Don’t abuse your employees.
Retailers in particular would do well to learn this one. When you treat your employees like dirt, they pass that energy on to whomever they have to deal with. Ever seen a crabby cashier, waitress, or salesperson? Chances are, they’ve been beefing with a coworker or boss and now that customer is about to become collateral damage.
Again, crap may flow downhill, but so do kindness and respect. Treat the people who work for you well and chances are they’ll treat the people they deal with well, too.
Put People before Policy.
Whether it’s billing, product availability or warranties, too many companies use “Sorry, it’s company policy” to excuse not fixing screw-ups. Knock it off. I’m not saying the customer is always right but no company policy is perfect.
If you’re too busy to help customers, you’re too busy to have customers.
In late 2003 an assistant manager at a Bank One branch decided she was too busy to help me. (She actually said those exact words to me.) I needed help and she was too busy. I promptly withdrew my money from the bank. Her behavior was just inexcusable. But unfortunately she’s not alone.
Modern business is bloated with folks who’re too busy to help coworkers, clients, consumers, or anyone who can’t obviously or immediately benefit them. Remember: The only reason your doors open each day is to help people give you their money. Whether you’re a waitress, a financial analyst, or a CEO, your job is to help people. Customer service means “I got your back from start to finish.” Help people get what they want then help them get the most out of if it once they have it. If you can’t or won’t do that, you might as well close up shop.
Build with your consumers.
Brands are based on relationships; relationships are the only way you learn what someone really wants, what really moves and inspires them. And guess what? Relationships don’t start with marketing; they start with building and they continue long after the purchase.
As marketers, you can’t just reach out to consumers when you have something to sell. It’s not enough to do an ad campaign or donate to a charity. You have to become part of people’s lives. You have to become a presence in their communities. You have to be an advocate for their lifestyles and wants. They have to see that you’re in it for the long haul. In short, you have to build.
All I’m askin’ for is a little respect!
—Otis Redding1
