When Employees Talk You May Not Like What Your Customers Hear!

February 28th, 2010

One of the biggest assets a business can have is talented, loyal employees who understand the importance of customer service.  I beam with pride when someone compliments one of my team members.  It confirms what I already know:  I’m fortunate to have the best and the brightest working with me.

As business owners, we place trust in our employees that they will represent the company well in all public interactions.  But have you ever thought about what could happen when a customer overhears your employees talking to each other.  Do you know what they are saying?  Your customers do and they are listening.

Customers don’t want to get caught in the fray of employee problems.  It makes them uncomfortable and it creates a bad impression for your company.  Your employees should understand that conversations about company-related issues and concerns are only to be conducted well out of earshot of your customers.

Regardless of what type of business you are in, there are opportunities for employee conversations to be overheard.  Imagine a water-cooler conversation between employees complaining about your business that’s picked up by a customer sitting in a conference room.  There are countless times when I’ve seen employees huddled in retail stores discussing things I shouldn’t hear while I’m browsing through the store.

Let me share a couple of recent examples.

Last week I was flying on a major airline when I had the unpleasant experience of listening to the flight attendant and the gate agent threatening to write-up the other.  Because it was an airline I fly frequently for business, I was upgraded and seated in a first class, aisle, bulk head seat.  Suffice it to say, I had a ring side seat to this altercation.  Once the gate agent left, the flight attendant didn’t stop.  She decided to recruit the other flight attendants on board to support her position.  So they congregated in the galley complaining to each other.   What impression did it leave with me?  It reconfirmed that many of the airline employees are so disgruntled that they have lost interest in the people who are responsible for their paychecks – their passengers.

Another example.  Arriving late to a hotel because of a canceled flight, I decided to grab a bite to eat in the restaurant before calling it a night.  When I’m by myself, I usually sit at the bar because typically bartenders are good conversationalists and I don’t feel so alone.  That night the manager was short staffed so he was working the bar.  (I know that fact because he complained to me the minute I sat down.) The entire time I was eating my dinner, he yelled at and criticized his staff as they passed by.  Let me just say, I wasn’t able to relax and enjoy my dinner, and it will be the last time I stay at that hotel.

I’m confident you wouldn’t want one of your customers to experience anything like the situations I’ve described above.  So make sure when your employees talk, customers hear the appropriate things.


Don’t Wait Until the Spring Thaw to Connect With Your Customers

February 17th, 2010

Even if you weren’t affected by Snowmaggedon, the major winter storm that dumped more than 20 inches of snow in the Washington DC area, the winter weather may be impacting your business success.  Snow, ice, and blistering cold temperatures often cause us to hibernate in warm, comfortable offices instead of making calls on customers and clients.  But there’s no need to wait until the spring thaw to connect with your customer base.  With a comprehensive marketing communication plan, you can keep your brand and marketing messages in front of your customers no matter what the weather conditions are in your area.

Start by understanding and defining your audience.  Who do you specifically wish to target?  Where do they go for information?  What are their buying habits?  When is the best time to reach them?  By answering these questions you’ll be able to evaluate and select the most appropriate communication vehicles.

Next determine what key messages you want to communicate to your customers.  Limit the number and be consistent with the messages you select across all communication platforms.  If you try to tell your audience everything about your business or product, they’ll get confused.  Repetition is really the key to making sure your customers hear and remember what you are trying to convey.

Armed with the above information, determine which communication vehicles you plan to use to reach your audience.  In today’s ever-changing marketplace, there are myriad ways to reach your audience without investing a boat load of cash.  You should incorporate technology-based communication tools such as email marketing, blogs, podcasts and social media in addition to traditional marketing channels such as advertising, brochures, press releases and direct mail.   If you are a novice when it comes to technology, search for resources on the Internet such as webinars and tutorials.

Once you’ve decided which communication tools you plan to use make a commitment to stick with it.  Establish a schedule that is realistic and manageable.  Communication plans often fail because the business owner doesn’t make it a priority.  There is activity in the beginning and then it becomes sporadic at best.  To be successful you have to put forth the effort.

Finally, measure your results.  Keep track of which communication tools generate the most interest and interaction with your audience.  Periodically review your results and adjust your plan accordingly.

A well-executed communication plan can enhance your business growth 365 days a year despite the weather.