Communicating Mixed Messages About Client Relationships
FastCompany.com alerted me to a discussion on strong customer relationships hosted by the Tom Peters blog.
Responding to his own question - What is a Customer Relationship? - contributor Steve Yastrow offers us this two-part definition: “A customer relationship is an ongoing conversation with your customer … in which the customer never thinks of you without thinking of the two of you.”
The concept of customer relationships as conversations got me thinking: What kind of conversations – and, thus, relationships - do service professionals typically foster through their business writing and other client communications?
Not too long ago, I made a late-night run to one of our local big name supermarkets. As I pulled into the parking lot, I was reassured by a large sign in the window that read “we’re open late for your shopping convenience.”
After gathering my groceries, I approached the checkout area and saw a line of about a dozen people waiting for the sole cashier on duty. Spotting the store manager, I politely asked if another cashier could open up. He looked at me 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 I am (not), I pointed out that the store is open until midnight and prominently displays a sign communicating that fact. I also suggested that the manager 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 shopping experience that night – which I’ve since shared with a number of local friends - was far from unique. We’ve all been on the receiving end of poor customer service. But, as consultant David Maister suggests, my experience does point up the potential dangers of treating client connections as fleeting transactions rather than lasting relationships. It also highlights the fallout, in the form of negative word-of-mouth, that service providers can generate when they send mixed messages about their willingness and ability to serve their clients well.
Perhaps, then, my local supermarket would have fared better had its manager engaged me in a candid conversation and admitted: "As the sign says, we are open until midnight. But, we can't provide you with fast and efficient checkout or plentiful and affable employees after 9pm.”
