Document text
- Subscribe - Contact Us - Rate Card - Place an Ad Archives Revels Classifieds Real Estate Menu Guide Wedding Weather Subscribe Contact Us October 15, 2005 BUSINESS: Marketing Today Customer service: the good, the bad, the ugly Anthony Hernandez This week’s installment will doubtless seem rather more rambling than most, however I hope you’ll see, appreciate and learn from the underlying message. I had my house painted last week. Part of the process required renting a paint sprayer to speed doing the bulk of the work. This seemingly simple task became an adventure that revealed both the best and the worst in customer service. Marshall Kentish (painter extraordinaire) and I reserved a sprayer from a paint store in town. Upon arriving to pick it up, we learned that it had accidentally been rented to someone else. The gentleman at the store was very apologetic and offered to let us rent the sprayer for free as soon as it became available. Try as I might, I could not fault them. Yes, they made a mistake, but everyone makes mistakes. They owned up to it by making a very gracious offer. The timing didn’t work out for this project, but I will gladly do business with them again and refer others to them. Marshall and I next stopped at an equipment rental shop on Highway 66 right near the airport and picked up a sprayer. We lugged it home, got everything prepared, and fired it up only to discover that the machine was completely unserviceable. Ninety minutes after picking it up, we had the sprayer back at the shop after breaking it down, cleaning it, loading it, and driving back. The man behind the counter refunded only $18 of the $60 rental fee claiming that we had failed to return within 30 minutes (a physical impossibility) and that two people with a combined total of 35 years of painting experience didn’t know how to operate the sprayer. He didn’t even offer to show us how to adjust the machine. I asked to speak to the owner. Refused. Worse, this man’s tone and attitude were condescending and insulting from start to end. I will never do business at that establishment again and urge anyone needing any kind of equipment to avoid heading out Highway 66 towards the airport at all cost. We finally arrived at Ashland Rental on Highway 99 in Talent. The store manager, Jim, was both friendly and knowledgeable — a true professional. He showed us his stock and let us test the machine before even loading it up. It worked perfectly and my house has never looked better. The bottom line is very simple. Your customers are your lifeblood. You need them far more than they need you. There are lots of places to rent paint sprayers, buy food, etc. — and most people only need one of anything at any particular time. In my case, I probably won’t need a paint sprayer for several years at least. Your average happy customer will tell three people about the wonderful experience they had at your business while the average unhappy customer will tell 20. Excellent customer service is one of the most potent forms of free or low-cost marketing there is, since happy customers will be your loudest evangelists. Poor customer service is one of the fastest ways to destroy your business, taking your entire investment and possibly even your credit rating, house, etc., with it. Believe it or not, complaints can actually lead to more business. Customers who experience satisfactory complaint resolution can actually be happier with a business than those who have never had a complaint. How is that possible, you ask? Complaint handling requires an investment of individualized time and attention — always a flattering experience on some level, despite any frustration there might be. Besides, to err is human and everyone knows that. Think of the people who have wronged you and you’ll realize that it’s danged difficult to hold a grudge when the offending party freely offers to make things right. Their efforts show their good character and require no small amount of respect and admiration that might not have existed otherwise. Don’t get me wrong. I am not saying you should cook up excuses to make things right with your customers. I am saying that complaints can be your ticket to increased goodwill and profits or quite the opposite. It’s up to you. What is the secret to excellent customer service? Simple: Treat your customers how you would like to be treated in all situations. The moment you feel tempted to fire off a sharp reply to a request or a complaint, stop and ask yourself how you would want the situation resolved if the situation were reversed. Even more on customer service next week. Until then, remember that applying the Golden Rule will yield more gold for you. Lastly, if anyone reading this needs someone truly exceptional for paint, faux finishing, tile, cabinets, floor refinishing, etc., please contact me and I’ll be glad to give you Marshall’s contact information. Need additional help with your marketing or any aspect of your business? If so, please e-mail me to set up a free 30-minute consultation with no obligation whatsoever. As always, I look forward to your questions and comments. You may e-mail me at [email protected]. Visit me on the Web at www.coachanthony.com. Anthony Hernandez is a local business consultant with more than 19 years of business and marketing experience. He lives in Ashland with his wife, Robyn, son, Logan, and their three dogs. DailyTidings.com Home Page Archives | Revels | Classifieds | Real Estate Guide | Weather | Subscribe | Contact Us Copyright 2005 Ashland Daily Tidings and Ottaway Newspapers All Rights Reserved Deep Muscle Stimulator Ceramic Piggy Banks FREE Entertainment Guide Women's & Men's Slippers Accelerate Weightloss Products Backpacks Generic Viagra Vegas Travel Guide Search Engine Optimization Sportsbook Absinthe Supply Student Loans Hotel & Airline Reservations African Safari Hammocks Helzberg Diamonds Online Casinos Community Bonus Casino King of Spirits ink cartridges Mortgage Calculator Security Systems Mailing Lists Click Here Advertisement .:Advertisements:. Site Search: RESOURCES - Mail Tribune News - ODOT Road Cams