Trust

In the daily grind, we seldom appreciate the impact that our businesses have upon our customers' lives. The other night in the news, I heard a glaring example of this. Lori's Bridal Shop had suddenly, without explanation, closed its doors. Without any sort of notice to its customers, even those who had ordered bridal gowns, an "Out of Business" sign was hung on the door along with a number to call. Horrendously, the number was to a cell phone of a person totally unrelated to the shop. After several calls from distraught brides, the cell phone owner dropped the number. Then when the brides called the number, they received a "this number is not in service" announcement.

Some gowns had arrived and been left inside the building. Desperate brides wanted them. Unable to reach the owner by cell phone, a few brides walked up to the door and pulled on it forcefully, willing it to open. Several turned to the sheriff for help. "If it was my daughter, I know what I'd want done," said the sheriff. "I think this is important."

The sheriff got into the building and rescued thirty-seven gowns, bringing them to the station. Very relieved brides picked up their gowns from the sheriff.

The owner tearfully apologized. She said, "I didn't mean to hurt anyone. My house is in foreclosure, and the bank refused to give me a loan to keep my business open. I didn't know what else to do."

While the owner's reaction may seem to defy common sense, she is apparently quite wrapped up in her own problems. She is so wrapped up in the "me" of her business and her personal finances that she has completely forgotten the "me" of her customer.

The brides who placed their trust in this business to deliver gowns for their weddings never gave a thought as to which "me" was the first priority of the business. They expected the business to focus on their weddings and their gowns. They trusted the business to deliver what it promised.

Like me, you may be thinking, "Why didn't the owner just get those dresses directly to the brides?"

I don't know. The news story did not say how the owner left the building, if she was forced out or what. However, if the sheriff could enter the building, questions that come to my mind are, "Why didn't the owner request that the sheriff get the dresses for the brides? Why did it take the brides request of the sheriff to have that action taken?"

Whatever the particulars of the business's problems and actions, this situation is a reminder to all of us in business to put the "me" of the customer first. Fulfill your promises to your customers. If you cannot do so, tell the customer that you cannot and do what you can to help the customer get that promise fulfilled somewhere else. While revenues, expenses, and profits are important to the "me" of your business, your business's first priority is to the "me" of your customer.

Your customer places trust in your business. Your obligation is to merit that trust.