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Advice From Jim Smith: I Am The Customer

Remember me? Chances are pretty good that if you run a successful business (or plan to) you do remember me (or will). For one feeble reason or another, too many of you don't. Damn shame.

I have to be honest with you: Few people remember me, and even fewer truly value me. Some where between the inevitable cahse for the corporate bottom line at the highest organizational levels and that $7 per hour "Point of Corporate Contract" service or sales person I have to deal with, there seems to be a huge disconnect.

I AM YOUR COMPANY'S BOTTOM LINE.
HELLLLO...IS ANYBODY HOME, EVEN
REMOTELY IN THE NEIGHBORHOOD???

I'm not looking for your absolute rock bottom best price. I don't need someone to offer me Grey Poupon as I walk through your doors. I don't want payment terms that are unreasonable, and I don't expect you to remember my birthday (although, that would be a nice touch).

Let me give you some insight into what I find lacking too often, in too many industries (yes, even sales and service).

The other day while in a "Branded" consumer products store, a young assistant manager seemed put off by a simple product question I innocently asked. Given his obvious "attitude" I was compelled to ask yet another simple question: "Are you ignorant or just apathetic?" His predictable response: "I don't know and I don't care."

Okay, so I lied; but it might as well be true, as it is a sad example of what has spread like a nasty virus across the "customer service landscape."

This one is true. In a debriefing with the CEO of a mid-sized service company, someone asked for my opinion and an assessment of the operation. Knowing full well that this individual was reluctant to part with monetary resources, I thought I had a great alternative. It would provide long-term organizational benefit.

I offered" "Without spending an incremental dime, you can refine three areas of your organization in terms of how you currently deal with both internal and external customers. You have a human resource pool available that can be utilized as trainers and coaches. In 90-120 days you can be great in these three areas and, it won't cost you a penny."

The CEO looked me in the eye and said (and I kid you not): "Jim, you know we really don't need to be great."

Floored me....knocked me out... blew me away!!!!

My response? Equally simple: " How much can you afford to suck (sic) and hope to stay in business?"

Remember the customer.... love the customer..... romance the customer.

And above all else, BE GREAT to your customers. They'll love you for it.

And you can take that to the bank!

The best part is that it isn't all that tough; even a sales and marketing guy like me can do it.

Jim Smith, CTC is the managing principal of MARKET SHARE, Inc a Management Consulting firm that specializes in Travel/Tourism and Entertainment Industries. Smith is widely regarded as one of the premier educators/motivators in these sectors. His client list ranges from Fortune 500 companiesto start up ventures, The father of twin 9yr old Sons, Ethan and Trevor, he resides in Ft. Lauderdale Fl. He can be reached at jimctc@bellsouth.net