Customer Relationships are Recession Busters

This post is about two things: recessions and a solution to them.

Don't worry this is not an economic treatise about the definitions and causes of economic downturns sometimes called recessions. Rather, it is an explanation of how we can think about these events differently and, when these circumstances surround us, how we can improve our results regardless of what the media tells us.

While regional, national or global level economic indicators can show that an economy is slowing down, that people are losing their jobs and the like, I believe that for individuals, a recession is little more than a change in circumstances that we can choose to participate in or not. I would argue that recessions don't even exist for us as individuals, unless we allow them to.

Recessions and Our Response

First, if you are reading this and have lost your job or are facing significant changes in your situation due to the events being labeled "recession", please don't get angry with my comments, but continue reading with an open mind. Use these ideas to be proactive in dealing with the opportunity you are now facing.

The media and/or politicians may say we are in a recession. And yet, businesses are still buying products and services (though perhaps a bit less than 'normal') and businesses are still hiring employees and moving forward.

The key for you and your business is to be the one who gets a larger percentage of the orders or the interviews or job offers that are available. In this proactive way you can choose to recognize that recessions are macro not micro events. You have a choice about how you will view the event the media calls "recession."

What I'm saying is that times might be a little tougher and that it might not be as easy as it used to be (or will be again), but so what? You can succeed through a better plan and a bit of persistence. When things are a little tougher, it simply separates out those who are prepared to work harder and more creatively.

Our Best Response

After you have readjusted your views on what a recession is, and how you can most proactively view those circumstances, your next actions should be focused on the source of your income and profits: Your Customers.

You may call them something else: Clients, Patients, Students, Participants, Users, or Participants. Or you may be thinking, "Kevin I work inside the organization, I don't deal with our paying Customers." That’s fine, you still have Customers. Other departments, the people who you give your work to, the people who give you work, all of these people are your internal Customers. (If you "only" have internal Customers, read on, apply the points and wait for a special message for you before I close.)

Whatever you call them and whoever they are, your Customers are your personal recession buster - but only if you focus on them more completely, deeply and consistently than ever. Think about it this way - your Customers are the source of all revenue for your organization; your Customers write your paycheck. It makes sense to build and deepen your relationships with them always, but that is never more true than in times where they are buying less and probably distracted by the economy themselves.

Your Customers are looking for new solutions. Your Customers want help. Your Customers need you.

Five Ideas

Here are five ways you can focus on deepening your relationships with your Customers, starting right now.

Get in touch. Stop by, make a call, send a handwritten note, send an email (in that order of priority - the further up this list the more valuable the contact will be). Let them know you care, take the effort to be connected.

Stay in touch. Don't make this contact a one-time event but part of an ongoing process of staying in touch, connected and at the top of the mind for your Customer.

Ask how you can help them. No strings and no qualifiers. Do you appreciate it when someone offers to help you with something? So will your Customers, even if they don't take you up on the offer.

Educate them. Send an article, share an idea. After you know how you can help or what their challenges are, it will be easier to determine the best things to share based on their interests and needs.

Focus on serving not selling. People buy from those they like, trust and respect. Sales will come. Focus on the person, building the relationship and serving them.

These are just five ideas - you probably can come up with fifty-five more. Your challenge is to find ways to be relevant, helpful and available to your Customers.

A Final Thought

Before I close, I promised those with internal Customers a final thought. If you will do the things above, you will help your internal Customer better serve the paying Customer. When you sparkle in these efforts, they may even get ideas from your actions to apply with their Customers.

Regardless of where you sit in the organization you can have a direct impact on business success by your actions. Focus those actions on improving relationships with your Customers, whoever they are.

What Do You Believe?

I woke up this morning with the words from a Brooks and Dunn song in my head. I didn't know the title, but I assumed it was "I Believe". So, a bit later to iTunes I went to spend my $.99. After doing the search, I didn't find it, but I found 150 results, including an old Don Williams song that was popular on country radio when I was in high school. Yes, I dropped $.99 on it, and did another search.

The song I had been singing in my head is simply titled Believe.

As I worked on email and cleaning my office I listened to my two new purchases. The Brooks and Dunn song has a very gospel message and sound, and the Don Williams tune is a love ballad.

Both have me thinking about believing.

The Don Williams song is a series of statements of things he doesn't believe (right is right and left wrong, that north and south can get along is one lyrical pair), then he closes with a chorus of things he does believe in (including love, babies, Mom and Dad, and eventually the person he is singing to).

All of this has me thinking about what we believe in, and how impacts us as professionals and leaders.

What are the things you believe in most deeply?

How do those beliefs impact your daily actions and behaviors?

Are you living in alignment with those beliefs? (If not, can you be surprised if there is significant stress in your life?)

Yesterday when completing a proposal, I wrote about some of our beliefs and philosophies as a company. Communicating them was important - it will help the potential Client decide if we are the right fit for them or not.

What do you believe?

And how are you putting those beliefs into action each day?

These are powerful questions for all of us.

Making a Choice

I recently read this somewhere:

Being right is less important than being successful.

This isn't the first time I've heard this idea, but when I read it this time it hit me as profound.

Consider:

- A leader who takes ownership of an idea of a team member, frustrating the team member and damaging trust.
- An argument with a customer that becomes counter productive because being right becomes the primary concern.


I could list other examples, but I'm sure you have thought of your own.

We all have the opportunity to make a choice in these situations. This quotation reminds me of the importance of this choice.

When you feel yourself focused on being correct, ask yourself if that focus is serving your biggest goals.

A Remarkable Learning Event

Last week I attended the 2007 Author Pow Wow sponsored by 800-CEO-Read. At the end of the two day event the participants were asked to share a single word that encapsulated their feelings and thoughts about our time together.

Words included: fun, invogorating, energy, relationships, genersoity, memorable, learning, and fattening (that was right on Ben). I chose the word Remarkable. The group chuckled at my choice, but it truly is the best word I could have chosen.

Consider this - a highly creative and fun environment thanks to The Catalyst Ranch in Chicago, over 20 business authors working to hone their craft and learn about the publishing and marketing of books, along with experts and gurus from across the expanse of publishing, as well as the 800-CEO-READ team. This group included:

The Authors

Erika Andersen - Growing Great Employees

Greg Alexander - Topgrading for Sales

Jose Castillo - an incredibily smart and creative guy.

Phil Gerbyshak - 10 Ways to Make it Great

Joanne Gordon - Be Happy at Work

Jackie Huba Creating Customer Evangelists

Joe Heuer - check out several of his books, including Business Daffynitions

Mike Kanazawa - Big Ideas to Big Results

Alexander Kjerulf - Happy Hour is 9 to 5

Steve Little - The Milkshake Moment

Ben McConnell - Citizen Marketers

Pamela Miles and Jack Mitchell - Hug Your Customers, and soon, Hug Your People

Robert Mintz - The World According To You

Susan Quandt - Sudden Impact on the Job

David Meerman Scott - The New Rules of Marketing and PR

Michael Stallard - Fired Up or Burned Out

Dan Roam - The Back of the Napkin

John Rosen and AnnaMaria Turano - Stopwatch Marketing

Rajesh Setty - Life Beyond Code

Bill Welter - The Prepared Mind of a Leader

Steve Yastrow - We - The Ideal Customer Relationship

The Gurus

Ray Bard - Bard Press

Mark Bloomfield - Harvard Business School Press

Shelley Dolley - Leap7

Barbara Cave Henricks and Dennis Welch - Cave Henricks Communications

Mark Fortier - Fortier Public Relations

Nick Morgan - Public Words

Gerry Sindell - ThoughtLeaders INTL

Les Tuerk - BrightSight Group

Susan Williams - Jossey-Bass (my inital editor for Remarkable Leadership)

The 800-CEO-READ Team

Jack Covert
Melinda Cross - Concepts Content Copy
Sally Haldorson
Jon Mueller
Kate Mytty
Joy Panos Stauber - Stauber Design Studio
Todd Sattersten
Aaron Schleicher
Dylan Schleicher
Rebecca Schlei

I want to thank everyone involved - the efforts of everyone form the staff at the Ranch, the the 800-CEO-READ team, to the speakers and gurus, to my fellow authors. Each one helped to create this amazing learning experience. All of my expectations for the event were met and surpassed thanks to everyone else.

The lesson here for everyone?

When you have a chance to hang out with and learn from other cool and smart people, make sure you do whatever you have to do to make it happen - it the experience will expand your thoughts, infuse you with energy and change your life if you let it.

A Customer Service post script - the staff and facility at The Catalyst Ranch is amzing - yes, the facility is fun and refreshing, but it wouldn't work without an incredibly customer focused staff. If you are ever having a meeting in Chicago, consider The Catalyst Ranch.

Words Matter

That was the title of the sermon J.K. Jones gave at Traders Point Christian Church yesterday. While in this post I won't include the scripture references, I believe the five points he made are extremely relevant to all of us as leaders, team members, and professionals (and as human beings).

He suggests asking these five questions regularly:

Are my words true?
Are my words helpful?
Are my words inspiring?
Are my words necessary?
Are my words kind?

If you take the first letter from the key word in each question: true, helpful, inspiring, necessary, kind; you get THINK.

Asking these questions, and adjusting our actions accordingly will make us better communicators, better team members, better leaders . . . and better at just about anything else you can think of.

In short, words matter, so THINK.

We are All Accountable to Make a Difference

I have a new hero - Denny Flanagan. Denny is a pilot for United Airlines and was the focus of a a front page article in Tuesday's Wall Street Journal. You can read the article here.

Captain Denny does a variety of things for his passengers - and none of them are in the United employee handbook. Here are just a few examples:

- he takes pictures of people's pets in the cargo area and show them to passengers.
- when there are long delays he buys McDonald's hamburgers or fruit for all the passengers.
- he hand writes notes to passengers in first and business class, thanking them for choosing to fly United.
- he calls the parents of unaccompanied minors on his cell phone if there are delays.

The article states that the airline reimburses the pilot for his expenses for these unique services, and I'm sure they would do it for others as well.

Captain Flanagan is taking personal responsibility for his Customers. Captain Flanagan is leading, without a leadership title. He is making a difference for hundreds of passengers everyday.

And guess what?

Because of his proactive approach, I'm sure Captain Flanagan enjoys his work far more than most of his colleagues.

All of these things are a choices this pilot, who lives on a farm in Ohio, makes everyday. These are choices that are making a difference for his company, his co-workers, his customers and himself.

You don't have to be a leader to make a difference; Captain Denny Flanagan proves it.

And that is why Captain Flanagan is my hero.

Rental Car Customer Service and The Remarkable Leader

Diane Brady, in a recent Business Week blog post commented on a Customer Service horror story. She recounts how on trying to return a rental car 10 hours early, they (Avis) attempt to charge her an almost 50% premium on her rates!

While she did negotiate those rates back down, it leaves me thinking about what I would do if I was the leader at Avis and at the counter at that location. Maybe more to the point,

What would a remarkable leader do?

Before we answer that question, read the post for yourself.

There are issues at at least three levels here:

Policy level
Empowerment level
Customer Mindset level

These levels are intermingled, but let me unpack a couple of thoughts for you.

Perhaps there is a policy in place to handle these situations (however inane it sounds). If so, a Remarkable, proactive leader would be working to change, abolish or remove this policy. Yes, even if that leader is the night counter manager in Newark - a policy that makes no sense and is detrimental to customers requires change!

Since in this case, the charges were changed, it is clear that even if it was a policy, the person at the desk had the ability to use their judgement and change it. This is an empowerment issue. While Diane had to wait too long and work too hard to make this happen, some "justice" was done. As a remarkable leader it is your job to empower people to make those decisions, based on organizational goals and values. As importantly, to make those decisions quickly when working with Customers, which leads to the third level . . .

Remarkable leaders set the pace in creating a mindset that is focused on Customers and meeting/exceeding their needs. If leadership had created the right mindset, Diane wouldn't have had a blog post to write, and neither would I. What is the mindset in your organization in relationship to Customers. Is the end of Diane's story ("hey, she got the rate changed") good enough?

All of us have these Customer service horror stories. The question is, as a leader what are you learning from them?