The secret to
success is surprisingly simple.
Granted, it requires
discipline - you have to develop a discipline to feed and care for the system.
Every time.
Yup, you have to do
the work.
It's that discipline
in actually doing the work that separates you from your competition. That's
what grows your business. Customer perceived value.
Take my favorite
stationary store. Here is an awesome example. I stop by with my mental list of
stuff to pick up. Yet, invariably I forget the details. Exactly what printer
cartridge, receipt printer roll or toner pack do I use?
Enter the card file.
These brilliant folks keep a simple card file with every customer profile,
account number and the supplies they commonly use. A low tech solution to
exceptional customer service. That's why I keep going back. They demonstrate
how they value my business and respect my time. They deliver perceived value
beyond the product.
True, this
information could be extracted from the POS system and built into a computer
database. It may even become efficient. But that, friends, is part of the
bigger problem. People are complicators.
Instead of spending
thousands on software design and endless waiting for technicians to create an
elegant solution, these folks simply adapted their rolodex to deliver results
right away.
Just do it.
When I entered the
restaurant business, the owners didn't even have a customer list. Can you
imagine?
We all need systems.
They can make our life easier. They don't have to be complex. They don't have
to be on your phone.
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Norm www.normbain.com
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