How to run an ethical business

I want to address the harm we can do to our business unless we diligently follow ethical practices and treat our customers as our first priority.

I’ve noticed that customers seem to have been relegated to “nuisance” status at some companies: people who should be ignored or put on hold until a more convenient time. I am not talking about the many businesses that are started with the sole aim of making a profit, with no concern for people or the planet. These businesses were never ethical in the first place, and by virtue of their harmful products and/or services, they probably never will be. I’m talking about businesses that started out of passion, that wanted to make a difference, but through lack of thought or mismanagement, have fallen off the ethical ladder and are now a source of frustration and disappointment for those who deal with them. .

It makes me wonder what went wrong within these companies, why did they drop the ball? There is no point in mistreating or underestimating customers: they are, after all, the source of income. No clients, no money, no business!

My experience of dealing with such companies has really made it clear to me what not to do in my own business. This is what I have learned about running an ethical business.

Remember that you are just a link in the chain

Business dealings are rarely limited to just you and your client. If you supply products you have suppliers, and your client will also have other businesses and people linked to him. When you disappoint a customer, you are often letting down a host of other people that you are not aware of. You could also be responsible for your client being perceived as unprofessional, since he couldn’t keep his promise because you didn’t keep yours.

For example, I recently purchased an item online. Order was placed, payment was taken but nothing was delivered. Nobody contacted me and I finally ended up calling them. They did not know that my package had not been delivered. Apparently the company they’d hired to deliver it had tried twice: they didn’t leave a card both times, and he was actually home at the recorded times. As a result I ended up canceling the order. It would have turned out very differently if:

• The seller tracked all your orders and confirmed delivery.

• The delivery company had gone out of their way to deliver the package or left a card saying “You weren’t home.”

• The delivery company had notified the seller, so that they themselves could contact me.

As neither company treated the delivery as a priority, it was not carried out. Each of them acted as selfless individuals, rather than as a team with a common goal.

Communicate

Communication is so important. Answer phone calls, emails and questions; don’t leave your customers wondering what’s going on and don’t cause them stress or worry. Some questions may seem trivial to you, but they obviously aren’t to your client or you wouldn’t have asked them.

If your company is asked the same standard questions over and over again, make sure you have a list of answers ready.

The problem with miscommunication is that trust is eroded and you could end up dealing with some very angry and frustrated customers. Believe me, that will take you a lot longer than if you had kept in touch in the first place.

You’re running a business, not the Secret Service, and your customers need to know it!

Tell the truth

Always tell your customers the truth, don’t mislead them. If you don’t have the product they want in stock, or can’t provide the service they need right now, let them know. Yes, you may lose your business in this case or they may be prepared to wait, but you are leaving the decision up to them and that is where it belongs. The important thing is that they will remember your honesty and might refer other business to you. If you tell them lies to keep their business, that might be the only business you’ll get from them, and if you’re really unlucky, your flaws might end up making the rounds on social media.

Do not forget that your clients also have lives

This is particularly important to remember if you have a company that has a big impact on other people’s businesses. That without your product or service the business cannot function. It’s a good idea to think from time to time about the effect your actions are having: are you encouraging your customers to make their lives better by associating with you, or are you pushing them toward bankruptcy?

Have a backup plan

Life is uncertain and full of surprises, so protect your clients’ interests by providing an alternate contact in case you’re not available.

If someone has paid you for a service, then it is polite to let them know when you plan to be out of the office, if it is likely to affect you in any way. An email after the event, apologizing for not being in touch because you’ve been out skiing, isn’t likely to go down very well.

meet deadlines

Don’t pull deadlines out of thin air because that’s what you think your customer wants to hear. If you can’t get the job done by Friday, don’t tell them you can. Look at the facts and figures, understand what’s possible, and if you can, add a day or so in case of setbacks. Then you’ll get brownie points for getting ahead of the show.

Let them know if anything comes up that causes delays. Don’t pretend it doesn’t matter. You don’t know what impact the delay will have on your customer. If they are aware of it, they can deal with it in a timely manner in the end.

Good intentions are not enough

You may be the best person in the world, but your charms will fall on rocky ground if people know you can’t be trusted and your word means nothing. Don’t forget the saying ‘The road to hell is paved with good intentions’. The only way to run an ethical business is to back up your words with positive and timely actions.

In conclusion

I think it’s crucial not to underestimate its importance and impact on other people’s lives. If you focus on the needs of your customers, instead of just looking at them from a monetary angle, I truly believe that your business will prosper and become a source of joy.

I recently watched an episode of ‘Undercover Boss’ on YouTube. It was a chain of convenience stores that also sold food and hot drinks. ‘The Boss’ visited the store that outsold all others in coffee sales, to see what it had that the other stores didn’t. What the store had was an amazing lady who knew her customers by name, she was genuinely interested in them and always had time to laugh and joke around. People visited the store because that lady brightened their day: they could have bought coffee anywhere. I think that says it all.

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