One thing that many adults seem to forget is that once upon a time we were all children. Another thing that most forget is that children are our customers of the future. For toyshops and bookshops, Family Doctors and Medical Specialists, to name just a few, they are our customers now.

But how often are the needs of children considered in the design of your customer service systems and strategies? How often are children asked what they want?

The place to start is to clearly identify where and when children come into contact with your business. For most, the contact may not be direct. For instance, you may be a Public Utility, where it is obvious that children are definitely not your customers. Yet how often do children accompany their parents, your customers, to make enquiries or pay their bills. My observation is that this is very regular occurrence.

In places of business where customers are frequently required to wait, more often than not, adult entertainment, albeit in the form of out of date magazines, is available to reduce the annoyance and frustration of waiting customers. But how often is similar entertainment provided for kids?

Whilst visiting our family doctor is an infrequent event, my youngest child nevertheless looks forward to going as she recalls past experiences of exploring what’s new in the amazing toy-box in the corner of the waiting room. On the rare occasion that she gets bored playing with the toys, there is an large selection of children’s books for her to delight in, just as there is an equally plentiful supply of current reading material for teenagers and adults. Sadly, this example is the exception rather than the rule.

Yet honestly, how much thought and effort is required to provide these few amenities for customers. Very little, but as I’ve said on many previous occasions, it’s the little things that can and do make the biggest difference. It’s also the little things that are viewed as insignificant and therefore tend to be overlooked.

Here’s another example of how a simple activity can make a huge difference to the perception your customers have of you and your company.

Many Real Estate companies use ‘Homes Open’ as a way of attracting potential buyers to a particular property. For many it is company policy to erect a sign at the door that reads, "persons with children please hold their hands at all times, don’t do this, don’t do that. You are responsible and liable for any breakages." Because of the ‘tone’ of the sign, it may as well read "Children not welcome!"

Yet again, how simple is it to turn this around to the Real Estate agent’s advantage. One highly successful Realtor I know has a sign that reads "Thank you for visiting this Home Open. Children welcome." Inside he has box of toys strategically placed away from ‘breakable items’. He also has a pot of coffee brewing. As the family leaves, he gives each of the children a couple of balloons, emblazoned with the company logo of course. Is it any accident that his income is well above industry averages.

Investing a little time, a little thought, and a few dollars in some toys and balloons is probably one of the easiest and simplest ways of creating customer goodwill.

Many happy customer returns!

Graham Harvey APS