02.24.06
What the Taco Bell Manager Taught Me About Customer Retention
I didn’t plan to get a marketing lesson. I really just
wanted a steak chalupa! But as I went through the Taco Bell
ordering line, my day took an interesting twist.
I’ve always been one to give compliments when they were
due. So, after receiving repeatedly good service at this
location, I decided I’d sing the staff’s praises. I asked
to see the manager. Fred came over and offered to help me.
I told him how pleased I was with the service, and that -
from my experience - not all Taco Bell’s were created
equal. (I had gotten some pretty rotten service at other
restaurants.) Fred just smiled and said, “Well, I’m not
only the manager, but I own all the Taco Bell’s in the
city. I bet I can tell you which stores left you unhappy.”
I was surprised. I named one location that I’d visited
recently and Fred interrupted with, “The manager is not
personable and doesn’t treat the employees well. I’ve been
trying to find a replacement but have had no luck so far.”
I named another store to which Fred replied, “That area is
full of rich kids who are undependable and don’t have any
work ethic.”
For each location I named, Fred began to tell me how good
(or not so good) the employees were. Never once did he say,
“They can’t make a taco to save their lives!” In fact,
there was no mention of the food at all. He didn’t say,
“They pre-make their burritos and let them sit” or “I’ve
told them a hundred times they need to put more cheese on
that.” It all revolved around people.
Next Fred made his point. “Ma’am, it all lies with the
employees. The food is the same all over, but some stores -
even in great locations - have lousy sales because the
people don’t treat my customers well.”
Fred is right on the money. Your products and services may
be the main reason a customer comes to you (I wanted a
chalupa). However, if they get unsatisfactory service, they
won’t stay long at all. (I won’t visit a few Taco Bell
locations in my city even though the food is all the same.)
There is simply too much competition out there for a
customer to tolerate impatience, rudeness or unprofessional
behavior.
Consider the fact that your customers pay your salary. They
have the money you are seeking to earn. They also have a
choice - whether to stay with you or move to your
competition who offers the same, or a similar, product as
your business.
Wise business people keep their customers in mind at every
turn. Making people feel welcome and appreciated is a sure
fire way to increase customer retention. In fact, in the
results of the 1996 White House Office of Consumer Affairs
Survey, a lack of attention and caring was the #1 reason
people stated for leaving a company.
Do your people matter? Absolutely! In fact, you and your
employees are the reason you have customers. You and your
employees are the reason your customers come back. It all
boils down to people.
Keep that fact in mind throughout all your marketing, sales
and support efforts and you’ll see dramatic improvements in
your repeat sales - and ultimately your profits!
Amazingly Simple (Yet Super Powerful)
Ways To Skyrocket Your Sales And Build Your Business
Into A Tower of Profits! ==