Customer Service Tips from a Suburban Detroit Restaurant

In a recent post, I wrote about my friend’s experience at Beau Jacks, a suburban Detroit restaurant. Their experience was exceptional; so, I decided to interview the owner, Gary Cochran. I wanted to learn what he does to keep his customers coming back 3 or 4 nights a week. His restaurant is so successful that patrons are willing to endure long waits, because it’s worth it, even in Detroit’s depressed times. Beau Jack’s is also one of Jay Leno’s favorite Detroit restaurants.

Here are Cochran’s tips for a successful business:

Don’t do traditional advertising.

Cochran doesn’t buy traditional advertising. He puts his money into supporting his loyal customers’ causes. When his customers ask him to buy ads in yearbooks, pay for sponsorships, or supports charitable golf outings, he does it. “I do my advertising with the people who eat with me.”

Keep your staff pumped up.

Cochran creates a weekly newsletter for his employees. The bottom of the newsletter has a motivational quote intended to keep his people thinking positively. He tells them, “ We don’t have to take part in this recession if the food and service is great.”

Have high standards.

“In this economy we have to dot every ‘i’ and cross every ‘t’.” Cochran makes sure that his parking lot is repaved and painted every year whether it needs it or not. He has an iron and ironing board outside of the staff’s dressing room so that everyone looks impeccable. He believes that good is not good enough. “I don’t want you to pay for good, you pay for great.”

Treat your customers like members of a private club.

Cochran encourages his staff to learn customers’ names and preferences. “I always tell my staff that if they worked in a country club they would remember their names and that they like five olives in their martinis.”

He also provides his staff with business cards that they give out when they hand the customer the bill. He encourages the staff to tell the customers, “Ask for me next time you come in.”

Treat special needs customers differently.

Even though his customers may have to wait up to 45 minutes to be seated, he understands that it can be a hardship. When a customer is using a walker, he tries to seat them sooner. If customers have small children with them, the wait staff may place an order for chicken strips (on the house) so that the minute the family sits down there is food for the kids.

Don’t ask your employees to do anything you wouldn’t do.

Cochran hasn’t had a day off in the last 18 months. He can often be found with a coffee pot in his hand, bussing tables or picking up a dropped napkin. The treatment of his staff is so good that he has kept his employees for decades. His newest employee has been with him for six years.

Empower your employees.

His servers know that if they are overwhelmed with customers and are not providing great service, they can buy the customer a dessert with apologies. If there is a problem with food, they know that they can go to the chef or a manager and get the issue resolved.

If you take Cochran’s tips and translate them for your business, you too can do what Cochran does and “not take part in this recession.”

You Lost My Sale Today

Yes you did. You probably don't care. At least that is how it appeared to me. I came into your store. Oh, I bet you don't think of it as YOUR store. I imagine you just think of it as the place you work. Which is probably part of the problem. But, I think of it as your store. And you ignored me. I walked in looking confused but interested. You were talking to your friend. I know you saw me. You just thought your friend and your friend's boyfriend were more interesting. You looked at me without acknowledging me or greeting me. You never stopped talking to your friend for a minute.

So, I walked out. The fact that I walked out without buying anything didn't seem to bother you one bit. Well, why should it? It's not YOUR store after all is it?

But wait, you get a paycheck right? Who do you think funds that check? Yes, it is me. And all the other people who buy things from your store. If you keep ignoring customers, the "owners" of the store won't be able to afford you. And in these tough economic times, that time may be sooner than you imagine.
So, please, the next time a customer enters your store greet them. Ask how you can be of assistance. Treat that customer as if your job depended on it...because it does.

Using Tweets to Provide Exceptional Government Service

The Mayor of San Francisco, Gavin Newsom, was looking for creative ways to provide customer service to his citizens without costing the city a lot of money. In a press conference, that was replayed on Youtube, he announced a new and innovative way for his citizens to communicate with the city's government agencies through Twitter.

A few years ago the city took 2300 phone numbers and a very difficult to navigate phone tree and merged them into a 311 call center. This call center is open 24 hours a day, 365 days a year and is also available in 179 languages.

The Mayor said that they were looking into a text-messaging component to this call center but the price was prohibitive. He found that integrating Twitter into the system was the perfect answer. Twitter and the city's Dept of Technology worked together on this project.

Citizens can now press d sf311 on their Blackberry, I phone or non-smart phone as well as through their computer in order to send a question or complaint to the 311 call center. Once the tweet has been sent, the call center routes it to the correct department. Citizens can send photos (graffiti tags, abandoned mattresses or potholes) along with their tweet.

Bix Stone, co-founder of Twitter, said " People are moving their communication to a more open medium using tools like Twitter and Social Networking and Youtube." Clearly Mayor Newsom understands this better than anyone. His speeches are broadcast on Youtube and he is the first Mayor to integrate Twitter into his 311 call center.

Newsom said that he wanted to empower his citizens. He wants "800,000 eyes and ears on our streets."

Whether or not your local government can use technology as creatively as San Francisco, you do need to make exceptional customer service a priority.

Find ways to make it easy for your citizens to talk to you. If nothing else make sure you have a simple phone system that has no more than a few prompts. Respond to emails and letters quickly. Return your phone calls promptly. Follow the spirit of Mayor Newsom's goals.

Seriously, you don't want my business?

I need your help. I want to hear your stories. Tell me about the many ways that businesses tell you that they don't want your business. Please post your stories here or email them to me at lauriebrown@thedifference dot net.

Here is a favorite of mine:

My sister-in-law was recently visiting NYC and wanted to buy a pair of comfortable walking shoes. Her husband googled "Comfort shoes New York." He found a number of shoes stores, one of which was Treadeasy shoes.

She called the number and this is the conversation:

Treadeasy shoes (TS): Hello

Sister-in-law (SIL): Hello, is this comfort shoes?

TS: (Deep sigh) NO! This is TREADEASY comfort shoes.

SIL: Well I am looking for comfort shoes and my husband looked on the internet and your number came up.

TS: (Sigh) This happens ALL the time. You need to return some shoes? They are on the internet and we are not. We are referral only. DId someone refer you?

SIL: No, I am just looking for comfortable shoes.

TS: Well our shoes start at $250 dollars and I am not sure THAT is what you are looking for.

SIL: Well, you are a shoe store, right? And I am looking to BUY some shoes.

TS: (Laugh) Well, OK.

SIL: Where are you located?

TS: Well, we can meet you on 42nd st.

By this time my sister-in-law was tired of trying to give this business her money. She thanked the woman and ended the conversation.

Now to be fair, maybe there is a great deal of confusion about the differences in the stores. But imagine if the conversation went this way instead.

TS: Hello. Treadeasy shoes. My name is______________. How may I help you?

SIL: I am looking for comfortable shoes.

TS: Well, that is great. We specialize in high end comfort shoes through referrals. May I inquire who referred you?

SIL: Actually we found you on the internet. Is there anyway that I can still buy from you?

TS: Of course. Let me tell you a little about our business and how we can show you our shoes.

Now, I don't know their business model. But, I truly believe that a warm greeting and not showing frustration is a good start no matter what your business model is.

I would like you to think about the way that you make it difficult for people to give you their money. Try instead to be warm, helpful and gracious. I can't imagine ANY business in this economy that doesn't need each and every one of their customers.

Customer Service Lesson from Salvation Army

So, I got a call today. It was from Jason at the Salvation Army. I knew what he wanted. It is what EVERY charity I give to wants. I was sure he was going to ask me for more money. They all do.
But, boy was I wrong. He didn’t want money. He only wanted to thank me.

Jason told me how grateful he was that I had donated to their Bed and Breakfast Club, a fundraiser that Dick Purtan puts on every year. And you know, I believed Jason. I think he really was grateful to me, and the others who helped Salvation Army meet their goals.

He told me that he always thanks his donors with a call or a written note of thanks. He told me about all the wonderful things Salvation Army does with our money. I was touched by his enthusiasm and his sincerity.

You can bet the NEXT time Jason contacts me I will be happy to talk to him again and to give to the Salvation Army. Why? Because, he took the time to begin building a relationship with me. He called simply to say thanks.

So, what can we learn from this charity and more importantly from Jason? Gratitude goes a long way to making your customer feel valued and important. I continually harp on the fact that your customers have an almost unlimited amount of choices on whom to give their money. The same is true for charities, especially in these tough times, charities have to compete for your money. Saying thanks, being truly grateful, goes a long way to creating the kind of relationship that makes your customer happy to do business with you.

Today, call your customer to just say thanks. Write them a personal note. Stop by their home and drop off a small token of your gratitude. Then let me know their reaction.

Also, if you can, give some money to the Salvation Army or the charity of your choice. The world will be a better place for it.

Stop lowering your price, raise your customer service

Prakash Sadagopan, Director of Product Strategy at Converges recently spoke at the OSS/BSS Asia Pacific Summit. His report was ground breaking. Through research he found that the customer’s experience was as important as the product being sold, and more important than brand or price.

So, what does that mean to you? If you are trying to compete as the lowest price competitor you may very well may be missing the mark. So many businesses try to compete with lower prices. If you are one of those lowest price competitors, my guess is that you have to trim expenses. Often, when trimming expenses the first thing that goes is trained , engaged employees. After all if you think that your customer just wants the lowest price why would you bother with having a full service staff. Instead you should consider ways to simplify services and processes.

Customers who are always looking for the lowest price are not loyal. They skip from one company to the next looking for the next best deal. To really build a business you need and want a customer base who is loyal to you. Those loyal customers form the backbone of a successful business, because they not only come back time and again, they tell their friends and family about you.

What do these potentially loyal customers want from you? According to Sadagopan, 64% of the customers want knowledgeable employees, who address their needs on the first contact and treats them like a valued customer.

He ends his presentation with four steps that you need to take to start building your loyal customer base.
1. Proactive Care actively seek out opportunities to help your customers
2. Lifetime value Use every contact to increase the value of your relationships
3. Agent efficiency Help your agents resolve customer issues quickly
4. Automation effectiveness Improve automation to the point where customers prefer it.

In future columns we will explore each of these steps. For now, look for ways to make your customers feel valued and respected by greeting them warmly the minute they walk in your door.

Good Old Fashioned Customer Service is New Again

I just read an interesting article in the Bay City Times, about retailers in Bay City Michigan. I am sure you are aware of how tough things are in Michigan. But the retailers in this small town have figured out what to do to keep their customers. Not surprisingly, their secret is, as they say, "good old fashioned customer service and building relationships"

In the article, Susan Yaklin-Everson, a co-owner at Violets Blue, said that "she is going the extra mile on customer service." Water Front Market owner Greg Schultz said "he's surviving a tough economy by putting himself in the customer's shoes."

These simple ideas can make a huge difference in YOUR business. I recommend that you (or a friend or family member) pretend that they are a customer and try to do business with you. They should look at your policies and processes. Your phone system, can they get to who they need easily (no far cheating on this one?) Have them pretend that they don't have the secret direct number. Have them try to return something, or make an appointment or reservation.

Most businesses that I have worked with have found that they made it hard for their customers to do business with them, in one way or another. You might be surprised at how hard you have made it for your customers.

Do what they are doing with great success in Bay City, go back to providing good old fashioned customer service and start today.