It was many years ago; about fifteen years I seem to recall when I picked up the phone to take a call. It was a very pleasant lady. She thanked me for calling in earlier at her company’s main dealership. She asked if I was happy with the service and invited me to call in again if I ever needed to. There was no pressure; just a pleasant little chat that left me with a very warm feeling towards that car products company.
Staff sit around aimless. It never occurs to the boss the investment returns that can be expected as a result of delegating one of his cheeriest staff members to pass the time of day with those who provide employment; the customer. Why wait for them to come in? We all liked to be liked and appreciated don’t we?
I recently spent €500 on a new laptop. It would be nice to receive an email from the shop’s proprietor. He might thank me for the business and assure me that he will be there for me should I need him. If he were to do so I would guarantee I would return. Better, I would recommend him to others.
But, if he cannot be bothered to take 30 seconds to email me and thank me for my business then my future options are open; I will not be troubling myself to recommend him. I do believe that it is a good investment to keep in touch with clients and to thank them. Over the course of the year they spend a lot of money, which ensures survival.
I liked a London estate agent’s approach. On the day a new buyer moved into their new home he delivered a bouquet of beautiful blooms and a bottle of champagne. There was also a welcome pack awaiting the buyer.
What this cost him was a fraction of what his more short-sighted competitors were spending on advertising. Our estate agent never needed to; his customers did it for him, free of charge. That is what I call a businessman.
Last week, for a change, I and my companions decided to have our Sunday dinner at a different restaurant; to check it out. We were new customers, obviously regular diners; it was a golden opportunity to make friends. A manager trained by me would have introduced himself as he might on a private occasion. We would make friends and afterwards invite our comments. We would be cheerfully waved off with the wish that we will return. Maybe ask for a business card so we can be informed, if we wish, of future events. There is a way of doing such things without being a nuisance. Others do so successfully.
In truth it was an indifferent service; cool welcome, cold plates, cool meals and weak smiles. Guess what; we will not be going there again, nor recommending this restaurant. I am not a Victor Meldrew; I am in fact the eternal optimist. I optimistically predict that Costa businesses will do much better when they remember that what we lack is not customers, it is business acumen.