“TOILET PAPER – LITTLE THINGS MEAN A LOT!”

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“One day I was standing in the street with my mother when a white man, in priest’s clothing, walked past. As he passed us he took off his hat to my mother. I couldn’t believe my eyes – a white man who greeted a black working class woman.” Now to many the act of doffing ones hat may seem a very little thing, but this quote was from a boy who grew up to be Archbishop Desmond Tutu. The man was the late Anglican priest Trevor Huddleston and the action took place in an area of Johannesburg, which did not even have a proper name as it was known only as the South West Township. Over the years the locals took the first two letters of each word and it became known as “Soweto”. What an impact this small act, this seemingly little thing, made in changing South Africa’s history.
Now how does such an example influence us in these turbulent economic doom and gloom times? Well it underscores how little things matter. Actions and resources, which we may well take for granted, exert a subliminal effect. In the current highly competitive environment “getting the little things right” has become an obvious priority for those who want to stand out. Achieving the highest level of customer satisfaction, as well as ensuring that staff has an enjoyable, healthy and professional environment are essentially significant.
Set against a challenging market background the focus on “little things” has gained prominence. Think about the last time you recommended a service, product, brand or even your favourite restaurant and hotel. Was it the company’s objectives, their particular service or advertising slogan which you highlighted? It was more likely that it was probably some small experience which came into your mind. Nowadays many organisations seem to concentrate on the big picture, getting the fundamentals of the services right, so those who realise that basic little things matter are becoming rarer animals.
The little things are most important at the moment of interaction, when your customer first experiences your services. Research has shown that it is the little things, the small details, which are the primary determining factors where brand loyalty will be won or lost. Focusing on providing the little things sets you apart, head and shoulders, above your competitors. When it comes to maintaining and increasing customers I am focusing, not on the acknowledged important value of staff as this is a separate inter-related issue but, on the more readily less tangible qualities that imperceptibly bear upon your customer when they are “interacting” – doing business with you. Innovation combined with creativity and adapting to the latest trends, are supremely important when determining and ensuring the little things, which matter most are acted upon. Implementation of “little things” may initially be seen as an expensive, time consuming and difficult diversion from the main corporate objective. But the returns engendered by strong customer loyalty are long-term.
In all the modern surveys the biggest little thing which features is providing impeccable bathrooms. Have you ever thought about this? It is an aspect that takes nearly equal prominence with a client’s first interaction when experiencing a company’s entrance/reception facilities. I am reminded of one successful business lady who told me, “Make sure the bathrooms are clean, relaxing and fully functional and for goodness sake don’t be stingy with the toilet paper – provide the best!” So remember, by identifying the little things that definitely matter, and ensuring they live up to and even surpass your clients’ expectations, you are investing for sustained success. Little things mean a lot often when you least expect them to do so and when you do, it maybe too late. We haven’t run out of toilet paper have we? No chance, we always have a spare role handy!
–By Dave Eager