Ever see a receipt bearing the words “thanks to you, our valued customer” – and how often do you scoff? Especially when the receipt comes after you’ve scanned and bagged your own groceries, punched in your own loyalty code and made your own change. Oh yes, you feel valued: you’re doing the work of an employee and paying for the privilege.

This self-service practice, seemingly everywhere, saves money for the companies who pay fewer employees to deal with customer concerns, but what does it do for customers? “I went into a store where I’ve shopped for years and found new management,” a busy woman said. She’d stopped in, planning to buy a baby gift for a friend having twins, but she couldn’t find what she wanted and none of the employees offered to help. “I finally left because the manager was too busy talking on her cell phone to answer my questions,” she said.

This scenario could be repeated in any chain store coast-to-coast, with profits up and customer service scarce. “But we take care of the customers in my business,” you say. Can you anticipate what a customer may want or recall a service you provided a year ago? The gap between saying you value your customers and demonstrating how you value them is the difference between the customer who migrates elsewhere and the one who takes to heart the notation “we heart our customers.”

What new ways can you show your customers their value?

I hate sappy New Year messages and if I read one more blog, article, letter, card, or email wishing me a Happy New Year, I am going to scream! I would say that I am going to cry, but it seems that John Boehner, United States Speaker of the House, has the market cornered in that regard!

It seems like people have a hard time being creative at this time of year. Maybe they used up all of their creativity over the holidays. My point is this, those messages for success and profitability in 2011 are all the same after a while.  To capture my attention (and the attention of a lot of other people) you need to be different in the way you do business and that includes the way your reach your customers and the messages you send. In case you haven’t noticed, there’s a lot of competition out there.

So instead of my wishing all of you who are a part of this blogging community a “Happy New Year”, let me tell what my hopes are for you in 2011:

As a part of our blogging community, I hope…

• all of your customers become raving fans of your products and services
• all of your customers tell all of their friends on Facebook and Twitter how great it is to do business with you
• your customers can readily see the value in what you sell and never quibble about price
• your vendors, clients, contractors, and employees call or email you back within 24 hours
• every resource you need is within your reach
• all of your customers are repeaters
• every experience a customer has with you is fabulous
• all of your employees are top performers
• 2011 is your best year yet

What do you hope for your customers?

As managers, senior or junior level, we get caught up in the policies and procedures of running our departments or corporations. This happens no matter how large or small the organization. Daily, we make decisions based on what we know to be right, fair, politically correct, justifiable, and profitable. Some take their responsibilities as managers so seriously that they become mired in the bottom line-bogged down with fear that if we do the right thing by the customer, we’ll lose money. We tend to forget that when we treat our customers with respect and make every attempt to satisfy their needs and expectations (within reason), the customer returns to do more business with us. Some may even tell their friends about their experiences with us generating positive word-of-mouth advertising.

As a morning ritual, consider starting each day by asking yourself, “What can I do today to make the life of my customer easier?” Encourage each member of your staff to do the same. Establishing this as your daily mind-set will generate customer loyalty, respect for you and your organization, and will automatically make you more profitable through the power of repeat sales.

Do you have a morning ritual? What is it and how does this serve you, your organization, and most importantly, your customers?

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It’s happening. I am becoming one of those people who looks back in time with fondness and wishes we still did things certain ways. I’m not saying I’m not open minded and willing to change with the times. No, I’m not saying that at all. What I am saying is that we are losing sight of some of the things that make for strong business relationships and great customer experiences.

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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When your customers want action, you’re on the case, focused on getting results.  It should be so simple and basic, but sometimes, in the crush of too much, too fast, the basics get overlooked.  Not to malign any industry, but we’ve all spent too long on hold, or dealt with a rep who parrots a response without hearing our plea.  One company lost me for good last week, a  reality-check reminder of What Not To Do.

What does a customer hope for? Okay, a full-scale Congressional investigation, triple refund and lifetime discount may not be the best answers! But there are others…

A calm oasis: some customers themselves are so agitated, they’re loud, confusing, annoying. Instead of escalating to match their tone, take it down a notch. Let their waves of frustration wash out, and respond in the calmest, “I’m-a-supervisor-and-I’ll-fix-it” tone.  Oh, and please turn off the speaker phone, where the volume feels aggressive and less than personal.

Yes, the personal. The friendlier you are,  the easier it is to find out just what’s wrong, and make a connection. Simple way to do both: use the person’s name. In a respectful but friendly tone, remind that customer that you not only know his demand, you recognize his value.

The solution to his or her demand may be elaborate or easy, but instead of waiting for the customer to tell YOU…propose your own course of action. “I’d recommend we do this to resolve it,” you say. Once you state exactly what you believe will make that person happy, you’ve become the problem solver who saves the day.

If they hesitate, bring their input into the process.  “What would YOU suggest to take care of this?” puts them in the position of agreeing with your proposal, or telling you why they won’t. The dialogue gives you an added chance to personalize the solution—and keep them as a future customer who recalls the individualized attention of someone who believes in basic good business.

For more information on Dealing with Difficult Customers and Action Hero Problem Solving, contact Market Viewpoint.