Good Customer Service…to the Core!

It can never be overstated that when you give your employees the authority to make decisions that impact customer satisfaction, you’ll win in the long run. I’ve written about this before in more detail, but let me share a recent anecdote.

I had somehow managed to make the ‘Y’ key on my MacBook stick, and no amount of my efforts to fix it succeeded. As I need my MacBook to make my living, I knew I had no choice but to bite the bullet. I went online and made an appointment at my local Apple Store “Genius Bar” for later that afternoon. (I should stop here and say that the mere fact that I could make an appointment online and get real customer service just like that is a minor miracle these days.)

I went in, expecting to have to leave my Mac for a costly repair. The “genius” at the store fiddled with the offending key for a few moments, did some diagnostics and sighed. He then took out a piece of Scotch tape and stuck the key to the outside of the Mac. He didn’t ask, just did it, then picked up the phone and made sure that they had the parts needed to fix the machine.

I braced myself for what came next. You see, I had been complaining online (Twitter, Facebook, email) for months about a cracked case on my Mac after I was told over the phone that Apple would not–even though they admitted the case was a design defect–fix it for free. It would cost $317.05. Well, no way, I said. I’ll have a cracked Mac and think twice before buying another MacBook.

Anyway, back to the other day: I just knew the the genius at the store was going to say I would have to pay for the new case. Instead, he said “Yeah, we need to replace the keyboard. We’ll replace this cracked case while were at it.”

No charge.

And it gets better: it was ready in less than an hour.

That Apple Store genius was empowered to make a decision on his own initiative to fix the computer and make a defect in the MacBook design go from being my liability to what is rightfully theirs. In so doing he also ensured that I will definitely buy a pricey MacBook Pro when I upgrade my computer next year.

And all those Tweets I made complaining about the cracked Mac? Well, I certainly made up for them already with my Tweets and Facebook posting about how well I was treated. (“I love Apple to the core!”)

It cost so little for Apple to not only make me happy, but to ensure my loyalty and inspire me to tell the world on Twitter, Facebook and this blog.

Do you empower your employees to make these types of decisions? Shouldn’t you?

Seeking Your Green Pasture

Monday mornings are known for a lot of things, often the glaringly negative: getting out of bed to a cacophony of clicks, pops and groans from your bones after a weekend working in the yard; remembering you forgot your shirts at the cleaners Friday; knowing you’re not one hundred percent ready to face that 8 a.m. meeting, etc.

My first thought is usually “where did the weekend go, and why did I spend so much of it working?” followed by me slingshotting through the house getting ready for the week ahead.

Lately, especially after I started AlexanderG (and was blessed with clients and my fair share of projects), Mondays have been more acutely stressful, not less so (working for yourself is great, but the Boss can be pretty tough). That’s why after the kiddo kisses me bye-bye and is safely in daycare and my spouse is on her way to work I take five minutes to look at my calendar and prioritize my work for the week. This bit of organization is necessary for me to get things in the “right sized box” and keep me on task. Then, as all the frenetic thoughts begin to abate, I take ten minutes to do nothing more than clear my thoughts and quiet my mind.

For me, this brings perspective and a sense of some level of control over the chaos life throws at me (at everyone, right?). It doesn’t always work. Sometimes all I can think of is what’s next on my plate, but often I get to that green pasture of peace and quiet.

Call it meditation, call it relaxation, call it goofing off or even procrastination. I just know that those ten minutes or so of peace and quiet are as necessary and valuable to me as my indispensable cup of coffee and the kiss bye-bye from my daughter.

Try it.

Turn Terror into Triumph

I’ve often presented seminars and talks about working with the news media, and was recently invited to give a “lunch and learn” on the topic to a business here in Kansas City.

You may say “My business doesn’t deal with the media, so this wouldn’t interest us.” That may be so, but it’s my contention that eventually most every business will be interviewed by or have contact with the news media. So why not be ready?

If that prospect terrifies or even intrigues you, then why not consider taking an hour or so and hearing the basics of interacting with our friends in the Fourth Estate?

My presentation discusses and provides tips covering:

  • Who are these media people and what do they want?
  • How can I convey a positive message the reporter will use?
  • Opportunity has a secret knock.
  • (Sound) Bite Back!
  • Playing the Fool: How to avoid it.
  • Crisis communications: how to make the best of a bad situation.
  • Look good, sound great and never let ‘em see you sweat.
  • What’s new in New Media?

You’ll take away a better understanding of what motivates the media and how you can turn what is often a tough situation into a triumph! If you’re interested in learning more, get in touch. I’ll also be talking about these topics occasionally right here on the blog, too. So stay tuned.

An Update on Clever Car Tricks

You may recall a recent post about a fairly clever, attention-grabbing way a car dealership is is trying to entice existing clients to bring in service work. (I’ll spare you the rehash–just click here to read that post.)

Kandi, a faithful AlexanderG Whiz blog reader tells me she also received this postcard:

“I think overall it was a great piece of literature and like you said a great marketing tool for them if they follow through on the promise.  I’ve owned a Honda since I was 16 and have had nothing but great service from coast to coast at any dealership I have been too, but rarely take advantage of all the mail items I get from them other than the occasional oil change coupon.  So it will be interesting to see their approach to this ad.”

Well, Kandi, I booked our second car–a decidedly older, non-Honda Saab. When I checked the car in, I asked the service rep if this was a new promotion. He said yes, and that they had so far received a healthy response. He said it was “Their way of saying thanks to their loyal customers.”

I said that it was also a great way to potentially double their business, and he didn’t disagree. In my previous post, I speculated upon some reasons why this campaign was worth a shot:

  • The dealership probably sent these cards only to active customers–those customers (like my wife) who bring in their Honda for regular oil changes, tune ups, etc. They want to double their business from these presumably satisfied customers; guessing that most customers have two cars (like us)– and that if they don’t have another car on their service roster from that family address there’s a reason. The reason is likely that it’s a different make of car, purchased elsewhere (Yup, that’s us); therefore it’s being serviced elsewhere. Of course, the Honda dealership wants that car in their service bay.
  • They find your alignment indeed does need work, and true to their promotional material they do it for free. That makes you happy and predisposed to coming back, right?
  • There’s every chance that they may find something else wrong with your car and offer you an incentive to fix it while you’re there–the classic up-sell.
  • If they don’t find anything wrong, they’re banking on their service personnel’s professionalism, the shuttle service or the coffee in the waiting lounge to make you think of them when your car does need service. Heck you might even kill time and wander the lot looking at the new Hondas…
  • If nothing else, they have touched a regular customer with a generous offer–this increases brand loyalty. As you know, the news media is rife with stories of automobile companies across the board scrambling to retain market share.

After my experience, I think these are all valid points addressed in this marketing strategy. By the looks of the packed waiting room at the dealership, I’d say the promo and their other efforts are paying off.

All in all, it was good experience–they found several things needing attention on my car, but didn’t hard-sell me. In fact, on one particular repair they said I would be better served taking my car to the Saab repair shop. They did find my rear alignment was off and fixed it for free, along with topping off fluids and getting me a price on new tires. If nothing else, I left feeling very good about the dealership and even more disposed to buying a new Honda when the time comes.

I have to hand it to them–this promo is a winner.


The Word is Good (as Gone?)

The decline of the power and allure of the written word–check that, the printed word–is readily apparent to anyone who knows how to read. You need look no further than the furor over the iPad to see that the printed word–on paper–is becoming quaint at best, irrelevant at worst.

Now drill down to the subsets of the printed word: non-fiction, literature, etc. Go deeper than that and you strike the wellspring of poetry (Sorry, that ‘wellspring’ thing was a tad florid, wasn’t it?). Perhaps outside the stray bit of doggerel in a truck stop stall, many people go years without reading a single word of verse. Of course, if you go to church and/or read the Bible you’re getting some spectacular poetry; but most do not dare reduce those words–the Word, if you will–to a mere collection of poetic fables.

“I can’t imagine even one person in a thousand reads poetry on a regular basis,” said Tom Wayne, co-owner of Prospero’s Books in Kansas City’s historic Westport area. “Poetry is an obscure art–people are afraid of it for a variety of reasons,”

Wayne and Prospero’s co-owner Will Leathem have published books of poetry and sold books for years. They and their friend poet Jason Ryberg felt that April–being National Poetry Month–was a good time to remind the world that poetry exists–and is good–by going for a world record. A Guinness Book of World Records record, to be exact.

Dozens of poets, readers and spectators joined in to break the word record for continuous poetry reading. Though there are some details to work out with the Guinness people it looks very much like they broke–and more than doubled–the standing record of 56 hours, 25 minutes set in then-Mayor Jerry Springer’s Cincinnati of 1978–with more than 120 hours of continuous poetry reading.

Unabashedly on a mission to evangelize poetry and stand as one of the “last outposts of the (written) word,” Wayne and his compatriots see this as a natural continuation of another event of their invention that made national news: a bookstore that burned books. In 2007 Prospero’s had more books than they could sell, give away or store–so they announced that if people weren’t reading, the books would soon be burning.

“We had 20,000 books–about half of our inventory–that we couldn’t get out the door,” he said. He added that most people don’t know that bookstores, sellers and libraries end up sending “dumpster loads of books to landfills” every year.  “Many people are brought up to respect and revere books, even if they don’t read them much, so we wanted to draw attention to that fact.”

It created a national storm in the media. Outrage among bibliophiles soon became an appreciation for the clever way of drawing attention to the state of the printed word. Interviewed by NPR at the time, Wayne was told by the interviewer that he had somehow put a “positive spin on a book burning.”

“What we did was take an incendiary act and turn it into a positive,” he said.

Even so, the eminence of the printed word still fades. Wayne cited statistics about the American reader that shows the situation is getting worse.

Wayne said an NEA study of 17,000 people on reading habits showed that in 1982 57% of Americans reported reading for pleasure about one book a year. That number was down to 45% in 2002. Brown expects that number to have further declined since.

“There’s big pieces of truth in what we’re doing to illustrate the nature of the word in modern America,” he said. “We’re a distraction-laden culture in general. We have a techno fetish with electronic devices. Books require sitting down alone without distractions and thinking along different lines.”

Wayne is no Luddite (his own mother owns an e-reader, though he prefers the feel of a “real” book in his hand) and leans toward the belief that e-books in general promote reading. However it remains unclear and unlikely (to this writer) that much poetry will be read on a Kindle.

Much of the poetry reading was streamed live on the internet–and recorded for the Guinness people to use for verification of the record (along with witnessed signatures of the readers it will take time for them to decide to add the record to their book). Free verse followed classical poetry and back again. The streaming video was a curious, genuine delight to watch–an attempt to shine light on one of the oldest forms of artistic expression using the internet: the very medium that distracts us.

“We want to make the same kind of a statement we did with the book burning in a different way [with the poetry reading record]…to get a national dialog started,” he said. “Six to eight years ago there were more than half a dozen locally owned bookstores in Kansas City. Now there are two.”

Will a fantastic record in poetry reading spark more interest in poetry–or have our electronic forms of entertainment replaced it? At one point the words of Paradise Lost were read and broadcast through Prospero’s  internet stream. I wonder if the internet and television are what Milton might call “another…engrossed all power?”

“Not merely titular, since by decree
Another now hath to himself engrossed
All power, and us eclipsed under the name
Of King Anointed; for whom all this haste
Of midnight march, and hurried meeting here,
This only to consult, how we may best,
With what may be devised of honours new,
Receive him coming to receive from us
Knee-tribute yet unpaid, prostration vile!”

–John Milton Paradise Lost

iPad Ushers in New Era in Publishing

2,000+ ebooks from Smashwords authors and publishers appeared on the iPad yesterday.

Very few people in the publishing industry understand the profound implications of this. It’s not just about the iPad – it’s about how any author, anywhere in the world, can go from a Microsoft Word document to worldwide ebook store distribution in a matter of seconds or days.

Welcome to the age of fully democratized, instant publishing where the bookstore is moving to a screen near you. Authors can now publish and distribute with unprecedented freedom.

Read the rest of this post, including a mention of Alex Greenwood’s ebook here:

Smashwords: Smashwords Ebooks – iPad Ebook Publishing Made Easy.