November 2002 Track Selling Times Integrity Pays
Integrity Pays:
"Courteous and knowledgeable support staff are becoming rare"
by Liz James
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(From June 2001 Track Selling Times)
Liz James operates Liz James Management, a public relations and business consulting firm based in Victoria, B.C. She has more than ten years of experience in public relations and is a consultant with Max Sacks International.
In my business, I spend 85-90 percent of my time on the telephone. My daily interactions range from CEO's and publishers at major publications, to editorial and administrative assistants just getting their start. Without question, the biggest frustration I experience, and the most glaring deficiency I see in the support staff of many businesses, is a lack of basic courtesy and business etiquette coupled with a solid understanding of the business (the product or service, operating procedures of various departments, responsibilities of specific senior staff, etc.).
I'm continually amazed that I talk to companies everyday and their front line people - who should be promoting the quality of their company's product in every way - rarely pick up the phone and ask, "How are you today?" "How can I help you today?" It's funny that a fast-food restaurant, like McDonald's, will ask a nine year old who's pulling pennies out her pocket to buy an ice cream cone, this basic question without fail, yet most companies - whose customers spend exponentially more than the 89 cents - don't ask the same.
Obviously, the senior staff isn't knowingly promoting ignorance or disregard to their front line people. So, I'm beginning to think that the top-level doesn't know what their front line people are doing. For example, last week I called a business publication and asked the receptionist if I could speak with the publisher. He wasn't available so then I asked for information regarding several other contacts. I provided their names and titles and asked what their responsibilities were. The woman became unglued and was obviously frustrated at my asking these questions, as well as, her lack of information. She finally said, "I don't know. They're in another department."
On another occasion, I called a New York radio station and asked the receptionist if the host of the radio program was conducting any on air interviews because I was working with a prominent executive who had received significant media coverage in the past and would be in town. I was curtly told, "We're not hiring," to be followed by a dial tone.
The economic boom of the past several years is over. Hence Darwinism in business is becoming prominent - it's now truly survival of the fittest. With shrinking profit margins and this dog-eat-dog climate, it's imperative that companies protect every external contact like gold. And I believe a few of the weapons they can use are a return to the basics of excellent customer service, business etiquette and a sound knowledge of the business.
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