Get To Know Your Customer Day!

October 19th, 2017, is “Get to Know Your Customer Day.” And, to quote my very first employer John Gillan, the only purpose of any business is to serve the customer.

I’m sure Mr. Gillan would say that EVERY day should be Customers’ Day. Mr. G owned the Beacon Laundry and Cleaners establishment in Culver City, California. My mother worked in the dry cleaning department, and I used to “hang around” there, every day after school until quitting time. I begged Mr. G to allow me to work “upstairs” where the office was located. He nodded, saying, “Do you know how to type?” Regretfully, I said that I didn’t, but that I could certainly learn. He said, “As soon as you know how to type, I’ll put you to work in the office.”

That summer, I bought myself a “do-it-yourself learn-to-type” book. Cutting a hole in a shoebox that allowed my hands to access the keyboard, but prevented me from looking at the keys, I quickly learned to type. And, I followed up on my earlier request. Being a man of his word, Mr. Gillan said I was “hired.”

I was thrilled at the prospect of learning to operate so many different machines: adding machines, comptometers (now probably in the Smithsonian Institute of antique office machines), and, best of all, the switchboard.

When I was old enough, I was assigned to work the “front counter.” Sally and Nancy were the full-time counter workers who always impressed me with their knowledge of “our” customers. When a car parked, out front, one of them would quickly retrieve that customer’s garments and laundry packages—having them all ready, and greeting the customer by name as he walked through the door. And, when the customer brought in new items to be cleaned or laundered, they knew exactly how the shirts were to be starched!

Commenting upon this to Mr. Gillan, one day, he said words which I have never forgotten. “Do you know why it is that I have this business? And, do you know how it is that I am able to hire you?” When I shook my head, he said, “It’s entirely because of these customers. Without the business that these customers bring to us, there’d be no Beacon Laundry and Cleaners. And without a Beacon Laundry and Cleaners, I couldn’t hire you. So, the more we show our customers how much we appreciate them, the more likely they are to return—and to tell their friends about us.”

When I’d gained enough experience working the counters, Mr. G allowed me to take the opening or closing shift. Again, very sagely, he counseled. Now, Helen—we open for business each morning at 7am, right? What will you do if you see a customer parked outside at 6:55am? When he saw that I was a bit puzzled, he answered his own question. “Of course, you will open the door, and with a great smile, you will welcome the customer into the store!” And, in the same vein, he asked “And we close at 7pm, right?” I nodded. “What will you do if you see a customer pull up at 7:05pm?” I was thinking to myself, I would probably have already closed out and balanced my cash register, and I was probably very weary…but I responded, not very enthusiastically, “I will unlock the door, and with a great smile, I will welcome the customer into the store.” He smiled broadly and said, “and that’s how we have become the largest and most successful laundry and cleaning establishment in Southern California! Our customers know how much we appreciate them and their business.”

Over the years, I have never forgotten these lessons. Simple, right? Of course! Hard to achieve? Nope! Why is it, then, that so many businesses, large and small, seem to overlook the obvious and wonder why they aren’t more successful? Here are a few tips to keep in mind when you are looking for ways to improve your business.

1. Get to know your customers. If possible, learn and remember their names.

2. Train your personnel about the vital role of your customers.

3. Always greet your customers with a smile and show them how much you value their patronage.

4. Send a thank-you note to every client past and present, simply thanking them for the business.

Today’s tight competitive market creates a dire need for customer service. Most likely, your business is not the “only show in town.” With so many options from which to choose, most customers will do business where they feel known and appreciated.