On Tuesday (February 20), I did a post on fixing customer problems – and doing it quickly. I discussed Andy Sernovitz’ ideas. If you didn’t read the post, Andy is the CEO of the Word of Mouth Marketing Association. Andy understands both the upside – and downside -- potential of word of mouth.
I came across a real life story from one of my favorite companies here in Denver that enhances Andy’s point and the point I was making in my post on Tuesday.
La Petit Gourmet Catering was my favorite caterer in Denver. I was always happy when I arrived at a party and saw their vans in front. I knew I was in for a treat. Jim O’Connor the owner, decided to close La Petit last week. Not because of lack of sales, they did over $2 million last year; but because he was tired. His family had been running the business since 1960. Mr. O’Connor said he decided to close the business, rather than sell it, because he “wouldn’t want someone else making calls to his longtime clients”.
However, I want to go back to 1992. That year, several of La Petit Gourmet’s employees contracted hepatitis. Over 5,600 guests at parties La Petit catered were potentially exposed to the disease. He had to call all of the hosts and tell them that their guests should get gamma globulin shots.
Mr. O’Connor dealt with this problem in a straightforward manner. According to Al Lewis, business columnist for the Denver Post, he was more upfront about the potential problem than his lawyers advised. He called a press conference for his office. “I had coffee and rolls for them,” he said “not from our place, because they wouldn’t have eaten that. I went through $3.5 million in insurance money and another half million in personal cash, but we kept the business open.”
Mr. Lewis says “O’Connor became a model for crisis communications, speaking to groups across the country.” Mr. O’Connor understood the idea of word of mouth. He used it to turn a potentially devastating situation into a positive one. I’m sure Andy Sernovitz would agree.
One last thing about the power of word of mouth...
Joseph Nacchio is the former CEO of Qwest. Currently, he is preparing to face trial on insider trading charges. La Petit catered an event for him once. Mr. O’Connor, who had only good things to say about almost all of his clients, says this about Mr. Nacchio.
- “None of our staff liked him. He was a rude man…Few chairman show such behavior. Even fewer wealthy people act that way. Most people know how to treat service people”.
Not exactly the type of thing one who is preparing to face criminal charges wants to read about himself in the paper.
The common sense point here is simple. Deal with problems in a straightforward manner. You might take your lumps in the short term, but you’ll prosper in the long run. And secondly, be nice.
That’s it for today. Thanks for reading. Log on to my website www.BudBilanich.com for more common sense. Check out my other blog: www.CareerSuperStar.com for common sense advice on becoming a success in your life and career.
I’ll see you around the web, and at Alex’s Lemonade Stand.
Bud
PS: Speaking of Alex’s Lemonade Stand – my fundraising page is still open. Please go to www.FirstGiving.com/TheCommonSenseGuy to read Alex’s inspiring story and to donate if you can.
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