Sometime it is easier to see your performance by looking at another industry.
"I'm looking for a smooth ride," I told the tire salesman.
"Well that is exactly what you will have, these new XXX tires are best. I'll have them install in one hour. You can wait in our coffee lounge if you like? We also have someone there to do your nails.
"Great" I exclaimed. I've wanted my nails done while waiting in the air condition. It is not really hot outside these days."
Off the tire salesman went to place my order to his mechanics. Having an ice coffee while the young lady rubbed my hands and fingers really made an impression on me. "This place is great." I exclaimed. "I'm going to tell all of my friends to come here to have their car repaired. This is just the best service I have ever had in my life."
Not one hour but 45 minutes later, the salesman (originator) returned to let me know that the car was ready and ahead of schedule. They had even washed the car for me as a courteous.
I could not believe it. The car was ready early, they had washed it, and while I waited, I was served a caramel latte' extra strong with soymilk and well I can't remember the rest of it and they provided a manicure for free. How much better can it be? I must tell everyone I know about this fantastic business.
As I drove off in my car, I noticed a shimmy. Well that's I call it. The car just wasn't riding correctly. At this point, since I was in a really big hurry, even with the 15 minutes that I had been saved back at the tire store, I was perturbed.
As I returned to the store, the tire salesman was on the phone. After about 10 minutes of waiting he asked if he could help. "Yes" I exclaimed. "I hope so. My car is not riding correct. Something is wrong."
During the test drive, the tire salesmen agreed that there was a problem and that he would immediately work to correct the problem. I was grateful for that but becoming concerned that the company had placed me in danger by not completing the job correctly the first time and now I was late, and now I was less willing to refer the tire store. And, well I hope they get it right this time. I'm concerned.
So the lesson from the story above is: How do your customers see you?
Joel Pate is an entrepreneur and founder of multiple successful companies in the mortgage, real estate, and marketing space.
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