WAYMISH: Why are you making it so hard for me to give you my money? Review

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WAYMISH: Why are you making it so hard for me to give you my money ReviewWAYMISH: WHY ARE YOU MAKING IT SO HARD FOR ME TO GIVE YOU MY MONEY? by Ray Considine and Ted Cohen is a book that should be read by anybody who deals with customers.

It presents lessons that may seem obvious, but unfortunately, many businesses seem to forget the obvious. The result: Customers, facing difficulties, often go elsewhere.

What truly made WAYMISH outstanding was its use of examples, all taken from real companies on how things could and should be done . . . one of my favorites involved Murray Raphel, my marketing guru, during his clothing days:

* [He delivered] a looks-like-every-other London fog trench coat: but in his, your name appears in a HUGE monogram on the inside front flap. "So you can always find your coat on a rainy day in a restaurant cloakroom."

I'm still shaking my head over that one, as well as how other stores approach things:

* At Nordstrom the rule is, "Treat your customers as you would a friend." At Carl Sewell's car dealership the decision to charge for an extra service is, "Would you charge a friend for this?" In essence, it's common sense.

And then there was this approach to marketing research that could be used by any business--or any other organization for that matter:

* A managing partner of a CPA firm was thinking customer service. He called the 25 largest clients and asked for three minutes of the CEO's time to answer two questions:
The Survey:
What do you like about our firm's service?
What do you not like about our firm...or any other CPA
(Note: This is the best and simplest survey any business will ever need.)

Though the authors probably had customer service folks in mind when they wrote WAYMISH, it could and should be read by countless others who deal with the public on any sort of regular basis. Just imagine how much more pleasant life would be if everybody made each and every transaction a pleasant one.
WAYMISH: Why are you making it so hard for me to give you my money OverviewWAYMISH means Why Are You Making It So Hard...for me to give you my money?A "Waymish" is any dumb mistake made when dealing with a customer.It's the disastrous effect of one minute's lousy service which loses a customer ready and willing to spend money.One "Waymish."One customer lost.All future profits gone.The book's examples make excellent staff training material.

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