Monthly Archives: September 2010

Bowling for Business: Can’t Get No Satisfaction

Satisfaction Guaranteed

This column first appeared on RIMOFTHEWORLD.net on March 29, 2010 and in the Biz Press on April 17, 2010.

Several years ago, we stayed at an international hotel chain in Northern California. When we arrived, we were surprised that there were no pillows in our room. When we called the front desk to ask for a few, the staff informed us that they were out of pillows because, prior to our arrival, several other guests had requested extras. And, naturally, the maids thought it best to raid our room in order to meet the demand.

After we unpacked, we rode the elevator to the lobby. Brianna leaned on the metal railing, knocking it to the ground, slamming it against her exposed toes. Brent bent down to extract the fallen metal edifice from our daughter’s swollen feet and encountered screws and sawdust, which had apparently fallen from the disheveled elevator ceiling.

Ordering food in the restaurant was difficult because the waitress informed us the kitchen was out of, well, food…bread, fruit, coffee, lettuce and milk. Later, the combination of loud party-goers in the atrium and thin walls made us desperate to see the light of day so we could finally end the misadventure and check out of Hotel Hell.

While I don’t normally complain about poor service, when our trip was over, I wrote a letter to recount our experience to hotel management. In addition to a letter of apology, we received a refund for our visit as well as vouchers for a free two-night stay. The next time we were in the area, we threw caution to the wind and booked a suite. Construction was complete. A gift basket welcomed our return. All was right with the world.

I share this story because I believe the Holiday Inn Sacramento Northeast did things right. We live in an imperfect world. Stuff happens. Odds are if you are in business long enough, you will one day inadvertently provide less than stellar service or inferior products to unwitting clients, customers or donors. What matters is how you prepare to respond to the challenge.

For Free—

Establish a customer-centric procedure for handling complaints. Once upon a time, virtually every business man and woman adhered to the adage, “The customer is always right.” Since this is no longer standard procedure, your company will gain favor by letting potential clients know that they matter. For ideas, take a cue from brands that are known for superior customer service such as Nordstrom, Four Seasons, Apple and General Motors.

For what not to do, look to the third annual study done by MSN Money, the Customer Service Hall of Shame. AOL, Comcast, Sprint Nextel, Capital One and Time Warner Cable head the list for what avoid when it comes to handling customer concerns.

On a Limited Budget—

Once you develop superior customer service policies, leverage them in your advertising. Come up with a campaign slogan that includes the details of your customer satisfaction guarantee. Then repeat the slogan in every form of marketing. Add it to your business cards, website, stationery, and the signature line of your email.

Internet users who enter “100% customer service satisfaction” in Google search bars stumble upon otherwise little known companies such as Oak Plus Furniture, Cigna and Fieldhouse. If your business has yet to make its mark, what better way than by guaranteeing satisfaction to otherwise wary would-be consumers?

The Sky’s the Limit—

Entrepreneurs sometimes hesitate to guarantee satisfaction for fear the policy will be costly. But according to a recent study done by McKinsey & Company, “Companies that have a strategic approach to customer satisfaction and make technology investments to support specific business and financial objectives are likely to achieve high rates of customer retention, fast growth, and increased profitability.”

In other words, if you invest on the front end to guarantee customer satisfaction on the back end, you will reap the rewards of more traffic, repeat business and a better bottom line.

And with the increase, you will be able to pop for the little things that make a difference…say, for example, food for your restaurant or pillows for your hotel.

Until next week, I’ll be Bowling for Business.

Advertisements

Bowling for Business: Stop the Hype

Halt the Hype

This column first appeared on RIMOFTHEWORLD.net on March 15, 2010

Under-promise and Over-deliver

Before the advent of the Internet, cable television or PlayStation, as a five-year-old, I was over the moon with excitement about my kindergarten class’s upcoming field trip to Albertson’s. In the weeks leading up to the outing, Mrs. Dale would remind us to turn in our permission slips and then she would recount the following highlights of our impending journey:

  • We would be greeted by the store manager, who would give us an official “Albertson’s uniform.”
  • He would usher us to the back of the store, where we would be given an exclusive “behind the scenes” tour of the market.
  • Then, the produce manager would show us where the deliveries arrived and how the fruits and vegetables were processed.
  • Next, the bakery manager would take us into the magic room where all of the breads and pies were created.
  • And, finally, to cap off the exciting event…we would be given a special treat, created exclusively for us.

After what felt like several years, the morning of our field trip finally arrived. To kill time (and evidently drive the rest of the bus crazy) on the 45-minute journey, my friend and I sang an endless loop of Grandma’s Feather Bed. (Don’t ask me why we didn’t visit a grocery store nearer to our school. Even in the 1960s, there were markets on every street corner. Also, don’t ask me why we chose that particular song. Even at five, I wasn’t a huge John Denver fan.)

Unfortunately, our arrival at the store marked the end of the adventure. No one greeted us at the front door. Instead, we wandered back to the meat counter, where a gruff butcher gave us paper hats in lieu of uniforms. Mrs. Dale and the room mothers were told to occupy us by pointing out the food. Mind you; while we were easily amused in the 60s, walking up and down the aisles was hardly entertaining, much less educational. And, our exclusive “treat” was a small, stale cookie…the kind that each child gets at every bakery department in America, when accompanied by an adult.

As we rode home that afternoon, I made a silent resolution. “I’m just a kid right now. So they think I don’t matter. But, someday, I’m going to be a grown-up who shops for groceries. And I am never going to spend my money at Albertson’s.”
Somehow, despite the loss of my business, some 40 years later, Albertson’s remains a viable entity. And, looking back, I doubt any field trip could have lived up to the hype. But I learned a valuable lesson that day which has served me well in my own business. Whatever your product or service, target market or budget: under promise and over deliver.

For Free—

If you can’t do it, don’t say that you will. While this sounds like common sense, the concept sometimes evades sales reps intent on landing new clients. This is especially true of mountain folks, who are, unfortunately, notorious for saying they will start and finish projects in unrealistic timeframes. If you can’t start a project for three weeks, tell the truth. If you do what you say you will do when you say you will do it, your business will grow. And this is true regardless of the location of your company.

On a Limited Budget—

If circumstances arise which make it impossible for you to hold up your end of any business bargain, hire someone to help you out. While this might negatively impact your bottom line in the short run, in the long run, it will pay dividends where they matter most…in satisfied customers and glowing referrals.

The Sky’s the Limit—

If you can afford to promise the moon, then do it. There is nothing wrong with promoting the superior products that you provide. If you can afford to give away exclusive gifts, then, by all means, let your target market know about the perks. Just remember that if you fail to live up to the hype, you will most likely lose their business for life. Because that’s the way the stale grocery store cookie crumbles.

Until next week, I’ll be Bowling for Business.