Got Spoiled Milk?

By John Malmo

http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-920382.mp3

Got Spoiled Milk? by John Malmo

Memphis, TN – About all I know about milk is that it's really good with Oreo cookies. It's even better with spicy chili. And I think the "Got Milk" advertising campaign is wonderful. Oh, I've learned something else about milk recently: the skim milk, or two percent, or whatever they call it, that my wife buys at the supermarket often turns sour before it reaches the "use by" date. Usually we just pour what's left down the drain and get another bottle.

Recently, though, my wife ran across an assistant-manager during her grocery shopping, and she mentioned the problem to him. She reports that he said he was sorry, and then kept on moving. Didn't stop to inquire further, even though other customers may be having the same problem.

It seems obvious that the "use by" date and the product life don't agree. It's the kind of problem that needs fixing. If a retailer cannot depend on an assistant-manager to recognize that, he's in trouble. Everybody in any company who has customer exposure needs to be taught the importance of customer complaints or problems, and the answer, in a case like this, isn't merely a free replacement; it's the training to know what information to gather, then how and to whom to report it.

If you don't teach your employees or coworkers to do that, there soon may be fewer of you.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King- go to http://www.johnmalmo.com.