If I’d been the Customer, I’d have been mad…
Call me an eavesdropper, but sometimes people in restaurants just talk too loudly on their cell phones, as well as to their companions. That’s what happened today when I was at lunch, and if I had been the customer I’ll bet I’d have never been a repeat customer.
What I heard first was: “How much was the tree? And only $45 for delivery?” So I thought someone had called her to ask about purchasing a tree. No, that wasn’t it.
The next words were “Hmmm… that’s not what we usually do.”
She went on discussing where this customer lived, how that was a bit out of their area and a long way to go for only $45 and a $130 tree. Then it became evident that the customer also wanted them to plant the tree, and the person on the other end of the line wanted to know how much to quote the customer.
The lady I was overhearing was obviously the owner or the boss of the nursery, but she couldn’t make up her mind if they’d deliver at all, if they did deliver what they’d charge, and if they wanted to plant the tree. Can you picture the hapless customer standing their waiting while this conversation was going on?
Finally she said “Just sell her the tree and we’ll figure it out later.”
Huh? Sell the customer the tree and not let her know what it costs to finish the job – or if you’re even willing to finish the job? And possibly leave her with a purchased tree and no way to get it home and into the ground?
My hope is that the customer refused, but you never know.
After she hung up she started discussing the situation with someone else at her table – how they had driven that far recently, but that was different because that person had more than one tree and the bill was over $600. That made it worthwhile. And she repeated the fact that she’d told the clerk to just get the tree sold and worry about the rest later.
And I sat there thinking about the wasted marketing opportunity.
Had she explained the whole situation to the customer and agreed to deliver this time for their stated fee, plus a set figure for planting, they’d have made a new friend. They could have said it was their fault for not making their delivery zone clear – and that next time it would have to be $X.
Maybe that new friend would need a lot more trees – or have friends and neighbors who needed a lot more trees.
As it is, I’ll bet that customer is telling all her friends how poorly she was treated. Or at least she will be when the delivery fee turns out to be double and the planting fee more than she expected.
Which makes me wonder something else. Why do they offer to do planting and not have set fees for it?
I wish they’d mentioned the name of their business, so I could be sure not to go there. Not that I’d need anyone to deliver or plant anything I bought, but the general lack of concern for the customer is one I’d want to avoid.
Here’s some things to think about…
If you have a storefront business, would any of your employees treat customers this way? (Hey, I already know YOU wouldn’t!) Are your prices for special services clearly stated? Is there a way to make friends by adding a little extra service, or bending the policies a bit (without cutting too far into profits?)
Stores of every nature are all around us. Competition is fierce.
It’s my opinion that the kind of service we give will dictate our success or failure over the next few months and years.
Posted: May 2nd, 2008 under Uncategorized.