A couple of years ago I made my annual trek to the NAB show in Las Vegas. I usually stay at the Westgate for its proximity to the convention center and for its price point. Yes, my years of holding expenses on my P&L as a general manager of stations are still with me. There is a restaurant in the Westgate, Sid's, where I eat breakfast.
I first met Singing Paul at Sid's during that previous visit. His outstanding service made my newsletter. In addition to giving good service, he provided an element of fun by singing to me. As I remember he sang part of the menu. Or maybe it was the specials of the day, but either way it was FUN! And unexpected. Most waiters or waitresses open a dialogue with "What can I getcha?"
Well, Paul strikes again. This time I was catching a plane to come home. I had just enough time to consume a quick breakfast before meeting my Uber. I mentioned to the hostess that I was in a bit of a hurry. Paul was lurking nearby, heard the exchange and said, "Put her in my station."
I must admit, I didn't recognize Paul at first. He promptly took my order, filled my tea glass (a necessity if I'm to remain in a vertical position this early in the morning). In mere minutes my breakfast arrived. He offered to leave my check so as to not delay me. As I opened the check folder, there was his card. It said, "Singing Paul."
He's still there! I called him over, mentioned that he had been featured in an earlier newsletter and asked if I could take his picture. He sang, "Yes....certainly"
(use your imagination to hear his booming voice). If you haven't guessed, he's the one in the upper right hand corner.
Why is he in my newsletter again? It's all about service. In my first encounter, I had time to enjoy my lunch, to applaud his singing as the novel approach it was. He fulfilled my needs.
This time my needs were different. I needed to eat and run. He understood and fulfilled my needs again.
Needs change. Had Paul responded to me as a customer the same way he did the first time, I would have been frustrated and late. Had he rushed me the first time I would have felt unappreciated as a customer. It's all about understanding what our customers need and want. Today.
Which brings me to the point of this article. Do we recognize and respond to the changing needs of our customers? Or do we assume that what fulfilled their needs last year, last month is the same today? Every interaction with our clients should provide an opportunity to ask questions, to uncover changing needs and goals. Then we should make sure we alter our behavior, our campaigns, our messages to meet those needs.
The definition of "excellent service" is not static. It is not "one size fits all". And the size can change over time.
Know your client: keep your client! Questions are the answer.
Happy selling!
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