Yes that's right. Contrary to popular belief, not every customer is right all of the time. The right customer is always right. Casa Sanchez is not the appropriate home for the people in search of a quiet and spice-less meal in anonymity. The Sanchez family would be sure to fail if they thought they could fit the bill for this crowd. But they succeed because they know whom they want to serve, what their purpose is and what keeps the customers they want to serve and can serve coming back.
This does not mean feel free to let loose on those customers who annoy you. Nor does it mean that "no" is the appropriate response whenever someone feels like it. It means that your company absolutely, positively must be clear about which customers it can satisfy and it must commit to surpassing their wildest expectations of customer service. This is what distinguishes the satisfied customer from the loyal customer.
Believe it or not, the Sanchez family has a waiting list and an application process for getting permission to have the Jimmy the Cornman logo tattooed on your body. Membership in this family is exclusive. It also brings you a lifetime of free burritos anytime you want, as long as you flash the tat and prove membership in this family. Only one tattoo house is permitted to tattoo the logo and only those who have submitted an application and have been approved are granted access to the free burritos, a photo in the window and status as true Casa Sanchez family.
Being picky applies to your other great asset as well, your employees. You have an obligation to be picky about whom you hire?an obligation to your company, your customers and your other team members. Membership should be seen as a privilege. Not only does it inspire hard work but it fosters greater retention. People value what they have to work hard for to earn.
Make your customers and employees want YOU!
That's right. It's your job to make them want you as much as it is to give them what they want. It will be a whole lot easier if you know exactly whom you want.
- If you haven't done so already, be sure to clearly define the type of customers you want to have. Be as precise as you can in identifying them. For example: We serve family and individual outdoor recreational enthusiasts of the greater Boston area. Our customers are likely to be in the middle to top income bracket, will likely shop the Internet and are drawn to the latest and greatest gadgets, equipment and outdoor sports. An example that is too general would be: Our customers are campers.
- Identify the type of employees you want in a similar manner. For example: We want to hire sports enthusiasts who have a passion and drive to climb mountains, kick their heels into the ice of the Aleutians and share their stories with other enthusiasts. Our employees are leaders in delivering customer service and are committed to having a laugh at work with a customer at least once a day. Now that is a recruitment ad just waiting to hit the presses. This is not: Wanted: Sales help at Outdoors R Us.
- Like everything else, success requires communication. Be sure that everyone on your team knows who they are serving and why they were chosen to work for you. Membership as a customer or an employee is a privilege.
