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It’s Only Common Sense: Some Free Advice

Can I admit to a little frustration? I have a list of what I think are great ideas that could make my clients great, but no matter how much I try, I can't get any of them to try my ideas. So, the heck with it. I’m going to just give them away to all of you free-of-charge. If you like any or all of them, then use them; be my guest. All I ask is that you give me some feedback on how they worked.

As many of you know, I always have my nose in business books, especially those that discuss delivering great customer service. From those readings, I’ve developed these ideas for delivering the very best customer service in our industry, or any industry, for that matter. Most of these have to do with the fact that I believe that everyone in your company is a customer service person. From the maintenance person to the president, and your customers, you are all in the business of not only servicing but also absolutely delighting your customers.

Are you ready? Here is a sample of six of my favorite ideas:

1. General Managers

When an order is placed from a new customer, call them. Tell them who you are and what your is role in the company is. Thank them for the order, tell them how important you think their business is, and make sure they have your contact information so that they can call you directly if they ever need any help.

2. Company President—New Customers

When that first order is shipped, call the person who placed the order and tell them who you are and that you want to make sure they are completely satisfied with their order when they receive it. Just this simple act will get you noticed and appreciated. And, by the way, no matter what your salesperson says about getting a customer on the phone, if you are a company leader, the customers will call you back. I can guarantee it.

3. Company President—Current Customers

Sit down every once in a while with a list of customers and give them a call. Ask them how things are going. Ask them if they are happy with your products and services and if there is anything else you can do for them. And it wouldn’t hurt to double down, invite them to lunch, and thank them for their business.

4. Quality Managers

Call up your counterpart at your customers' company and ask how they are doing and if there is anything else you can do. Offer to send your shipping team into their facility to see how our product is received so that they can learn how to package the boards to make their receiving department's job easier. This is something that will be talked about at their next management meeting, for sure.

5. Sales Professionals

Get as many people on your management team as possible to be up close and personal with your customers. Drive this kind of behavior; push them even if they are reluctant to do it. Remind them that these customers belong to everyone in the company and that it is everyone’s responsibility to give customers the best service possible.

6. Management Teams

Don’t hesitate to use your management team to help you see a customer. We are all aware of the horror stories of how difficult it can be, especially with new potential customers, but it’s amazing how quickly doors open if you tell them that the president, general manager, or director of operations of the company wants to meet them. It works!

So, what are we talking about here and what do all these ideas have in common? Simple. It's all about getting the management team to be directly and deeply involved with your customers. Ensure that the entire company knows how important customers are. And presidents, general managers, engineering managers, and other leaders, I'm talking to you: the best way to do this is by example. You are the people who set the tone of the company, and if you are willing to pick up the phone and call your customers, others will follow suit.

Meanwhile, if you stand up in front of your team and talk trash about your customers, basically saying, “We have met the enemy, and it’s our customer,” your people will follow suit. They will emulate you because you’ve given them permission to disrespect your customers, which is the last thing you want to do.

So, there you have it—my free advice to you, my dear friends. Incorporate these ideas, call your customers, get close to them, and treat them not only treat with respect but also set the tone so that everyone in the company does so. Then, you will be talked about as the best customer service company in the business.

It’s only common sense.

Dan Beaulieu is president of D.B. Management Group.