The Labor Day Holiday is all about our workers. Anyone who has ever flipped a hamburger, stocked shelves in a grocery store, written copy for an ad agency, driven a delivery truck, worked on a customer service hotline, led a corporation, or done any of the thousands of jobs out there, is a part of this holiday celebration. As you budget for next year, consider instituting a “Labor Day Picnic” or company celebration at your place of business to bring staff together and remind them of their importance, not only to your organization but, to the success of our nation.

Happy Labor Day to the American Workforce!

]]> http://www.angelamegasko.com/creating-the-ultimate-customer-experience-celebrating-the-american-workforce/feed/ 0 http://www.angelamegasko.com/creating-the-ultimate-customer-experience-so-many-choices-so-little-time/ http://www.angelamegasko.com/creating-the-ultimate-customer-experience-so-many-choices-so-little-time/#comments Tue, 31 Aug 2010 23:50:28 +0000 Angela Megasko http://www.angelamegasko.com/?p=775 As a consumer, do you ever remember a time when you had so many choices? There are options for everything! Think about how many grocery stores are within a 10 mile radius of your home. How many drug stores or pharmacies are nearby? Is there a bank or credit union on every corner? Advertising messages are coming at us from every angle and the “noise” in the marketplace is deafening.

Now go from the macroscopic view of the marketplace to the microscopic view of the brands we have to choose from. The last time I needed to buy laundry detergent, there had to be dozens of choices for me, as a consumer, to consider. Laundry detergent isn’t the only product that sends the consumer into analysis paralysis! Seems every product and service on the market has its share of competition – and lots of it!

The point of this line of questioning is to get you to stop and think – as a consumer- about what it is that makes you loyal to a business or brand.  What do they do that keeps you coming back for more? For most of you, the answer will be service since little else differentiates businesses in today’s marketplace.  The businesses and brands that strive to keep the customer at the center of their focus will be the ones capturing the lion’s share of the business out there. Providing a service oriented approach – in other words, constantly asking yourself – “Is there anything more I can be doing to make my customers’ lives better (easier, simpler, etc.)?” – will create an environment of doing business with your customers that will make them eager to engage in their next transaction with you.

As a business leader, take the lessons you learn from each of the companies you patronize and the brands that have captured your loyalty and begin to transfer their customer retention strategies to your business. Keep in mind that it’s important to have a solid customer service plan in place that is clearly communicated to each member of your company and don’t forget to mystery shop several times a year to ensure that your plan is being followed. Your customers will be sure to let you know if you are on the right track when it comes to getting their repeat business!

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I am often called in to organizations to consult on customer service. Many CEOs will ask me to analyze what’s going on in their customer service departments and suggest fixes for the most common complaints about that department – employees with surly attitudes, the inability to manage angry customers, employee disinterest in the customer to name a few. What I am always amazed to discover is that quite often the problems have started long before the customer even gets to the customer service department. The problem has occurred with the weak link in the chain – the department or departments that are operating according to their own set of standards and policies.  The customer service department is usually the last resort for the customer who couldn’t find satisfaction elsewhere in the organization. Customer service is usually the dumping ground for all the unmet expectations of the customer, who has tried their level best to guide themselves through your process using the chain you have provided for them.  The customer often arrives in the customer service department annoyed, frustrated, confused, or angry. They rarely arrive here happy and  singing the praises of your organization.

Knowing that this department is the last stop for many customers, why is it that so many organizations are unwilling to invest in the recognition, training, and support of the people who handle the less-than-happy customer?

Here are a few key things to think about as you plan for the next quarter/year:

• Spend time listening to your customer service department. They know which departments are the weak link in your chain. Most organizations have several weak links.
• Do a thorough audit of your inter-departmental policies.  Pay close attention to those policies that require help or support from other departments in the organization.
• Coach your managers to be collaborative. Too often, passive aggressive behavior and sabotage ruin organizations that allow this type of culture.
• Mystery shop or survey your customers on a regular basis. Ask your customers how well you  deliver on all aspects of your operations – from marketing to customer service!

Do you have a plan in place for auditing your “chain”?

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I was in the public library the other evening returning a book and borrowing two more. (Yes, despite the Kindle craze and the ability to download a book onto my Smartphone, I still prefer the feel of a good book in my hands.) So there I was, walking among the stacks and browsing the titles when I was suddenly jolted into an environment that made me very uncomfortable. The man next to me took a call on his cell phone and launched into a loud conversation with an individual who was his soon-to-be ex-wife. How did I know this?  He was ranting and raving about her lawyer and what he thought about the unfair settlement. I was embarrassed for him and uncomfortable to the point that I stopped my browsing and moved to another area of the library to get away from him. He was oblivious to my departure.

I was always under the impression that libraries were places that were quiet, where one could go to think, study, contemplate, explore, and focus. What I have found recently is that these quiet places may be disappearing. The libraries I have been in lately allow cell phone usage as long as the conversation is being conducted in hushed tones. What? Now, when was the last time you heard someone talking on a cell phone in a hushed tone? They also seem to allow people to yell to each other across the room. I’ve recently witnessed parents yelling to their children to “hurry up and pick out a book because it’s time to go home!”  I guess the  days of the librarian holding her index finger to her lips and shushing us are over. Maybe it’s politically incorrect to shush these days?

But what about me? What about my rights and those like me who want to read, browse, relax, or enjoy customer experiences without the intrusion of people talking on their cell phones? Have we come to the point where we are placating one group of customers at the expense of another? Maybe it’s time for me to spring for a Kindle!!

Here is my question to all of your subscribers:

Should libraries be “No Cell Phone Zones”?

Let me hear your thoughts and there’s no need to whisper!

Many of Market Viewpoint’s clients ask me how to keep their staff, especially their superstars, engaged and excited about their work. Most managers, if they truly see themselves as coaches, will take responsibility for motivating their staff. But this can be a difficult task. What works for one individual doesn’t seem to work for another. When I am asked why this happens, my question back to the manager is, “Have you ever really considered who you are trying to motivate?” Employees come from different generational groups – all inspired to achieve by different things. Is it possible that you are taking a “one size fits all” approach to motivation?

Consider these steps. Segment your staff into generational groups (Traditionalists, Baby Boomer, Generation X, or Millennial). Know that the motivational hot buttons are different for each group, so be prepared to be flexible with your approach.

The Millennials on your staff are motivated by tangible and intangible rewards that represent immediate satisfaction. Think gift cards and free meals.

Generation X values rewards that give them freedom. Think relaxed dress codes and flexible leave policies.

Baby Boomers, on the other hand, are motivated by financial rewards and job recognition. Think bonuses and corner office space for this group. While the Traditionalists, or World War II generation are motivated by things such as abbreviated work weeks and alternative work schedules.

All of the generations are motivated by recognition. That pat on the back that lets someone know they are doing a good job is important for all.

Meet with your employees on an individual basis to understand what they value and where they are at this phase of their lives. Use your mystery shops to determine the things people are really good at and explore these areas in depth.

To find out more about how Market Viewpoint can help you motivate your employees, contact us today. A motivated staff is just a phone call away!

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Consider this example. A prospective renter  calls to make an appointment with a leasing agent at a popular apartment community. The prospect and leasing agent spend roughly an hour together touring model apartments and common areas of the community. They spend time talking about the prospect’s life style, the application process and fees, and the financial qualifications for living in this community. During the process, the prospect is giving strong buying signals. They are nodding their head in agreement, smiling, asking pertinent questions, and developing a relationship with the leasing agent. Then something weird happens. The leasing agent ends the transaction with a handshake and a, “thank you for stopping in today”- as if the prospect was making a social call! It’s almost as if the leasing agent is saying, “We don’t really want your business here”, when they don’t invite the prospect to complete the sales transaction. Psychologically, this has the potential to take the prospect back to the days on the school yard when they weren’t picked to be on the baseball team.

In today’s marketplace, many prospects are left to wonder why they are not being asked to buy, purchase, rent, participate, join, or belong. This is especially true if the prospect sought out your product or service. Keep in mind that during the sales transaction it’s all about the prospect, or at least it should be! If this is the case, it’s no wonder that many prospects are left to guess if it’s something they said or did to not be asked to buy. Disappointment and frustration are terms I’ve heard used by potential customers who walked away empty-handed from a sales encounter. It doesn’t surprise me when these potential customers described it as “poor” when ask to evaluate their experience.

If more sales agents saw things from the customer’s perspective, maybe they wouldn’t be so shy about asking for the sale. What’s holding back your sales team from improving that closing ratio? Consider introducing the customer experience component into your sales training to see if it makes a difference and don’t forget to mystery shop your sales team to make sure they are the best in your industry!

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Here are some things to think about as you approach these employee meetings.

• Think of the data contained in the mystery shopping reports as the starting point of a conversation. The data allows you to approach staff performance problems from a third party perspective.
• Lavish praise where employees have done well just like the judges. Be specific with the things you know the staff is doing well and spend time coaching your staff on how to improve. The mystery shopping reports will give you specific examples to cite.
• Give you staff specific things to work on until the next round of shops. This is what the judges do on Dancing with the Stars. They tell the competing couples what they want to see the following week in the way of improvement. It helps to know what your coach or the judge expects.

Are there any tips you care to share when it comes to having those tough discussions with an employee?

As you’re enjoying the next season of Dancing with the Stars, take a tip from their panel of judges and add some new techniques as you coach your staff on their way to delivering the ultimate customer experience.

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When I was a kid…

If you placed a call to someone and left a message, they called you back, usually the same day. Today, I am lucky if I get a call back at all. We seem to be playing a game of professional hide and seek. The important point here is that business can only be conducted through good communication, productive conversations, and mutual agreement. When we don’t connect, the business process gets stalled and frustration sets in.

When I was a kid…

People made eye contact. They sat in meetings paying attention and looking each other in the eye. Today, we find professionals slouched in their chairs, eyes downcast and focused on whatever electronic device they happen to be “plugged” into. Business is about trust and, as humans, we establish this on a very basic level with our ability to make and maintain eye contact and our use of body language.

When I was a kid…

People cared about their appearance. It was a sign that they respected themselves. I know that corporate casual is in vogue and I am not saying that I need my business meetings to be black tie affairs but at least be clean and neat with an appearance that says you care.

Do you ever wish we did things the way we used to? If you could turn back the clock, what business behaviors would you bring back that seem to be missing today?

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Besides a distinctive truck, this cupcake business relies on instant communication to, excuse the pun,  drive traffic. Tweeting her locations and the day’s flavor choices, adding a personal touch—“don’t cry, Joan, you didn’t miss us and we’ll see you very soon”—the cupcake provider brings her sweet wares to  customers  hungry for more.

They could choose a vending machine,  a nearby coffee shop for a pastry, into a deli or drugstore for a packaged snack—for less cash. Why head for the cupcake van, like kids chasing an ice cream truck on an August day?  “When I want a fresh cupcake, I can tweet her and run out to get just what I need,” said one woman. “I was at off-site meetings last week and felt I really l missed something. Not just my cupcakes, but someone catering to ME.”

There’s the key.  By interacting with customers, making them part of the process—“We’re offering red velvet and vanilla tomorrow, what’s your favorite flavor?”—the cupcake maker pulls in support and enthusiasm.  Advertising reaches out, but the new, two-way connection pulls in, as a speedier way to take the pulse. Need to add stops to your route, or cut a slow-seller? Those tweets and texts will tell you.  Customers may offer suggestions, or place advance orders, and feel you’re doing them a favor.

Tapping a simple want and adding trendy twists baked up in a business boom.

What’s the fresh ingredient in your own taste for success?

The item, a delicate pendant spun from multicolor threads and embellished with tiny silver charms, was a surprise hit for the chain.  The buyer who liked it, underestimated its appeal, so the small order quickly sold out.  The trendy “gotta have it now” item of the moment was on backorder, much to the annoyance of those who fell in love with its design.

“We’ve been to every store,” one customer said. “They all say to place an order and we might get it in a month.” At the store where I stood, one saleswoman wore the necklace, its pastel-toned shadings enhanced by her simple black blouse.  “How many could you sell, if you had them in stock?” I asked, and she rolled her eyes. “No one wants to even look at anything else.  We could move hundreds, along with coordinating accessories. It’s like trying to sell pink flowers for Fourth of July.”

I watched as she patiently explained to yet another young teen that no, there were no more in the back.  “She really wants one,” the girl’s mother pleaded, waving a platinum credit card. “But not for herself.  It’s for her friend’s birthday.” The teen explained, “Jen’s dad‘s been out of work since summer, and she’d never be able to afford one. “

The saleswoman unclasped her own necklace, discreetly placing it in a small box, while the teenager’s face lit up like a sunrise.  When the happy sale was complete, I looked at the clerk, who shrugged. “I really hate disappointing customers,” she said.  “My grandfather ran a clothing store, and he always said, if you make the customer happy today, he’ll come back happier tomorrow.”

True, no matter what you’re selling—even, or especially, when it’s a surprise order of instant gratification.

Have you ever done anything really special for a customer? We’d love to hear about it!