You Win, I'll Buy Again...

I was personally reminded yesterday of just how important providing award-winning levels of customer service can be in keeping existing customers. I am sharing this experience because I feel that the way I was dealt with is a shining example of a company getting it right. All too often I read or hear about how a customer is lost due to poor levels of service. I am happy to say that this is not one of those stories. Read the following, give some thought on how your organizatin is dealing with customers, and then see if your service organization would live up to this real example.

I recently ordered clothing off of an online retail site that promotes itself as a high-end distressed inventory clearing house. When my order arrived, I had received the incorrect merchandise. I had originally ordered two dresses for my daughters and received two t-shirts. Nice t-shirts, but clearly not the merchandise that I had originally ordered. This was the first time I had ordered anything from this portal. This was a fatal error on the part of this business. As far as I was concerned I was done and would never order anything form this business again.

The next day I called their customer service department. I shared my story with their representative. As we spoke a credit was issued for the charges. I had yet to request any action to be taken. It was though the customer service rep anticipated what could be the best possible outcome for me (the customer) and proceeded to take care of my needs proactively without me having to exhaust the energy to rectify the issue.

Moments after taking my call my credit card had been credited for the original charges, the correct merchandise was placed in my shopping cart for me, and a credit for shipping was added to my order. As a bonus they even let me keep the t-shirts for my daughters. This was due to the return shipping/restocking costing the business more than simply allowing us to keep the merchandise, but even that was impressive. What I mean by that is here I was dealing with a customer service representative who knows that the cost of returning merchandise under a certain dollar threshold would actually cost the business more than the value of the merchandise itself and was empowered to make that decision. Very compelling.

I was transformed from a disenchanted customer who was now hanging up the phone just blown away with what had just transpired. Not only did they take care of my situation in an award-winning fashion, but they have earned my future business and will now have me advocating their business to my friends and family. Yes, they messed up my order, but in a way I am glad that it happened. I now have a great customer service story to tell and have been reminded at how fast you can lose a customer if you do not empower the right people to make critical customer-facing decisions.

Who do you have on the front lines of customer interaction in your business? Are they empowered to make decisions on how your business will react to certain types of customer-facing situations? Even if this is predetermined based on situational information, it could prove to earn, keep or retain your business customers and even turn frustrated customers into advocates, which is what happened in my case.

212 Degrees

A colleague of mine sent me a link this morning that took me to a video on a site called Just212 that was very inspirational. The point of the site/video is to use the fact that it only takes an increase of one degree in temperature to create boiling water which creates steam that can power a locomotive. That analogy spills over into how you approach your profession, your home life, your existence. You can order the book 212 The Extra Degree, authored by S.L. Parker, from this site. After viewing the video, I am compelled to order his book to read more about the 212 concept. Has anyone already read this book? If so, what did you think?

Do you have room for one additional degree worth of effort in your performance? How the "degree" looks and feels based on your profession could differ greatly, but there is little doubt in the fact that extra effort pays off. The pay off could be in separating your own performance from your peers in order to progress in your profession, it could mean attaining higher commissions or more bonuses, etc.

All too often people use the fact that they have too much on their plates as a way to justify their performance or lack thereof. I frequently ask those folks if they do not want to further advance their career. I ask this question because undoubtedly any advancement will bring the need for additional responsibility, not less, which means more of a demand of one's time. What people often forget is that as they move up in their profession the game speeds up (football players use this analogy to describe what it is like to go from playing college ball to pro ball).

I think using 212 degrees as a way to communicate the fact that a little extra effort goes a long way is right on target. If watching the very creative video doesn't increase your temperature by one additional degree due to getting fired up you might as well be in a professional coma.
In these days of "recession" and "tough times" it will be the individuals, the businesses, the organizations that take the 212 degrees approach that will not only achieve success but will also create separation from the competition. Define what effort and responsibilities you perform on a daily basis that are the most important to your success, and turn up the temperature!

Let’s say you are an inside sales representative. If you average 25 sales calls each day and average one sale per day and increase your daily calls by five per day you could increase your total number of sales by one additional sale per week. Here at Employment Guide Media this small increase in activity could mean as much as an additional $5,000 or much more in annual income.

This reminds me of an exercise I used to conduct with my team when I was a local manager leading our efforts at the St. Louis Employment Guide. Together we would conduct an income check-up that would in essence be a backwards math exercise that would take our great sales team (they are great!) through the process of understanding what they would need to commit to in order to hit their personal financial goals. We found this to be a great way to create a game plan for each member of the team, because each individual had different levels of expectations and goals related to their personal incomes, like wanting to purchase a new car, or buy their first house, etc. I was impressed with how clear everyone's personal goals were that were tied to their finances. You might find this exercise of great benefit to you personally or to your team. It was always clear through these kinds of exercises that effort created opportunity and increased opportunity led to obtainment of personal goals.

Take your effort to 212 degrees verses 211 degrees and see if it makes a difference in some aspect of your life. Where can you apply this practice and make the biggest difference? At work? At home? Give it a shot. What do any of us have to lose by putting forth a greater effort and being the best that we can possibly be at everything that we do? Let's be difference makers!

I have also added a video that I found on You Tube that also promotes the 212 philosophy.

Finding Y-our Focus

In a changing business landscape companies are routinely challenged to develop new products to better meet the needs of their current customer base while continuing to expand their ability to acquire and retain new customers. Many businesses will tackle this process by adding new products or brands to the current offering. Typically these brands are overseen by a brand manager or business development manager while utilizing existing infrastructure and resources to deliver new products to market.

The recruitment advertising industry is not exempt from this process. Our business, The Employment Guide is also not exempt from this process. As we enter our eleventh year of business we are a much different and diversified organization than we were in 1997. We have added to our product offering through the development of our job fair business and our award winning website EmploymentGuide.com. We have also added our targeted niche product offering to the transportation recruitment industry CareersinGear.com and as of yesterday just released our newest member of our product family HealthCareerWeb.com. All of this change is due to the changing needs of our customers and emerging needs within certain industries that are the fastest growing areas of within the recruitment industry.

So what does this mean to the leaders within our organization and the individuals that they lead including our sales personnel? What is or should be our focus? At first glance the thought of this question can appear overwhelming. How am I going to sell all of these products? How can I get my staff to sell this and this and this...? Where do I find the time? When do I spend time selling this or that? It can become a daunting task if not properly managed.

Realistically, from a leadership perspective, we are not asking our sales teams or leaders to do anything different. We continue to ask our sales personnel to focus on calling existing customers and prospects to discuss their needs and to match the best product or combination of products from our portfolio that will satisfy those needs while developing their overall skill set and knowledge base. Nothing new. The line-up of products that we have today affords us an increased ability to expand our total customer count by satisfying a wider array of needs. Once we earn a prospect's business and they become a customer; it is then up to us to work on retaining that customer by exceeding their expectations while providing award-winning customer service. Basically, our expectations of our sales teams and where they focus their efforts will not change. Do they need a broader range of knowledge and skills due the fact that they are talking to a more diverse group of prospects and dealing with new technology? Yes. Are we asking for these individuals to do something outside of their core responsibilities and focus? No. We cannot nor will we ever be all things to all people. It is important that we are the right things at the right time to the right people, which equates to providing the right combination of products and services to meet the need of the customer or prospect on whom we are focused at the particular moment in time.

Businesses can grow by adding products and customers or selling more to existing customers, or they can grow through acquisition (buying new customers). The way that a company stimulates progress and the ability to grow can come in a wide range of packages. We have expanded our product offerings, which in turn offers us as an organization to meet the needs of an increasing number of prospects and customers. The purpose of this expansion is to meet specific needs within targeted markets in the recruitment industry while adding to our overall customer count. We are working towards accomplishing this in a way that has allowed our business to remain true to our roots in the fact that all of our products are niche in nature and are in line with the core ideology of our organization.

In my opinion, customer acquisition and retention must always be the primary focus of a business. A successful company will always be customer oriented. How a business chooses to tackle this task should be based on their core values and purpose. The road map will always look different from business to business and leader to leader, but the goal of customer acquisition and retention will always be an underlying part of a "for profit" company's purpose.

What are you doing to increase the focus of the individuals that you lead in the area of customer acquisition and retention?

Have you found any specific time-management techniques that have worked for you or those that you lead?

Best regards,

Jeff Littlejohn