Are We "Macon People Feel Good?"
Improving Customer Service in Macon, Georgia

By Sandra Graham

Wouldn't it be great for Macon to be known as a customer-friendly marketplace, a place that wherever you go as a customer, you know that you are going to be appreciated, valued, and treated with good old Southern courtesy? Customers should feel good shopping in Macon and should tell their friends about our wonderful service. But do they?

Recently, Channel 13 interviewed me in their continuing coverage of Customer DisService in Macon. Improvement is always possible in the best of places, so perhaps we should take a look at what is really going on (or not going on) behind the counters of our growing, thriving community. After all, Macon is too great to not be excellent!

What does basic customer service look like?

When a customer walks in the door, an employee should:

1. Look the customer in the eye.
2. Smile.
3. Greet the customer.
4. Ask, "How can I help you?"
5. Help the customer. Please note that saying, "I don't know" is not help. If you do not know the answer to a customer's question, find a manager or coworker who does.
6. Thank the customer for coming in.

It is frustrating to see how many businesses seem to ignore this fundamental formula for customer service. Just having bodies available to wait on customers does no good if employees have not been trained in the basic skills needed to retain a customer. How much is it costing business owners each time someone leaves their stores unhappy with the service? How many people are told about that business's shoddy customer service?

How can business owners improve customer service?

Sometimes managers are so focused on getting the job done, they forget that the job is to satisfy the customer. In essence, the employees are the company to every customer they serve. An employee's job is not just to perform the technical part of the job, but to satisfy the customer's needs. Doing one without the other is incomplete. Sometimes workers get caught up in doing their jobs, forgetting that common courtesy is as important as the job itself.

To insure excellent customer service, business owners and managers should:

1. Show respect for employees.
2. Train employees in basic customer service skills.
3. Enforce standards of customer service.
4. Listen to customer comments/complaints and take action.

How can customers improve customer service?

1. Being silent or muttering to ourselves about the lousy customer service we just received accomplishes nothing. Many franchised stores have phone numbers posted, asking "How are we doing?" Most of us are too busy to call, but if we truly want to make a difference in our future service, we need to call.
2. Tell the manager calmly. Without yelling, factually explain the experience you just had, explain what you want and say that you won't be back until improvements have been made.
3. If number two doesn't work, report to the person above the manager and explain your situation to him/her.
4. If number three doesn't work, tell your friends and do not frequent that business.

We as customers can make an impact if we truly want to make a change. One more thing - make sure you compliment when service is good. Most businesses have no way to evaluate their businesses except by their customers.* I, for one, certainly appreciate employees who help make my buying experience an enjoyable one. Business goes where it is appreciated. Let's make sure that customers are appreciated in Macon!

I challenge all of us to take an honest look at how we are doing in terms of customer service. Macon is a growing, thriving community full of good people. People will shop where they feel valued and respected. So let's be known as the place that is "Macon People Feel Good!"

* People & Company is offering a FREE confidential customer service evaluation to any business that requests it.