A Little Background

In case you haven’t heard, Google is in a bit of hot water in the way they have been collecting data via their Street View cars. Google has a fleet of vehicles that operate around the world, collecting data from Wi-Fi base stations, just like the kind you have in your home. They collect basic data that identifies the base station and its location, so that this information can help you be located when you are using a service such as Google Maps.

The information that Google collects, and uses, is the unique identifier for the Wi-Fi base station and GPS coordinates of the station. However, if Google encounters a Wi- Fi base station that is not encrypted, then it also collected other information, including personal data. They claim this extraneous data collection was a mistake and they are not using this personal information at all. Despite these claims, many State Attorney Generals are investigating the matter, and several class action lawsuits are in the works.

If you understand what is really going on, then you know that what Google did by collecting this data is something that anyone can do. The problem lies in the fact that certain people do not turn on Wi-Fi encryption, which means their data is broadcast in the clear for anyone to see. The problem is quite easily solved by use of Wi-Fi encryption, something any modern base station is capable of.

How does this relate to the way you run your business? Keep reading to find out what you can learn from this whole fiasco.

Don’t Accept the Default

The reason why Google was able to collect personal information is because the Wi-Fi base station owners offered up the information by not having wireless encryption turned on. Most base station manufacturers have encryption turned off by default, which creates less technical support hassles for them. If you don’t know any better, then you leave your wireless base station as is, in the default mode, with encryption off.

As a business owner, you should never accept the default for most situations. If you don’t understand what is going on, then educate yourself or get expert advice. Don’t assume that others have your best interest in mind. Most likely, they have their best interest in mind, which may or may not align with your best interests. If you don’t know what you are getting yourself into, then put things on hold until you fully understand what is going on.

Take the Necessary Precautions

If you choose to leave your Wi-Fi signal unencrypted, either as a conscious effort or because you don’t know any better, you are looking for trouble. By not taking the necessary security precautions, you are exposing yourself to a potential world of hurt by giving the world access to your personal information.

Are you taking the necessary precautions for your business? Do you have the right type of insurance coverage, or are you just hoping for the best? Do you have your finger on the pulse of your company, or are you flying blind, hoping your employees will do what’s right for your company? Do you have contingency plans in place in case something goes awry, or are you just hoping that Plan A works because you have no Plan B?

You may get lucky with your business if you are doing the bare minimum to get by, but most likely, without having contingency plans in place, your business is on a collision course with failure.

Accept Responsibility

Many of those that feel they have been wronged by Google’s data collection methods are jumping on the lawsuit bandwagon instead of admitting they didn’t take the right precautions. State Attorney Generals are investigating Google instead of realizing the real problem is unsecured Wi-Fi networks. People are pointing the finger instead of accepting responsibility.

When things go bad in your business, you need to accept responsibility for the part you play instead of trying to point your finger at a third party. You need to find out what the root cause of the problem was and correct it. If there is something that your business can do better in the future to reduce the chance of the same thing happening again, then take the necessary steps. Looking for someone to blame does not help the issue. Find out what the problem is and address it instead of pointing fingers.

As you hear about news events, learn how to take lessons away from them that can help your business. There are many things in your daily life that you can learn from, at both a personal and business level. Take advantage of the free lessons life puts in front of you to make your business that much more successful.

About the Author:

Marshall Davis created Business Service Reviews as a website that reviews products and business support services that help small business owners start, run and grow their company.

Prolific author Seth Godin’s book Linchpin: Are You Indispensable? is a powerful wake-up call to everyone stuck in the status-quo our society has created.

The core of Linchpin revolves around how you can be indispensable and why this is so desperately needed. As an employee you don’t want to be easily replaced. As a business owner, you want your product or service to be essential to your customers.

Status Quo

Godin outlines how our modern day society is the product of the industrial revolution and an educational infrastructure that produces factory workers. Factory workers don’t just work on an assembly line, they are in almost every job you can imagine today, even “white collar” jobs. People are just cogs in a machine.

The old system where you did your time, worked for your company, and then were taken care of later in life are over. In order to survive in the new reality, you need to be indispensable.

Becoming Indispensable

How do you become indispensable? Godin argues that you need to be an artist. Create something meaningful and unique. Be someone that doesn’t follow the established rules. Connect the dots of ideas and concepts that others are missing. Work on something that matters rather than just for money.

Being indispensable is knowing what to work on next without having to be told what that is.

The first part of Linchpin focuses around the employee and how she is essentially trapped in a system that doesn’t have her best interest in mind. The rest of the book outlines how to break free of this system and evolve to someone that is indispensable as an employee, entrepreneur, business owner, or whatever you want to be.

Recommendation: Read this Book

Seth Godin’s Linchpin really resonated with me as it calls out what seems so wrong with our current society and educational system. For us and our kids to be truly successful and happy long-term, we can’t rely on the antiquated system of yesterday, we must become linchpins.

This book is inspiring and compelling in its calls to action. You will want to make changes to your life after reading this book.

You can buy Linchpin on Amazon.com

Branding yourself as an expert is no easy feat.

You need to be secure in your abilities to deliver what you promise, create an interface for prospective clients to take advantage of your services, and offer some proof that you are what you say you are. However, if you can manage to do all of this, it will prove invaluable not only for your potential to bring in business, but to ensure that your clientele comes back again and again.

There are many things to consider when setting out to brand yourself as an expert. If you are, in fact, an expert (you hold the proper credentials in your field or have relevant work experience) you are in a better position to start. If, however, you cannot rightfully claim the title, you may have a harder time.

You really don’t want to shoot yourself in the foot and risk losing long-term clients by making claims you can’t possibly uphold, so perhaps it’s better to label yourself an enthusiast or entrepreneur until you can justify a more prestigious moniker. That said, if you feel that you excel in your field and can contend with your competitors at the highest level, you will need a ringing endorsement to convince the community at large that you are what you say you are.

From there, you have to bring in some business. Here’s where you can get into some trouble. Most people feel that a flashy website and a lot of traffic equals dollar signs. Not so.

First of all, you need to tailor your website to your clients. That means figuring out who they are (because in case you didn’t know, not every housewife with a laptop is in need of your services). If you’re selling life insurance, for example, you don’t want a website that features testimonials from Justin Bieber and Lady Gaga, which will not appeal to the middle-aged demographic you’re shooting for. So make an effort to know your customers (they will appreciate it and it will reflect on your sales).

In addition, you need to target your marketing efforts. Would you rather host a thousand random visitors or ten that are specifically seeking your service?

You can’t effectively deal with your real customers if you spend all day fending off inquiries from parties that aren’t really interested. To that end, there are many ways to ensure that when a prospective customer comes looking for you, you can be found.

Continued education is a great way to stay abreast of the latest trends in internet marketing and use them to reach out to future clients.

However, the most important aspect of branding yourself as an expert is follow-through.

Potential customers want assurance that the product or service they’re paying for is real. Branding yourself as an expert is no good at all if you can’t deliver the goods. And if your service is specialized (as is necessary when starting out), you’re going to need repeat business to stay afloat. So do not disappoint your clients! It’s going to be hard enough bringing business in without alienating those who do use your service.

Remember that word of mouth can make you or break you more surely than any technical SNAFU. So make the needs of your customers your first priority, provide excellent service, and do whatever you have to in order to ensure repeat business. This, more than anything, will take your brand to the next level.

Thomas Warren is a content writer for GoCollege, one of the oldest and most trusted resources to guide students on how to finance and succeed in college.

The most important word to a customer is that person’s name.

From the time we are little, we are trained to respond to our name. It is so powerful that even if we have a common name (like Joe), we instinctively turn around whenever we hear it called.

This week when I went to the gym, the clerk greeted me by name even before I handed him my membership card. I was so impressed that I actually mentioned it to my wife.

Think about the opportunities you have to greet your customers by name.

If you see them in-person, you should always use their name in the greeting and conversation.

On the phone, you can use a customer’s name not just in the greeting, but during the call, and as you say goodbye.

Don’t be lazy in your emails. Don’t just jump into the message. Start with a proper salutation and use the person’s name.

In your automated email newsletters, most software that handles these can automatically include the customer’s name not just as a salutation but also in the email message itself. Although I am used to seeing these, they still catch me off guard because after all, it is my name.

Be careful with using customer’s names incorrectly. Misspellings, mispronunciations, or even calling someone by the wrong nickname can really aggravate some customers.

When in doubt on how to spell or say a name, just ask. Most people are not offended when you sincerely ask about their name.

What are some other ways you could use your customer’s name to build relationships with them and help close the sale?

Finding a customer is often easy. Keeping them is the harder part. You must always strive to provide excellent customer service if you want your clients to come back to you again in the future. Yet, it may be hard to figure out exactly how to do this. Each client has their own likes and dislikes so it can be hard to accommodate everyone. There are five easy things you can do to wow your customers and have them returning to you again and again.

1. Greet every customer by name and remember them when they visit again. Each client is an individual and you need to treat them as such. If your business does not offer a service in which you would take the customer’s name at the beginning of the interaction, be sure to use it if they pay by credit or debit card. This personalizes the relationship. You may also ask them to fill out a client card so you can contact them with sales and new merchandise alerts. This is an easy way to get their name, phone number, e-mail address and preferences. When they return again, try to call them by their name as it will impress them that you care enough to remember who they are.

2. Follow through with your customers after they visit. Send a thank you card or just give them a call to see how their service was. They will appreciate this and remember that you valued their opinion.

3. If an issue does arise, strive for a quick resolution. Find something you can do to resolve the problem quickly and to their satisfaction. It may be an exchange or return or it may be just listening to their concerns. Make sure you adjust for each situation. One resolution may not work for every customer and you need to bear this in mind.

4. Strive for employee retention. Nothing is better than returning to a company you are satisfied with only to find that the employee who was so helpful is still there. This will also save you on training costs. The longer an employee is with a company, the more they will learn and can pass on to your customers.

5. Always look to improve. If a customer asks for something you don’t carry, offer to get it for them. Pick their brain to see exactly what they are looking for that you don’t offer. If it works with your other merchandise, start carrying it. This will show that you value the opinions of your customers and are willing to adjust to accommodate their needs.

By following these five simple steps to wow your customers, you will see your customer turnover rate decrease. A satisfied customer is one who will not only return again and again, but also one who will pass on your name to others. Word-of-mouth advertising is free and can be a great way to grow your business.

Louise Baker writes for Zen College Life, the directory of higher education, distance learning and online schools. She most recently wrote about the best colleges online.

I drove up to the window and asked the pharmacist for the prescription. She looked in the computer and said, “We have no record of that prescription.”

I mentioned that the pediatrician told us she was going to call it in two hours earlier. The response: “We have no record of that prescription.”

I asked how prescriptions were received. Was it by fax or electronically? She said, “We just finished processing all our faxes.”

Flustered, I picked up my cell phone and called my wife to confirm that the prescription had been sent. While on the phone, the pharmacist returned to the window and said that the prescription would be ready in 30 minutes.

What?

When customers are looking for help, they don’t believe you unless you actually go and check.

So what do you have to do to go and check?

Acknowledge that the computer may not have it yet, but that you’ll go check manually.

Explain that sometimes there is a delay in these things.

Customers are looking for reassurances that everything is in order and that you actually know what you are talking about.

If you recite the same excuse repeatedly, it undermines customer trust.

So if things aren’t where you’d thought they’d be, double check. Double check and explain to the customer what is happening and why things may be the way they are.

Showing that you are putting in some effort will reassure the customer that yes, you know what you are doing and that you actually care about the customer.

The founders of 37signals, a company that makes web-based applications for small businesses, have compiled their years of wisdom and lessons learned in their book Rework.

Authors Jason Fried and David Heinemeier Hansson have very strong opinions about how businesses should be run. Their ideas run counter to the conventional wisdom and that is exactly why you need to pay attention.

37signals has previously put out two very good books, Defensive Design for the Web and Getting Real. These two previous works were more focused on building websites or web applications. However, Rework is broader in its appeal and relevance.

Rework is a collection of essays that are applicable to any business, business owner, and even those working as employees.

If you’re familiar with the 37signals blog or have seen either of the authors present at a conference, many of the concepts in the book will be familiar. However, Rework consolidates all these nuggets of wisdom in one place so you don’t have to dig through blog or video archives to extract the principles for your business.

In addition to the insightful and thought provoking essays, the book is full of great illustrations that help visually convey the powerful message each essay contains.

Some of my favorite essays in the book include:

Scratch your own itch – if you build a product or service for yourself, you’ll best know what it needs versus having to guess what your target market wants

Less mass – cut free from the long-term contracts, debt, and other commitments that reduce your ability to change and react quickly

Focus on what won’t change – don’t chase after the latest and greatest fade, stick to the customer care-abouts that don’t change over time

Sell your by-products – in the process of doing your job, you create something, even if it is knowledge that you can share with others

Good enough is fine – quit polishing your product endlessly before launching it to the public, the sooner it is out there the sooner you can sell it and learn from it

Don’t copy – copying your competition is a losing game, you are always playing catch-up

Put everyone on the front lines – when everyone at the company knows the needs, care-abouts, and frustrations of the customer, then you can best serve customers

Decisions are temporary – you can always change your mind later and that is fine

Recommendation: Read This Book

Rework will make you rethink a lot of what you assume is the standard way to do business and work. The essays are short, concise, and to the point. There is no fluff to bore you or distract you from finishing the book.

Read the book and see how you can take the principles you’ll learn and shake up how you work for the better.

You can buy Rework on Amazon.com

Now that I’ve hit the 5 year mark, I need your help. What do you like most about Return Customer? What would you like to see? Why do you read Return Customer? Please take a moment to leave a comment and let me know.

I always find it interesting to review the data on how people find their way to Return Customer. Here are this past year’s highlights:

Top 5 Most Read Posts

These posts were the most visited this past year:

1. Why Customers Hate Convenience Fees for Credit Card Transactions
2. Four Customer Expectations
3. 5 Ways to Better Treat Your Customers
4. How to Convince Customers to Buy Today
5. Do not respond to this email!

Top 5 Referrers

These great sites have sent more people to Return Customer than any other non-search site over the past year:

1. 9rules
2. Aweber blog
3. Alltop’s Customer Service Directory
4. Get Satisfaction Blog
5. Service Untitled

Top 5 Searches

The following searches (linked to their respective posts) brought the most people to this site last year:

1. convenience fee
2. customer expectations
3. how to treat customers
4. returning customer
5. proactive customer service

If you have any comments on things you like or that could be improved with Return Customer, please leave a comment, send me an email, or follow me on Twitter.

1. I had to print out a form.

2. Sign the form.

3. Scan the form back in.

4. Attach the form to my return.

For being a piece of software, these steps seemed incredibly ridiculous. I remember having this issue last year.

However, this year Turbotax knew what I was thinking.

The instructions on the page included a message like:

“Note: we know this is archaic and not very green. We’re working on it.”

That simple message changed my perception of the problem. They were honest, up front, and even self-deprecating. This resulted in me following the process and probably using Turbotax next year.

It is OK to admit your shortcomings, errors, and oddities to your customers. It makes you more human, approachable, and helps customers relate to you (even if you are a piece of software).

In the Turbotax example, since they admitted the obvious, they prevented innumerable support calls that would have resulted and helped build a relationship with customers.

You can do likewise. If something is obvious and annoying to you, it will be glaringly obvious to your customers. If you can’t fix the problem before customers see it, at least acknowledge it.

It’s not easy to admit mistakes. In a litigious age like ours, it can even get you into trouble.

But businesses, like people, sometimes goof. They make bad decisions, or someone on staff simply isn’t thinking. Maybe the negligence of a supplier results in a customer receiving a bad product.

Once the customer is involved, the company must make several decisions. As the owner or manager of the company, you are its face and voice. What level of responsibility are you willing to take for your customer’s dissatisfaction? Is it a fairly simple problem you can resolve yourself, or will you need legal advice? If you feel the customer also shares the blame, should you admit that?

How an organization handles these situations says a lot about the people who run it. A defensive, uncooperative approach to a customer’s complaint virtually guarantees lost business. Even if you eventually manage to satisfy your patron, you have created an indelible impression in that person’s mind. He or she now sees your company as a troubled operation, one incapable of flexibility, collaboration, and basic humility.

You don’t have to adopt the slogan the public now wields like a handgun in the face of many business owners: “The customer is always right.” That kind of hard-and-fast generalization is bound to be wrong some of the time. In fact, customers occasionally are completely mistaken. They accuse companies of practices and incompetence not remotely related to reality. But how your firm deals with these types of people also reflects your professionalism.

Sometimes it’s enough to tell customers that you’re sorry for the circumstances. That you regret they’ve been put in an inconvenient or unpleasant situation. In other words, you can apologize for the conditions without taking ownership of them.

Here’s an example. The battery in my wife’s car recently died, and we took it to our local dealer to have it replaced. About a month later, the “new” battery conked out. I called for another service appointment and was told I’d have to wait four days. We needed the car before that, so we took it to another mechanic and had it repaired and returned the same day.

After telling me the battery from the dealer was junk, the mechanic installed another one. He gave me the dealer’s battery and suggested I return it. I stewed in frustration for a couple of weeks and finally e-mailed the dealer to explain the circumstances.

In his response, the service supervisor said he was “confused” about the follow-up appointment we had made but forgot to cancel. He claimed that I had not really described the problem accurately when I scheduled the follow-up, and said that oversight was probably the reason I was told it would take so long. He did admit, however, he was “surprised” I was told it would take several days.

The resolution? I returned the dud battery to the dealer’s parts department, and they reimbursed me for the cost of the battery, which was about half of what we paid initially.

I felt fortunate we recovered what we did.

Twice the dealer told us that if we had just brought the car back in for a second battery, they could have easily exchanged it, implying that they would have done it for no charge.

I felt like we had done something wrong. Like we should have known better. Like somehow we had our chance and blew it.

And not once during this whole experience did anyone at the dealer apologize for the situation, or for the company selling us a defective battery. A simple “Gee, we’re sorry this happened” would have meant something, even if the company never confessed the battery was worthless.

The dealer most likely was not responsible for the bad battery. They received it from the company’s mother ship, so to speak. But they did bear some responsibility for the situation. It was one I probably would not have gone through at another dealer. They could have silently acknowledged that and made some effort (a future discount, etc.) to keep me as a customer. Instead, they lost me forever. Now I wouldn’t let them work on the car if it died on their lot.

So don’t be afraid to say you’re sorry, even if you think the blame doesn’t lay solely with you or your company. You’re not admitting weakness; you’re projecting strength. You’re showing you run a business that knows how to handle challenges. That yours is an operation that skillfully addresses problems. And most important, you’re proving that you and your company know how to work with, and keep, customers.