PERCEPTION IS REALITY
It’s been a rough day. You come home to what is a “normal”
teen-ager’s room; which - to you - looks like an explosion was
detonated inches from your hallway. After checking for survivors, you
realize the room is really no different from any other day. It’s
just that today; due to how tired you are, well, it “seems”
messier. Your perception of what would qualify to be quarantined in
another place and time generates what therapists would call “the
critical parent” that lives within you - and you lay it out there
in loud, less-than-friendly terms for your son to “share with
you”.
Taken aback by your reaction to his room, your son returns the sortie.
In an instant, innocent bystanders are dashing for cover. Your spouse
hears the carnage and opts for a wide berth. The other children run
for hiding. You were exhausted when you came home. You’re an emotional
void now. Nothing matters any longer; this is not an argument. Dirty
clothes in piles on the floor, old soda bottles on the dresser, and
a generation of full trashcans are no longer the issue. “It’s
about principle” you bellow to the walls. Now it has become a
battle for truth, justice, and the cleanliness of an American home.
Later, as you examine the aftermath; you try to think. “Exhausted”
cannot even begin to describe how you now feel. Your spouse is distant.
Your kids are gone. You’ve alienated your son. And to top it off,
virtually nothing was gained. Sure; you might have won the battle. After
all there is now a clear enough path to walk through. But did you lose
the war?
There is more in common with this situation and getting return customers
than one might see at first glance. It’s assumed that you’d
never get in a yelling match with a customer (unless you want a guarantee
of losing that customer). However, how often has each of us spent time
arguing with someone over their perception?
Just as your perception of the look of a child’s room will generate
a reaction, so will the “perception” your customers have
of how they are treated when they come to your establishment (either
in person or on the phone). In my example of domestic chaos, the parent
perceived the room to look messy. The thought “messy” triggered
a response in the parent. That response generated a counter-response.
And so it went. The child in my example had a totally different perception
of his room and therefore his response to it was completely different.
How we (and our customers) perceive our business will determine how
they will respond to us.
To translate that into less esoteric terms, if your customers don’t
have a good perception about your business:
· They will not buy from you
· They will not come back to your establishment
· They will tell their friends what a horrible, awful place it
is
· You will lose money and be very sad
IT’S NOT FAIR…
The bad news is you can actually be providing world-class service at
a very fair price. However, if a customer perceives it as class-less
service (irrespective of the price) that’s indeed what they will
respond to. They will quietly take their wallet and recommendations
with them as they depart to your competition.
…BUT YOU CAN DO SOMETHING ABOUT IT
Periodically, we get confused and look at our customers as obstacles
to our day. The thought “I’d get so much work done if it
wasn’t for all these customers” crosses are minds. We forget
that our customer is our lifeblood. After all, there’s so much
else to think about.
Staying close to your customers really takes very little time. You don’t
need to spend an extra hour with a customer, just 30 seconds. You don’t
need to be their friend; just be friendly.
TEN EASY THINGS TO IMPROVE PERCEPTION
If you want to implement some customer service improvements that will
have a significant impact while not taking over your life, try these.
1.
Be on time! Don’t open late. Don’t close early. Return calls
promptly.
2. When someone enters you business, smile or wave.
Even if you’re busy, quick eye contact and a gesture do not take
away from your current customer.
3. Open the door for someone entering or leaving your
business at least once a day.
4. Shake hands when possible.
5. Make the entrance to your store as clear as you
can. You don’t need to repaint it; just sweep it once in a while.
Remove clutter.
6. Tell customers your first name. If you pass them
on to another person, introduce that staffer by name too.
7. Instead of asking, “Is everything OK,”
ask, “What else I can do?”
8. If you must put someone on hold, explain why. Ask
if it’s OK. If not, get their phone number and call back. Never
say, “’Hold please.”
9. Put customers before assignments. Put other conversations
and tasks on the back burner while you help your customers. The 30 seconds
of close attention will save you a great deal of time later.
10. A note on a receipt that says “Thank you
for coming” or “We appreciate your business” is not
sincere. When saying “thank you,” take one second. Take
a deep breath. Clear your mind. And then, with eye contact and appreciation,
say “Thank you.” The difference will be amazing to both
of you.
No matter how well you do, mistakes will happen. After all, perception
is exactly that, perception. You cannot control it, just try and provide
it. If all else fails, don’t be afraid to say “I’m
sorry.” You don’t have to apologize for something if you
didn’t do it. However, you can apologize for the experience someone
had while in your store.
--
About the writer:
Scott “Q” Marcus provides “Coaching, Keynotes, and
Seminars Delivered with Hope and Humor.” sm He is a member of
the National Speakers Association.
He has a background of media, training, and speaking and now consults
businesses and individuals in advertising, sales, marketing, and customer
service. (In addition, due to losing 70 pounds, he provides support
in goal setting, attitude, and habit change.)
He can be reached either through the College of the Redwoods Customer
Service Academy or directly at 707.442.6243 or scottq@scottqmarcus.com
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