Taking Customers “For Granted”
is not Poor Customer Service;
is not Poor Customer Service;
it’s NO CUSTOMER Service.
(Feel
free to print this and publish in your newsletter or send to your customer with
an apology or note that you hope that if he or she feels she has been “taken
for granted” that you will to whatever it takes to fix the situation
immediately!).
Some of us dismiss the “old” books in favor of the next
best thing and what’s on the latest Amazon Best Seller list, but I also love
the classics like Think and Grow Rich, the Bible and so many others.
My library
includes many books circa the early 1900s through the sixties and I find them
rich with wisdom and a reflection of time when people’s hearts were set on entrepreneurship
and business growth. Where we are today in the business world (as with almost
any area) is because we rest on the shoulders of the philosophies of those who
have gone before us. Those who came before us learned by trial and error so we
don’t have to; however, I find that many of us, myself included, do not take
advantage of what is laid before us and recorded in books and other technology
that could make our “work” so much easier.
I mentioned the business world above but this business “world”
also has many segments as it’s been said that the business person wears many
hats. In my business consulting, I offer advice about each as to what they are,
when and where to wear them, and mostly how. Those hats include leadership,
time management, marketing, and customer service to list just a few. Today I
want you to put on your customer service hat and join me for a walk down the
street and which will actually be a lane; history lane.
Our lesson came to me from one of the “old” books I
talked about which covers ways to have power with people. I’ll talk as we walk
to the nearest gas station and we’ll grab a cup of coffee and sit down. You see
this gas station is a far cry from what we used to call a “service” station.
The point I’ll get across to you today will be about service; customer service
that is, which you can use regardless if your product is gas or chili at your “greasy
spoon” restaurant.
If you’re not offended by the term “greasy spoon” then I
know you are of the age where you may remember when gas stations were service
stations. I never thought it as a bad thing for my favorite mom and pop
restaurant being called greasy; it was just a neutral term to me. Service
stations were just that; all about "service". When you pulled in an attendant rushed out and put the
nozzle into your car’s tank, lifted the hood and checked the oil, closed it and
wiped your windshield and some would even do a quick vacuum or brush out the
dirt from the driver’s side floor. I don’t have to tell you that things have
changed for sure!
As we take sip from our coffees, I comment on the excellent
customer service presented by the staff at this modern day station which always
brings us back as a loyal customer.
So after that backstory, I’ll share another story which
was told in one of my “old” books; about how to lose a customer with bad or no
customer service. Understand that this was “back in the day” but I want you to
translate it to how it relates to today’s time, and especially to your
business.
A man who was a faithful customer at a service station
was going to leave and take his business elsewhere but before doing so he
wanted to speak to the owner and tell him exactly why he would no longer be
getting his business. Understand that this owner didn’t just sell gas; he sold
parts, batteries, mechanic services, oil changes and more.
He explained, “Before I was a regular customer you bent
over backwards to give me great service and then when you thought I was hooked,
you gave all your attention to getting new customers”. I’ll paraphrase by
saying, “You didn’t check my oil and battery and would forget to clean my
windshield. You even left the gas cap on top of the pump 3 times and one time I
didn’t notice it was gone until I was 200 miles away and then had to buy a new
one”.
“Then one time I came back to get my car for a grease and
oil job and it wasn’t done because you put other customer’s work ahead of mine.
And then you tried to slough it off by saying that you didn’t think I’d be by because,
after all I don’t really work; I just sit at home and write all day” (He is the
author of the book).
The author goes on to tell us readers that Max his former
mechanic/service station/business owner no longer was a business owner who
owned his patronage because he forgot that the
best way to get a new customer is to pay attention to and keep your old
customers happy.
I’m sure you made note of transgressions made by Max in
our story, but I’d like to point out a few of the good, the bad, and the ugly.
First let me point out that many, many (did I say many?)
of your customers will simply vanish without a trace like a Wednesday detective
rerun and not telling you why. This author gave Max a “gift” by expressing his
discontent. Perhaps Max could have done something to “save the day” but the way
it sounds, he had his chances and failed miserably; especially by insulting his
customer insinuating he just sat on his butt all day without a job. It is to be
considered a “gift” when one learns from the episode and makes positive changes
to see that this doesn’t become a Nick at Night Classic.
Another thing I’d like you to note is that Max bent over
backward until the customer was “hooked” like a fish on a line. He thought he
was in the boat but he got away! That’s like many real estate agents (and sales
people in general), we work hard to get a customer and then we get so busy with
business; not even getting new customers, but just the business of everyday tasks
and putting out fires to keep our customers happy. With today’s automation, opportunities
for delegation and time management practices, this doesn’t have to be the norm.
I hope you’ll visualize this story and bring it forward
to the present and think about similar situations in your business and develop
safeguards to ensure that your customers are treated well. And remember, “Make new
friends but keep the old; one is silver and the other gold”.
Ter Scott, Bricks and
Clicks Marketing Consultant©
You may use this article in whole or part with credit
given to: terscott.com. Ter Scott is a private business consultant and public
speaker covering services and topics about money, marketing and motivation. You
may contact him using this form.
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