Customers are a Nuisance

There are some heights in Wessex,

shaped as if by a kindly hand

For thinking, dreaming, dying on, 

and at crises when I stand.

This is the first stanza of Thomas Hardy's poem, "Wessex Heights." The poem explores emotionally challenging times for Hardy, but the high point of the poem is the liberty he feels when alone on the high points of the Wessex hills.

The 22nd of June was an emotional day for us too. Outside, the weather was glorious (the header image being captured that day at Fontmell Down en route to Shaftesbury.) Personally, inside myself, I was under the weather! My body was fighting infection gifted from a client, and I needed fresh air, exercise, and an uplift of spirit to help me win the battle.

Our purpose was clear, to visit the Shaftesbury Abbey ruins and gardens - an attraction that had been always closed when we'd visited in other seasons. The day started well, in spite of my health - Fontmell Down being breath-taking and invigorating. To add to this, we found some sensible parking and began to trek into town in quite a perky state.

I was immediately struck by the 'To Let' sign on a business that previously had looked like it was thriving. This was to be the first of many vacant commercial premises we saw that day. Shaftesbury clearly needs some love and support for the local businesses and attractions.

Then I began to see why Shaftesbury is in trouble...

Whilst we can state many reasons for what follows, I'd have to conclude that for three businesses at least that we interacted with, customers are a nuisance.

If, for you, customers are a nuisance, you cannot prosper

Heads up before I proceed with my story. Each of these retail setbacks are fully understandable from the vendor's perspective! My conclusion will be this:

Only true 'Customer Obsession' can set you over, above, and beyond the competition in a crowded, noisey, market

1) Curry at Chutneys

When I'm feeling poorly, I love a good 'therapeutic curry'! As far as I am concerned, "Let the germs burn in hell under the onslaught of some healing spices! The Spice must flow!"

It was with delight, then, that our path took us past the open restaurant, "Chutneys," with diners visibly seated at a table enjoying good contemporary Indian cuisine. Bold marketing messages were outside: "contemporary indian cuisine," and, "eat relax enjoy," etched into the window. This looked promising. My spirit began to rise even further.

But...

Reluctance was clear on the face of the staff member (this time, I use 'staff member' deliberately rather than my preferred choice of 'team member') who 'greeted' us with what I will describe as 'reluctant surprise'. I asked if they were still open. Without hesitation, the answer was, "We close in 20 minutes."

His positive alternative was to offer us a take-away. Yeah, right.

Let's be realistic. It was Saturday. He was probably going to have to do the evening shift. He may have wanted a few hours off to see his family or watch a game or get some chores done. What were two customers compared with the liberty that was only 20 minutes away?

I get that.

However, Darwin was famous for realising what amazing progress could be made in 15 minutes compared with a mere 10 minutes. This guy had 20 minutes!

Let's also be realistic. Am I going to go back there? No. Am I going to speak well of the restaurant? No. When I pass the restaurant next time, is my association going to be positive or negative? Negative. All these are 'truths' even though I can put myself in his shoes.

At the vital moment of truth, Chutneys gets nul points

This highlights the difference between 'doing a job' and 'having a vocation'. Our chappy from Chutneys was just doing his job (except he did have another 20 minutes on the clock.)

You're better off in Angola

Contrast this with Angola '76 (Mustons Lane, Shaftesbury, SP7 8AD). The one member of staff who was on a lunchtime was not only engaging and welcoming, he was also supported by one of the regular customers who got behind the bar when demand got too high! There was a positive 'can-do' vibe here in this cool and funky venue. Clearly, a passion for what Angola '76 stands for was present and ready to connect with their customers... and that passion was contagious - infecting customers too. I spy a tribe!

Will we go again? You bet! And what's more, I'm hoping to take my friend Mark Cooper with me - who worked in the other Angola! I'm more than happy to be a brand ambassador.

2) The Butchers

We are passionate about supporting local businesses and local producers. Down from Chutneys is a local butcher that sells interesting cheeses and fresh farm eggs - plenty for vegetarians to enjoy as well those who have more omnivorous tastes. It really was the most glorious day of the year so far, and not a day for carrying round produce in bags. We popped our head round the door and asked the lady what time they were open until. 4.30 pm was her friendly reply. We said we'd be back!

When we went back on our way back to the car, there were customers in there and two members of staff who had obviously completed the clearing up and were now having a good chat. We popped in, but not a word of welcome was said... We left.

You can guess the rest by now. Do I get it? Yes. It was near closing time. They'd done all the clearing up bar the stuff we were looking at in the cheese fridges. Taking our money would have been an inconvenience. However, there were customers in the shop and the door was open. Will we go back? Might do... but our strongest memory will be our last experience.

At the vital moment of truth, the butchers gets nul points

3) Shaftesbury Abbey Museum and Garden

Our main purpose for trekking to Shaftesbury was to catch the Abbey Museum and Garden when it was open. I was laden with photographic equipment (hey, Shaftesbury is home to the famous Gold Hill - below... I have to take a picture everytime we go there.)

"Ah, Hovis..."

The charming lady in the museum shop - at the point of entry - began quizzing me on what I would be using the photographs for since I was clearly a photographer. As you can well imagine, I wasn't in my most bouncy 'Lex' state. My vocation is to be a blessing, to share, to bring more light and less burden into people's lives. But sometimes, I need a bit of tlc!

I hope I wasn't rude but I knew I wasn't in the right place to enjoy the garden (my chief reason for visiting - they have an extensive collection of herbs and I'm really interested in the monastic concept of a 'Physic Garden'.) We left.

Will I go back there again? Yes - but not because of the customer experience. What will my dominant association be when I go through the doors? It will be the most recent memory - and that was a poor one. Disappointment will be the flavour of the memory.

At the vital moment of truth, Shaftesbury Abbey gets nul points

[And if I may make an observation here as a professional photographer who is very active and extremely vocal on Social Media... If I photograph your venue, garden, or event, that is a gift of my service, my writing, and my editing time to promote you for free. Being free to you does not mean that it does not have value or cost. My work is good and improving, my audience large and growing, and my generosity is one of my most important values. My belief is that you ought to pay me for the attention I will bring to your visitor attraction or local business. I hope I am not the only one who is tired of 'staff only' signs, "Don't do this," and, "Definitely don't do that!" I respect privacy however all humans need to know that this earth is ours only as stewards, not owners. Most property and land in Europe was taken by theft or conquest at some time in its past - a history now conveniently forgotten. Be humble, people - and let's be better stewards - you wait until you see the concluding image!!!]

Conclusion: Customer Obsession is Essential

"Customer Obsession," is the language used by the Lexisclick Growth Consultancy. Whilst my opinions are my own, the language is theirs. I recommend you check out their offerings and resources - it might just save your business.

Chutneys and Shaftesbury Abbey have clearly invested in marketing collateral to attract custom. That money would be better invested in training first-point-of-contact staff to be customer obsessed. Moments of truth are just that: momentary and full of the truth - as the customer sees it!

Let the truth you tell be attractive to the custom you want.

How lovely it would be to see signs such as, "Photographers Welcome." I've mentioned The National Trust before because they are such a powerful example of the best and worst practices in terms of customer engagement. If you visit the excellent Max Gate - home of Thomas Hardy - you are encouraged to sit in a chair by Hardy's fireplace. You can write in his study in a desk like his, looking out of the window he looked out of when composing some of his works. In contrast, many other properties (for very valid reasons) have commands such as, "Don't touch!" and "Don't sit!" Sensory deprivation hardly adds to the customer experience, does it?

I am certain that there is a happy middle position. Enough seating can be added so that visitors can sit and drink in the atmosphere of each one of the Trust's properties. A reframe could encourage the Trust (look at the very word: Trust) to increase the number of permissive sensory engagement activities available to all ages. If this sounds like sour grapes with the National Trust, it isn't. I think The National Trust gets better and better. My point is about Customer Obsession and making the customer experience the prime focus of your business. (And, no, I'm not perfect - far from it. This article is about recognising the need and then committing to taking action afresh! There's hope for me!)

There will be no National Trust without the support of those it serves. There will be no Chutneys, or butcher shop, or Shaftesbury Abbey experience without the support of the customers they serve.

Yes, Customers are a Nuisance - at certain moments - but each one of those moments are moments of truth, and the truth will be told.

The strongest memory is going to be of the last experience for most people - so your company is only as good as your customers' last experience of you. This means closing time is a great time to give a good experience!

Epilogue

I promised you a final image.

It may take you a while to realise what this is. This was our final experience of our day's journey. We pulled in on the way back to take a couple more pictures of the down next to Fontmell.

We couldn't believe what we saw hanging in the hedge. I think it's a dismembered chicken thrown high in the hedge. Even the flies were so shocked, they left it alone! Closer inspection showed tins of paint and other debris dumped behind the hedge - no mean feat.

What was in the hedge could so easily have been strewn across the road as, parked, we witnessed a lunatic who nearly caused what would have been a fatal collision for three vehicles. I will return to this point...

This dumping and dangerous driving is symptomatic of a huge issue facing our species. The bigger truth is that it is never somebody else's problem. If we cannot become better stewards of our heritage, our countryside, and, ultimately, of our planet, that stewardship must come to an end and the care of our future given to those who will be better stewards.

The freedom that so many of us enjoy around the planet is not a freedom to do what we will. It is the freedom to do what we should. If my freedom to drive the way I like puts other people at risk, I have abused that freedom. The way we drive our cars, where we choose to park (i.e. not in the disabled bay unless we are disabled), the way we take our litter home, the way we recycle, the way we choose to support local businesses, and the way we treat the customers of these businesses... all these little things count... and add up to a positive impact on our community, our planet, and our future.

Let us become and be customer obsessed, people obsessed, planet obsessed.