Published: April 13, 2009 04:37 pm      

JACKSON: Learn to build customer trust

Workshop will give employers 12 steps to success

I trust Scott Futerfas remembers how I like my steak cooked.

Although The Quarry opened on a small scale last week, Scott Futerfas may discover Monday if he’s building customer trust.

If he’s not, he should call Rick Doran.

This year, Doran, of suburban Indianapolis, will offer six workshops in building customer trust and improving customer relationships.

Monday, Futerfas’ fine-dining restaurant — featuring hand-cut fresh steaks, pasta dishes and an unique ambiance — will begin operating daily for lunch and dinner.

Some wonder if the area will support a fine-dining establishment. Futerfas, however, has an idea on how to build customer support and trust for Kokomo’s newest restaurant.

With most of his 16-year restaurant experience originating with front-of-the-house staff, Futerfas said The Quarry will offer superior service.

“The main concept from my background is great food and great service,” Futerfas told the Kokomo Tribune’s Scott Smith. “There’s a difference between order taking and service. We’re doing our best to have good people trained ... we’re trying to convey that message to our employees.”

Conveying that message, Futerfas may not need to call Doran.

Yet, not all employers are Futerfas. As a result, many employers should put Doran on speed dial.

With more than 33 years of senior-management experience as an Allstate Insurance Co. executive, Doran saw the need to develop a customer-service training program.

In 1997, he started People First Consultants, a consulting business focused on building effective business relationships by demonstrating how a team-driven, customer-focused environment can enhance employee commitment and customer satisfaction.

Furthermore, through consulting, Doran began conducting “The Twelve Steps to Customer Trust” workshops. Those workshops created Doran’s recently published AuthorHouse book with the same title as his workshops.

What Futerfas is doing with his employees will be seen by customers. That relationship, Doran believes, will lead to building customer trust and a successful business.

It’s a step to success in the 12 steps in building customer trust.

“I believe customer service has dropped to its lowest level. We’ve settled for mediocrity as the norm. There is a tremendous distrust today. People think you are out to do something to them,” said Doran, who is also a licensed facilitator for Stephen Covey’s “Seven Habits of Highly Effective People” workshops and has conducted more than 75 of those three-day events.

“The first and most important aspect to good customer service is allowing employees to work in an environment where they are treated like you want your very best customers to be treated. You don’t mind spending money with someone whom you trust and they provide a good service. That starts with how managers treats employees.”

Doran’s 12 steps sound simple, like something every kindergarten teacher teaches: Smile. Listen. Never offer excuses and treat customers the way you want to be treated.

However, since most of us didn’t listen or smile at our kindergarten teacher — no one should listen or smile at anyone who won’t let you eat Play-Doh — thankfully, Doran’s book and workshops are available.

Doran’s next 12 Steps workshop is from 9 to 11:30 a.m. April 30 at the Indiana Wesleyan University Center, 377 Priority Way S. Drive, Indianapolis. The cost is $60.

Hopefully, Futerfas will be too busy to attend, as Doran’s workshop interferes with The Quarry’s lunch service.

And Mr. Futerfas, remember I like my hand-cut, fresh steak cooked medium well.

For more information about People First Consultants or Doran’s book and workshops, call (317) 896-4443.

K.O. Jackson can be reached at (765) 854-6739 or via e-mail kirven.jackson@kokomotribune.com