the customer's always right, right?

Lately I've been thinking about the power of feedback.  About how perception is reality, and how just a tiny bit of bad publicity can wreck a reputation.

First - feedback. Not the direct ''I think this of your product/service'' kind of feedback, but more the ''I heard this about that business'' kind of feedback.   In my experience few businesses actively ask their clients for feedback (unless they are looking for warm fuzzy quotes to go on their website).  And when they do receive it, usually unsolicited, and more often than not at the negative end of the spectrum, they can easily come up with a counter argument for everything said - of course the customer was unhappy, the brief wasn't clear. Of course we went over budget, the scope changed.  Of course we were unable to complete on time, there was extra unallowed for work involved.  Of course she left the shop unhappy, she was miserable when she came in and was probably already having a bad day.    Problem is, whatever the reason for a customers misery - as the provider of a product or service, you will always be considered the one accountable for the experience.

Perception is reality - sure is.  The customer that THINKS you are a slow responder will be very difficult to convince otherwise.  The customer that FEELS you understand their business will remain loyal even if in fact you don't particularly value them as a client when the lights are off.  The person that sees you in a messy office, or cruddy old car, will always have a certain view of you, no matter how efficient or innovative you actually are.

And as for bad publicity...well actually whether a rumour is true or not, once something bad is said about you, your business is going to have a huge job convincing anyone to the contrary.  One barely bad experience from one small customer is just as damaging as making a huge stuff up on your most important client.  Everyone makes mistakes, and its important to own up to them, but it is imperative to do the very best to maintain the absolute best reputation you can for your business.  Acknowledge mistakes, fix them immediately (even if they are not actually your fault), apologise gracefully, and do better, much better, next time.

The customer is always right, right?

feeling special

One of the many hats I wear is that of coach.  As part of this,  I do business coaching for micro-businesses (that's the little ácorn' businesses of just one or two people)

I've been doing this for almost 15 years, and worked with literally hundreds of people with great ideas, lots of passion, often plenty of drive and commitment and usually not much money.
Many businesses have done well, and many haven't.
There are just a handful of reasons, I think, why some manage to stay (more than afloat) and go on to become successful.
- the first is that the business owner has a real vision of where they want to be with their business.
- the second is that they have a commitment to that success.  including down the boundaries for what they will and will not do to make this happen.
- the third is they really understand where their skills, and passion lie.

But one of the standout reasons that these businesses manage to keep their customers coming back time and time again?
They treat their customers like individuals.  As a small business they know that the personal touch is what separates them from the big corporates.  In fact that's often their only difference - the product, the margins and prices, even the service standards could well be the same.  But these people KNOW their customers.

They make friends of their customers, understanding them in a way that a large company just cannot do.
They listen, and act, (intentionally and wisely) on the feedback of their customers.  The customers believe that they are cared about and valued.

It can be difficult to maintain boundaries for small business owners - and this is a fine line, especially in a business centred on hospitality or wellbeing.  The successful businessowner finds and keeps this boundary, all the while embracing the unique position they play in the customers lives.  They go the extra mile, they consider each business decision in light of what is already working well in their business with their most consistent and loyal customers.

And, in turn, these customers will, and do, become loyal for life.  They will spend  more money, for a whole lot less effort than the owner might have to make to attract a new customer.  They will tell their friends.  They are often far more willing to offer feedback, both positive and negative, than the customer of a corporate.

They feel special.