Sweat the details to attract and retain valuable customers

Friday, March 9, 2007

Friendliness, cleanliness and an eagerness to help are among the most affordable marketing resources. Following are some other points to consider as you begin a checklist to assess how you’re doing on your public relations image.

Are front-line staffers friendly, cheerful and helpful? Encourage employees to greet everyone with enthusiasm, whether on the phone or across the counter. Also, consider peak hours and ensure there is adequate staff so they are able to respond to your customers and their needs.

Phone presence is critical in your assessment as this may be the only personal contact customers have with you. Does a smile come across the telephone indicating a desire to assist the client on the other end? If not, work on the inflection of your voice, your speech and your delivery.

Have you listened to your voice mail or reviewed a message you are about to leave with a customer? The pace and volume should be sufficient for the caller to catch your first and last name, as well as your phone number. Repeating your phone number takes just seconds but can save your customer valuable minutes. Otherwise, you risk a frustrated customer who may simply erase the message or attempt to find another business provider.

How do you respond to the customer in front of you when the phone rings? Stephen Stills’ counsel to ‘‘Love the One You’re With” is worthy advice, and your actions will shout who you consider most important. I’ve been forwarding business to the Oreck employee who on a busy Sunday afternoon asked permission from his first customer if, while she was comparing two vacuums, she would mind if he helped a second customer — me. Then he let his voice message pick up a phone call while he completed my transaction and answered my last-minute questions with a smile and ‘‘have a nice day” rather than rushing to his next sale. His treatment conveys a sincerity that will be rewarded with future business.

How do you make a customer wait? And, how do customers know when you’re ready to assist them? Help customers feel welcomed and appreciated even as they wait. Consider providing interesting, unusual or timely materials to read, fresh coffee or an alternative way to be served. Restaurants provide pagers as you roam to advise you when a table is ready, but I’ve also seen these effectively used in hospital settings to alert family members when patients are returning from surgery and with tire companies to notify owners when their cars are ready.

The hospitality industry thrives on first impressions. Think how often you return to the restaurant where the hostess knows you prefer a window seat or the waitress recalls your favorite appetizer. Note the preferences of your clients.

I was surprised when a young student assistant working at CSM’s College Store demonstrated this principle by directing me to a particular soda on a recent visit. She had recalled from an earlier conversation that I had expressed my preference for it. I hadn’t planned on buying a beverage this particular visit, but when she pointed it out, adding she knew how much I liked the brand, I couldn’t resist. Recall and offer a customer’s ‘‘usual” to create a familiarity.

Next, consider your curb appeal. Is landscaping clear of debris? Can customers easily see your hours of operation? Is there adequate parking close to the door for your customers? Among some of the best parking practices I’ve experienced are at Mary H. Matula Elementary School, where several spaces are reserved next to the front door specifically for parents or visitors who need to quickly run in and drop off forgotten items or pick up a sick child. Don’t irritate your customers by making them walk from the farthest corner of a lot when space could easily be created closer to the entrance.

Think of your online presence the same way. Is your home page cluttered; are there dropped links; is the content fresh? Can people find you and the information they need quickly?

When you prepare your advertising, remember to include a street address, ZIP code, phone (with area code) and e-mail or Web site. Telling someone who is new to the area that you are located near the former library site won’t be useful.

Focus on creating a favorable first impression. Design a good experience. Connect with your customers, but more importantly give them value. By checking your image and making improvements where needed, your first impressions can produce lasting results that will make both you and your customers smile.

PRISM Immediate Past President Karen Smith Hupp is the director of community relations at the College of Southern Maryland. For information on the Public Relations Individuals of Southern Maryland and upcoming PRISM meetings, go to www.prismonline.info or contact Hupp at karens@csmd.edu or 301-934-7701.