MARKETING EXPOSED

When practically anything and everything is available at our fingertips, the single separator to consistently draw people right to YOUR door, away from web options, price points, and competitors, is exemplary and consistent customer service.

Easy to say.  Difficult to do.

Unless you’re a dog.

Yes, our dog Tucker can be quite a handful at times.  But I also realize that there are certain distinct and predictable traits about how he serves his “customer” that one in small business would do well to learn from and follow.

1. He’s always thrilled to see me

When I come to his “business” nothing else matters to him.  He’s thrilled I’m there.  It doesn’t matter how long since my last visit or if the last time he saw me I’d been angry at him.  He’s thrilled I’ve stopped in.

Any customer who comes to your business should feel so special.  Be thrilled to see a new stranger, an old friend, or even one who was recently upset at you.  A customer should know that on any given day he/she matters to you.

2. When I call, he drops everything and comes

No matter what might have his attention at a given moment, if I call he will immediately turn his focus to me and come to see what he can do.  And, of course, going back to point #1, he’s happy to do so.

When a customer would like to speak with you, shouldn’t that become priority #1 whenever possible?  And even if it is an interruption to something that already has your attention, at least appear to be happy to speak with that particular customer!

3. He’s a social networking machine

Tucker is incredibly aware of what is going on around him.  He’s paying attention. Whether it’s picking up a faint mention of his name or just being aware in general, he most certainly is paying acute attention.  And ready to “network” whenever he has a chance.

Social media gives you valuable tools to instantaneously be aware of what’s going on.  Whether to do with your business being mentioned, things your customers are talking about, or issues within your business category in general. Being aware of this information puts you in a position of strength in terms of serving your customers above and beyond!  Not to mention the relationships you can cement outside of just doing business.

4. He’s transparent

If I come into a room and discover something wrong he’s done, there’s no dance of denial in Tucker.  He knows it was wrong and immediately, by his actions and demeanor, admits to it and puts forth apologetic “forgive me” tones.

Transparency is critical in this new and evolving world of openness.  Are you willing to admit when you’ve made a mistake?  This is another way to really utilize the immediacy of social media.  And what a statement it makes to other customers who can see you right out in the open handling an issue and even being willing to admit when you need to improve.

5. He’s dependable

This is really the summation of it all in that points 1-4 are extremely predictable.  They don’t fall into a category of “a lot of the time he’s this” or “often he’s that”.  And that extreme predictability adds up to the ultimate point of great customer service: dependability.

When people view your service as something they can absolutely count on, that can remove so many other potential reasons that might cause them to think about taking their business elsewhere – whether it’s a minor point on price or there’s a loud new competitor in town.  People are far more comfortable with a business they KNOW they can depend on to deliver a product of value, and service that is predictably tops.

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OK, so maybe if you let Tucker guide you on some of his other behavioral traits you’d stumble into some pretty stout issues with social mores and grace.

But, are you at least willing to listen to what he actually can teach you about truly dedicated service to your customers?

- Steve