Understanding Your Customer

Some may say the only way to understand customers is to do market research, well I like this approach that is free and accurate

"I used to hold meetings in the aisles of my supermarkets. Customers would constantly interrupt to talk to me, to give me feedback. Then I'd attend meetings back in the office with colleagues who spend all their time compiling customer research and wading through consumer behaviour reports. And I'd tell them things about our customers I'd picked up from random conversations in the aisles. And they'd say 'We didn't know that.' " - Feargal Quinn, founder, Superquinn supermarkets

How often do you get from behind your desk and speak, yes speak to customers...wonderfully old fashioned concept that is so overlooked in business.

A Tale of Customer Service

A regular listener to The Engaging Brand podcast - Harold Thompson - sent me a wonderful story that is doing the e-mail rounds. I thought I would share it with you as it is a wonderful reminder of customer service

The Cabbie

When I arrived at 2:30 A.M., the building was dark except for a single light in a ground floor window. Under these circumstances, many drivers would just honk once or twice, wait a minute, then drive away.

But, I had seen too many impoverished people who depended on taxis as their only means of transportation. Unless a situation smelled of danger, I always went to the door. This passenger might be someone who needs my assistance, I reasoned to myself.

So I walked to the door and knocked. "Just a minute", answered a frail, elderly voice.

I could hear something being dragged across the floor.

After a long pause, the door opened. A small woman in her 80's stood before me. She was wearing a print dress and a pillbox hat with a veil pinned on it, like somebody out of a 1940s movie.

By her side was a small nylon suitcase. The apartment looked as if no one had lived in it for years. All the furniture was covered with sheets.

There were no clocks on the walls, no knickknacks or utensils on the counters.

In the corner was a cardboard box filled with photos and glassware.

"Would you carry my bag out to the car?" she said. I took the suitcase to the cab, then returned to assist the woman.

She took my arm and we walked slowly toward the curb.

She kept thanking me for my kindness.

"It's nothing", I told her. "I just try to treat my passengers the way I would want my mother treated".

"Oh, you're such a good boy", she said.

When we got in the cab, she gave me an address, then asked, "Could you drive through downtown?"

"It's not the shortest way," I answered quickly.

"Oh, I don't mind," she said. "I'm in no hurry. I'm on my way to a hospice".

I looked in the rear-view mirror. Her eyes were glistening.

"I don't have any family left," she continued. "The doctor says I don't have very long."

I quietly reached over and shut off the meter. "What route would you like me to take?" I asked.

For the next two hours, we drove through the city. She showed me the building where she had once worked as an elevator operator.

We drove through the neighborhood where she and her husband had lived when they were newlyweds. She had me pull up in front of a furniture warehouse that had once been a ballroom where she had gone dancing as a girl.

Sometimes she'd ask me to slow in front of a particular building or corner and would sit staring into the darkness, saying nothing.

As the first hint of sun was creasing the horizon, she suddenly said, "I'm tired. Let's go now."

We drove in silence to the address she had given me.

It was a low building, like a small convalescent home, with a
driveway that passed under a portico.

Two orderlies came out to the cab as soon as we pulled up.

They were solicitous and intent, watching her every move. They must have been expecting her.

I opened the trunk and took the small suitcase to the door..

The woman was already seated in a wheelchair.

"How much do I owe you?" she asked, reaching into her purse.

"Nothing," I said.

"You have to make a living," she answered.

"There are other passengers," I responded.

Almost without thinking, I bent and gave her a hug. She held onto me tightly.

"You gave an old woman a little moment of joy," she said.

"Thank you."

I squeezed her hand, then walked into the dim morning light.

Behind me, a door shut. It was the sound of the closing of a life.

I didn't pick up any more passengers that shift. I drove aimlessly lost in thought. For the rest of that day, I could hardly talk.

What if that woman had gotten an angry driver, or one who was impatient to end his shift?

What if I had refused to take the run, or had honked once, then driven away?

On a quick review, I don't think that I have done anything more important in my life.

We're conditioned to think that our lives revolve around great moments.

But great moments often catch us unaware-beautifully wrapped in what others may consider a small one.

Listening to Customers Costs Nothing

Tonight I have been working on my computer for about 2 hours. During those 2 hours I have received 3 cold calls...well 1 cold call and 2 people surveying what their customers want. Why?

The answer looks obvious...to build into the products and services for the future?

I suppose...

But what I find strange is that - people pay people to work on a night to ask customers inane questions at a time that is not convenient - it is family time and most people don't want to be interrupted to help you. They don't even give you an incentive or reward for providing the answers...

If you have to spend money doing this as a leader I would be asking "Why spend money upsetting, interrupting customers during their personal time....when we could just listen to them when they are interacting with us! You don't need a telephone you need bigger ears...."

Customer Connection for Customer Service

When a Company reviews their customer service, they often review process and systems...that's fine but that is only part of the story. Process reliance is about delivery but it has no emotional connectivity.

You also have to review how people are connecting with the customer, if people are using their energy "sticking to the process" it is removing emotional energy to connect with the customer. I always say to my people "Please the customer not your boss!" Then tell me what you did if it is outside the process...we then review the process, develop the customer service skill if it was needed and think of how we can build this into our future service.

So remember, yes the process needs work....but the people need energy!

What will make the Disney Difference?

Disney are a wonderful example of how to create competitive advantage within your market place. Disney recognise that their parks need to be clean but that the sweepers - or cast members as they are called - are more than that, they are customer service people. Visitors to the park approach the sweepers for all kind of advice from where to buy something, to which rides have the longest queues. Disney recognise that after a certain point cleanliness of the park cannot be a differentiating factor - so they invest in customer service training for the sweepers. If they are to create "The happiest place in the world" then the sweepers have a key role to play.

Do you know how each person can contribute to your company vision? Do you know what will make the difference to the customer experience?
Do you measure the receptionist purely on calls taken or the service they give the customer?
Do you measure a credit controller purely on cash collection or how quickly they resolve customer queries or problems?

Carnival - Business Stories and Anecdotes

Here is the latest carnival of stories that can help you in your business life.

Charles H. Green presents Trust Tip 57: Don't "Handle" Objections posted at Trust Matters, saying, "What my dog taught me about sales."

Michael Anuzis presents How to Negotiate a Pay Raise with Game Theory posted at Empowering People Through Information.

Anna Farmery presents Environment Leadership posted at The Engaging Brand

David presents Just Change Your Mind posted at The Alexander Report

David presents Enhancing Customer Shopping Experience posted at The Alexander Report, saying, "Business strategies to make your retail location stand out and increase sales."

wilson ng presents The Science or Art of Price Setting posted at Reflections of a BizDrivenLife

Anja Merret presents anja merret - chatting to my generation » Searching for Excellence posted at anja merret

Cardin Lilly Routh presents Keeping Your Precious Things Precious posted at OptmistLab.com,

John McCrea presents The Secret Sales Power of Underwear posted at The Small Business Leap, saying, "Mix together women’s underwear, music lessons, and the U.S. Postal Service and what do you get?"

Vinu Shankar G presents Management thru stories - Story #1 posted at Story World, saying, "This is an ancedote from a book I read. I hope this brings out a business management moral. "

TherapyDoc presents And Another Thing: British Air and Behavior Mod posted at Everyone Needs Therapy, saying, "Use this story to learn how NOT to do customer service."

Brandon Peele presents Marketing: The Authenticity Fallacy posted at GT.

John Crenshaw presents The One Idea That Took 23 Years To Understand And Changed My Life Forever posted at Dominate Your Life

Dianne M. Buxton presents Persisting Through Tedium to Success posted at manifestingsuccess, saying, "Relating back to a small event that made a lasting impression on me..."

Silicon Valley Blogger presents 6 Ways We’re Managing Our Finances and Our Emotions While Starting A Business posted at The Digerati Life.

Steven Silvers presents Rankles over U.S. News best colleges list hint at bigger issue with media rankings. posted at Scatterbox at stevensilvers.com, saying, "A lesson in how social media is not business as usual"

Erek Ostrowski presents Ease Up and Don?t Swing So Hard! posted at Verve Coaching

Rickey Henderson presents A Funny Thing Happened on the Way to the Stadium... posted at Riding with Rickey.

Hugh Hollowell presents Customer service done right posted at A Politically Incorrect Entrepreneur

Terry Dean presents Do You Grab Your Audiences Attention? posted at Integrity Business Blog by Terry Dean.

Cade Krueger presents Visions of Excitement posted at Write To Right

Wanda Grindstaff presents It's All About Having FUN - Living with Intent posted at Creating Abundant Lifestyles,

That concludes this edition. Submit your blog article to the next edition of
anecdotes and stories for business
using our
carnival submission form.

Customer Service

Here is a story that explains customer service

USAA is the US army insurance....Mrs L, an elderly widow of a deceased military officer rang a rep and said that she was sick, had no medicine, no heat and was freezing. She phoned them because her husband said they would always take care of her. The rep retrieved the records and found that the policy was not up to date....what was she to do? Doing nothing for her was not an option, maybe the rules but not the right thing for the business. So she phoned the Red Cross, Mrs L got her medicine and the heat was restored.

She could have played by the rules, she could have said it is not my job and not my fault, But the essence of the brand would have been diluted. She supported the customer, she helped the customer, she delivered the brand.

Inspiring

Customer Experience - Making Magic Moments

Creating a magic moment for a customer increases loyalty, and provides the WOW factor that differentiates you from the rest of the pack...a little story

Disney...On Main Street a Guest(Customer) asked a cast member(employee) who was cleaning the street where he could get a cup of ice. He was then directed to a street vendor and in the short walk to the vendor the street cleaner radioed the Guests request to the vendor who then, when the guest arrived at the stall remarked "I believe you're looking for a cup of ice" the Guest was stunned.

Simple request, simple solution, simply perfect.......how can you make that "magic moment" for a external or internal customer?

Making your life extraordinary

In the book the Fred Factor Mark Sanborn says

"there are no insignificant or ordinary jobs when they're performed by significant or extraordinary people"

I just love that idea. The people that have made your life special at home or at work, probably do not have a big job title - it is the way they behave.

Let me give an example. I go to the same place for a quick meal each weekend. Why ? Great food...no, great environment...not really, great prices...not as low as I think they should be!

No the real reason is because of the people who work there...they say Hi Anna, your usual? I will bring your drink over once I have finished serving this lady. The waitresses who are not highly paid make me feel special - when the restaurant took my favourite dish off the menu they continued to cook it for me! The point is that their jobs are not powerful or special - they are, they make me feel valued, and provide value through service. They have ordinary jobs that they make extraordinary.....I now have crossed my fingers ahead of going there tomorrow!

Service that makes you smile

I love this story of an air steward on a flight from Denver to San Francisco, they said

"If you are having a hard time getting your ears to pop, I suggest you yawn widely. If you are having trouble yawning ask me about my love life"

Now tell me that wouldn't have made you smile.....connecting with customers is an important aspect of success. Giving a little of yourself and doing something out of the ordinary - a wow factor - can differentiate you from competitors. Normally, air stewards read from scripts and it is boring...I bet they don't get talked about on blogs!!!

Make someone smile today.....

Ask a bland question, get a stupid answer.....

Great quote from Groucho Marx who hated the cliches of business. He received a letter from a bank manager who used the standard phrase "If I can be of any service to you, do not hesitate to contact me"

Groucho replied "Dear Sir, The best thing you can do to be of service to me is to steal some money from the account of one of your richest clients and credit to me"

Ask bland questions, don't be surprised by a ridiculous request...

For me, I would have phoned Groucho and say unfortunately that is not possible but you are obviously wanting to grow your savings here are some suggestions of how we can help with that........

Customer Service

We all have suffered bad customer service. Here are 2 questions that I was asked this morning by a customer service agent who was handling a query with me

1. What would you like to see happen here?
2. How can I help you handle this right now?

This had the effect of switching me from complaining (!) to possible solutions, but also it gave me the impression that they were listening to ME.

Finally, the person took total responsibility, phoned me back after speaking to various other people and then phoned me back later to ensure that I was happy that the situation had been resolved. Wow, that made me feel a million dollars.....am I going to be loyal to them....you bet!