Update: I've joined a weekly workshop where I get to speak, evaluate and then evaluate others' evaluations. What a refreshing concept. And anyone can start one of these. Facilitator Don Thomas calls it a Speechcraft Meeting, but it resembles more of being "In the Hotseat."

Feature Article: Solving Customer Frustration

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Taking Care of Number One...

Do you ever have one of those days? (For some of you, it may be one of those weeks or months.) Where everything seems to go haywire? And you wonder if the gods are mad at you?

You put in a request for a day off but get denied because somebody else always beats you to it. You get your car serviced for $299 but instead leave with $1,547.10 in extra repairs. (Afterwards you find out the additional repairs are covered under your warranty.) Or you see someone in church wearing the same outfit you're wearing.

You wonder: What do you have to do to get a break in life?

In life there aren't many things we can control. The one thing we have control over is us. We have the last word in what we do. We can choose to become people of high character, or we can allow ourselves to behave like animals.

When you get hit with unfortunate circumstances—one of the best medicines is laughter. Not only external laughter (comedy), but also internal laughter (laughing at ourselves). Instead of pity parties and lounging in victimhood, I reinvent my story with humor so others can get a good laugh.

They laugh because they share in my experience. They've had similar stories. Instead of victims reveling in each other's misfortunes—you'll create a shared space where people will watch each other's back. And isn't this a nicer outcome?

Solving Customer Frustration

Dear Associate,

We are living in an instant gratification society. We look forward to instant coffee, movies on demand and hi-speed Internet. If the traffic light stays red too long, we just might have a fit. And if the waitress takes too long with our order we send her a message through her tip.

Because our prospects and customers get a little uneasy when their wants and needs are not quickly met, we have to be that much better prepared at running our business. They may have questions or objections that if not answered in a timely manner, may never shop from us again.

This would be a costly mistake. We may not have another chance to win them over. It's critical that we treat our most recent and best customers as gold.

I remember ordering some books with a subscription to an industry journal. The subscription arrived like clockwork every month. Since one of the books was missing, I called customer service.

They insisted they would send me the book. I waited two weeks. Nothing. Then I called them again. This cycle repeated. Each time they assured me they would send it.

It felt like I had been talking to the wall. Finally after a couple of months of useless dialog, I met the author at an industry function and told him the story. He had enough clout with that company to fix the problem.

They didn't have the foresight to figure out: It should never have gone this far.

Did I have the consumer confidence to buy any more books from this company? NO. If anything, I began having doubts about their fulfillment. I decided not to renew my subscription. Just over a year later, the company ceased to exist.

This happens far too many times in business. Hopefully not yours. The paying customer feels like they're no longer important. Ignored. When this happens they'll opt to shop elsewhere.

Recently I've been won over with a cause. I've read the author's book, explored his company's website and agree with his purpose. He runs a non-profit organization, which accepts gifts, donations and sponsorships to satellite operations in certain third-world countries.

I'm excited about this organization's mission. I'm pumped. They use their monies wisely. There's no waste. Each dollar is accounted for.

I click on a link to find the author is coming to my area to speak. I can't wait to see him. To meet the man who has been through so much and maybe contribute to the cause.

There was one problem...

There was no information for this event on their website except for the city and date. They didn't announce where he would hold the speaking engagement. I called their head office in Dallas. They didn't know either (?) but would get back with me.

They never did.

I get no word. Could this be one of those secret meetings? It can't be. They depend on monthly contributions to support their cause overseas.

A month has past and the event is a single week away. I call Dallas again. I speak with the same lady. She said she'd have someone contact me. She seems very sincere. But sincerity is not the measure of accountability—keeping your word is.

Again no word. How can an organization not know where their leader will speak? Why are they kept in the dark? Is this the way to run a non-profit?

You see, it should never have gone this far.

Now I'm beginning to have doubts. I suspect the organization doesn't believe this cause is that important. My enthusiasm has waned. Their casual treatment of this upcoming event sends a negative message no business or non-profit can afford to make.

In your business, if you run an ad or marketing promotion make sure you have a system in place that explains everything in detail. It must answer the who, what, when, where, why and how. You don't want your prospect guessing what to do next. Give them all the details because if you frustrate them—they may not jump at your offer.

And one last note: Keep your word.

Warm Regards,