down the road. 1 pole got creamed, which put tension on the one in front of my drive. It ended up badly cracked. 6 hours without power.

When telephone poles get creamed by falling trees on my road, I expect the power to go out…just not randomly for 3 to 6 hours each day for 4 days.

Yesterday, I walked out to see if they were going to change both poles that day (not sure) and they volunteered that the power would be out for several hours in the afternoon. That allowed me to schedule around the power situation without a loss of time, productivity and so on.

Today, they showed up again. One of the trucks is parked on the road in front of my place.

It might have taken 2 minutes to walk down the drive, knock on the door and say “hey, we’re taking the power down in about 10 minutes and it’ll be down for several hours”.

But that didn’t happen.

Mid-morning, the power went out without warning.

Now, I knew that it was going to go out sometime during the day,  but not when. The effort to share that tidbit would have saved me no time (due to short-term UPS batteries protecting my gear), but it would have let me prepare my schedule around it.

The slight edge, again

It’s not a huge deal, but it’s one of those slight edge things that great businesses do for their customers.

• “Hey, we’ve got a crisis in room 11. It might be 30 minutes before the doc can see you. Would you like a cup of water or something?”
• “Hey, we’re cutting the power in 10 minutes and it’ll be down for several hours, just a heads up in case you need to shut down computers or something.”
• “Hey, it’ll be 2 weeks before I can get to your mower, will you need it before then? If so, stop by and I’ll give you a loaner.”
• “Hey, there’s a rebate on that item, better take this form with you. May as well save a few bucks where you can.”
• “Did you know that our clients who sell this item sell 20% more if they present it this way? Might give it a try if you can.”

You get the idea.

Expectations can change in a mere 15 seconds. So can your entire relationship with a client.

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photo credit: TheGiantVermin

Good question.

The answer? Depends on who answers the question.

Slide over to Scott McKain’s blog for one company’s answer.

Hey, you’re back.

To give AT&T a little bit of credit, you have to admit that trying to predict what was going to happen (and plan infrastructure) for the iPhone release was just about impossible. Especially, as Andrew G says, if you weren’t expecting the runaway freak hit that the phone has become (and continues down that path. He has a point.

Time will tell what seems reasonable in urban areas affected by this issue. Regardless of what’s reasonable, there are a lot of folks out there in these areas that are pretty grumpy about the service they’re getting.

What’s this got to do with you?

What do your customers think is reasonable of your business’ behavior? Maybe you should ask (you should know, but asking beats guessing).

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I had to stop in at Wells Fargo over lunch.

Among other things, I cashed a check. They require that you give them your driver’s license or other photo ID so that they have some vague idea that you are who you are.

When I got my receipt, license etc back, instead of the normal “Have a nice weekend” or something else that makes you think they say the same thing to everyone, I got a far more personal farewell.

Have a nice weekend – and enjoy your birthday next week.

Now how hard was that? Didn’t cost a thing.

Is your staff paying attention to the little details?

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photo credit: werkunz1

Today’s guest post is from Laurie Sherman over at Blendco Systems, where she offers 5 tips for turning car wash customers into fans.

The difference?

Customers wave and smile as they walk by, and maybe they stop to chat if they have time.

Fans drag people into your trade show booth. Not just any people, but people who are important to them. People they trust that you will take exceptional care of. People that they just know will become fans just like they are.

Laurie’s post is really about creating fans for any business. It really has little to do with car washes, even though that’s who she is writing to.

What are you doing to create fans?

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photo credit: gruntzooki

Would airlines be (more?) profitable if they didn’t have to pay for the fuel to get their planes from the runway to 35,000 feet?

I’m guessing they would. Think about all the fuel it takes to lift half a million pounds (or so) of aluminum, fuel, people, iPods and 3 ounce shampoo bottles all the way to 35,000 feet.

A lot. From the research I’ve done, it takes about twice as much fuel to climb as it does to cruise. There are variables, but that’s the basics.

Whether you run an airline or a flower shop, how you get started is important.

What it costs in time and money to get a new customer rocking and rolling with your product and service is more than important.

Set the tone

How you get started usually sets the tone for everything that comes after that point.

As I may have told you that back in the prehistoric days (ie: the photo software), we were always looking for a way to shorten the sales cycle. To find a way to make people think “yep, gotta have that now” vs. “gotta have that, but maybe next quarter”.

We talked about this a little not long ago when pet peeves was the topic of the day.

One of the pet peeves of any custom software product is the setup process. In the case of a detailed, vertical market package like ours (and perhaps like yours), “teaching” the software how you run your business isn’t easy.

We had one couple tell us that they put it off for 6 months and ended up renting a hotel room for the weekend just to get the setup task behind them. Well meaning, always intending to do it, but never could get enough quiet time to educate our software – until they got a room.

Hello? McFly? Am I paying attention to that?

Absolutely.

Yes, of course we started doing the setup for them. I may have told that story here before. Doesn’t matter – it’s that important.

It transformed our sales process and started our customers off so fast that they were productive in short order.

It was a killer start to our relationship because it allowed our experts to set the software up right (kinda important) and the information they sent us (price lists, policies, documents and such) helped us understand our new customer’s business.

Oh, and they loved it because we did it for them and their investment started getting used right away.

But that isn’t why I brought it up (though it’s a pretty good reason.

Bang

And that’s what I’m getting at today. That setup thing got them started with a bang. In no time, they were productive and at cruising altitude at almost no cost to them in time or hard dollars.

No excuses. 7 days from purchase to startup. Everyone’s head turns at that “no time or hard dollar cost” thing – especially in 7 days.

What can you do to make the climb to cruising altitude easier for your clientele?

Whether you sell software, coffee beans, tax services or lawn tractors, I’ll bet there’s something (else) you could be doing to make the climb a little bit (or a lot) easier.

Now…imagine what a competitive edge it will be when you can say something like this: “If you buy our planes and use our maintenance services, we’ll pay for the fuel required to get our planes from takeoff to cruising altitude and we’ll do it for as long as your service contract is in force.”

Obviously you’ll be saying it in the context of what you do – but I think you get the idea, mostly because my example is so far fetched.

Perhaps best of all, I’ll bet you can find something awesome without giving away 6500 lbs of jet fuel every day (per plane).

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photo credit: Jasmic

Is it the Creature from the Black Lagoon or worse… a Humanoid from the Deep? Nah, it’s just me.

Since junior’s Montana summer swim league started back in June, I’ve been going to lap swim at the end of the work day. Aside from the obvious benefits, it’s a great way to “shed the day” and detach from the laptop, phone, etc.

But this is Montana and it is September, which means that the pool has been closed for 2 weeks. It’s still reasonably warm, but the city likes to close the pool when school starts. What’s a guy to do?

I really didn’t want to wait for the pool to open next June so I joined a local club that has an indoor pool.

Of course, that got the gears turning.

One dollar

Even in the little burg of Columbia Falls, there are about 15-20 people doing lap swim during the two daily sessions. Even if only one of them joins your club/gym, you would think that would pay for $1 worth of marketing to those 20 people.

But no one did anything. Not even fliers on windshields at the pool during lap swim. Those might cost $0.05 each, plus some time to work up the flier. They probably have a brochure, worst case they could use that – though I’d recommend something else.

Not long ago, we had “Boogie to the Bank” during our town’s Heritage Days celebration. It’s a 5k run/walk that quite a lot of people participate in, from moms pushing strollers to real athletes who travel to compete in it. Wonder if any of them are the type who like to stay (or get) in shape?

Was there any marketing effort there to pique the interest of the folks inclined to stay active? Not really.

Standing room

I guess maybe these places have all the customers they want.

I wonder if there’s some burly guy at the door who flunked out of “Cool Hollywood Club-of-the-Week bouncer school” and has to keep people out of the gym instead? I haven’t seen him, so maybe I just visit at the wrong times.

Most gyms (athletic clubs, etc) depend on 50% (or some industry standard number) of their members paying but never/rarely showing up.

If 95% of their membership showed up every day, they’d be in trouble because the building would be packed. The fire marshal would be the next visitor, if you know what I mean.

Almost every other business would be thrilled if 95% of their customers showed up every day, but not athletic clubs.

I’ll bet most gym managers/owners can tell you what the average length of membership is for those who don’t visit regularly. I’ll bet some of them can guess with reasonable accuracy which hours of the day are the busiest. With the registration systems in place at many facilities, I’ll bet many of them have hard numbers to back up their guess.

I wonder what effort they put into reducing churn. I wonder what would happen if they spent that same effort on retaining their clients.

Speaking of, is churn an issue for your business?

If so, have you done the math on what it costs you each month? What effort are you putting into maintaining the churn treadmill?

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photo credit: mikebaird

Would you find it odd if McDonald’s outsourced their burger cooking to Joe’s Diner or Burger King? What about Global Burger Associates?

If they did so, would they know if the quality of their food dropped?

What’s my point? My point is that you don’t farm out core competencies.

While I hadn’t noticed it because I haven’t asked them for customer service help in years, Adobe recently posted an open letter to their customers about the quality of their customer service in recent times.

The letter discusses the fact that they have a new global services vendor and how they are quickly working to get this vendor up to speed.

Sad, really.

Not that outsourcing thing, though that is unfortunate – regardless of who is doing the work.

What’s sad is that this work isn’t viewed as important enough to handle it themselves, ie: with Adobe employees.

I’ve heard all the arguments. IMO, they’re all wrong.

As wrong as liver-flavored ice cream

Farming out your customer service and support to some other company is just plain stupid. Not only that, it ignores the asset that customer service and support are.

You just don’t farm out an asset like customer service to another company.

What data are they missing by outsourcing support/service duties to another company?

It’s possible that they have access to the database, but is it integrated with their own customer/order database?

Can their developers access this remote system when they need to find out what is causing their customers’ pain?

Can their developers meet face to face with the support staff when dealing with an issue of substantial magnitude?

I don’t know. Maybe. My guess is “sorta” rather than “No”.

But those answers would be “Yes” if they felt it was important enough to do it themselves.

Assets, not liabilities

If you have 5,000 customer service employees who can provide great care for your customers and your competition has 5,000 outsourced customer service contractors who can provide great care for their customers – who has the assets?

Who can leverage the skills they have in-house? Who is building a base of employees with in-depth product and customer knowledge? Aren’t those the people you want to promote in order to strengthen your company?

Not the outsourced one.

Customer service and support are not an expense to be outsourced to the low bidder, nor to that “premium global services” vendor down the street or across the globe.

They’re an asset to care for, leverage and tend to with the utmost respect, just like your customers.

No, it isn’t easy. If it was easy…anyone could do it.

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photo credit: William A. Franklin

This post discusses one of them: http://totusmel.blogspot.com/2009/07/communicate.html

Inconsistency is a good one, but…yours might be different.

I don’t mean your pet peeve, I mean that thing your business does to irritate your customers. Or those things. Multiple annoyances.

How often do you irritate a customer?

Daily. Hourly. Every other minute. Right now?

How many customers a day do you manage to tick off or at least mildly annoy?

What the heck are you thinking?

There’s a top secret, super-duper method for solving this problem. It takes years to gain the expertise to pull this off…or not.

The secret? Ask them.

They’ll be more than happy to tell you.

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photo credit: joshuahoffmanphoto

Kinda stands on its own, doesn’t it?

http://www.cowboyethics.org/TenPrinciples.html

It’s what customers want and expect, but in many cases they’ve become accustomed to much less.

Use it as a starting point and deliver no less.

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I have to say that I never expected a country-western song to be a guest post, but it is what it is.

For the rest of the story about how United baggage handlers trashed Dave Carroll’s guitar and more importantly, their customer service and management mistakes afterwards, drop over to FastCompany.com.

4.5 million views later, it’s more than the old saw that customers who have a bad experience tell 10 people. Nowadays, they can tell everyone, everywhere.

If your service isn’t what it should be, don’t be surprised if you end up going viral for all the wrong reasons.

Of course, that assumes that you care in the first place.

PS: Play close attention to the winner in this deal: Taylor Guitars.

Update: CNN’s Wolf Blitzer covers the story.

Update: United Breaks Guitars – Song 2

Update: A video that was supposedly made by the Mrs. Irlweg referred to in both songs. I don’t know if it’s really her or not. If it is, not a wise move IMO.

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photo credit: Amir K.

Shane over at AskShane.org mentioned to me a while back about an interaction he had with Comcast.

Yes, I’ve seen the litany of “Comcast sucks” threads, and I’m aware that they have a support team on Twitter.

First, mosey over to AskShane and read about his experience with Comcast. Then come back so we can discuss how this applies to your business.

Mark hums the Jeopardy theme song as you read Shane’s story

Ok, welcome back.

Think about the obvious stuff your website should be telling people.

Think about the message it sends about your company when everyday information that your customers and prospects need is hidden from them.

Worse case, does the site lose them by assuming what they know?

Yeah, it’s worse when they can’t get it by website or phone (as in Shane’s case), but more and more folks depend on the net to start the relationship.

In more and more cases, it’s the bellwether that signals whether they will do business with you at all.

Maybe you don’t do business via your site, but if your site doesn’t introduce you, your company and what you do properly, many will leave right then and there and choose someone whose site does get the message across.

Fairness is irrelevant

Is that fair? Doesn’t matter.

If a prospect uses that as their “sorting hat” to decide whether your company has its game on, you made the decision for them.

Can we depend on your site to start the relationship properly?

To get the right message – and the right info – across to someone new to you?

Paper is so 1900’s…or is it?

This isn’t just about your website. What about your other “new prospect-facing materials”?

Yeah, those business cards, paper brochures and so on.

Are they doing the job of introducing your business to others? Or are they just something with your phone #, website and email address on them?

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