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A Great Marketing Model – Utilizing the Power of OPM
Staying ahead of the marketing curve seems to be a never-ending quest. Marketing doesn’t have to be as complex as some people make it out to be. It’s simply a matter of understanding who you are marketing to – your ideal customers – and then...
A Hitchhiker's Guide to the Internet
A Hitchhiker's Guide to the Internet Tips for working in the global cyberspace By David Leonhardt "Where do you work?" "Planet Earth." Sound familiar? No? Well, it should. More and more people are working from home on the Internet, and there...
Are You Burned-Out?
"In order to burn out, a person needs to have been on fire at one time." Ayala Pines What is burnout? And how do you know if you're suffering from it? Burnout is various physical, emotional and mental reactions caused by repeated stress. ...
Businesses Should Specialise Not Generalise
In the 1980s it was the fashion for businesses to be diverse and to offer a variety of service. This strategy was found to be wanting in the 1990s when many businesses decided to stick to the core businesses they know best and to dispose of...
Maintaining Small Town Charm In An Ever-Changing World
Virtually any state in the country has the appeal of multiple small towns. Ask almost anyone who lives in small town why they are here and they’ll tell you they enjoy the small town feeling while being close to all the conveniences of a larger...
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Satisfying your Customers is as Simple as this...
Customer service is everywhere. It seems everyone we deal with now is a 'customer service representative'. Remember when they were bank tellers, flight attendants or just the person behind the enquiries desk? So why is the experience of fantastic, 'blow-your-mind' service still so rare?
My family recently had one of those rare experiences in a small family restaurant. The food was good value, but that's not what made it memorable. What really made this meal was the combination of decent food with a bright, clean environment, friendly, attentive, knowledgable staff and timely service.
Our feeling of being well looked after - of receiving fantastic service - was not delivered by one 'knock-out blow'. Rather it resulted from the coming together of a whole range of small things, each delivered really well.
And that is secret ingredient in fantastic customer service: GETTING THE DELIVERY RIGHT.
No matter how good the food on the plate, if it had taken an hour to get to us we would not have enjoyed it. And our feeling about this restaurant would have been tarnished.
All too often businesses forget this. Larger organisations in particular seem to think customer service is about having a customer charter. Or running a public relations campaign. Or telling us that "your call is important to us". Or giving their staff the title of 'customer service assistant'.
The reality is that, as consumers, we don't care what the title is of the person we are dealing with. We only want them to be
courteous, to give us their full attention and to know what they are talking about (as they did at our restaurant). And we want the product or service we are buying delivered with minimum fuss.
The same applies to every business - including yours. It doesn't matter how good your products or services are. If you can't consistently deliver them in an efficient manner and with minimum hassle for the customer, your customers will eventually drift off and try someone else.
On the other hand, you will stand out from the crowd if you focus effort on getting the delivery right.
What does this mean? It means focusing on the detail of how you and your staff interact with customers. It means creating systems so that orders never, ever get lost or misplaced. It means having sufficient control so that when you make a promise to a customer, you can deliver on that promise.
And it means having the systems in place so that all these things happen consistently.
Having a great product is one thing, but if you want to really impress your customers: get the delivery right.
***For more ideas on this topic, see http://www.businesssimplification.com.au/ideas.htm
© David Brewster, October 2002
http://www.BusinessSimplification.com.au;
mailto:feedback@businesssimplification.com.au
About the Author
David Brewster runs Business Simplification and works with the
owners and managers of small businesses who know they want to
improve but simply can't find the time to do so.
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