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I don't want to rub this chilly March weather in too much but I've just returned from a relaxing week under the warm caress of the Canarian sun although it wasn't all just lying prostrate by the pool. A day delayed in the shopping mall environment of the airport gave me a stark lesson in customer service which I thought might kick off my new blog nicely.
I'm always astounded whenever I see the big guns doing service badly what with all their resources and manpower. From the moment we walked into the airport I couldn't stop myself comparing what we do, to what they do, and it didn't take long to come up with the startling and heartening conclusion that in general our little production company does service so much better and more consistently.
Oh for sure I'm not perfect 100% of the time and occasionally I get out of bed like Albert Steptoe just like the next guy, but most of us still somehow manage to smile when facing a client right? It's ingrained not only in me but in the creative people I work with. In the world of small business and freelancing service means satisfaction means more work - but also we just know how good it feels to make a client smile.
I've always had it drummed in to at least aim for perfection when it comes to dealing with customers, which means that if Veejo ever does fall short we're at least erring on the side of pretty damn good, and the worst you'll get is a dodgy brew. The thing is, this service malarkey, its actually not that hard and is definitely one of the most enjoyable parts of running a business.
Corporate video making can be an opaque and scary process. It's certainly daunting to those who haven't been through it before and in my experience even seasoned marketing people can get the willies with film. It's an industry that can be full of confusing techno-speak from directors, camera-operators and editors alike, of esoteric processes linked to big budget creative feature film production (most good creatives hop between features, corporate promos and and commercials) and worst of all, of still too many rubbish corporate films being knocked out on the cheap. (But I'll save this for another post.)
But great service should dispel all of those obscurities, it should shine a bright light on the process and even when things occasionally don't go to plan, it should give the customer a sense of security and that they're an audible voice in the room. The result - a candid and ideally long term relationship, mutual understanding and hopefully smiles as bright as the sun that baked my nose last week. Good service has undoubtedly given me the edge over many of my bigger competitors and allowed Veejo to punch well above its weight for the past 4 years.
My tuppenceworth - there are no tricks, no 'top-ten-things-to-do-to-get-it-right', just one simple mantra. Ready for my glittering pearl of insight?
Smile, be prepared hold your client's hand when they need you, and remember that you're dealing with a person who expects to be treated in the same way as you. From there, all else follows. It doesn't take gloss, or money, just a human touch.
If the frightfully aloof airline rep had only told us at 7am that they were driving a thingumyjig up from Manchester (as we found out later they knew) then we could have planned and adjusted. Instead we sat for 9 hours and stewed. Never again.
You could be selling ever lasting gob-stoppers or self ironing shirts but without good service you're on a hiding to failure, a long (or more probably short) slide downwards. Manufacturing, service, finance, whatever it is that you're offering, the manner in which you approach your clients defines your business and tells your customer very clearly what you really think of them. I hope Veejo is always a guiding light to our customers, it makes working with them all the more worthwhile.
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