RING OUT THE OLD

The word "challenging" seems perfect when it comes to summing up 2011 - a year in which any of us responsible for running and driving forward a small business will have faced numerous obstacles and, hopefully, a few opportunities. For me it's been 12 months in which it has been both possible and interesting to reflect – through these blogs - on not just my own business but the wider worlds of marketing, PR and customer service.

There is no doubt many companies have shown great tenacity and creativity in facing economic challenges and it will be these businesses that will rightly emerge from the recession stronger, more focused and, perhaps, exhausted.

While there are others who, quite frankly, appear to have lost the corporate plot - running around like busy fools, displaying no real strategic direction and, whether knowingly or not, treating suppliers and associates in a way that is not just ruthless and businesslike but disrespectful and entrenched in bad manners.

The other defining factor of the past 12 months has been the increased pressures under which we work and it’s been interesting to see how business responds: fascinating – and often mind-boggling at a time when I thought we were all fighting to retain the loyalty of each and every client or customer. So, here are my 2011 brickbats and bouquets.

For superior levels of service and for pushing the boundaries, I was particularly impressed by:

British Airways and Virgin Atlantic (I know it’s not fashionable to praise the airline industry but my experience of both these carriers in 2011 was exceptional).

Active Health Quote (a company that searches the market for the best private medical insurance – exceptional service).

John Lewis (great staff, great product knowledge – consistently a pleasure).

DH Design Consultants (this small design agency has delivered consistently superior work and great service often under difficult conditions).

The BBC's "Frozen Planet" (for demonstrating beyond doubt the importance of a free and unshackled public service broadcaster)

And my wooden spoons go to:

LA Fitness (for displaying a quite staggering disregard for loyal customers).

Aviva Healthcare (for not even trying to retain my business after 12 years; note to Aviva marketing director!)

Hastings Direct (ditto - and for then repeatedly calling and sending me letters when I had told them in writing and by phone that I was taking my business elsewhere).

Marks & Spencer Bexleyheath (for seemingly have a consistent policy of opening as few checkouts as possible – especially on a Saturday at 9.00 am).

And finally, to the client who thought it was acceptable to dispense with my services by email after four years. No, it wasn’t unacceptable - and, yes, it was bloody rude!

So, what of 2012? I was talking last week to a guy running a small manufacturing business in Kent - nothing overly ambitious but he employs 30/40 staff, has a successful track record and a portfolio of regular and loyal customers.

I was stopped in my tracks when he said that not only had he preserved his marketing expenditure he was increasing it. This is an engineer and someone who, by his own admission, is not a natural marketer.

But the great thing about him is that "he gets it" - and he does so in a way some larger businesses singularly fail, instead preferring to slash their marketing spend (well it's an easy – I prefer lazy - call isn't it?), ensuring market share and awareness is lessened and that their more enlightened competitors steal a march.

I'd put money on it that this man's business will not just weather the recession, it will emerge from it stronger and more successful. And this isn't just because I'm a marketer and like his commitment to how I ply trade. It's because he has courage, vision, single-mindedness and a commitment to nurture and further develop his business through difficult times.

And this approach is one we could all do with taking note of because 2012 won’t be easy, that’s a given. But by following a few good business principles there will be opportunities to consolidate, strengthen and even prosper. It will be interesting to see the way in which businesses – small and large – respond to their customers and to the actions (or inactions) or their competitors.

Oh, and a personal plea – let’s all take time in the year ahead to remember that good business manners say an awful lot about us and we should not forget them, especially when times are tough.

Wishing you all a happy, productive, prosperous - and stress free - 2012.