I want to address the issue of the damage we can do to our business unless we diligently follow ethical practices and treat our customers as our first priority.
I have noticed that customers seem to have been relegated to the status of “annoyances” in some companies, people who should be ignored or put on hold until a more convenient time. I am not talking about the many businesses that are started with the sole objective of generating profits, without caring about people or the planet. These companies were never ethical in the first place and, by virtue of their harmful products and / or services, they probably never will be. I mean businesses that started out of passion, that wanted to make a difference, but due to lack of thought or mismanagement, they have stepped off the ethical ladder and are now a source of frustration and disappointment for those who deal with them. .
It makes me wonder what went wrong within these companies, why they dropped the ball. There is no point in mistreating or undervaluing customers; after all, they are the source of income. No customers, no money, no business!
My experience in dealing with companies of this type has really enlightened me what not to do in my own business. This is what I have learned about running an ethical business.
Remember that you are just a link in the chain
Business deals are rarely limited to just you and your customer. If you supply products, you have suppliers, and your customer will also have other companies and people linked to them. When you disappoint a customer, you are often disappointing a number of people you are not aware of. You could also be liable for your client to be perceived as unprofessional, as they failed to deliver on their promise because you failed to deliver on yours.
For example, I recently purchased an item online. The order was processed, the payment was taken but nothing was delivered. No one contacted me and I finally ended up calling them. They did not know that my package had not been delivered. The company they had hired to deliver it had apparently tried twice: they didn’t leave a card at any time, and I was home at the registered times. As a result I ended up canceling the order. It would have turned out very differently if:
- The seller tracked all of their orders and confirmed the delivery.
- The courier company had tried harder to deliver the package or had left a “You weren’t home” card.
- The courier company had notified the seller so that they could contact me themselves.
As delivery was not considered a priority by either company, it did not happen. Each acted as selfless individuals, rather than as a team with a common goal.
Communicate
Communication is so important. Answer Phone Calls, Emails, and Questions – Don’t leave your customers wondering what’s going on and potentially causing them stress and worry. Some questions may seem trivial to you, but they are obviously not trivial to your client or they would not have asked them.
If your business receives the same standard questions over and over again, make sure you have a list of answers ready.
The problem with miscommunication is that trust erodes and you could end up dealing with some very angry and frustrated customers. Trust me, that will take a lot longer than if you had stayed in touch in the first place.
You’re running a business, not the Secret Service, and your clients need to know!
Tell the truth
Always tell your customers the truth, don’t mislead them. If you don’t have the product they want in stock or can’t provide the service they need right now, let them know. Yes, you may lose your business in this case or they may be willing to wait, but you leave the decision to them and that is where it belongs. The important thing is that they will remember your honesty and might send you other business. If you tell them lies to keep your business, that might be the only business you’ll get from them, and if you’re really unlucky, your shortcomings could end up circulating on social media.
Don’t forget that your customers have lives too
This is particularly important to remember if you have a business that greatly impacts other people’s businesses. That without your product or service the business cannot function. It’s a good idea to think about the effect your actions are having from time to time: are you elevating your clients for the better by their association with you, or are you pushing them into bankruptcy?
Have a backup plan
Life is uncertain and full of surprises, so protect your client’s interests by giving them an alternate contact in case you are unavailable.
If someone has paid you for a service, then it is polite to let you know when you plan to be out of the office, if it is likely to affect you in any way. An email after the event, apologizing for not being in touch because you haven’t been skiing, is probably not going to be well received.
Meet deadlines
Don’t just take deadlines out of nowhere because that’s what you think your customer wants to hear. If you can’t finish the job by Friday, don’t tell them you can. Look at the facts and figures, understand what’s possible, and if you can, add a day or so in case of hiccups. Then you will get brownie points for staying ahead of schedule.
Let them know if something comes up that causes delays. Don’t say it doesn’t matter. You don’t know what impact the delay will have on your customer. If they are aware of it, they can address it in a timely manner in the end.
Good intentions are not enough
You may be the kindest person in the world, but your charms will fall on rocky ground if people know that you cannot be trusted and that your word means nothing. Don’t forget the saying “The road to hell is paved with good intentions.” The only way to run an ethical business is to back up your words with positive and timely actions.
In conclusion
I think it’s crucial not to underestimate its importance and impact on other people’s lives. If you focus on the needs of your customers, rather than just looking at them from a monetary angle, I truly believe that your business will flourish and become enjoyable.
I recently saw an episode of ‘Undercover Boss’ on YouTube. It was a chain of convenience stores that also sold hot food and drinks. ‘The Boss’ visited the store that outperformed all others in coffee sales, to see what it had that the other stores did not have. What the store had was this amazing lady who knew her customers by name, was genuinely interested in them, and always had time to laugh and joke around. People visited the store because that lady made their day: they could have bought coffee anywhere. I think that says it all.
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