Service with a smile

It was one of those days. I was late, my daughter was screaming and neither one of us had eaten. Spotting relief in the form of a drive-thru, I pulled in and ordered a cheeseburger and small fries. The total came to $2.25. My wallet contained $2 and a credit card (a consequence of marriage). I was frantically digging the balance out of the minivan's cup holder, floor mats, ashtray, etc., when the teenager at the window told me not to worry about it -- the $2 would suffice. I began to protest, but he cut me off, saying, "I'd rather have a happy customer than 25 cents."

I drove away impressed by the changing nature of our fast-food nation. Employees taking ownership and control at the point of sale; franchises offering yogurt, premium coffee and mandarin chicken salads - all are meant to cater to our increasing appetite for quality, customization and top-notch service. I can't help but think: If the part-time, entry-level teenager gets it, why don't more advisors?

If you think the question obvious or the premise incorrect, consider that most baby boomers run through three or four financial advisors over the course of their lives. I'll admit part of it is due to the generation's complex and often contradictory demands. But the bulk of the blame can be put on poor service and the advisor's failure to understand customer needs - offering them burgers when they want salad.

With this in mind, we focus our August issue on the customer service you provide and marketing message you convey. Understanding the value of superior service as a differentiating factor for your business is one thing, effectively getting the message out is quite another. Contributor Doug Marlow writes about networking connections to round out your business offerings. David Port offers tips for marketing yourself in the media. And Emerald Publications' Greg Woodbury describes technology to keep you front and center with boomer prospects and clients.

The issue is designed to get your customers to recognize your business in the same way I now feel about my local drive-thru. I know it was a small gesture, but I'm often late and my daughter's often cranky. He went out of his way to fulfill a need. I'll be back.