I read an article recently focusing on marketing in our industry.  It mentioned that, as a service industry, “we get paid to execute activities and success is measured by an ability to execute these activities in a manner which meets the client’s expectation.

Our industry has defined expectations as on time, within budget, and a certain level of quality.  However, the article pointed out that there is a fourth category of expectations and that is the quality of the experience the client has with our firm.  A client will ultimately judge the success of the project by that fourth category.  When surveyed, owners spend most of the time describing how they were made to feel by the people who oversee the project: their behaviors, attitudes, quality of communication, expertise, etc.

Budget, schedule, quality are of course important, but meeting those basic expectations doesn’t set you apart from the competition.  It’s the quality of the experience the client has with the firm which sets us apart.  And every one of us, in every department, has a positive influence on that by always putting the client first and always projecting a “can do” attitude.

I ran into Doug McCall at the MSBO, (Michigan School Business Officials) conference a few weeks ago. I first met Doug when he was Superintendent of Allegan Public Schools in the late eighties through late nineties. We worked with Allegan through an extensive bond issue in the nineties.

I had not seen Doug for close to ten years and it was fun to catch up. At one point during the conversation he said:

“When I look back through my years of work experience, I can honestly say that Owen-Ames-Kimball Co. has been the best company I ever worked with. And I don’t mean just construction companies, I mean every company I have worked with. All of the people I have dealt with from O-A-K have been helpful, trustworthy, congenial and have always been fantastic to work with.”

Now you know why I chose the title of this memo.

Server Extraordinaire

 Hi, I’m Mary and I’ll be your server today.

That’s a common greeting we hear in restaurants.  We mainly go to restaurants to be served, served food that is.  I hold that we mainly go to restaurants to be served, period. We go to restaurants because we like the experience, we like friendly, attentive staff, being asked what we want and how we want it and then being served in an efficient, friendly manner.  Of course we have expectations of good food, but in most cases, great service will trump the food.  Great food alone doesn’t do it, the food doesn’t even seem great when provided with mediocre service. 

On the other hand, mediocre food provided by great service will leave you with a pleasant experience.  Which is the reason we go to one restaurant over another, a pleasant experience.  And, when we have  pleasant experiences, we tell others.  Usually by saying how great the food was, but we really mean the experience. 

I find it interesting to observe the differences between a good restaurant and a great restaurant.  Mostly it’s in service, and mostly it doesn’t cost the restaurant any more money to provide excellent instead of good service. 

It’s the “you’re welcome” instead of “yup” in response to a thank you; it’s the smile versus the sour look, the happy you’re here versus you’re bothering me.  It’s the appreciation shown you came there, even though you have many choices.  Some restaurants get that, others do not.  Those who do not, think that you come there just to eat.  They’re wrong. You can eat anywhere.

It’s like our business; many companies can build buildings, but those who understand that the client wants a pleasant experience will be successful.  We must give them that pleasant experience, from the first contact with us through the warranty period and beyond.  A pleasant experience with any one of us, any time, anywhere.