I was at a gas station the other day and noticed something that caused me to look twice. At first, it appeared to be a normal occurrence, a man pumping gas and then cleaning his windshield. Thinking nothing of this, I continued with my gas purchase.When I again looked at the other vehicle, I saw a man walking to the rear of the same car, yet there was someone else continuing to clean his windshield. To my surprise, the person cleaning his windshield and tending to this gas was the gas station attendant, not the customer.



In this economy, businesses must be willing to do a little extra to satisfy a customer's needs. Often, the customer is strapped for cash. For example, you could break down your product packages so that the customer can purchase in smaller quantities. As businesses compete for dollars, which are being tightly held by consumers, we may be seeing more of this. Getting the consumers business through old-fashioned customer service methods, could be your competitive edge.

Back in the day, we used to be known for giving great service to our customers and the mantra of "The Customer is Always Right" was a standard policy throughout most every retail establishment and other types of businesses.

Once customers find a merchant they like that treats them well, they will not shop anywhere else. This is far truer in the past, than it is today. Remember Goldblatt's and Montgomery Ward, my Dad would not shop anywhere else. You couldn't pay him to switch. The customer service counter area was always visible when you entered a store, and everyone knew that was where you went to solve problems and get answers to questions, any question.

Briefly, Let us stroll down memory lane and look at what our customer service practices used to be. Granted, some of these still exists. Nevertheless, things have definitely changed.

▪If there was an issue with an account, you didn't have to listen to 5 or 6 different message prompts before speaking to a live person, or getting the requested information.

▪If you were not happy with your meal, it would be replaced with a freshly made duplicate meal, not put in a microwave and returned.

▪In a restaurant, if you needed to take home your leftover meal, the restaurant staff would prepare your carry out package in the kitchen area, rather than have you do it at your table.

▪If you had some installation done in your home, cable, telephone etc., the debris would be cleaned up by the technicians, and not left for you to do.

▪If you're admitted to the emergency room, you better have health insurance, enough said on this one.

Today, our customer service industry has become more automated with pre-recorded messages, self-service, unassisted online and offline shopping, less emphasis on the customer and a general feeling of having to "jump through hoops" to get a problem resolved or redeem a rebate. I believe we have come to expect less from the businesses we support.

On the other hand, this economic crisis is forcing businesses to go that extra mile in responding to their customers' needs. One of the best actions you can take toward your customers is to make them feel that you know what they are going through. Perhaps, you can talk about when you faced hard times. This will create a relationship. They need a return to the old fashioned customer service that endeared them to your business for life.

For example, have you seen the advertisements from certain auto manufacturers who say they will pay several months of your auto note, if a job loss occurs? This is an example of addressing the customer's needs in this down economy. If this program were not in place, these people would lose their vehicles. With repossessions on the rise, it is not fair that some are offering a total care program that pays several months of a customer's car note, when others are not. They should all have this incentive?

Here are some other ways to make your customer service more compassionate during these times:

▪Make it possible for your customers to talk to a live person when calling your business. The last thing your customers need is more stress. Anyway you can streamline your processes will be appreciated by your customers. Save them time by providing a live voice from the beginning of the call. Also, not having to move through several phone prompts can save time for the customer.

▪In recent years, customers have been confronted with insensitivity when it comes to customer service. This may be a good time to have customer service workers go through a refresher training course. They need to understand that their negative attitudes and manner of speaking is losing their companies money and driving customers to competitors. When speaking to your customers, try and put yourself in their shoes. The words you speak could make or break their day.

▪Think customer safety: Repair or clean up any area of your business that might become a hazard. For example: keep grocery store carts moved frequently from store parking lots so that they don't roll into the customer's cars and children. There have been many damages to vehicles and injuries to children when this is not done.

▪In a restaurant, make sure the customer's food is brought to them properly heated. If the food is brought to the customer cold, it makes for an unhappy experience and is often sent back.In addition, you could lose this customer. It may not seem like a huge deal as not everyone complains about cold food. On the other, it's the details you want to pay attention to. This recession will produce survivors from all segments of the population. It is a time for renewal and self-evaluation. As business owners, we have the opportunity to make a difference and grab a bigger piece of our market share, by providing exceptional customer service.

▪Honor coupons even if the customer does not have the actual cut out version, especially if they know about the sale and asks for the discount. Always take care of your repeat shoppers. They are your greatest asset, especially in a recession because getting new customers can be more difficult. The customer's continued shopping at your business will be assured.

Finally, today, there is much more competition and customers have a wide choice of alternatives. Brand loyalty has been replaced with buying from a merchant with the best quality and price for their product.

Yet, in times of economic stress, customers remember those businesses that can offer empathy along with the sale. A late fee not charged, an interest rate not raised a car not repossessed. Perhaps this recession will, in deed, bring us back to the day when a customer's purchase meant more than the sound of a cash register.