An Apple a Day Keeps the Customer
By Ron Kaufman
A large grocery store opened a new outlet in my neighborhood. A small basket of red apples sits by the cash register. The sign in the basket reads:
‘Free apple if our staff at check-out did not greet you and say thank you.’
But the apple basket stays full. Not because the check-out staff are always smiling (trust me), but because the act of taking an apple is tantamount to ‘catching the staff doing something wrong’! Who wants to irritate grocery check-out staff when they’re ringing up your order?
To get the impact the store really wants, the sign could be re-written like this:
‘Thank you for shopping with us. We want you to have a good shopping experience. If, at any point, we are so busy serving you that we forget to greet you or say “Thank you!”, please let one of these delicious apples put a smile upon your face. We will smile back!’
The store would give away more apples with this sign, but would gain more smiles, too. Better text, better impact.
Key Learning Point
Follow your good ideas all the way from concept to detailed execution. Good ideas need great implementation to deliver real results.
Find where your promotions and policies are actually seen and heard by your customers. Be sure the message is as clear at point of contact as it was when first created.
Ron Kaufman is an internationally acclaimed educator and motivator for partnerships and quality customer service. He is author of the bestselling “UP Your Service!” and founder of “UP Your Service College”. Visit http://www.UpYourService.com for more such Customer Service articles, subscribe to his Newsletter, or to buy his bestselling Books, Videos, Audio CDs on Customer Service from his secure Online Store. You can also watch Ron live or listen to him at http://www.RonKaufman.com.
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