Dear Vivian

Would you lose a customer over a nickel?

A comment was received on Dear Vivian that clearly points out why some company policies are just not worth enforcing. Here's what happened.

An elderly woman picked up a catalogue from a department store and found it too heavy and awkward to carry. When the woman requested a bag from the clerk, she was told it was against store policy to give out a bag without a purchase. The woman then went to a different department in the store where she got the same response. It was not until visiting an entirely different store that she received a bag from someone that was more than happy to help.

10 Simple ways to beat the slow economy.

It's often said that where there's a problem there's an opportunity. For some of you, the current economic downturn will be seen as the perfect opportunity to refocus your efforts and gain valuable market share in the process. Most experts agree that cutting back too much on spending and promotion can leave a business vulnerable, and unprepared to bounce back when the economy turns around. Sure, I understand that many of you will have no choice when it comes to cutting expenses, but when you do cut back, always ask the question “how will this decision impact the customer experience in my business” before making a final decision.  

Once the economy does turn around, smart companies will emerge with more market share, more top-of-mind awareness among consumers, and a better opportunity to take advantage of the pent-up demand that will be present in the marketplace. I realize this is not rocket science, but the truth is that many businesses will choose not to adopt this strategy, and the results will speak for themselves.   

Here is a list of ten action items to consider for your business.

Help yourself – it’s free.

For over a year now, I've been reading and researching everything I can get my hands on about customers. One of the best books I've read to date is only 11 pages long, and it's free. The book is called "The Six Laws of Customer Experience". I highly recommend that you download this book and apply as much of it to your business as you can.

The author is Bruce Temkin, vice president & principal analyst with Forrester Research. You may want to follow his blog as well. I do.

North Rotary Auction Winner

I recently donated a Dear Vivian membership for the North Rotary auction in Sault Ste. Marie.  The successful bidder was Motion Specialties .They specialize in medical aids and mobility devices.

Yesterday I met with the owners Brad Clark and Steven Bennardo, along with several of their staff to discuss how the service works, and how to get the best results from using it.  I have to say, they really understand the importance of customer service, which explains the tremendous success they’ve had since opening in 2007.

It's refreshing to see a company that cares this much about the relationship they have with their customers. If you're already a customer of Motion Specailties, take a minute to leave a comment for them here.

Does it Matter What We Think?

As business owners, we often like to fool ourselves into believing what is convenient, or comforting. We paint a rosy picture of how well our business is doing, and ignore the signs around us. We tell ourselves, if we just work harder, everything will be ok.

It's sometimes easier to convince ourselves that we have no unhappy customers, and that the products and services we are offering are exactly what our customers want. After all, we're the boss. We're in control. We begin working too much "in our business" instead of working "on our business". Our ability to make good decisions and to be objective about our business becomes more difficult over time.

Deep down we know that kidding ourselves in the short term will lead to problems and stress in the long run. The truth is, what we think about our own business is irrelevant. It's what consumers think about our business that really matters. Choosing to ignore the truth can be very risky in today's economy. Consumer behaviour has changed, and so have the strategies that made many of us successful in the past. Somewhere along the way, the rules of the game have changed. The question we need to ask ourselves now is – are we adapting to the changes.

Surviving in business today requires humility – lots of it. It means leaving our ego at the door each morning when we show up for work. It requires that we become very good at asking questions, and even better at listening to what others have to say. The answers are out there. We just need to decide what's more important to our success; holding on to what we think, or embracing what others think to face the challenges ahead.

A Good Place to Start

It's always nice to receive a warm welcome, and that's exactly what I got during recent trips to both Sudbury and North Bay.

Before expanding Dear Vivian, I felt it was important to introduce myself in person, and explain my new service to the executive of each local office. The response to Dear Vivian was enthusiastic, and very supportive. It quickly became apparent that joining the local Chambers was the right thing to do. The referrals and recommendations I've received already have proven to be quite valuable. I want to thank both Debbi Nicolson of the Sudbury Chamber and Patti Alcorn-Carr of the North Bay Chamber for the warm reception I received. They certainly left me with a positive impression of the communities they represent.

When you think about it, the connection between Dear Vivian and the Chamber makes sense. The Chamber is the voice of business, and Dear Vivian is the voice of the consumer. One compliments the other. I now look forward to working with the Chamber and the business community in each of these locations to contribute what I have to enhance the local economies.