Fandeck of Features

Creating a customer-friendly environment.

Make your store customer-friendly—your way.
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By Jerry Rabushka, Editor

Brands to keep loyal customers.

Brands to keep loyal customers.
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By Jerry Rabushka, Editor

Franmar’s short line goes a long way.

Franmar’s products are perfect for peeling.
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By Jerry Rabushka, Editor

A New Product Testimonial

Dizzolve keeps sprayers and their owners happy.
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By Jerry Rabushka, Editor

Independence is everything to this Joplin, Missouri dealer.

Curtis Shepherd loves being an independent.
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By Jerry Rabushka, Editor

Coming Into Its Own

It rhymes and it’s true: gray is here to stay.
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By Jerry Rabushka, Editor

Our exclusive interview with finishing expert Bruce Johnson.

Bruce Johnson’s love affair with wood refinishing.
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By Jerry Rabushka, Editor

Palette of Departments

We’re Not Happy Until You’re Not Happy

Customer service from an expert.
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By Shep Hyken, Contributing Writer

Corotech Relabeled...and more

From a small ball field to major leagues stadiums.
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By Jerry Rabushka, Editor

Recycling, Again

History, into the future.
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By Contributing Writer, Mark Lipton


By Contributing Writer,

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This month’s PrimeCoat features insight from a gentleman that attended my High School Alma Mater. It is spot on advice for any industry dealing with customers, and fits well into what we try and point out to our independent dealer and pro painting readers. You will be seeing more of Shep in upcoming issues, so enjoy and learn….

We’re Not Happy Until You’re Not Happy

Every once in a while, I jokingly will say the motto of a company who gives me bad customer service is:

We’re not happy until you’re not happy.

There are certain industries that this seems to be especially true. People complain and joke about some of their experiences with government agencies. Or, how about the reputation of the cable TV industry? It’s hard to shake off a reputation for bad service that has been going on for years—although they do seem to be getting better. Other industries, such as the airlines and cell phone service providers, are doing their best to improve.

First, you have to know that customers’ expectations are higher than ever. They expect good service. We teach the customer what good service is when we tout our awards and make promises. When United makes a promise such as Fly the friendly skies, then they better be prepared to deliver on that promise. That’s why they call it a brand promise! And, when it is delivered, the brand is established.

Unfortunately, businesses can let their customers down. It’s not just happening in the cable TV, airline and phone industries. It’s happening in all industries.

Businesses upset their customers numerous ways. Here are just a few:

• They make mistakes that cause complaints. No one or no company is perfect. Even the best brands that are known for the customer service, such as Zappos, Nordstrom and others. Customers understand this. It’s the way the problems and complaints are handled that make the difference between the best and the rest.

• They make bad hires that aren’t good at delivering customer service. I’m surprised at how some companies allow questionable employees to work in direct customer-facing jobs. Or any job for that matter. One bad employee can lose a customer and bring down a company’s culture.

• They have policies that aren’t customer focused. I hate it when an employee says, “That’s our policy.” Typically, that is the line that is used to hide behind rules and policies that are more company-focused than customer-focused. Employees should be given guidelines, not hard-and-fast policies. They should be empowered to come up with creative solutions that are good for the customer, and at the same time, doesn’t hurt the company.

• They make it hard to do business with them. I always ask my clients, “How easy is it to do business with you?” It’s important to make the customer experience frictionless. Customers want a hassle-free experience. They want speed and simplicity.

If you’re going to make a brand promise, keep it. Otherwise, you and your company may be the brunt of the punchline…We’re not happy until you’re not happy!

Shep Hyken is a customer service expert, keynote speaker and New York Times bestselling business author. For information check out www.hyken.com. For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright © MMXVI, Shep Hyken)  tpd endcap


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