A comment was received on Dear Vivian that clearly points out why some company policies are just not worth enforcing. Here's what happened.

An elderly woman picked up a catalogue from a department store and found it too heavy and awkward to carry. When the woman requested a bag from the clerk, she was told it was against store policy to give out a bag without a purchase. The woman then went to a different department in the store where she got the same response. It was not until visiting an entirely different store that she received a bag from someone that was more than happy to help.

The woman stated she was a former employee of the store, and that she was angry and ashamed by the way she was treated. The woman went on to say that she would never return to the store again, and that she planned to tell everyone she knew about what had happened.

So, do you think losing a loyal customer over a 5 cent bag was worth it? No of course not. How many other customers may have been lost for the same silly reason? I'm not suggesting you should run your business without policies. What I am suggesting is that you look very closely at the impact your policies are having on your customers, and be prepared to modify or eliminate policies that are driving customers away.

Every single interaction that takes place in your business leaves an impression – good or otherwise. And how a customer interprets that interaction will determine their behaviour from that point forward. Make sure you don't have any "5 cent bag" problems getting in the way of your success.

It's often said that where there's a problem there's an opportunity. For some of you, the current economic downturn will be seen as the perfect opportunity to refocus your efforts and gain valuable market share in the process. Most experts agree that cutting back too much on spending and promotion can leave a business vulnerable, and unprepared to bounce back when the economy turns around. Sure, I understand that many of you will have no choice when it comes to cutting expenses, but when you do cut back, always ask the question “how will this decision impact the customer experience in my business” before making a final decision.  

Once the economy does turn around, smart companies will emerge with more market share, more top-of-mind awareness among consumers, and a better opportunity to take advantage of the pent-up demand that will be present in the marketplace. I realize this is not rocket science, but the truth is that many businesses will choose not to adopt this strategy, and the results will speak for themselves.   

Here is a list of ten action items to consider for your business.

Most of the following suggestions do not require any new spending, and can have a significant impact on your business. 

•    Review every touch point with your customers to ensure it’s the best it can be. Examples: How are your employees answering the phone? When your employees enforce company policies, are they driving customers away and creating negative word of mouth?

•    Talk to your customers to find out if there are any new products and services that you should be offering to ensure their continued support.

•    Remember, 95% of customers with problems or issues will become loyal customers again if their concerns are handled quickly and efficiently. Seize the opportunity to prove yourself under fire and earned your customers trust. Make it easy for your customers to communicate with you and then will.

•    Look for ways to measure the results of your advertising efforts. Find out what’s working and what’s not working, then modify your approach.

•    Look for ways to further differentiate your business from you competition. 

•    Get your staff involved in promoting your business. Brainstorm ideas with them on how to create buzz in the community. 

•    Do things that are memorable and unexpected for your customers. This will create positive word of mouth - the most effective advertising you can get. 

•    Look for ways to add value to everything you do.

•    Take a look at how technology can save you money. For example: How much are you spending on postage and handling each year when you could simply email invoices and correspondence to customers and suppliers. 

•    Provide training for your staff, and implement ways to measure how well they are doing - for your sake and theirs. Remember, you can’t manage something you can’t measure.

For over a year now, I've been reading and researching everything I can get my hands on about customers. One of the best books I've read to date is only 11 pages long, and it's free. The book is called "The Six Laws of Customer Experience". I highly recommend that you download this book and apply as much of it to your business as you can.

The author is Bruce Temkin, vice president & principal analyst with Forrester Research. You may want to follow his blog as well. I do.

I recently donated a Dear Vivian membership for the North Rotary auction in Sault Ste. Marie.  The successful bidder was Motion Specialties .They specialize in medical aids and mobility devices.

Yesterday I met with the owners Brad Clark and Steven Bennardo, along with several of their staff to discuss how the service works, and how to get the best results from using it.  I have to say, they really understand the importance of customer service, which explains the tremendous success they’ve had since opening in 2007.

It's refreshing to see a company that cares this much about the relationship they have with their customers. If you're already a customer of Motion Specailties, take a minute to leave a comment for them here.