One view of the power of the press is that by publishing a consumer complaint or insisting an investigative report be completed on behalf of an unhappy consumer problems will be solved and shoddy business practices revealed.
In the world of media giants like CBC and the larger newspaper chains, this happy turn of events does sometimes occur. Community newspapers, however, lack the manpower and other resources to do investigative reporting and are often constrained against publishing grumpy consumer letters by editorial policy. One such policy is letters of any kind may not be anonymous.
Recently one of these grumpy missives passed across the editor's desk, slamming several local businesses, naming names and expressing a general rant against the attitude of merchants and service providers. It wasn't just the wish to have the letter signed with initials that nixed its publication, as libel concerns loomed large, but that was a major factor.
Instead of just consigning the handwritten letter to the "nope, can't do that file" a photocopy was made and forwarded to the Battlefords Chamber of Commerce. The response of Executive Director Linda Machniak offers up some good advice to others who might think "going to the press" is their only recourse when they are unhappy with the service of local businesses.
Machniak's letter states:
Recently, the Battlefords Chamber of Commerce received a copy of an anonymous "letter to the editor" regarding shopping at local businesses and customer service. So, to "L.J." please know that we received your letter, and ask that you contact us to ensure that your specific concerns may be addressed.
The letter discussed what L.J. believes to be reasons that local businesses do not deserve his/her patronage. The Chamber wishes to share the reasons we believe that it is important to "shop local," and how important it is to discuss your service concerns with the owner / manager of a specific business.
Since we are unaware of the specific establishments the letter addresses (except one multi-national), we provide the following:
1. Check to see if the businesses you frequent are indeed Chamber members.
The Chamber brand is not only strong, but valuable to a business. Chamber membership can provide an immediate and effective level of trust, and communicate that a business utilizes good business practices. Both consumers and businesses are more than 60 per cent more likely to do business with Chamber members.
2. Excellence in customer service and satisfaction.
This statement is part of the core definition of a Chamber of Commerce. This chamber has led the charge in making available to its members customer service training with speakers such as The Disney Institute, Barbara Glanz, and Donald Cooper, to name a few. Moreover, the Chamber has recognized great service in the community with its Star Quality Service Excellence Program for upwards of 30 years. Annually, several dozen and even hundreds of great service experiences are shared with us.
3. Why shop local?
There are several reasons that you may want to shop local, including:
a) Money stays in your community: to employ people, to pay taxes, local businesses shop local where possible, and local businesses provide a premium in enhanced economic impact.
b) Local support: non-profit organizations and sports teams receive far greater support from locally owned businesses, and those business are more apt to hire your children to provide jobs.
c) Keep our community special: our local businesses are part of the distinctive character of the community, and when we shop or eat locally we make our community - home.
d) Community investment: local businesses are owned by people who live in this community and who are more invested in the future of the community and its well-being.
e) Some other reasons to Shop Local: reduce your carbon foot-print; more good local jobs; better service; good use of our taxes; help to build and pay for better infrastructure; better market to ensure more choice; being known in the businesses in which you frequent, and local community prosperity.
4. Follow up with owner / manager.
Business owners are willing to discuss customer service issues, and work hard to ensure customer satisfaction. If a customer concern has been raised with the Chamber, we have found our members more than willing to find a resolution and solve the specific issue for the customer.
Each interaction with a customer provides a business an opportunity to create a lasting relationship and impression on that consumer. The great news is, the Battlefords have some fabulous businesses with great records of customer service and satisfaction. Price is not always the only thing to consider, follow-up service and support can be just as important.
The Battlefords Chamber of Commerce re-invests in its members and its employees. In 2010, almost 90 per cent of its expenses were paid to members and local businesses who employee people in the Battlefords. We are proud to support our members and the community.
Linda Machniak
Executive Director
Battlefords Chamber of Commerce
