CIG: Denver Public Relations, training, graphic design, research and proposal writing

What’s in a Name?

About a year ago, my wife and I bought a nice home in the suburbs. It’s big enough for us to start a family, on a quiet street and close to her work.

Not long after we’d moved in, neighbors started stopping by to introduce themselves. The nice ones brought baked goods, the nicer ones brought bottles of wine.

Famous for my inability to remember names, as time passed I’d frequently ask my wife, “Who are the people in the yellow house again? The blue one?”

“Scott and Phyllis are across the street. Rich and Lisa are next door,” she’d reply.

“How about the nice woman west of us? She always waves at me when I’m outside and says, ‘Hi, Matt!’”

“I don’t remember,” Allison would respond. “Why don’t you just go ask her?”

My reasons were many – mostly out of embarrassment that my neighbor knew my name after one introduction months ago, but I had forgotten hers. The shame grew as time passed – I actually started avoiding her so I would never again have to respond to her greeting with another, “Hey… you!”

Now, let’s contrast this shortcoming of mine (one of many) with the experience I had on a recent visit to Jersey Mike’s Sub Shop (6th and Broadway) in Denver.

On my first visit I was immediately greeted by the owner, who took my order, name and made small talk while his team made my delicious lunch.

On my next visit, exactly one week later, I was greeted by name when I walked in the door. He asked me how I’d liked my Club Supreme sandwich that I’d ordered the last time and if I’d like another one. Then, as his team made my sandwich to order, he recalled my mention of the fact that I travel downtown at least once a week for our staff meeting, and asked if I was ready.

Can you believe that? Clearly, this man is gifted, but talk about building customer loyalty and a real relationship with your clientele! Where am I more likely to go next time I’m looking for a sandwich – a place that treats customers like cattle at the feed trough, or somewhere I’m seen as an individual; not just the next sale?

My point is this. The truth of the matter is, people can probably get what they need elsewhere, from your competition. The difference often boils down to the level of customer service you provide, and the degree to which you go out of your way to make them feel special and appreciated.

A final note – this past weekend over the fence, I spotted my neighbor to the west refilling bird feeders in her yard. Instead of avoiding her, I approached and said hello. After a short conversation, I admitted I couldn’t remember her name.

“It’s Sue,” she said. “And no need to be embarrassed – I had to ask Scott and Phyllis several times what your names were!”

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