In case no one noticed we are in the trough of a recession. That is to
say, that while some economists have declared the recession over,
nobody realistically believes we are back to a state of “business as
usual.”
Until we are all confident that the recession really is over, we can
either sit around and complain about it or look at new opportunities to
improve our businesses – both in the short term and for the future. As
a part of this process, I suggest we consider service practices that
need to be changed, added or deleted.
We need to focus on what is important, the “customer.” We are really a
C-store without the friendly face. Or do we need to show our friendly
face more and let everyone know there is a face to the machines.
Perhaps we need to be more customer-focused, as we are nothing without
them. Too often we think of customers as faceless people, and fail to
proactively cater to their needs or someone else will.
One way to improve customer service may be to view our businesses like
a franchise. What I mean is putting systems in effect that make the job
easy for someone to learn so that everyone will do it the same.
At McDonald’s, pickles are arranged in a certain way so that they don’t
slip out and fall on your lap. Burgers are cooked precisely the same
everywhere and left in a warming tray no longer than 20 minutes. This
means anywhere in North America you will have the same experience at
all restaurants.
There is no reason that we can’t adopt similar practices in vending.
For example, having all chocolate bars facing the same way in the
machine will make it easier to read the labels and will improve the
visual presentation. Or, how about having chips and all other products
in a uniform line.
I think this would “wow” everybody walking by our machines. How about
our drivers, our front-line people, do they present themselves as being
in the foodservice industry?
If we look at our training procedures and look at all the small things
we do, and then initiate improvements to make them outstanding, I
believe we, as operators can really be perceived as professional
venders – vending anything, anytime, anywhere.
There is little doubt, that vending professionals can make a difference
to our customers by just doing our jobs like any professional service.
In fact, we can look and be better than a C-store. We have the means,
but do we have the ambition?
I challenge all CVM readers that want to survive in this industry and
be ahead of the competition to take advantage of educational and
business resources and act like the big companies. There is no need to
re-invent the wheel, there are many good ideas out there and all we
have to do is ask.
My latest book suggestion for everyone is The E-Myth Revisited by
Michael Gerber. Read this and I think it may open your eyes to a better
world. Another awesome course is the “NAMA Certified Executive” course.
We can never be too educated and we must never stop learning.
Wishing you every success, and I look forward to seeing you all at CAMA Expo 2010 in Calgary.
Kim Lockie,
President, Canadian Automatic Merchandising Association
Serving the professional vending & office coffee retailers of Canada
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