For me customer service is really important. Often I’m criticised for having too high expectations of people. I don’t think I do. I just think most people have very low expectations because they are so used to getting crap service.
“The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.” Michelangelo
Last week my brilliant friend Sue booked a meal for four of us through Groupon (and you know how I feel about Groupon) at a London restaurant called The English Pig. Great concept, unless you are a vegetarian as it only serves pork. Delicious pork.
We got off to a great start, the manager was brilliant, friendly, chatty, told us about how business was tough but the Groupon deal was really working. He recommended several top dishes and we were all suitably impressed.
He took our order, the food arrived, which I have to say was delicious, but sadly, after that the service nose-dived. We had to practically do a Mexican wave to get anyone’s attention to order more drinks, we quite fancied dessert but by the time anyone noticed our frantic waving the moment had passed. So we tried to get the bill, but ended up going to the bar to ask for it as all the staff had disappeared.
Now is it just me, or is this a common occurrence? You arrive at a restaurant and staff are falling over themselves to take your order, often more than one person is prowling round the table interrupting your conversation in their eagerness to serve. As the meal progresses the staff become sparser until you are left stranded, desperately vying for someone’s attention to process the bill.
So we know that the world is a tough place for any business right now. We also know that it’s way harder to and more expensive to get new customers than to keep and develop your old ones.
So why invest in a Groupon deal to get people through the door and then do such a rubbish job that they won’t come back? Or worse still they tell their friends/the whole world about their below par experience?
Now let me make an analogy to fundraising; Groupon is the equivalent of a mass participation event. It’s about getting lots of people through the door. If you do not have a strategy to get those people more engaged, to make them want to come back then you are not making the most of your investment.
So ask yourself; Are you really looking after your donors, or are they going thirsty? Does their experience with your mass participation event leave them full and satisfied, eager to return, or are some leaving feeling short-changed?
How can you use the restaurant analogy to think of ways to engage supporters?
A well used creative thinking technique is to view a challenge from a different perspective, so for example you could use the restaurant analogy in a fundraising context as an example of how not to treat donors, and then do the opposite. You may come up with a fresh perspective on how to engage supporters. Go on, have a go. I’ve given you some examples below to start you off.
- Prowl around at the start and lose interest towards the end could translate into – celebrate at the end, make the end of the event really special, make the process of giving money a pleasure
- Allow them to leave feeling uncared for, like you don’t value their custom could translate into – giving them a reason to come back; a post event party, an opportunity to volunteer/make more of a difference
- Don’t make any attempt to build a relationship apart from the initial greeting could translate into building great rapport; have dedicated volunteers whose role is just to build rapport with participants
What other ways of developing supporter relationships can you come up with using the restaurant analogy?