Posted by Christopher Stevenson
As I've written my last few posts, I've realized something. In today's tough economy, I'm not inclined to buy anything, but if I end up buying something, I'd much rather spend my money at a business that puts some effort into the relationship. Two recent experiences reinforced this for me.
The first was at a restaurant in Japan where we ate with my wife's family. As a large party, we were sitting in a private room. Shortly after the meal began, the owner of the restaurant entered the room and greeted us warmly. She asked how we were enjoying the meal, but then asked questions about the nature of our celebration. She showed genuine interest in our group, which invited dialog. Conversation was natural, like the owner actually cared about her customers. It was more than the typical drive-by "How is everything?" visit by the chef or restaurant manager. And since we were actually having a conversation, we felt comfortable asking questions about the food and the history of her business. (She and her husband built a successful chain of butcher shops. After her husband's death, their son, a chef, encouraged her to expand the brand to include a restaurant specializing in high-quality beef.) I learned about the the business, the things she was most proud of, and the quality of their product. In a five-minute conversation, I learned enough to know that I will return to the restaurant the next time I go to Japan.
The second experience wasn't nearly as personal as the first. I bought a TV this last weekend after going without since August. I figured with the after-Thanksgiving sales, this was the best time to buy. We shopped around looking for the best price on our chosen TV and found it at Costco (15 percent cheaper than Wal-Mart). However, it wasn't the price at Costco that caught my attention; it was an envelope labeled "Return and Technical Information" that was taped to the top flap of the box. Inside that envelope was a small stack of business cards with phone numbers for technical support and a single page that explained Costco's return policy in plain language.
Going to a big-box store, I never expected to get face-to-face service. I didn't think there would be a knowledgeable staff person to answer my questions or the equivalent of a Geek Squad to help me with installation. They are not characteristics of Costco and I knew that going in. But Costco figured out a work-around that fits with their business model. They provided a way to assuage consumer concerns about making an expensive purchase from a store that is just this side of self-service. I didn't have to call technical support because my TV set-up is pretty plain-Jane; all I had to do was plug in the TV, attached the rabbit ears (yup, I still have rabbit ears), and turn it on. Nevertheless, having the technical support cards in front of me gave me peace of mind as I pulled my first flat-screen TV out of the box. Wal-Mart didn't have technical support; neither did Target. Would I go back to Costco to buy electronics? Yup. Why? Costco thought through the small stuff. They looked at their store from the consumer's perspective and tried to address potential concerns. I like that.
Credit unions have long paid attention to the small stuff. I was just talking with Ken Schmidt, former director of communications for Harley Davidson and closing speaker for this year's Directors Conference, and he was explaining why he has financed all 20 of his motorcycles through Landmark Credit Union. He said that when he's been waiting in line at a bank, he's never been called anything except "Next!" At Landmark, they call him by name and take an interest in him.
I'm telling you, folks, the small stuff makes a difference.
