People: they matter and make a big difference!

Seems simple, doesn't it? I think we (me included) forget that while businesses dominate the world, it is us; the people, that make them tick.

My suit-shopping story

5 weeks ago, Caroline and I went shopping in Solihull (a large town in the Midlands, close to Birmingham).

One of our objectives was to buy me 2 brand new suits. We had a budget of £X.

We visited a number of mid-level suit shops like M&S, Austin Reed, Next etc, and the service was completely generic. For example, I went to look at the suits, and no-one came near me to offer help. What was a CARDINAL SIN, was when I needed a size in a suit, and was looking for a shop assistant for help so that I could try a larger size. No one to be found. Ultimately, this cost them my business.

After unsuccessfully trying on suits in the above stores, we decided enough was enough and made our way back to the car park... when.....
we strolled past the 'Moss' suit store. I immediately recalled one of my past experiences and thought "yes - I am sure this is the store to get my suits from!"

My previous experience - creating of the 'Halo-Effect' - back in time.....

Cutting the long-story short, I had a similar experience a few years ago. I went to Moss and the experience was amazing. The assistant gave me her undivided attention and she was knowledgable. I has such a good suit shopping experience, while the store may not actually differ from M&S, Next etc, her helpfulness gave me a confidence in their brand that I did not realise was her that had given it to me. Now, when I thought of Moss, I thought of quality. Because of her.

Fast forward back to where we previously were...

So we had an unsuccessful day in Solihull, and came across Moss. I immediately recalled how great this store was. So I went in, expecting to meet the same level of service... No one greeted me, despite it being relatively empty. I was distraught. I was stood there like a lemon, inviting someone to just ask if I was ok. But no one spoke. I turned to Caroline (my partner) and said: "let's really call it a day". We turned, and made our way towards the exit.

Out of nowhere, it seems, a plushly dressed guy emerged from the stockroom with a big smile and asked us whether we were ok, and exactly how he could help. Immediately I stopped in my tracks and said, grumpily: "this is my budget, I need 2 suits; one grey, one black"

"Absolutely, sir!" he replied. He immediately sized me up and gave me a range of options. He gave his honest and critical opinion of what looked good and what would suit me (no pun blah blah). He had not won me over yet but I was starting to warm to him.

We identified 2 suits that we liked, and before he handed me the jacket to try on, he took my coat from me and hung it up so that my hands were free.

I tried the jackets on and loved them, so I decided to try the whole suit on.

Bearing in mind that it was a Saturday, I was dressed in trainers, jeans, t-shirt and casual jacket. The assistant recognised this, and, with my suit he actually gave me shoes to go with it, a shirt and a belt. I felt like I was Vivvian in Pretty Woman!

I really felt looked after and comfortable in the hands of this guy. He gave honest opinions - told me what he liked and disliked.

He won my business single-handedly. We left with two lovely suits.

Proof that people are the single biggest viriable

So, a few months down the line I decide I need another new suit - fancy a navy-coloured one - looks nice with a pink shirt. WHERE DO I GO? You've got it....

So without consdering any other store, I decided to go straight to Moss (in Leamington Spa, this time) - the halo effect of that assistant in Solihull was still shining bright.

Unfortunately, no more halo. Terrible, disinterested, unorganised, sloppy and superflouos are words that can describe my experience. I will not go into any more detail.

The same store, stocked with the same products, went from leaving me with a warm and loyal trusting feeling to a state where all respect had been lost - for the brand, Moss.

Needless to say, I did not buy my suit - but worse - Moss now rank equally to the other average high-street stores.

Lessons that I will learn from this even if no one else does...

1. It is a science - if you have 2 identical states, one with great people and one with bad people, the good people will always win.
2. Cost of good people < benefit for long-term business of good people
3. Cheap expense of bad people > long-term detriment to business
4. It takes years or even decades to build the world's tallest building but with blow it can be demolished.
5. After 2 yoyo's of good/bad experiences, I shall always assume the worst.