04.19.04
 By
Anne M. Obarski
I never thought I would get to a point in my life
where all I wanted to do was to “simplify it”. Like it or not, I guess
I am there. I am not saying I am “old”, I just remember a time when
“Spam” stayed in a can and when viruses were something you could avoid
if you washed your hands frequently. Now, both of those words arouse
thoughts of annoyances in my busy day.
I remember when being on a “diet” meant that you were counting
calories and using an “Airdyne” bike in your basement. Now, dieting
is a billion dollar “science”. My brother used to tell me that you
should eat like Adam and Eve and you’d be ok. Obviously, there wasn’t
a McDonalds or Cheesecake Factory in the Garden of Eden. I like that
simplistic way of thinking. |
I
guess I am getting a little nostalgic. Recently, there was a special
feature on one of the morning news programs about “favorite diners”.
The focus was on how long they had been in business and what type
of food they were known for. Most had less than attractive exteriors
but that didn’t matter. It actually added to the charm. Some were
known for great breakfasts, or lunches and some would even open on
Saturday evenings for “fancy dinners”.
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But the appeal was the simple, family style atmosphere they offered
along with normal, good, home cooking. Sometimes the recipes were
even “secret” which to me, makes them even more enticing to try. Cooks
and waitresses knew almost every customer by name, how their family
was and with out a doubt, what their “usual” order was and how they
took their coffee. No lattes, frappes, cappachinos, and words on the
menu you couldn't pronounce. Just a wonderful waitress who came around
right on time and filled your coffee cup with a steaming, fresh brew.
As the reporter said, most of us have a “favorite diner” in our hometown.
It probably looks just like it did in 1950. The booths and tables
haven’t been refinished, there are no fancy high-top tables or fireplaces
or classical music playing.
So how did they stay in business so long? They
do the simple things, right. They offer good food, at the right price
and they provide it efficiently and with a pleasant, genuine smile.
But most of all, the employees care about their customers.
In a recent newspaper article about the airline industry, I read,
“….low-cost airlines prove best at providing consumers with what they
most want: the lowest fares, on-time flights, fast and friendly customer
service and the ability to make sure passenger bags get delivered
to the right airport.” Seems pretty simple doesn’t?
In Chain Store Age magazine a recent survey by Cap, Gemini, Earnst
and Young stated, “ Consumers will reward retailers that help them
save time, make the in-store experience easier and treat them with
respect, honesty and fairness” They went on to summarize, “The extent
to which retailers are able to deliver a positive shopping experience
will determine the degree of customer satisfaction and customer loyalty
that they engender – and will be the ultimate driver of improved sales
and productivity.
So I thought to myself, what is the management “recipe” for keeping
customers coming back to those “old” diners and the following is my
conclusion.
 |
Ingredient 1. Offer a superior product that people want. What
is the product or service that is the core ingredient of your business?
What is it that customers ask for daily? Are you "in stock" on that
item or service? Or, do you have to apologize that you don't have
it or that someone called off and you can't deliver the service? Without
the basic recipe for your business, you don't have a business, just
a hobby.
Ingredient 2. Offer obvious value with every service or product
you offer. One of the diners offered 5 different types of warm, fresh,
homemade bread on a daily basis. Sure, it has a few carbs, but the
intoxicating aroma of that smell would over-ride any diet! The owner
of that diner cared enough to get there at the crack of dawn to make
home made bread for his very important customers! What value do your
products bring to the table?
Ingredient 3 Offer pleasant, comfortable surroundings for your
customers. I don't believe you have to have the finest furnishings
in your place of business to attract and retain customers. I do think
that they should be comfortable and inviting. Most visual merchandising
magazines are touting the need to be more like "home" in your businesses.
I would bet those diners have some of the same china my Mom has, wouldn't
you think?
Ingredient 4 Offer a staff of warm caring employees. I believe
this one ingredient is the baking soda or yeast that is crucial for
the recipe. Just like in baking, the chemical reaction can either
make the success of the final product rise or fall. What kind of chemistry
do your employees and your customers stir up?
Ingredient 5 Offer Customer Service on
a silver platter. The success of these diners was a combination of
the right proportions of the preceding ingredients topped off with
the best word of mouth advertising by satisfied, well fed customers.
Customers that would tell one another, "you can't go anywhere else
for the best breakfast in town." Do your satisfied customers have
a "sandwich board" with your company's name on it! Or are some of
them going around complaining of food poisoning? How are you serving
up your customer service?
The key to a good recipe for cooking is no different than with a good
business. Mix all the essential, high quality ingredients together
with a management team that provides the right chemistry for success
and you have a gourmet business. Now that's simple!
About the Author:
Anne M. Obarski is "The Customer Service Spy!" As a professional speaker
and trainer, Anne will work with your company to provide you with
the clues to keep your customers coming back. Anne presents keynotes,
break-out sessions and customized training, nationwide, in the area
of customer service. You'll want her two new books, "Surprising Secrets
of Mystery Shoppers" and "Real World Customer Service Strategies That
Work".For a limited time get her free, "10 Big Secrets to Giving Mystery
Shopper Feedback and Get the Changes You Want", by faxing 724-941-4304
on your letterhead and write the words, BIG SECRETS. For more info
go to: http://www.merchandiseconcepts.com
or email Anne at anne@merchandiseconcepts.com
Read
this Newsletter at: http://www.smallbusinessupdate.com/2004/0419.html |
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