Tag Archives: customer service

I did something last week that a lot of people might think is a bit crazy. While bidding on a project, I also recommended a competitor.

The project in question is not the typical video we produce, as a matter of fact I wasn’t sure it was even something we wanted to do. After talking about it a bit, we decided it would be fun so we gave the client a quote.

She thanked us and basically told us she’s shopping around and would let us know. Once I found that out, I recommended she get in touch with a competitor I e-met through a business acquaintance.

The reason is simple. I want her to find the right person for the project. If that’s T60, great! If it’s someone else, that’s fine too. We just want to be a service.

The person we recommended specializes in the type of video the client would like to do. We might not get this particular job, but if we can still provide a service, i.e. a good recommendation, then I’m confident we’ll here from this client again.

Sometimes things that are bad for the bottom line in the short-term end up being a boom in the long run.

–Tony Gnau

IKEA held me hostage this weekend. I mean that literally. I entered the store at 9:30 a.m., and store personnel held me against my will until 9:55 a.m.

The store apparently doesn’t open until 10 a.m., but they start serving breakfast in the third floor cafeteria at 9:30 a.m. I had no idea. I simply saw the doors were open and people heading upstairs on the escalator, so I went in expecting to shop.

When I got up to the third floor, I figured it out. I was trying to pop in and out as quickly as possible, so when I realized the store was closed I looked for an exit.

The elevators… not running. The escalators… blocked. I asked an employee how I could get out and was informed I couldn’t… I’d have to wait until they open at 10 a.m.

It took me speaking with two different managers before someone got a clue and escorted me out. I seriously had to explain to them that they couldn’t hold me against my will in their store. It was ridiculous.

Here’s my point… what if this had been my first trip to an IKEA? What kind of impression would that have made on me as a customer? Luckily for them, I’ve had enough good experiences with IKEA that this won’t impact future purchases… although I refused to wait the additional five minutes to then make my purchase on this particular day. Principle.

Anyway, this is why your video content is so important. You only get one chance to make a first impression. Many of your prospects who seek you out will surf the web and watch whatever PR/marketing videos you’ve produced. A bad video makes a bad first impression.

In a way, you’re holding them hostage too… watching a bad video is a waist of their time.

A good video makes a solid first impression and creates a foundation for a happy client.

–Tony Gnau

We all know that social media is a great way for a company to engage customers, and when it’s done right it works. Seriously, it works.

My wife posted a note this week on simplehuman’s Facebook page about our squeaky trashcan lid. She got a personalized return message with how we can get a new one at no charge.

That’s the way social media is supposed to work. That’s why your PR/marketing videos need to be focused on the audience’s needs… not your company’s.

When you’re producing your social media videos, keep asking yourself the question… how does this serve my audience?

–Tony Gnau

Some props today for public relations expert and blogging maven Gini Dietrich. She wrote about how all businesses these days have become media companies… and she’s right.

Thanks to social media, from Facebook to YouTube, business leaders need to realize they’re now a part of the media industry so they need to start thinking that way.

The number one thing to consider… why is our content relevant? Why should someone watch our videos? If your answer is simply… because they should be interested in our product or service… you probably don’t have many people paying attention to you.

Start focusing your content on the audience. Make it relevant to them and they’ll start showing up in greater numbers.

–Tony Gnau

I’m not a big fan of “under-promise, over-deliver.” Obviously, I don’t advocate the opposite, but under-promising to me seems like you’re holding back something from your client from the get-go. It feels little dishonest.

If you know in advance you’re going to deliver something to a client, lay it all out on the line from the beginning. Then once you’ve started, if you come across ways to give them additional value-added service, go for it.

Over-deliver… just don’t under-promise.

–Tony Gnau

A client had a last-minute request yesterday for some DVDs and I was happy to be able to accommodate them. I also promised to deliver them myself. A promise made and a promise kept at about 8:20 a.m. this morning.

Pat on the back… nice job Tony… thank you T60. If you’re a hard worker and want satisfied customers, this is pretty standard stuff, nothing noteworthy. Believe it or not you deserve that pat on the back because that’s not always how it works.

I got a reminder on the way home while waiting at the Clark & State “L” stop. Looking for my train I spotted at flat screen monitor operated by the Chicago Transit Authority. Various ads were running, the time, weather, and then something that caught my attention… a graphic that said, “CTA Train Tracker.”

Standing there in the cold I anxiously awaited to see how long it would be until my train arrived, only the information never followed. The CTA announced they have a train tracker, but that’s it. Frustrating.

About 10-minutes later my train showed up and I was on my way, but it really made me appreciate people who deliver on promises. If that’s you, this is your pat on the back.

–Tony Gnau

There’s an old adage in video and film production. When you think you’ve shot enough, shoot a little more. That’s because you never know what might come in handy in the edit room. Better to have too much raw material than not enough.

It’s actually a concept that translates well to just about any field. Don’t do just enough work to get the job done, go beyond that so you have plenty to do a great job.

Usually doing just enough work will get you paid, it just won’t get clients to return.

–Tony Gnau

Figuring out what a customer needs, expects, and then surpassing it. Tough to do in some cases, easy in others, but you should always give it a try.

It doesn’t have to be a big gesture. For us, it often involves including a little piece of video our client isn’t anticipating. I got to do that last week and it always makes me smile. I can’t wait to hear back from the client about the little surprise we slipped into their video.

Little things go a long way to satisfying a client.

–Tony Gnau