Running your own business has been a lifelong dream, and you've made it a reality. You're giving it your all, being the chief cook and bottle washer, not to mention the incredibly long hours. But for some reason, you are not building the kind of loyal customer base that's critical for long term success.
Well, maybe you're overlooking something that customers actually notice right away. Are you running a sloppy business? I'm not talking about things like dirty windows, or tall grass, but the finer details which help to create the all so important image of your business in a customer's mind. Here are three areas that you can not afford to neglect:
Customer Service. Do your employees make each customer feel appreciated? Are they helpful and knowledgeable? Or are you paying people that are indifferent to your customers? I can't count the number of times that I've walked into a business and had the sales person simply stand at the counter looking down or away. Whatever happened to "hello, may I can you?" And no one should ever leave your place of business without a "thank you" whether or not the sale is made. Another example of poor customer service involves telephone etiquette, or the lack thereof. If your cashier is on the phone making plans for the weekend, while two or three people are standing in line, chances are, the next time they think about going to your place of business, the first image that will come to mind is that of your chattering cashier. Not good.
Business Atmosphere. I find it very uncomfortable when employees are engaging in conversation about their personal lives, especially when the conversation gets too personal. Treating your employees like family is one thing, but when employees are sharing intimate details about their personal lives in front of customers, that's a bit much. It doesn't matter how beautiful or well appointed your place of business is, if your employees are taking about cheating boyfriends, lazy wives, delinquent children or things of that nature, it takes your business down a notch or two. And then there are the employees that use profanity when talking with each other. A foul-mouth employee will damage your business' image really quickly.
Details. This one can include many things, but there are a couple of things that immediately come to mind. 1) Business Hours. One of the worst things that a business can do is to close up shop before closing time, or open up shop after your stated hours. Imagine the frustration a customer has after having dashed across town to get to your store before closing, They arrive 10 minutes before you're supposed to close, yet the doors are locked and the employees inside are waiving you off. (I arrived at one shop 20 minute before closing and the two employees inside were getting ready to leave) Grrrr. Or leaving home a little early to stop and make a purchase, only to find that your business hasn't opened yet....but you're supposed to be open. Grrrr. 2) Telephone Etiquette (II). In addition to all the things mentioned above in Customer Service, it's not very welcoming when an employee leaves you hanging on the line for a long time without once coming back to the phone to let the customer know that "they're still looking" or apologizing and letting the customer know that they'll be right with them. 3) Proper Attire. This is not about wearing a suit and tie to work everyday, but wearing work appropriate clothing. Even if you run an auto body shop, there is still no reason for an employee to wear a coverall that looks as if its been soaked in oil and then dragged through dirt. It's all about the details, and people not only pay attention to them, but will readily tell friends and family when you don't.
The bottom line: Word-of-mouth advertising is an ongoing thing. The goal is to keep it positive.
No comments:
Post a Comment