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By Monte Mccarty

 Today I witnessed a customer service miracle in action. I took my son to our local fast food restaurant, so he could have some lunch and play in the indoor playground. While I was waiting for our food to be ready, a woman approached the counter with a crushed Styrofoam cup. She said, “This cup fell off of our table and broke. I need another drink and I need someone to come clean up our table and the floor.” The tone of her voice suggested that somehow the restaurant was responsible for her broken cup. And of course, there was no, “Hey I’m so sorry, one of my horrible children was fooling around and caused you a mess.”

It was then that right before my eyes a customer service miracle occurred. Rather than replying with the same nasty treatment they had just gotten from the customer, the staff quickly gave her a new drink. Then a man appeared with a smile and said, “I would be glad to clean that up for you.” The staff never heard the words “thank you” from that customer, yet they acted as if they had. All were professional and conveyed an attitude that said, “We love having the opportunity to serve each and every person in this restaurant.”

Not surprisingly, the place is almost always busy. The restaurant is clean, the management supports our community with various school spirit fundraising nights, the food is better than most fast food, and most of all, the people that work there make you want to come back.

Watching customer service interaction is my hobby and my work, and today’s experience was a living, breathing example of the 21 Rules for Excellent Retail Customer Service that we share with the participants in our courses. Most of them are not that hard to follow. However, they can be hard to follow consistently.

If you work with customers in retail, take a look at the list and ask yourself how closely you follow the rules.

1. Smile when greeting a customer in person and on the phone (and yes, they can tell if you are smiling over the telephone!).

2. Use age-appropriate greetings, and avoid referring to older customers and women as “guys.”

3. Be proactive and ask how you may be of service.

4. Stay visible and available, but don’t hover.

5. Don’t turn away, walk away, start to make a phone call, or duck beneath the counter as a customer approaches. (We’ve all had it happen to us.)

6. The live customer standing in front of you takes precedence over someone who calls on the phone.

7. Never judge a book by its cover–all customers deserve attention regardless of their age or appearance.

8. Leave food and beverages in the break room.

9. A customer doesn’t want to hear about your upcoming break.

10. Makes any personal calls when you’re on a break and out of earshot.

11. The correct answer is never “I don’t know” unless you add to it, “but I can find out for you.”

12. If a customer wants something that isn’t on display, go to the stock room and try to find it.

13. If the item isn’t in the stock room, offer to call another store or order it.

14. Learn to read body language to see if a customer could use some help.

15. Don’t let chatty customers monopolize your time if others are waiting.

16. Call for backup support if lines are forming.

17. Be discrete if a customer’s credit card is declined by asking if there is another method of payment he or she would like to use.

18. Never discuss customers in front of other customers (they’ll wonder what you’re saying about them once they leave).

19. Inspect merchandise before bagging it to make sure it’s not defective or the wrong size.

20. Make sure customers receive everything they’ve paid for before they leave your store.

21. Smile as you are saying goodbye and encourage the customer to come again.

And here’s one more tip: if you can, give people more than what they expect.

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Understanding Copyrights and Trademarks

By Chet Lawrence

 When creators of artistic and literary works are given legal rights, then copyright describes the process. Literary works that are protected by copyright include poems, novels, plays, newspapers, reference works. Artistic works which include drawings, paintings, sculpture, photograph, advertisements, architecture, technical drawings, and maps. Others are databases and computer programs, musical compositions, choreography, and musical composition.

Copyright is important to the creativity of every people. It gives them incentives either in the forms of fair monetary rewards or recognition. The creators are rest assured that they are protected from piracy or unauthorized copying thus they can distribute their works without fear. In return, it enhances knowledge, entertainment, and culture enjoyment across the globe.

Works that are originally created and covered by copyrights have some basic rights which can be passed on their heirs. They are holding exclusive rights to use or give consent other people to use their works through an agreement. The original creator can authorize or prohibit:

- Reproduction in different forms including sound recording or printed publication.

- Public performances as in musical works or plays.

- Recordings in different forms including videotapes, cassettes, or compact discs.

- Broadcastings via cable, radio, or satellite.

- Translations to other languages or adaptations. One typical example is a novel used in a screenplay.

Most creative works under copyright require financial investment, communication, and mass distribution upon dissemination using different media. It includes publications, films, and sound recordings. The creators are often selling the rights of their works to companies or individuals who can market their works best to get back what they paid for. These payments are independently made based on the actual work usage, known as royalties.

However, the economic rights entitled to them are limited only to fifty years after the death of the creator as what is stated in the WIPO (World Intellectual Property Organization) treaties. Longer limits on time can be also established by the national law. This will enable the creators as well as their heirs to gain financial benefits over a specified time limit. Moral rights are also included under copyright protection. The creators are given the right in claiming an authorship or opposing the changes made harming their reputation.

Copyright and other related rights are given by individual countries through national legislation. Even international treaties applied some national laws to ensure that a number of rights are granted to the original creators based on nondiscriminatory status. The creators can consult the National Copyright Administration or CLEA (Collection of Laws for Electronic Access) WIPO database.

WIPO, an intergovernmental organization is administering lots of treaties internationally which is associated to intellectual property rights, requests, and government advice. However, it is mandatory for WIPO to give non-governmental organizations or private persons legal advice. It is much better to consult a copyright lawyer for specific matters.

Copyright is not dependent on official procedures. Created works are considered copyright protected upon its existence. It was stated in the Berne Convention about protecting artistic and literary works that without formalities, these works are already protected provided that the country is a part of the said convention.

A system for copyright registration is not provided by the WIPO. But many countries have national copyright offices. National laws are allowing registration for artistic and literary works to serve some purposes. Copyright can distinguish work titles, or become a prima facie proof used in courts to solve copyright disputes.

A trademark is a word, device, symbol, name, or combination of any of these elements intended or used in business to distinguish and identify the products of one company or seller from products sold or manufactured by others, and indicate sources of the products. To make it simple, a brand name defines a trademark.

Registration of a trademark is not required by the government. However, several advantages can be given if a trademark obtained federal registration. It includes evidences of trademark’s ownership, nationwide constructive notice about the owner’s claim, federal courts jurisdiction can be invoked, registration can be a basis to obtain international trademark registration, and registration can be filed with the customs service of the U.S. to prevent infringing of imported goods.

Understanding the distinction between a copyright and trademark is necessary. It really helps.

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Difficult Ethical Decisions

By Monte Mccarty

 There are many professions in the world that require strong will, stamina and courage to get occupied. Thousands of policemen, doctors, firemen, rescue teams save people every minute. Graduating form the University and mastering one of the professions mentioned above you think only about successful application of your knowledge in practice. A couple of years after you become a famous doctor, an honorary resident and a dedicated family man. But then one accident in your practice turns your life upside down and makes you reconsider your system of values and personal code of ethics.

Racing towards the hospital in the middle of the night, you think about what you are going to see. Entering a room, you see one of your patients lying down with eyes closed. A sense of guilt overwhelms you, when you hear colleagues’ words “No hope”. The situation drove you to the choice you need to make: either to shut down the apparatus of support and release a patient from suffering on his way to death or do nothing in order to save good name you acquired during your practice. Leaving the room, you start going back to your student years where the problem of euthanasia was discussed frequently. What was your attitude? Of course you thought of this way out as unacceptable and inhumane, as most of people think. Did you really give a problem a good thought being a student? Obviously it never occurred to you that you may appear in front of a choice like that. And now, having a reputation of a professional, what are you to choose?

Euthanasia is determined as an act of merciful killing that releases a person from suffering. Now this term has to be specified, because the specialists of Middle Ages released their patients not only form physical but also from spiritual sufferings. Nowadays obligations of doctors are limited by law and in some states euthanasia is prohibited by law, unless one of he family members presents a request that is further investigated. There are several moral aspects of such a decision. On one hand there are Ten Commandments of the Holy Bible, one of which states “Do not kill”. After humanism was established as a philosophical current, some consider euthanasia a crime. On the other hand there are words of Hippocrates that pleads to help the needy regardless their position in the society. If nothing but sufferings awaits a person on a short way to death, why should a doctor who understands the situation let someone be tortured? Isn’t it even crueler than killing somebody? These are moral aspects of the problem, but the code of professional ethics requires action and you are to make the choice. Only after you consider everything and make the right decision you deserve to be called a professional and be respected even more.

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