Putting “Customer” in Service: A Small Business View
2. Making the “customer” follow your rules.
Banks are the primary offenders of making customers follow their rules.
When I set up my first business bank account, I signed a dozen or more papers to do so. But two days later the bank executive called to say that I had not signed a very important document (important to them).
I understood, but my problem was that I had moved 150 miles away from that bank. Regardless of distance, I felt it was important to comply so the next time I was in the city with this bank, I stopped by and signed the paper.
But, it didn’t stop there. For two weeks after I signed, I received increasingly hostile letters threatening to cancel my account because I had not signed this document.
The explanation: “It takes us awhile to process this information.” There is no “customer” in this service. This was totally something that was required by the bank and their mistake was suddenly MY problem.
3. Over running the charge for a project without warning.
As I mentioned before, start ups are on tight budgets.
They are usually either being financed by savings, a spouse, a benevolent relative or a not-so-benevolent venture capitalist. That makes spending money something that must be carefully managed.
Bidding a project for a small business, getting the bid accepted and then overrunning the estimate without warning shows perhaps the most disregard for the “customer” in customer service.
All businesses should practice the mantra – no surprises. That especially means no surprises in expenses from providers to small business. But it also means “no surprises” of any kind. Keeping the customer informed is part of “customer” service.
Looking back:
As I look back over my first six months of building my consultancy practice, I am reminded of the two best sales reps I have ever known – my little sister and my D&B rep for over 20 years.
Both individuals were not only dedicated to the products they sold, but each had the interest of the customer at heart always. They were ethical, responsive, attentive, knowledgeable and just plain nice people.
You always knew that they had your back.
Now that I am in a smaller business (read, not corporate America), I can see how very important this service to and in support of the customer is.
Key takeaway:
So as you are starting your small business, whether it be as a personal fitness trainer, a delivery service, a makeup artist, birth coaching services, college or private school application consultant, elder companion or care provide, pet sitter, handyman, virtual assistant, graphic designer, mobile notary, rental property manager or corporate event planner, remember that putting “customer” in customer service is the most important strategy you have.
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