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Self-limiting Service Disabilities
- By Rick Sidorowicz
- Published 10/18/2008
- 1001 Ways to Wow Your Customers!
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Rick Sidorowicz
Rick Sidorowicz is the Publisher and Editor of The CEO Refresher, moderator of The Mindful Network, Minister of Culture of High Performance Retail, and Editor of 1001 Ways to Wow Your Customers. He also works with T4G Limited as a Business Strategist and Consultant developing innovative solutions for retailers and financial services organizations. His profile and contact information are @ www.ricksidorowicz.com .
View all articles by Rick Sidorowicz
I am constantly amazed at how much opportunity is left on the table just due to the self-limiting perceptions of what individuals and their organizations can and cannot do to serve their customers. And clearly, the self-limiting service disabilities reflect the opportunity horizon, scope, values and vision of those who lead the organization.
Here is a story of my recent adventure in wheelchair access for a residence.
Situation: I need to provide wheelchair access for my mother’s residence. It’s about quality of life and mobility - easily understood. (Then think aging population and the potential of the market for this need!) Winter weather up here in Canada is also an issue.
Approach: As typical today I launched into an internet search to develop and compare options, alternatives, price and value. What an adventure and regrettably, quite a waste of time. The paid Google ads led me to more Google ad farms and links, and then to more ad farms until I ignored them completely. Focusing on the unpaid search results I started to gain serious information, such as how to construct a wheelchair ramp - the rise ratios, the width and hand rail requirements, building codes, weather issues etc. and got to a point where I could speak knowledgeably about the topic and figure out what the impact would be with the entrance.
Through additional research it seemed like there were four alternatives available:
Construct a wooden wheelchair ramp that complied with code and required one foot in length for every inch of height. Plotted that out for the entrance and I had this ramp out 30 feet to a landing and then back 22 feet to the ground. OK, this is my default alternative but I would need some help. Search for contractors in my area who do this - nada. (Major opportunity for any contractor to get an interactive presence in this increasingly important segment.) If you are building decks and into home renovations why not think wheelchair access?
Very interesting alternative to wood. I found an outstanding web site with a modular aluminum product that looked like even I could install. Had the railings and weather issues covered. Trouble is they’re in Washington State with no local dealers or reps. (Are these brilliant alternatives only needed on the US west coast?) C’est domage. This was however, the only web site that provided pricing - all others were a mystery!
So far I’m doing all the research and calling, so let’s “engage.”
An incline platform lift looks like a perfect solution. It’s an independent bolt-in system that would take minimal space. The web site is clear (except for price) and I call, play tag a bit and then find out the price is astronomical! Why? It’s industrial technology and not really meant for residential use. Bizarre! (Isn’t there a need for this rapidly growing residential segment?) On to the next alternative.
A porch lift - mini elevator. This seems to satisfy all requirements, including weather. A little pricey I suspect but let’s “engage” again - with three potential suppliers. And here is where the customer service lessons connect.
In all three cases I fill out the web contact form completely, including address, my email, product need and a comment that I have a pressing need and want to move fast. (Ready to buy you think? A qualified prospect? A potential customer for thousands of dollars of business?) Compare the results and see who has any self-limiting service disabilities.
Supplier 1 (manufacturer or reseller) - I receive an email (within a day) thanking me for my interest, providing a price range, and also advising that I am outside of their territory of operation and that there will be several additional charges for them to provide their solution at my location. OK, thanks for the info. (Why not put that on your site to better limit your exposure and ensure you don’t get business from my major metropolitan area?)
Supplier 2 (manufacturer) - I receive a brochure and very nice letter in the mail (within days). I call, we play tag a few times and then have a brief chat. The marketing rep transfers me to their sales people as it seems I want pricing information and she doesn’t have it. (A little bizarre!) I get transferred into voice mail, leave a message and have not received a call back since.
Supplier 3 (re-cycler of wheelchair accessible equipment - and why didn’t I think of that sooner - “bonne idee!”) - I receive an e-mail the same day thanking me for my interest, providing a brief outline of their services, and advising me that I will be contacted with 24 hours by Donna to explore my needs. The email has Donna’s contact info. I receive a call the same day and we connect and they share price ranges, alternatives and installation requirements - and they are very reasonable (compared to all of the above options.) Their manager will be in my area tomorrow morning and could come by for an assessment and estimate, and will bring their contractor to assess any additional work. That’s excellent I say, but I can’t be there in the morning - please assess the situation and call me in the afternoon. All is booked. Then another call that their manager and contractor can come by later in the afternoon to meet my schedule. (Face to face seems to be the ideal approach for them and they are so very right!) I am getting the sense that they are very interested in my business and are doing almost “whatever it takes” to get face-to-face and solve my need.
So tomorrow, I think I will be meeting with a service provider that will be responsive to my needs in terms of the solution and cost. Do you think that’s a reasonable expectation? What is your estimate of the probability that I will do thousands of dollars of business with them?
The lesson for me is the power of the interactive presence supported in execution by the power of email, voice and personal contact. I enjoyed the re-cycler’s execution of service. Are they hungry for business? You bet! Is their approach effective? Looks like a “whatever it takes” sort of “customer obsessed” ethic that works.
Then imagine a new relationship … I can re-cycle the stuff with them when it’s no longer needed.
So many lessons learned about service and also new business opportunities and competitive strategy. If we make the deal I will be a major advocate and get their message out to over 30,000 people monthly. That might help support an enterprise that “gets it.”
For the record, even if we don’t make the deal, their approach to service is ideal. You can find them here - http://www.silvercross.com/
And if you need some help with going beyond service to “customer obsession” please visit
http://www.refresher.com/highperformanceretail/index.html
Over.
Here is a story of my recent adventure in wheelchair access for a residence.
Situation: I need to provide wheelchair access for my mother’s residence. It’s about quality of life and mobility - easily understood. (Then think aging population and the potential of the market for this need!) Winter weather up here in Canada is also an issue.
Approach: As typical today I launched into an internet search to develop and compare options, alternatives, price and value. What an adventure and regrettably, quite a waste of time. The paid Google ads led me to more Google ad farms and links, and then to more ad farms until I ignored them completely. Focusing on the unpaid search results I started to gain serious information, such as how to construct a wheelchair ramp - the rise ratios, the width and hand rail requirements, building codes, weather issues etc. and got to a point where I could speak knowledgeably about the topic and figure out what the impact would be with the entrance.
Through additional research it seemed like there were four alternatives available:
Construct a wooden wheelchair ramp that complied with code and required one foot in length for every inch of height. Plotted that out for the entrance and I had this ramp out 30 feet to a landing and then back 22 feet to the ground. OK, this is my default alternative but I would need some help. Search for contractors in my area who do this - nada. (Major opportunity for any contractor to get an interactive presence in this increasingly important segment.) If you are building decks and into home renovations why not think wheelchair access?
Very interesting alternative to wood. I found an outstanding web site with a modular aluminum product that looked like even I could install. Had the railings and weather issues covered. Trouble is they’re in Washington State with no local dealers or reps. (Are these brilliant alternatives only needed on the US west coast?) C’est domage. This was however, the only web site that provided pricing - all others were a mystery!
So far I’m doing all the research and calling, so let’s “engage.”
An incline platform lift looks like a perfect solution. It’s an independent bolt-in system that would take minimal space. The web site is clear (except for price) and I call, play tag a bit and then find out the price is astronomical! Why? It’s industrial technology and not really meant for residential use. Bizarre! (Isn’t there a need for this rapidly growing residential segment?) On to the next alternative.
A porch lift - mini elevator. This seems to satisfy all requirements, including weather. A little pricey I suspect but let’s “engage” again - with three potential suppliers. And here is where the customer service lessons connect.
In all three cases I fill out the web contact form completely, including address, my email, product need and a comment that I have a pressing need and want to move fast. (Ready to buy you think? A qualified prospect? A potential customer for thousands of dollars of business?) Compare the results and see who has any self-limiting service disabilities.
Supplier 1 (manufacturer or reseller) - I receive an email (within a day) thanking me for my interest, providing a price range, and also advising that I am outside of their territory of operation and that there will be several additional charges for them to provide their solution at my location. OK, thanks for the info. (Why not put that on your site to better limit your exposure and ensure you don’t get business from my major metropolitan area?)
Supplier 2 (manufacturer) - I receive a brochure and very nice letter in the mail (within days). I call, we play tag a few times and then have a brief chat. The marketing rep transfers me to their sales people as it seems I want pricing information and she doesn’t have it. (A little bizarre!) I get transferred into voice mail, leave a message and have not received a call back since.
Supplier 3 (re-cycler of wheelchair accessible equipment - and why didn’t I think of that sooner - “bonne idee!”) - I receive an e-mail the same day thanking me for my interest, providing a brief outline of their services, and advising me that I will be contacted with 24 hours by Donna to explore my needs. The email has Donna’s contact info. I receive a call the same day and we connect and they share price ranges, alternatives and installation requirements - and they are very reasonable (compared to all of the above options.) Their manager will be in my area tomorrow morning and could come by for an assessment and estimate, and will bring their contractor to assess any additional work. That’s excellent I say, but I can’t be there in the morning - please assess the situation and call me in the afternoon. All is booked. Then another call that their manager and contractor can come by later in the afternoon to meet my schedule. (Face to face seems to be the ideal approach for them and they are so very right!) I am getting the sense that they are very interested in my business and are doing almost “whatever it takes” to get face-to-face and solve my need.
So tomorrow, I think I will be meeting with a service provider that will be responsive to my needs in terms of the solution and cost. Do you think that’s a reasonable expectation? What is your estimate of the probability that I will do thousands of dollars of business with them?
The lesson for me is the power of the interactive presence supported in execution by the power of email, voice and personal contact. I enjoyed the re-cycler’s execution of service. Are they hungry for business? You bet! Is their approach effective? Looks like a “whatever it takes” sort of “customer obsessed” ethic that works.
Then imagine a new relationship … I can re-cycle the stuff with them when it’s no longer needed.
So many lessons learned about service and also new business opportunities and competitive strategy. If we make the deal I will be a major advocate and get their message out to over 30,000 people monthly. That might help support an enterprise that “gets it.”
For the record, even if we don’t make the deal, their approach to service is ideal. You can find them here - http://www.silvercross.com/
And if you need some help with going beyond service to “customer obsession” please visit
http://www.refresher.com/highperformanceretail/index.html
Over.