Have you ever noticed most customers are prone to disregard individuals who deal with them and treat them as machines unless the customer is complaining?
Have you noticed that the majority of customers begin with their requests (or what could be more precisely called demands) with the words “gimme” instead of “please?”
In the afternoon, I went through my nearby Subway store. I told the sandwich maker at the counter “It’s great to see you again!” She smiled and our conversation, while she was working, took the form of:
Sandwich Artist “Did you know that I got engaged?”
Myself: “No, I didn’t! Congratulations!”
S.A.: ‘Yes, He’s really nice. He’s a technician at the local hospital.”
I: “‘Really nice guy,’ huh? Isn’t that an oxymoron?”
S.A. (laughs): “Yes, I can give you some dating horror stories If you’d like to hear about them.”
I: “Guess I am lucky I’ve never had to date a guy.”
S.A.: ‘You sure are! Would you like to see my engagement ring?” (She takes off her engagement ring and gives the diamond-studded bouquet over to me.)
I (waving my fingers): “Oh no, I’d probably just drop it. But my, what a rock!”
As we talked I observed something. The sandwich maker was loading my sandwich with piles and stacks of uncooked chicken. There’s enough chicken in the breading to make three sandwiches. When the manager passes through, I start to be sad for the sandwich maker. What can the manager tell her in the future about handing over all the earnings?
I discovered that the sandwich-maker was treating me just as I treated her. She was subtly trying to show my appreciation by doing it the only method she could think of the best way, which was to treat me like a VIP customer. (By my way of saying I do not recommend applying this tactic to trick you. I only do it because I enjoy getting amusement from it.)
In surveys of worker satisfaction in the past 25 years or so, the top complainant of employees is not the amount of money or benefits instead, it’s an absence of appreciation. The majority of employees don’t work for corporations. They work for individuals. Most employees don’t get a response from their boss until they commit a blunder.
Based on Howard Feiertag and John Hogan who wrote Lessons from the Field, research shows there is a 68-percent chance of the cases when businesses lose customers it’s because of an absence of appreciation. We do not show appreciation to our customers to the point that they leave to locate someone else who will be grateful for their business.
I’m sure that you’ve had this experience. You enter Dry Cleaners The first item they mention, not even blinking towards you, “Lastname?” The next time you walk into the store and you are again greeted with “Lastname?” You go to work the week following… don’t worry that there’s no following week. You’ve moved on to another establishment you believe will appreciate your patronage. Everyone wants to go to companies like those shown in the comedy “Cheers,” “where everybody knows your name.”
Why should I make this mention? 80 percent of consumers’ choices are determined by personal advice. Social media tools can make it much easier for customers to promote your business in a way that is viral. “Word of mouth” has changed into “word of mouth.”
Take a look at the industry of motion pictures. What is the most frequent time you’ve seen a movie shown on television for about a month after its release in order to increase attendance? Never. In reality, the very first weekend following a motion film’s release is often the one that can determine the success or failure of the movie. Why? Apart from that, there are many reasons why people use Twitter to share with their followers how great or awful the film is, usually right from the theater! Your customers and employees who are happy are the best sources of marketing. Period.