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staffers in on the creative meeting that develops your marketing plans. Not only will they buy into execution better if they feel they have a hand in the planning, but many times their experiences allow them to contribute ideas that make the plan better.

Creative meetings with staffers should also be followed up with short shift meetings just prior to the actual rollout of the execution to customers. Making sure everyone is up to date and on the same page will do wonders for your team’s attitude and can result in a team approach to delivering a happy, memorable experience.

There are at least six major things that customers don’t forget about after they have given you some of their time and money in trade for an experience.

1. The staff members’ attitudes they encounter… the good, the bad, the ugly!

2. The delivery on your marketing promises… does your staff know all the promises?

3. The extras you provide… toss-ins, things beyond your promises!

4. The condition of your center… doing an inspection is key!

5. How your staff handles complaints… empower and train staff to solve problems fast!

6. The consistency of the experience… reliably great service every visit!

Employees may not become exact clones of you, but they will surely execute better if they are made to feel important. Great marketing leaders gain solid payoffs from delivering little acts of kindness and by making sure those on the front line are consulted to some degree about marketing efforts when they are in the planning stages.

“Cool The Complaint” is a method that I like to suggest. In most cases, an employee who is empowered to save a customer on the spot will cost your business less than you might end up spending if the customer has to wait to hear from you.

1. Acknowledge the person is upset

SHOW EMPATHY

“I understand you’re upset, I would be, too.”

2. Make a sad, glad statement

DO NOT MAKE EXCUSES

“I’m sorry you had this problem, I’m glad you called it to our attention.”

3. Make a positive statement

USE AN UPBEAT TONE

“I will take action to make you happy.”

5. Ask them this question

MAKE SURE YOU LISTEN TO THEIR ANSWER

“What can we do to make you happy?”

6. Make the settlement

BASED ON WHAT THEY WANT, DO IT OR SEE THAT IT GETS DONE Tossing something a little bit extra will sweeten the deal, and be sure to follow up to make sure all is well.

A good management procedure might be to set a goal that you make at least one employee (or more) feel important every day by thanking them for positive actions and asking for their input.

Not all executions go perfectly and not all customers expect perfection, but sometimes things go bad and customer retention is in the balance. Employees should be armed with information on how best to cool complaints and save customers.

Until you can put a formal coaching and training program in place, I strongly encourage you to involve your staff in your marketing plans, train them on what you want them to do specifically, and recognize good performances for jobs well done. Marketing isn’t cheap, so don’t let a rogue employee, or an uninformed, untrained one derail your marketing investment. To maximize your marketing dollars and energy make the most of your frontline key assets.•