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Mary Schmidt Business Builder & Renovator


Idea Pool

Everything You Do IS Marketing: Cross-Training

Mary Schmidt

Nov 05, 2014

Lovely, high-gloss (expensive) brochures. Happy smiling faces on your web site. A rockin’ Facebook page.  Professional (expensive) advertising. Great signs. Terrific product packaging.

That’s all “marketing?” Right? Well, yes…but…

All of that can be a complete waste if the customer’s actual experience is disappointing.  Here’s a real-world, no-tech F2F experience I had just this week.

I do my best to buy local whenever possible—for everything from auto service to make-up and clothing. (However, you try finding clothing that wasn’t made in China…but I digress…).  So, during a busy day, I swung by a local salon to (quickly) pick up a jar I needed. Knew what I wanted. Saw it on the display. Didn’t need to consult. Had my money in hand.  Two people at the front desk. And, then…

I stood there. I stood there some more. One man was helping a young woman who apparently had never visited the salon before, much less used a credit card. (Patience, Mary. Patience.) The other man just stood there smiling. Um. Okay. So I go over to the display, ensure they have the product. Turn around and tell him exactly what I needed.  “Someone will be with you in a moment.” He goes back to standing and smiling.  So, I wait a minute or so.

Then I leave…and nobody said anything. The man (I assume the owner) helping the woman with her credit transaction had never even looked up.

Here’s the takeaway—whether you own a beauty salon or are providing tech support for software—EVERYONE that deals with the customer should be able to help that customer. Certainly, you may have to build in some levels to technical support, but provide training to absolutely minimize the amount of escalation.

...and if you have people working the front desk, teach ‘em how to do more than smile. 

Related posts from the archives:
The Boring Bits of Marketing
Ouch! Branding Hurts!
Three Things a Customer Service Rep Should Never Say.
Do You “Service” Or Care?

Want to browse through all my posts?  Go to The Idea Pool.  Everything I’ve written since I started blogging.

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