S'il Vous Plait
Ya gotta think that in this "winded" economy the statisticians called a recession, those businesses that try harder — with a modicum of success — will better cement customer loyalty. So all you retailers out there, listen up: if you want to survive the downturn, make sure that your front counter people understand the concept of service. Hire people talented enough that you can trust them to make the customers feel like they're getting a good deal. Especially If you have competition, you need to train your first-line people to engage your customers in such a way that they actually want to spend their money in your store.
I just got back from experiencing two nationwide business services operations, and the difference was stark. First, there was Office Depot, which has always been a favorite place of mine. Okay, I have a thing for office supplies, and I have gone to Office Depot wherever I could find them. Their people seem better informed, and determined to make me happy. In this instance, I had plunked down a ten-spot on a self-inking stamp. When I got it, I didn't like the layout; I should have realized what it would look like when I was ordering, but didn't. The counterwoman ordered me a new stamp, exactly the way I wanted it — I did the typesetting and layout myself — and then she cut the price by how much I had already paid. I protested that it was my error, and they shouldn't have to absorb the cost. She insisted, and did it with a graciousness that can't be taught. You start by hiring the right people.
Across town at Kinko's, they've got a problem. Okay, I know it shouldn't matter that most of their help look slightly weird. Not in a dangerous way, mind you, but a tad dank from the geek pool; like people with a double-major in microbiology and Sanskrit. Perhaps Kinko's offers special nerd bennies, or it's because they're open 24 hours a day; not bad, just kinda off, if ya know what I mean. Still, they get stuff done, and if you're not happy with their work, they redo it, which I've needed them to redo several times when they got it wrong.
I've gone back to Kinko's every year on customer-appreciation-day to order several dozen calendars which are made with photographs that Linda and I have taken. A coupla years ago, they charged $20 each for the calendars, and with the 35% discount, that meant that I could order 30 calendars for about $400 bucks. The next year, however, they jacked up the price to $25, and, woe upon woe, I missed customer appreciation day. Through extra effort and special application, they gave me a price of $20, and we bought a dozen calendars. This year, back on track, and taking advantage of specials, we were paying $13 a piece.
I had paid for the 30 calendars a coupla months ago, and came back this week with my photographs. Would you give me the same rate if I added another six calendars to my order, I asked the young woman behind the counter? She said she'd check with her manager. Okay, fine, if the person doesn't have the authority, she should at least know enough to ask, rather than simply say no. But that really only works when the employee disappears, rather than walking over to another worker-type who apparently was in charge. The young woman came back and told me the manager was willing to give the extras to me for $18 each. No thank you.
If they had known what they were doing, they would have said sure. Why not? They still make money on the deal, they make me happy, and the people who get the calendars are impressed, not only with our photography, but what They can do with color copying these days. And if she really did need to say no, the manager should have come over herself and given me some corporate nonsense about policy. At least they would have had a shot at keeping a customer.
Finally, in case you're out spending your hard-earned on such things, Kinko's will color-copy a photo into a full-year calendar and laminate for $4.99; the clerk said $6.99, but had it wrong. At Office Depot, the cost was $1.99 each — I got seven — and I left the store smiling.
And that's SetonnoteS...I'm Tony Seton.
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