My First Customer Service Strategy

Under Promise, over Deliver. Easy to say, hard to implement.

 I don’t come from a family of entrepreneurs or businessmen. My father was a renowned and a successful doctor in a small town near Pune called Daund. He was someone I idolized as well as respected. His lessons on how being a good human being have always remained with me till date. He would always say, “Parag our traditions and customs tell us “Matru Devo Bhavo”,  to treat your mother as your first God, “Pitru Devo Bhava” , your father as the second, “Guru Devo Bhavo” , your teacher as your third and of course “Atithi Devo Bhavo”,  your Guests as your last God.” He would then say “For me, I say “Patient Devo Bhava!”

His simple explanation was that his patients are his God because they are his best teacher. He firmly believed and valued the practical knowledge he got from his patients than the bookish one that gathered dust after medical school. I think somewhere there was an internalization of this in my psyche from those days. I am however still working on whether one should really treat his customer his God or not. I feel that, that would be stretching it too far. I guess one can call customer’s your best experiential teacher.

I believe that businesses cannot be as noble as the medical profession. I would trivialize the matter by comparing them.

Trained with these noble thoughts, I started my small photo finishing lab on the third floor of nondescript building. My starry-eyed glass dreams were soon shattered as I sat in my ac office waiting for customers to just walk and hand me over their business! I had no customers for the first few months! Getting customers those days was hard as people were not experimental and fickle as they are now! Luring them with attractive offers or promotions was not an option for sustaining a loyal customer base.

I had to work very hard those days and taught myself every single aspect of my business right from how to raise an invoice, to a maintaining a sales register, a production and consumption report and even a wastage report. I also poached an expert in my industry from whom I learned the technical aspects. How I poached an expert makes an interesting story to which I shall do justice in a different blog!

After months of near bankruptcy and uncountable amount of hard, back braking work my business finally began to show signs of growth. Those days I had vowed that I would eat sweets only on the days on which I would get 100 films for processing. Back then the delivery of a processed film used to be 6 hours and it was a long laborious process. Armed with my first 100 films, on the day after the “Ganesh Chaturthi”, I decided to celebrate my victory with an ice cream party on the house for the staff.

Like most startups today, I too had popped the Champagne when the things were just about to go bad! Remember when things are going good always be on your guard! After the party, when we all got back to work we suddenly realized that we did not have the efficiency to deliver all the 100 rolls in 6 hours! I had not accounted for this as I had not done my ground work properly!

We were up the whole night processing those films. Even my front staff stayed behind the entire night to help finish the orders. At around 7 am, having worked all night, we had still not finished half our order! I and my staff simply didn’t have the physical stamina to continue. At 8 am which was our opening time, we had customers streaming in to collect their films only to be met by bleary eyed owner and staff and told that their order was not yet ready! That day we were like lambs in the slaughterhouse!

My customers looked something like this to me at the time!

Guilty and ashamed, we somehow managed to finished deliveries over the next 24 hours but we had lost our reputation in the market! The cost of over confidence can sometimes be much more than one estimates! All the hard work that I had put into building my brand in the last one year had simply been washed away in those two days! Not ready to give up and fold shop easily I wiped my slate clean and started all over again. It took us almost 6 months to win back their confidence and their business.

True that!

I had learnt my lesson by burning all my fingers following which I set proper systems in my startup. Here’s how we did it at Snap back then. I made a production chart given to the staff at my collection counter on a daily basis. The minute a film came in, the counter staff would estimate the delivery time based on the production chart and hand over receipt with the estimated delivery time to the customer.

The delivery time always had an additional hour added to it as a buffer in case of unexpected challenges like power failures etc. Whenever there was a power failure, the counter staff would then call the customer in advance, and inform the delay and apologize, and sometimes offer an extra discount or a photo frame.

Even though this added slightly to my costs, it is always better to tell your customer in advance about a failed delivery. No one likes surprises, least of all your customers, who expect nothing less than the highest standards from you even if they pay you peanuts for it.

But always remember, a happy customer is your best advocate! Customer Delight can give you more satisfaction from your business and can even bring in more business than any marketing gimmick or sales promotion. 

Pehela Nasha, Pehela Khumar And My Pehela Akkal Khaata. (My first venture, My first high and My first lesson.)

“Let yourself be drawn by the stronger pull of that which you truly love.” -Rumi

They say that your first fall is always your best teacher.  And so was mine. My first attempt at Entrepreneurship was as a 11 year old boy who knew little of the world around him.  I had come home for my summer holidays, and like most boys my age found that I had an excess of time which God put in there for me to realize how much more fun school was!

Around the same time my father had just bought a small portable “Brother” typewriter that had just come out in the market. Being a loner and a dreamer, the type writer fascinated my imagination. In order to get to know this technology a little better I joined a type writing class, upon which I immediately found mundane as I had quickly understood it’s features.

Brother Tyewriter

Bored and nothing to do, I used to walk over to the cricket ground in the evenings where I would sometimes play cricket with my few friends in the village. Now I could tell you that I played brilliantly and that’s how I was inspired to be an entrepreneur but then that would be a lie. I was never really good at it because I had poor hand eye coordination and although I loved this game with all my heart, I always knew that I would never be a good cricketer. I was a dreamer, so I persuaded my father to buy me a Cricket Set and an expensive one at that. But once at the nets I realized that the prospect of facing a cricket ball (helmets didn’t exist those days!) was frightening!  I just would step away from every ball that came at me and soon realized that I’d rather do something else than look like a fool!

I was however aware of my strengths and my weaknesses, and this is where I decided to turn the tables to my benefit. Having learnt the art of presentation from my typewriting classes, I decided I would organize a cricket tournament. When I told my friends about it, they looked dumbfounded and seemed least interested in anything other than just playing cricket.

Not to be beaten down so easily, I decided I would be a sole proprietor and would single handedly organize the first cricket tournament in Daund.  Back then Daund was a small town with a bare population of 25,000 people, but it was however a major transit center, catering to a lot of floating population.

I announced a date and then worked backwards. Painstakingly, I made handmade posters using my father’s typewriter and then pasted them on any wall I could find. This was my first carpet bombing exercise.  I decided to charge a fee of Rs 50 per team to accept a form and I sold them at Rs 2/- per form, because there were no photocopying machines so every form had to be typed using 3 carbon papers. Within days I had enquiries and by the end of the second week I had about 21 teams participating.

Elated, I was on cloud nine. And this was my first lesson-when things are going good always be on your guard. In the joy of my initial success of registration I had forgotten to look at the minute details of my enterprise. Even a tiny chink in the armor can bring a kids world crashing down to its knees.

Although people had registered for the event, nobody had yet paid me a single paisa for the registration. I still had to get a ground to play the matches on, get the equipment and most importantly get people to come see the game! I was building castles in the air, like a lot of startups do. I should have built my foundations first.

I was two days away from the event and I still didn’t have anything that even remotely resembled a ground and no one would lend me their farm lands to play a game in! In the end out of sheer desperation I had to persuade the local Railways Assistant Engineer, to rent out their cricket ground “free” of cost. Not that it was much of a cricket ground, it could barely even qualify to be a playing ground. No grass, lots of pointed stones, ant hills and nothing that could even remotely resemble a pitch.

With just two days away, I had to buy, beg or borrow equipment to stop myself from becoming the town’s clown. I therefore approached my first investor, the Assistant Engineer to persuade him to lend me the railways mat. He gave me a hard time and called me fool hardy but relented after all.  The next day I announced that all the teams would have to get their own balls and bats and stumps would be provided by the organizer i.e. me.

By the end of the day I had finished all my pocket money and had to borrow Rs 150 from my father. I felt ashamed when I had to explain to him how I had managed to finish my month’s  pocket money in one day. This was my second most valuable lesson. I hadn’t planned the execution and had gone about the entire organizing in an ad hoc manner which caused me to lose all my valuable resource. A very important lesson for any startup- always plans ahead and plan for a B and C as well.

Being low on every possible resources, the umpires had to be volunteered free of cost. This meant that they were unreliable and would sometimes not turn up. By the second match I had to create a “stand by” team of umpires that consisted of just me. There were other things which I had not looked into at all and which at a further stage created quite a challenge. I had not bothered to frame the rules thinking that people would play fair.  I was dumbfounded when the tournament started and I noticed one player was playing for 2 teams at a time!

I don’t exactly remember what logic or explanation the boy gave at that time for this but until then I had not anticipated such an event to occur. I quickly took the help of a series of retired uncles who were the self-proclaimed arm chair cricket experts of this game in the town, called it an “expert committee” and literally passed the buck to them to take the tough decisions.

I still vividly remember the final match. As the match came towards its end the trophy had to be given, I had a motley crowd of about 1,000 people watching, jeering and cheering the winners and the losers. The Mayor of the town was the chief guest for the award ceremony. The man backed out at the last moment. I was crestfallen. I went to my father and pleaded with him to be the chief guest. Although he was a very busy doctor, looking at my earnestness he left all his work and accompanied me to the Mayors house and literally bullied him into coming for the function.

All in all that summer was one of my best class in the subject of entrepreneurship. It taught me lessons which have till date stuck with me. The following summer, I recounted my hard earned lessons and applied every one of them. I became choosy in the teams that I let participate, hired a treasurer who would make sure that the money was paid first and then the team names were registered and announced. That summer I had surplus of Rs 650/- and I returned my father his loan of the previous year. I also gave a cricket kit from the remaining Rs 500/- to the man of the match called Raju Ugale, who was as a talented boy.

My summer holidays had now become my learning grounds. I learnt that to be an entrepreneur one needs lots of enthusiasm, an ability to be blind to some of the obvious risks and that if you get too focused on the risks, you will be paralyzed into in action.

My biggest lesson I learnt was the lesson of leadership. From making the posters, to drawing the teams , from framing the laws to the appointment of neutral umpires, all became my head ache. Every twist and turn was unexpected. We had accidents, people breaking bones and getting hurt.   It was all about “ambiguity”. It was the first time in my life, I had handled ambiguity and I loved every minute of it.

On hindsight if I were to sum up all the lesson that I’ve learnt from that childhood experience and the ones which I still apply even to this day would be:

• There is boundless joy in working on your dreams and not just waiting for them to come true.
• Reward people who help. They want something, usually recognition in return. I should have called the Assistant Engineer of the Railways as the Chief Guest for his generosity.
• There is no joy like the joy of creation.
• There is no fear like the fear of failure yet there is no high like the high of having done something successfully.
• There is nothing more certain than uncertainty.
• The art of questioning and anticipating problems are skill sets every entrepreneur requires.
• The “game” is more important than the leader or the people who run it.
• People will always criticize you no matter how fair you are.
• The power of an idea is so great that it can move thousands of people to either join the dream or the dreamer. This I think is a lesson every entrepreneur must learn. He must have the ability to articulate his idea in a surreal dream, reachable yet challenging, satisfying yet full of ambiguity, the credit of success is every ones, the responsibility of failure is squarely on the shoulders of the Leader.
• People eventually respect you for your ability to convert ideas into reality.
• Be restless. Constantly. If there is too much certainty, you are heading for big time trouble!

How did I end up becoming an Entrepreneur?

I grew up in a small town near Pune called Daund. My father was the only Doctor of the town and had become a larger than life figure in the town because of his philanthropy. As a child I was extremely shy with low self-worth and had great fear of authority. I was a loner and hardly had any friends I could connect with.

I had one hobby that occupied all my waking hours as a child-reading fairy tales. I loved those vividly coloured books and would get lost in the world of justly Kings and beautiful Princesses and the poor boy who would in the end win the hand of a beautiful princess. It was always the victory of good over evil.

I had a world of my own, which I could create and change and modify, and make it colorful, make it smell beautifully, and imagine the princess as the most ethereal creature on earth. This is where my journey in entrepreneurship began-as a dreamer. To dream is so beautiful and limitless.

I do think all entrepreneurs have the power to dream and have vivid pictures of what they dream about. How many of you out there who have started their own ventures have started out like me? Or was it the opportunity that propelled you?

Do share.