sending mixed messages about client service
Yesterday, my wife made a late-night run to one of our local big name supermarkets. As she approached the checkout area, she saw a line of about a dozen people waiting for the sole cashier on duty. Noticing the store manager, my wife politely asked if another cashier could open up. He looked at her and gruffly responded that someone was coming out, but that people should expect to wait when they shop so late at night.
Being the shrinking violet that she is (not), my wife pointed out that the store is open until midnight and prominently displays a sign saying “we’re open late for your shopping convenience.” She also told the manager to remember that there are other late-night supermarkets in town and that his words actually impact way more than the dozen or so individuals consuming them in that moment.
To be sure, my wife’s experience last night – which she’s since shared with a number of local friends and acquaintances - was far from unique. We’ve all been on the receiving end of poor customer service. But, it does point up the potential dangers of treating client connections as ephemeral transactions rather than lasting relationships. It also highlights the fallout – in the form of negative word-of-mouth - that can come from sending mixed messages about our willingness and ability to serve our clients.
Most of us can see how we shoot ourselves in the foot when we regularly overpromise and underdeliver in our client dealings. We understand that we damage or ruin our relationship with the client and lose them as a referral source.
But what’s not always so clear to us is that, much of the time, our failure to meet client expectations derives from our own lack of authenticity. We’re simply not honest with ourselves about the work we’re adept at and passionate about, the deadlines we can reasonably meet and our desire to be available to clients. If we aren't coming clean to ourselves about our strengths and weaknesses, boundaries and sincere interests then, chances are, we’re treating our clients to the same deception.
As a timeless post from What’s Your Brand Mantra so aptly relates, we need to "be the change we want to see."
Perhaps, then, my wife would have fared better if the supermarket had posted this sign last night: "We're open until midnight, but we can't provide you with fast and efficient checkout or plentiful and affable employees after 9pm.
