I never thought I would get to a point in my life where all I wanted to do was to “simplify it”. Like it or not, I guess I am there. I am not saying I am “old”, I just remember a time when “Spam” stayed in a can and when viruses were something you could avoid if you washed your hands frequently. Now, both of those words arouse thoughts of annoyances in my busy day.
I remember when being on a “diet” meant that you were counting calories and using an “Airdyne” bike in your basement. Now, dieting is a billion dollar “science”. My brother used to tell me that you should eat like Adam and Eve and you’d be ok. Obviously, there wasn’t a McDonalds or Cheesecake Factory in the Garden of Eden. I like that simplistic way of thinking.
I guess I am getting a little nostalgic. Recently, there was a special feature on one of the morning news programs about “favorite diners”. The focus was on how long they had been in business and what type of food they were known for. Most had less than attractive exteriors but that didn’t matter. It actually added to the charm. Some were known for great breakfasts, or lunches and some would even open on Saturday evenings for “fancy dinners”.
But the appeal was the simple, family style atmosphere they offered along with normal, good, home cooking. Sometimes the recipes were even “secret” which to me, makes them even more enticing to try. Cooks and waitresses knew almost every customer by name, how their family was and with out a doubt, what their “usual” order was and how they took their coffee. No lattes, frappes, cappachinos, and words on the menu you couldn’t pronounce. Just a wonderful waitress who came around right on time and filled your coffee cup with a steaming, fresh brew.
As the reporter said, most of us have a “favorite diner” in our hometown. It probably looks just like it did in 1950. The booths and tables haven’t been refinished, there are no fancy high-top tables or fireplaces or classical music playing.
So how did they stay in business so long? They do the simple things, right. They offer good food, at the right price and they provide it efficiently and with a pleasant, genuine smile. But most of all, the employees care about their customers.
In a recent newspaper article about the airline industry, I read, “.low-cost airlines prove best at providing consumers with what they most want: the lowest fares, on-time flights, fast and friendly customer service and the ability to make sure passenger bags get delivered to the right airport.” Seems pretty simple doesn’t?
In Chain Store Age magazine a recent survey by Cap, Gemini, Earnst and Young stated, ” Consumers will reward retailers that help them save time, make the in-store experience easier and treat them with respect, honesty and fairness” They went on to summarize, “The extent to which retailers are able to deliver a positive shopping experience will determine the degree of customer satisfaction and customer loyalty that they engender – and will be the ultimate driver of improved sales and productivity.
So I thought to myself, what is the management “recipe” for keeping customers coming back to those “old” diners and the following is my conclusion.
Ingredient 1. Offer a superior product that people want. What is the product or service that is the core ingredient of your business? What is it that customers ask for daily? Are you “in stock” on that item or service? Or, do you have to apologize that you don’t have it or that someone called off and you can’t deliver the service? Without the basic recipe for your business, you don’t have a business, just a hobby.
Ingredient 2. Offer obvious value with every service or product you offer. One of the diners offered 5 different types of warm, fresh, homemade bread on a daily basis. Sure, it has a few carbs, but the intoxicating aroma of that smell would over-ride any diet! The owner of that diner cared enough to get there at the crack of dawn to make home made bread for his very important customers! What value do your products bring to the table?
Ingredient 3 Offer pleasant, comfortable surroundings for your customers. I don’t believe you have to have the finest furnishings in your place of business to attract and retain customers. I do think that they should be comfortable and inviting. Most visual merchandising magazines are touting the need to be more like “home” in your businesses.
I would bet those diners have some of the same china my Mom has, wouldn’t you think?
Ingredient 4 Offer a staff of warm caring employees. I believe this one ingredient is the baking soda or yeast that is crucial for the recipe. Just like in baking, the chemical reaction can either make the success of the final product rise or fall. What kind of chemistry do your employees and your customers stir up?
Ingredient 5 Offer Customer Service on a silver platter. The success of these diners was a combination of the right proportions of the preceding ingredients topped off with the best word of mouth advertising by satisfied, well fed customers. Customers that would tell one another, “you can’t go anywhere else for the best breakfast in town.” Do your satisfied customers have a “sandwich board” with your company’s name on it! Or are some of them going around complaining of food poisoning? How are you serving up your customer service?
The key to a good recipe for cooking is no different than with a good business. Mix all the essential, high quality ingredients together with a management team that provides the right chemistry for success and you have a gourmet business. Now that’s simple!
Anne M. Obarski is “The Customer Service Spy!” As a professional speaker and trainer, Anne will work with your company to provide you with the clues to keep your customers coming back. Anne presents keynotes, break-out sessions and customized training, nationwide, in the area of customer service. You’ll want her two new books, “Surprising Secrets of Mystery Shoppers” and “Real World Customer Service Strategies That Work”.For a limited time get her free, “10 Big Secrets to Giving Mystery Shopper Feedback and Get the Changes You Want”, by faxing 724-941-4304 on your letterhead and write the words, BIG SECRETS. For more info go to: http://www.merchandiseconcepts.com or email Anne at anne@merchandiseconcepts.com
