Articles

Customer Conversations

Jana M. Kemp

Have you ever seen yourself in your car – in a mirror? Here’s what I mean: the other day as I drove out of a car-wash, I saw myself sitting in my car in a mirror just outside the car-wash exit. It made me smile to see myself sitting in a sparkling vehicle. Then I thought “how brilliant, show your customers what you’ve just done for them so they leave your business happy.”

This mirror-communication demonstrates a form of customer conversation. All of our businesses can improve customer conversations by adding non-verbal communications like the car-mirror, improving signage, increasing visibility, sending out newsletters and communications, and by actually talking to customers in person and on the telephone. Which of the following is your business doing well? Where can you improve?

Newsletters and communications. Emailed or hardcopy-mailed newsletters are a form of keeping customers in-the-know about who you are and what you do. Coupons, advertisements, and letters are also customer communications and therefore conversation starters. The menu in your restaurant is a communication tool that starts a conversation about food, beverage, combinations or substitutions, side-order choices, portions, food preparation techniques, and finally about ordering. Reader-boards inside or outside of your business are conversation starters about a new offering, a sale, or special promotion.

Signage and billboards. Is it readable from the vantage-point of the customer? Nothing can be read or acted upon when signs and billboards are too complex, the print is too small to be readable, or the images are too cluttered. Clean up signs. Choose sizes, colors, and fonts that can be read by your existing and potential customers. And make sure that your message, name, and illustrations are descriptive of what you do. Remember, you want people to both recognize and remember you so they can do business with you when they are ready.

Talking to customers. While driving parts of the Lewis and Clark trail recently in Idaho, I stopped in Salmon for dinner at the House of BBQ. Dinner was delicious and the owner of the restaurant opened up after a few questions about how many meats and how much meat is barbequed on-site. As a customer, I found this interesting and found it fascinating to learn that there are big-time prize-awarding national BBQ competitions in which the owner participates. My good-food, friendly conversation experience makes me want to head back for another meal. What conversations are you having and encouraging with your customers?

Action Item: Talk to your customers. Walk around your business and assess how well your signs, floors, carpets, walls, and office-spaces communicate what is important to your company. And, keep talking to your customers in ways that demonstrate how important they are to you. (Brag-time: write jana@janakemp.com to tell us about your great customer conversations.)
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Reprint Permission: The author is willing to grant reprint permissions. Please contact Jana Kemp: jana@janakemp.com or call 208-367-1701.