NAWBO Presentation

A Baker's Dozen: 13 Tips for New Business Owners

Jean M. Baker, J.D.

Red Lantern Group, LLC

May 14, 2009

How Can I Help?

• Legal Issues in the Workplace• Traditional (sexual harassment, etc.)• Informative (anatomy of a lawsuit)• Unusual (domestic violence in the workplace)

• Business Philosophy/Solutions• Strategic planning• Systems• Customer service

What is Good Customer Service?

• Great customer service is about making it as easy as possible for your customer to continue to buy your product or service• Cheap prices may draw them in initially, but it’s

the service that will keep them coming back• INC., magazine article

• Now more than ever it’s important to deliver great customer service

• Defined by the customer, not the business owner!

One Size Doesn’t Fit All

• ICE (“Ideal Customer Experience”) is not attainable – not every customer will define it in the same way

Universal Ideas

• Good• Efficient Service• Professional• Knowledgeable

• Bad• Not acknowledging customer• Chaos• Rudeness

“Common Sense ain’t Common” – Will Rogers

• Rules are made to serve people, not the other way around.

• Use common sense• You don’t have to treat everyone the same if

the circumstances justify different treatment

The Good

• Scapa Italian Kitchen• Sample wine• Discreetly replace silverware• Attentive without interrupting• Didn’t make us wait for our bill• Very professional

The Good

• Apple• Wow! • Telephone assistance prompt, courteous and

helpful• On-line assistance addressed the specific

question I asked, rather than provide a generic “key words” response

• Plenty of knowledgeable people to help you in the stores, including “ringing you up” on the floor.

The Bad

• Accessibility• Argumentative Associate• Cleaning

• Chair• Vacuuming

• So cold!• Not a pleasant experience!

The Bad

• Sports medicine business

• Great people/care• Accessibility is

terrible!• Door• Walkway

The Bad

• Large Discount Store• Associate did not

acknowledge customer• “Grunted” and

gestured• Did not thank me• Recognized what he

should have been doing

The Ugly

• Wireless Telecommunications Co.• Chaotic• Waiting, Waiting, Waiting!• No way to “complain”• Carries through stores, phone and on-

line help• Transfer to a “not in service” number

• They’re a telecommunications company!

• Failing to fix a bill repeatedly

Solutions?

• Regurgitation Education• Not teaching kids to think

1. Teach creative problem solving

2. Authorize front-line people to solve the problem• Bagged lettuce• Fountain pop

3. Appropriate placement

Solutions

4. Treat your employees well

5. Sincere apology; demonstrate they understand the problem

6. Solve the problem, don’t make it worse or do nothing.

• Example: Deliver groceries + free item

7. Don’t keep “passing off” customer to someone else.

Solutions

8. Make sure your decisions make sense to the customer

9. Be Professional

10.Greet and thank the customer

11.Make it right

12.Listen and respond appropriately

13.Be a problem solver, not a problem creator

Summary

• Good customer service is defined by the customer, not the CEO or the Marketing department

• Customer service is broader than just the direct interaction between customer and associate

• Great customer service is important no matter what industry or business you own

Thank you!

Other Questions/Comments?Jean M. Baker

Red Lantern Consulting, LLC

www.redlanternllc.com

jbaker@redlanternllc.com

515.327.5966