Yesterday I stopped at a local pizza eatery because I love the food. I arrived after two in the afternoon so the lunch rush was well past. When I walked in, I was the only customer in the place. A short time later, another customer arrived, making two tables of customers.
As I was waiting for my order, I noticed a gentleman who I assume was either the owner or the manager speaking intently with one of the workers. From the snatches of conversation I overheard, he seemed to be presenting a new operational practice. He handed the employee a printed piece and reviewed it with her. He appeared to be soliciting her input and wanting her to “buy into” the new practice. This was not a short explanation but a give-and-take discussion.
After speaking with that employee for a while, the manager/owner gravitated to the cook and my waitress to repeat the process with them. By that time, I had my order and was nearly finished eating it. My waitress had been giving excellent service. She was friendly, appropriately attentive, and helpful. All that ceased, however, when the manager/owner diverted her attention from her customers to his presentation. While she and the cook read the printed material, he hovered over her shoulder, pointing and asking questions. Although her back was to me, I could tell by her and the cook’s intentness that they were completely absorbed in the discussion. They had forgotten their customers.
I looked at the clock. Hmm, I thought, this looks like it could take a while.
Part of me was tempted to make a statement to the manager/owner about holding employee meetings in the midst of taking care of customers. I swallowed that impulse, though, walked up to the waitress, and said, “I’m sorry to bother you, but could I get my check?”
She apologized and instantly brought it to my table.
Having managed a small group of employees, I understand that sometimes the only way to talk to them about an operational change seems to be on the job. Not knowing the circumstances of this restaurant’s operation or what the manager/owner was presenting, I don’t know if he was using the best approach or not. I do know that his actions ought never divert attention from the customers. How you take care of customers from the moment they walk in the door until they leave has a huge impact on revenue from customers that day and in the future. It also affects how customers talk about your business.
Marketing is more than getting customers into a store or piquing enough interest to buy. A critical part of marketing is delivering the service or product and creating an experience that is satisfying to customers. Profitable marketing never diverts attention from customers; it focuses on customers and builds long-term relationships.
How do you and your employees do that?
This week's marketing trivia challenge is How have you avoided diverting attention from customers? E-mail me your answer.
As I was waiting for my order, I noticed a gentleman who I assume was either the owner or the manager speaking intently with one of the workers. From the snatches of conversation I overheard, he seemed to be presenting a new operational practice. He handed the employee a printed piece and reviewed it with her. He appeared to be soliciting her input and wanting her to “buy into” the new practice. This was not a short explanation but a give-and-take discussion.
After speaking with that employee for a while, the manager/owner gravitated to the cook and my waitress to repeat the process with them. By that time, I had my order and was nearly finished eating it. My waitress had been giving excellent service. She was friendly, appropriately attentive, and helpful. All that ceased, however, when the manager/owner diverted her attention from her customers to his presentation. While she and the cook read the printed material, he hovered over her shoulder, pointing and asking questions. Although her back was to me, I could tell by her and the cook’s intentness that they were completely absorbed in the discussion. They had forgotten their customers.
I looked at the clock. Hmm, I thought, this looks like it could take a while.
Part of me was tempted to make a statement to the manager/owner about holding employee meetings in the midst of taking care of customers. I swallowed that impulse, though, walked up to the waitress, and said, “I’m sorry to bother you, but could I get my check?”
She apologized and instantly brought it to my table.
Having managed a small group of employees, I understand that sometimes the only way to talk to them about an operational change seems to be on the job. Not knowing the circumstances of this restaurant’s operation or what the manager/owner was presenting, I don’t know if he was using the best approach or not. I do know that his actions ought never divert attention from the customers. How you take care of customers from the moment they walk in the door until they leave has a huge impact on revenue from customers that day and in the future. It also affects how customers talk about your business.
Marketing is more than getting customers into a store or piquing enough interest to buy. A critical part of marketing is delivering the service or product and creating an experience that is satisfying to customers. Profitable marketing never diverts attention from customers; it focuses on customers and builds long-term relationships.
How do you and your employees do that?
This week's marketing trivia challenge is How have you avoided diverting attention from customers? E-mail me your answer.
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