Great Is Great

Author : David Handler
As Michael Dell sat in his dorm room at the University of Texas in 1983, envisioning a better way to deliver PCs and "beat IBM," he had no way of knowing the Internet, E-mail, Instant Messaging, eBay, Amazon, Google and an ever-growing need for businesses to increase productivity would drive demand for computers to such lofty heights. What he clearly saw back then, in his own words, was "finding a new way to deliver a better customer experience and more value at less cost is a good strategy."Obviously, this philosophy works well for Dell, Inc. The company sells one of every three PCs purchased in the United States, and nearly one of five worldwide. Last month, one of those thousands of shipments was addressed to Success Handler, LLC., and our experience with Dell proves they indeed focus on customers.We went to dell.com to select the right notebook for our business…one with high-level multimedia for my keynote and workshop presentations. After customizing our selection, we decided to check the Premium Savings Spotlight to see, just in case, if any better deals existed. There we found one with the exact same specifications for $200 less. The next day, I visited the Dell kiosk at our local mall to touch-and-feel exactly what we purchased.Unfortunately, I immediately realized the 17" widescreen was too big to fit in my briefcase, making travel a challenge. With panic probably visible on my face, I told the sales associate, Mike, about my mistake. He smiled and said, "No problem. We'll fix that. Let's get you the right one." While another employee cancelled our existing order, Mike guided me through the online purchase of a 15.4" model, even pointing out two upgrades I originally selected that we didn't need, saving us an additional $170.Success Handler Action: The key to Dell's success is to make buying easy. From desktops to notebooks, MP3 players to handheld computers, digital cameras to flat screen TVs, everything is right there on the Web site, with an abundance of information to guide customers through their shopping experience. How simple do you make it for your customers to do business with you? After you finish reading this E-newsletter, use these questions to get started increasing the level of customer experience in your small business:~ Who among your employees delivers the best customer service, and what can you learn from them?~ How often do you personally engage customers in conversations about your products/services?~ When was the last time you conducted a customer service survey…and is it time again?~ Where are the "difficult steps" in your buying process, and how can you simplify them?~ What do your competitors do that makes it easier on their customers to buy?"The next frontier of competition is in the area of customer service quality," said Michael Dell. Our new Dell notebook arrived nine days after my visit to the mall…four days earlier than promised. While one of the peripherals – a miniature travel surge protector from a third-party supplier – did not work, Dell made it easy to return the product for a credit. The overall experience with purchasing this, our fourth Dell computer, rates a solid 10.Success Handler Action: Having an "intense focus on the customer" is job one for Dell, and it's also an excellent way to differentiate your small business from the growing list of competitors trying to take customers away from you. Here are five ways to help your team remember the importance of making customers their number one priority:1. Turn your organization chart upside down, putting customers on top and you on bottom.2. Ask employees to share stories of excellent service they've
received, and challenge them to treat customers the same way.3. Make it elementary: Hand out "blue stars" for great service, and celebrate special efforts.4. Create a monthly "Customer Crusader" award...rewarding the best example of an employee going the extra mile.5. Conduct a customer care session and reinforce the importance of outstanding service.This summer, Dell released new television, print and online ads featuring musician – and Lance Armstrong's girlfriend – Sheryl Crow. Promoting Dell's home entertainment products, the commercials utilize Crow's new song "Good is Good." For the past 22 years, Michael Dell has kept his company focused on being the best in the world by placing customers first. Doing the same will take your small business from merely being good to being great.Copyright © 2005 by Success Handler, LLC. All rights reserved.The Coach, David Handler, is the founder of Success Handler, (http://www.successhandler.com), and specializes in helping small business leaders find clarity and take action. He understands the challenges of running a business, because he's been there – as a small business owner, franchisee, franchisor, corporate leader and trainer. Much like sports coaches, his coaching will show you how to compete on a level playing field in your industry.
Keyword : Michael Dell, business, leader, entrepreneur, customer service, vision, team, coaching, innovation