BUSINESS CONSULTANT: CUSTOMER SERVICE IS PARAMOUNT

Margie Johnson loves what she does: As coordinator, writer and speaker for extensive training programs on business topics, she said she can feel the energy from those she lectures to.

Johnson, a retailer with over 30 years experience and one of the country's top business consultants and lecturers, spoke Wednesday during the "Serving The Future ... A New Way of Thinking" business conference at Southeast Missouri State University's Robert A. Dempster Hall.

Johnson, who owns Shop Talk, a business consultation firm, said she could feel the combined energy and enthusiasm from the business people and university students who attended. Speaking to over 250 area business people and students, she said businesses today must have the tools to revitalize.

She told participants that businesses will see changes in the future and it is important that they change with their customers. She said businesses must become "customer-centered" when solving problems in today's competitive environment.

Johnson said consumers today are more assertive, more skeptical and more knowledgeable. "Consumers know what they want," she said. "They know more about the product or services than the ones who are selling to them. A business must earn the consumer's trust."

She said customers hold all the cards to the success of a business. She said extraordinary customer service must be given.

Smiling and sporting a cowboy hat, Johnson leaned on the podium and dramatized what she calls "register sheriffs."

"You have seen them: They lean on the register and say, `May I help ya'? These employees are taking up space and payroll. You want your employees to be professional sales assistants, not register sheriffs."

She said employees can give good service by applying 10 customer service rules that stress the customer's first impressions, mood, and attitude toward a business. Customer bonding is important, she said. "You need to hug your customers (with good service); but we want to hug them, not bug them."

Johnson, a graduate of East Carolina University and recipient of the Fred Lazarus National Retail Federation Award, said businesses can meet customer demands by not only investing in new technology but in education.

"You need to invest in the people who work for you," Johnson said. "Businesses may spend too much money on new technology and not enough on training or education. We need to make that commitment to our business."

Johnson said turnover in many businesses is high. She believes the lack of employee knowledge makes them feel they don't have the tools to do their job. Johnson said businesses should encourage employees to bring new ideas into their companies by providing encouragement, incentives, rewards and recognition.

"We need to have an aggressive tone in the marketplace today," she said. "We need to be creative. My challenge to you is to set goals that will make a difference in your business."

During the half-day conference, two separate live teleconferences were held with U.S. Reps. Jo Ann Emerson and Jim Talent. Emerson and Talent addressed business legislative issues and small-business issues. Conference participants were allowed to field questions to the two lawmakers.

Toni Zimmer, owner and public relations-sales consultant with MVP Communications, said she enjoyed the teleconferences. "It was very good. I would like to participate in one again," said Zimmer.

She said: "Talent and Emerson complimented each other. The information given on the capital gains tax, Medicare, and estate taxes was very helpful to small-business people who are hurt by the current tax structure."

The annual business conference was sponsored by the Cape Girardeau Chamber of Commerce, Southeast Missouri State University Relations Committee and the Donald L. Harrison College of Business.