Here's the main article from the August 2009 edition of the free monthly Buzz Bulletin from Galvin Communications (sign up here for future issues):
How do you make your customers feel special? The answer to
this question can be the difference between success and failure in today’s
challenging economy.
A few weeks ago, my wife Ellen and I went on an awesome
vacation that also taught us valuable lessons about treating customers right.
On a five-day trip on Oregon’s fabulous Rogue River, which is one of
the most beautiful spots we’ve seen in our lovely state, we learned about
accommodating the needs of clients with grace and joy.
We did the river trip with O.A.R.S., a leader in adventure travel
from white water rafting, sea kayaking and hiking to multi-sport, special
interest trips. When we learned that our group of 10 travelers had two
eight-year-olds as well as couple in their sixties, we were a bit concerned
about the trip’s chemistry and whether we would enjoy it.
On the river, one of our three guides always seemed to focus
on keeping the two kids entertained with knock-knock jokes, squirt guns, and
fun snacks. Meanwhile, a second guide watched over those who opted to kayak and
provided insightful tips for enjoying the river’s exciting rapids while staying
away from dangerous obstacles. The third guide focused on the adults who rode
in the rafts and wanted to take pictures and learn about the natural
surroundings.
Each night, we pulled into a beautiful riverside camp to
enjoy a delicious gourmet meal that the three guides prepared on outdoor stoves
as if they were chefs at a gourmet restaurant. They accommodated the needs of
all the diners with a tasty blend of meat and vegetarian dishes. Looking around
as people enjoyed their meals, there were a lot of smiles because the day had
been arranged to meet each person’s individual needs.
We were sad to the leave the river and our excellent guides
but excited about driving up the Oregon coast to Portland. One of our stops was
Home by the Sea B&B in Port Orford, a small
picturesque seaside town on Oregon’s South Coast. As soon as we stepped through
the door, it was clear that proprietor Alan Mitchell knows how to make his
guests feel special.
He insisted on taking our picture in the backyard with
craggy rocks, a lush forest, and spectacular beach in the background. Alan and
his wife Brenda have travelled a lot and know that most couples never get enough
pictures together in beautiful spots since few remember to ask strangers to
take their pictures. Alan also insisted on taking us around town introducing us
to local characters and explaining historic spots and unusual items such as a
250-year-old myrtle tree. During the tour, he took many more pictures of us
together.
When we got home, there was an email waiting for us from
Alan with an assortment of cool photos documenting our brief visit to a town
that we never thought would be so interesting. Like 5,000 other people who have
stayed at Home by the Sea B&B over the past 20 years and received similar
photographs and personal tours, we felt quite special.
Sometimes there are easy things to do make people feel
special that make a lasting impact. Joe Pelayo, the CEO of executive recruiting
company Joseph Michaels, Inc. in
San Francisco, is a master at building relationships. He takes his friends and
clients to networking events and enthusiastically introduces them to the people
he knows while providing a sincere and ringing testimonial for who they are and
what they do. By elevating others, Joe builds friendship and business at the
same time.
If you just do just one thing each day to make a friend or customer
feel special, it will surely lift your spirits and business prospects.
