Team Alpha 375

To Serve is To Rule – in ANY Economy
by Laurie Brown

When the economy declines, many companies suffer and some even go out of business. It's not just that people are buying less, it's that their buying habits are changing. I don't know about you, but when money gets tight, I get choosier about where I spend my money. I want not ONLY a great product - I want exceptional customer service too.

It is critically important to up your game when the market is tight. Businesses that have learned to thrive in tough economic times are worth looking at and learning from.

Why is Beau Jacks (a suburban Detroit restaurant) doing so well? What keeps their customers coming back three or four nights a week — even in the midst of Detroit's depressed times? Why are customers willing to stand in line or wait at the bar for long periods of time? The reason is magic – and that magic is the owner, Gary Cochran, and his take on running his business the right way.

Don't do traditional advertising. Cochran doesn't buy traditional advertising. He puts his money into supporting his loyal customers' causes. When his customers ask him to buy ads in yearbooks, pay for sponsorships, or support charitable golf outings, he does it. He says, "I do my advertising with the people who eat with me." How are your potential customers finding out about you?

Keep your staff pumped up. Cochran created a weekly newsletter for his employees. It includes a motivational quote — intended to keep his people thinking positively — at the bottom of every issue. He tells them, "We don't have to take part in this recession if the food and service is great." What are you doing to inspire your staff on a weekly basis?

Have high standards. Cochran makes sure that his parking lot is repaved and painted every year whether it needs it or not. He has an iron and ironing board available outside of the staff's dressing room to help everyone look impeccable. He believes that good is not good enough, and says to his customer's, "I don't want you to pay for good, you pay for great." Paying attention to details can make all the difference.

Treat your customers like members of a private club. Cochran encourages his staff to learn customers' names and preferences. "I always tell my staff that if they worked in a country club, they would remember their customers' names and that they like five olives in their martinis." He also provides his staff with business cards that they give out when they hand their customer the bill. He encourages the staff to tell the customers, "Ask for me next time you come in." How many customers are asking for you?

Treat special needs customers differently. Even though Cochran's customers may be willing to wait up to 45 minutes to be seated, he understands that it can be a hardship. When a customer is using a walker, he tries to seat that customer sooner. If customers have small children with them, the wait staff may place an order for chicken strips (on the house) so that there is food for the kids the minute the family sits down. "One size fits all" is a completely out-dated concept. Don't be afraid to cater to the special needs of your customers. They will love you for it.

Don't ask your employees to do anything you wouldn't do. Cochran hasn't had a day off in the last 18 months. He can often be found with a coffee pot in his hand, bussing tables, or picking up a dropped napkin. He treats his staff so well that he has kept many of his employees for decades. His newest employee has been with him for six years.

Are you a servant leader? Do you model the kind of behavior that you want your employees to emulate? Don't be afraid to do what has to be done. It will inspire your employees and your customers.

Empower your employees. Cochran's servers know that if they are overwhelmed with customers and are unable to provide great service, they can buy the customer a dessert with apologies. If there is a problem with food, they know that they can go to the chef or a manager and get the issue resolved. Are your employees empowered to solve the problems that occur in your workplace?

Even in the hardest times, focusing on exceptional customer service can make your business virtually recession-proof. Pick one tip and try it for two weeks. Then add another. Be patient and stay focused. Truly great customer service is a differentiating factor that can't be beat.