Toronto Social Media Consultant | W. James Wright

Working Hard on Twitter Book

2012-01-26T10:29:00.000-05:00

I am working hard on a book about Twitter and how Local Business Owners can use Twitter to acquire new business. This has been a long time coming but I wanted to make sure I had enough information that my book was going to be beneficial for all small business owners and I could produce it at a reasonable investment for any Local small business owner anywhere.

I now can achieve this goal. The purchase price of the e-book will be $7.99 and you should be able to glean a lot of good ideas and envision where you want to go with Twitter social media in the next year.

Look for my Twitter Book and more news over the coming week.

"Kicked Out of a Bar Because I Didn't Want My Burger Split. Really?"

2012-01-16T10:41:00.000-05:00

Shared by @Eric Holmlund on Google Plus and had to share this story of TERRIBLE customer service

"Kicked Out of a Bar Because I Didn't Want My Burger Split. Really?"

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Here is a BAD customer service story that is just too good not to share. This happened a few days ago to Art Sobczak of businessbyphone.com
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I wouldn't fault you if you don't believe what you're about to read. It is such an outrageous and bizarre example of customer treatment--I can't even call it "service"--that I might not have believed it myself. Except I experienced it last Saturday.

First, some background.

Zipps is a local, popular chain of sports bars in the Phoenix/Scottsdale area. I have visited several of their locations regularly over the past few years, including their original place, Goldie's. Their food is a notch above typical sports bar fare, they have lots of TV's, and a fun atmosphere. My friends and I watch plenty of sports, we enjoy the beverages sports fan typically consume, and have spent a nice amount with them on food and drinks over the years.

Not anymore.

Last Saturday afternoon a friend and I stopped at the Zipps on Via de Ventura road in Scottsdale. We ordered a couple of drinks and chicken wings. We played some shuffleboard, then decided to get a burger. Just one, since neither of us wanted a whole one. I told the bartender/waitress that we were just going to split a burger. She said,

"OK, there will be a split charge, and you get another side. "

I told her that we didn't want another side. In fact we didn't even care for a single side, and that they didn't need to split the burger.

Now, call me crazy, but it seems that a reasonable service person would have said, "No problem." Done deal. End of story. Thanks for the order.

I've eaten at some of the nicest, most expensive restaurants in the country. Some have split charges, some don't. When they do charge, typically they nicely divide and plate one dinner into two, often giving larger portions than if you had just ordered one dinner. I don't have a problem with that. That's a value-add, and if they want to charge for it, and the customer is agreeable to buying it, so be it. And if Zipps wants to charge for cutting a burger in half, and adding fries or slaw, that's fair. But if a customer doesn't want to buy that option, they shouldn't have to, right?

I just wanted the single burger, no sides. She insisted that she had to assess the split charge. It was "policy," and she had to follow the rules. I replied again that I just wanted one burger, one plate, not cut, no sides. She was adamant: she had to charge me since we were splitting it.

I couldn't believe what I was hearing. Trying to reason with her, I again said, "OK then, no other person will touch my burger. I,personally will just order one hamburger. I will not share it."

She told me she couldn't do that.

Again, flabbergasted, but in control and not acting rude or raising my voice in any way, I said, almost in a begging tone, "You won't sell me a single hamburger?"
"You already said you are splitting it."

Are you following the absurdity of all this so far? I am trying TO ORDER A HAMBURGER FROM A PLACE THAT SELLS HAMBURGERS and not be charged extra for something I do not want!

I then attempted to put things in perspective for her: I asked what happens when someone orders a takeout burger... does she demand to know how many people will be eating it when they get home, and then assess an extra charge? I wondered aloud if she was going to charge extra because TWO of us ate the chicken wings. What if an entire table gets one order of onion rings? Apparently that logic was a bit too much for her to process. She reluctantly put the order in for the burger.

Laughing off the entire experience, we then passed more time at the shuffleboard table. Minutes later, a guy who identified himself as the manager came up to us and said, "Excuse me, I understand you have an issue with our split charge policy."

A bit shocked that it actually escalated to this level, I smiled and said, "Well, fundamentally I do have a problem with a split charge if I do not want the burger split regardless of what I decide to do with it after I get it, and don't want the extra sides."

"That's policy. That's what she's instructed to do."

"I think it's stupid, and the fact that the bartender would take it so far is horrible customer service, and that you now are even talking to me about it raises it to an entirely new level of outrageousness."

He proceeded to defend their policy, mentioned something about their food costs (like that is something I really care about?), and was essentially treating me like I was a difficult, unreasonable customer. Please understand, in my business I deal with more bad service than the typical consumer because of the number of flights I take, and hotels, car rental companies, and restaurants I have done business with over the past 28 years. My "policy" is to always give the service provider the benefit of the doubt, and let most things slide. However, in this case, I was now pushed to a place that I rarely enter:

"Look, this is ridiculous. I'm going to talk to your CEO and discuss your policy and the treatment we're getting."

He handed me his card and said the corporate address was on there.

No, I told him I needed the name of the CEO.

He refused.

I persisted. "What? You don't know it, or you won't give it to me?"

"I won't do that."

This was getting more bizarre.

"You're telling me that you won't give me the name of your CEO? I can find it in a few minutes on my iPhone if I need to. How will he or she react when I say you would not give a customer his or her name?"

He finally relented, gave me the name, and walked away.

As you might imagine, my friend and I are now having one of those "That really didn't just happen?" discussions. A guy sitting at the bar within earshot of the interaction with the manager said, "Wow, that was weird. What was that about?" I explained what happened with the burger. He couldn't believe it either. Again, I was calm and quiet, actually laughing at the inanity of the entire situation.

The manager reappeared and interrupted. "Sir, if you talk badly about us to other customers I am going to have to ask you to leave."

Now I REALLY couldn't comprehend what was happening.

It was becoming a bit more difficult to maintain composure, but thankfully I did. "What?! You are now threatening to kick me out of here, FOR TALKING TO A GUY AT THE BAR?"

"I can't have you badmouthing us to customers."

I replied, "He asked me a question, I answered, we talked. Can you please tell me what I said to badmouth you?"

He had nothing.

"Is repeating your own 'policy' badmouthing you?"

He walked away.

At this point, the hamburger--that's hamburGER. One. Singular. Not halved--arrived at our spot at the bar. We sat down. I began eating it. Alone. A knife was conspicuously absent.

Given the surreal situation up to this point, I am now thinking that I had some great material for an article and blog post. I wanted more background. I was curious about the bartender's thought process and what really motivated her to make this an issue to begin with.

"Excuse me, just wondering, I have to ask you... why did you go to the manager with this little split charge thing?"

She responded, "It's policy. I could lose my job."

"Seriously? You're trained to agitate customers with something as small as this?"

Brace yourself for this one. You might even want to grab a chair. She said, a bit indignantly,

"Yeah, we're on to the little games customers play. We know how they try to get around things."

For one of the few times in my life, I was actually speechless. That couldn't possibly be part of their culture, could it? This chain won Sports Bar of the Year in 2011 from the local paper. I mean, really, what would training look like for that?

"Ok, class, now for the lesson on how you need to keep an eye on those diabolical, sneaky customers. They will try to rip you off at every opportunity."

A woman sitting just to the right of me at the bar witnessed this brief interaction. She leaned over and whispered, "You know, that's pretty typical here. They are so cheap. I refused to come here for two years. I sent my salad back one time and they made me feel like a fool."

I asked why she was there now. "I really like the food." She spoke in a low voice, as if she was afraid SHE would be kicked out. Reminded me of the Soup Nazi episode from Seinfeld. She obviously had experience with the way they treat customers who talk amongst themselves.

Did I mention you might not believe what I'm writing? But wait. There's more.

The manager interrupted my brief conversation with my barstool neighbor.

"I'm sorry sir..." Ahh, finally he had come to his senses and wanted to apologize.

"... I am going to ask you to pay your bill and leave."

I kid you not. "You're not serious, right?"

"I am asking you to pay your tab and leave."

"Really? Why?"

"I already told you I can't have you talking badly about us to our customers."

Apparently it is OK for THEM to abuse and insult a customer. But the thought or perception that said customer could actually tell another customer/victim about it before THEY get to them, themselves, well, that crosses the line.

I knew he could not have possibly heard my conversation with this woman. Plus, I was LISTENING to her. I said, "Can you please tell me exactly what I said that you interpreted as talking badly about you?"

He was now visibly shaken by the entire interaction. "I am not going to go there with you. I am asking you to leave."

Please note that I am still reasonably calm, and definitely not speaking more loudly than I normally would to someone on the other side of a bar. (Not that I didn't feel like screaming out what an idiot I thought he was.) "Let me be sure I'm correct here. This all started with me wanting a single hamburger, and not being forced to pay extra for something I do not want. Then you confronted me about it, unnecessarily in my opinion. In front of another customer, I might add. Then you threatened to, and now actually are kicking me out for talking to two customers who initiated conversation with me. But, you can't tell me anything I said that violates your rules. Do I have that right?"

He said, "We reserve the right to refuse service for whatever reason we choose."

Got it. Now THERE's a customer-oriented policy. I should remind you, this is a bar. It is usually common for people to talk there. In most places, to each other. You should be able to do so without the fear of being asked to leave, right?

Still trying to give this guy a shot to redeem himself, I said, "Seriously, you are kicking me out?"

"I am asking you to pay your bill and leave."

He obviously was skilled at memorizing phrases and repeating them. As for thinking for himself, well, that's another story. (An Enterprise Rental Car commercial running right now focuses on how ANY of their employees can make a decision to make something right for a customer. Hey Zipps corporate folks: give it a look. Good stuff.)

"But you still can't tell me why I'm being kicked out, right?"

Manager: "You're making a scene."

Unbelievable. I take a cleansing breath, and speak at a slow pace, since anything faster he might not be able to comprehend: "I'm calmly asking you questions that you won't answer about why you are actually expelling a good customer. That's a scene?"

Silly me, I should have known the answer. "I am asking you to pay your bill and leave."

Since I was already being banished from the premises, being the horrible nuisance that I apparently was, I asked, "If I refused to leave, would you call the police."

"If that's what I needed to do."

The thought actually crossed my mind for a fleeting moment: how much fun I could have with that juicy one. Getting arrested over not wanting my hamburger cut in half. We could video it. That's viral YouTube stuff. Then I thought better. I didn't have the energy or the inclination to be on the news for something so stupid. Worse, it could backfire. I could just see the legendary Sheriff Joe himself showing up and dragging me off, in shackles, to Tent City. I'd be thrown in with the other lowlifes... maybe people who got caught using too many sugar packets. You never know.

Finally, I gave up and let him run my credit card. Common sense, good judgment, and reasonableness would get me nowhere with someone who wasn't also using those principles.

And it's notable that during this entire time I did not use the "Do you know who I am?"-card. Not that he would actually care that an accounting of this story might have the potential to be read by hundreds of thousands of people--actually more as it gets passed on and reprinted. And that many of those could be customers. Or former customers. Or that his actions would be used as an example of what not to do in customer service training programs all over the world. Nope, I didn't want to overload him with that information. He was already shaking, and way in over his head. Instead, I simply said to him, "My name and company name are on that credit card if you care to check me out."

While signing the bill (which to their credit, surprisingly, did not include a split charge), with him staring very uncomfortably at me, as if I might try something dangerously crazy like, oh, darting over to a table and taking a bite of someone else's burger, I said, "I'm not penalizing your bartender for this, by the way." I left a 20% tip, as I typically do.

If you saw the movie, "Pretty Woman," perhaps you remember the scene where Julia Roberts' character, Vivian, who was initially treated badly by the snobby boutique saleswoman, then returned after she spent thousands of dollars elsewhere. I said something similar as I handed him the signed receipt: "Big mistake. Big. Huge!!"

Observations:

-Someone at Neighborhood Restaurants LLC, the owners of Zipps, HAS to be smart enough to grasp the concept of the "Lifetime Value of a Customer." Meaning that if a customer spends, oh, let's say $50 on a visit, and maybe pops in once a month (probably more often for good customers), that customer is worth at least $600 yearly. Multiply that by three, five, ten or more years to get the Lifetime Value. When you lose a customer, because of something stupid...ouch! I don't know about you, but as a business owner I'd rather have that money than not.

-You've heard the saying about when a customer receives bad service, they tell something like 10-20 other people, right? I've already told a couple of my good friends who also go to Zipps. Correction--used to go. There are lots of other places that will be happy to have our money.

-Oh, another small repercussion that usually doesn't happen when a customer is wronged, but, it's always a possibility, since you never know who you're dealing with: I'm also telling at least 70,000 on my email newsletter subscriber list, Tweeting it, Facebooking it, and putting it on my blog. Probably putting it on Yelp and Google reviews too. And I hope you share it with lots of people. Please pass it along. It's an entertaining story. It's better than anything I could create on my own.

-I thought about sending this to Zipps' corporate and the CEO first to get their reaction. Naahh. Anyone that has such an asinine policy in place, and actually drills it into their workers' minds to the point that they enforce it so zealously deserves to have it publicized. It'll get to them eventually. I'll be surprised if they actually care.

- at the Goldie's website, the sister bar to Zipps, under the "Philosophy" tab, the last line says, "In the end, our philosophy is a simple one- Give the people what they want!" Add your own punchline here.

-I'm not looking for any compensation from Zipps for my bad experience, nor will I accept any. (Well, food and beer for five years would be nice...NO, I can't be bought!) If they want to make things right, I'd like to see them do what any reasonable establishment does: apply the split charge ONLY WHEN THE CUSTOMER WANTS THE SPLIT! Train everyone on it. And add a policy allowing employees to make an independent decision.

-I added this point after I had written the bulk of this article, and shared the story with a few people right before you saw it: One friend said that he and his buddies experienced exactly the same thing at another Zipps location. A restaurant owner/friend said one of his customers, a CEO of a multi-million dollar company, was also kicked out of a Zipps for a similar reason. At least they seem to be consistent in the enforcement of their policies.

By the way, are you wondering about the split charge causing this entire circus?

$1.50.

Getting Your Business On The First Page of Google!!!

2012-01-13T11:09:00.000-05:00

"WHY CAN'T I FIND MY WEBSITE ON GOOGLE?"

This is the number one question that people ask me. Why can't I find my website on Google. Small Business Owners spend money building a website and sometimes think....."there I am done - now Google will find me!"

Unfortunately that is not the case. There are on page SEO (search engine optimization) and off page optimization that has to take place.

There is also Social Media and Web 2.0 that can help your business get rankings on Google.

You need to get your business found - we can help you do that.

The longer that you leave this, the more business you are missing out on. More business = More Money. Click here to get in touch with me for a personalized quote to help customers find your business locally. You can also call and leave me a message at 289-818-4916

Wal-Mart Markville Mall - A Lesson in What Not to Do!

2012-01-07T13:24:00.000-05:00

On Thursday afternoon I went to Wal-Mart at Markville Mall to pick up a few clothing items as well as a cordless phone.

When I arrived at the electronics department I had already picked up my clothing purchases and had looked at several choices in cordless phones that would fit my needs at home. I waited, looking for an electronics representative. About 5 minutes later I noticed a gentlemen dressed up in one of those fancy Wal-Mart vests and I stopped him as he went buy and asked if he could help me cash out. (the cordless phone I wanted had a spider lock on it and needed to be purchased at electronics)

He looked as though I had just ruined his whole day. His attitude was one of "I will do this if I have to."

He put my socks in a small bag and then realized he would need a larger one. So he put all of my items in the larger bag, or so I thought. I said thanks as he grumbled away and I went home.

When I got home I realized he had not put the socks in the larger bag as I had supposed and had left them there on the counter at electronics.

When I went back the following day no one had seen the socks. Now it was ONLY $7 and I did not notice what had happened so I am partially at fault.

I have been to this store several times and everytime I have to ask somebody for something or direction it is always the same thing. They make you feel like you are bothering them. People -that is what you are there for, it is your job to lovingly guide the customer to the information they need.

has anyone else had any customer service issues at Wal-Mart or elsewhere?

ANATOMY OF FACEBOOK FRIENDS

2012-01-02T12:53:00.000-05:00

1) Inner Circle - These are the people who are my closest confidants. I usually talk to them by phone, Skype or e-mail at least once or twice a week. Sometimes more. These are the people that know my inner thoughts and most I have been friends with for many years. There are a few recent exceptions to that rule but I am closest to these friends on Facebook. They can write on my wall uncensored.

2) Family - Some of my family I know well, love and respect. Some I have got closer to over the past few years even though we havent seen each other in years and some well, I just havent kept up with, don't know very well and like it that way. They are on my friends because I like the "idea" of family although I don't feel connected to many of them for one reason or another. Many because of things I have done in the distant past and many just out of apathy.

3) Friends From The Past - These are people I went to High School or College with or lived in some small town with and love catching up with and seeing where they are now. Usually it doesn't go past that because face it, High School was a long time ago and we are all at different places in our lives. There are a few exceptions to that rule and there are some people from that time in my life that I would love to sit down to a meal with and move them up to my Inner Circle. You know who you are ;) There are also some people from this category that are also in my inner circle because they have proved their love and respect for me as a person

4) Friends that Request to Be Added - These are people that for some reason want to be added as a friend on facebook. Sometimes it is because of similar religious beliefs, sometimes it is because of similar types of work or joint ventures. These people, I find, can sometimes try to step over the boundary from this category to the Inner Circle without getting to know who I am personally. They sometimes can attempt to take liberties on my wall that they don't have. This can either get them unfriended, blocked or banished to facebook Gehenna.

A Word about my posts - I have many varied interests. I may post about raw/vegan food. I have a great interest in what is happening in the world, current events wise. I am also Messianic which means there will be some religion thrown in as well because I have many Messianic friends. I WILL NOT apologize for this. It is my wall and if you don't want to read what I post then by all means change my status from close friend to acquaintance.

I am a no nonsense say what I mean, no pussy footing around kind of person. I love to laugh and have fun and have a great sense of humor. (sounds kinda like a dating profile doesn't it) I know when I have to be serious.

So be my friend, laugh with me, cry with me and let's make 2012 the most awesome year yet. Let's go into this year with a positive attitude and at the end of 2012 let's have no regrets.

How To Set Business Resolutions

2011-12-29T12:39:00.001-05:00

One of my favorite Social Media Guys, skull and KISS Dolls aside (Scott can call them "statues" if he likes) He has an important message on making attainable resolutions for the entrepreneur crowd.

Why I Do Not Have a Facebook Business Page!

2011-12-28T10:23:00.001-05:00

I have had several people comment to me about my not having a Facebook Business Page and why I didn't as someone who works in Social Media as Part of his business profile?

This is a legitimate question which I once and for all wanted to put to rest.

STRATEGY

Right now the focus of my online business is my website/blog at http://www.wjameswright.com as well as other things that I have been quietly working on in the background. While I am certainly happy to see you on other social media sites I would like you to drop by my blog once in awhile to see what this Crazy Canuck is up to.

The time and effort behind successfully building a Facebook Business Page right now just is not as relevent to me as making sure that everything else I am doing is of the highest interest to you the reader.

I AM A CONTROL FREAK

Most entrepreneur's are. If I put my time and energy in building a Facebook Business Page with all of the changes Facebook has made over the last year they could one day decide it is not in their game plan and make it redundant. Then there is time and effort wasted.

I'M NOT READY

When I am ready to put in the time and effort to build a Facebook Business Page, I will be sure to let you know. At some point I will be ready however for MOST local business, which is my focus these days, Facebook Business Pages are not a necessity. When I am ready to build a micro-community around a segment of my business - I will.

This post was inspired by a nasty company owner in downtown Toronto who sent me an even nastier e-mail saying how can I be a Social Media Strategist when I don't even have a Fan Page," or something to that effect.

I love social media. I love the social aspect. I love meeting new friends and discussing strategies. I really love what Social Media can do to help small business owners with their marketing efforts when done correctly focusing on the LOCAL aspect.

Don't ever try to put me into a box. Just because you have been told that is the way to go does not mean it is right for everyone RIGHT NOW. Some people walk to the beat of their own drummer and yet do very well in the process helping others and being what they want to be in this life.

Until next time........

Some More Interesting Stats for Social Media

2011-12-27T09:00:00.002-05:00

Facebook Users by Province

Source 6S Marketing

Canada Is Social Media

• 53% Canadians see the Internet as an important part of their social life.

• 51% Canadians have visited online social network or community.

• 16% Canadians spend more time on social networking sites than on any website.

• 35% Canadians visit a social networking site at least once a week, 19% on a daily basis.

• 90% Canadian people who socialize are on Facebook, 10% on Twitter, 9% on LinkedIn.

• Canadians visit YouTube more frequently than any other nationals. In 2010, they spent an average of 4.4 hours a month watching videos on YouTube.

• 5% have shared their current location with members of an online community

Sources: The Ipsos Canadian inter@ctive Reid Report 2011 Fact Guide; The Globe and Mail

The World of Social Media 2011

2011-12-26T11:28:00.000-05:00

Video Info Graphics kind of puts Social Media into perspective for you. Please realize these numbers are rising on a daily basis so some may be a little low right now but it does give you an idea of where to position your business.

Shouldn't you be using a Social Media Campaign to promote your business locally?

Social Media Works

2011-12-23T12:02:00.000-05:00

In the past few months I have removed myself from working on Social Media projects and busied myself in other areas. I have, however, missed the hustle and bustle of Social Media and all of the changes that go on with Facebook and Twitter as well as many of the other Social Media Sites.

I am coming back with a vengeance after being dissed by a "social media strategist" telling me that I didn't know what I am doing and I should be doing things their way.

I stand by this principle. Social Media is still relatively new. NO ONE has ALL of the answers because the whole Social Media game seems to change almost daily. Having said that, there is enough information to make the LOCAL business person be able to use Social Media effectively to boost their business.

There are those that claim to have the "secret" to making you successful but there is NO SECRET. There is knowledge and we can help you obtain the knowledge you need to make Social Media work for you.

On this page I will be posting my blog updates. Check out my SEO and Social Media links where I share with you what we can do to help you get found online on the first page of Google.

Watch for more information, free PDF downloads and so much more. If you have a question regarding social media or SEO send it my way or leave me a message and I will call you back, answer you in a blog post or create an instructional tutorial for you.