No, you're out of order
I ordered some Chinese food the other day, and afterwards gave some thought to how the conversation went during the ordering process. Sound familiar?
"Hello Ch________k House, how may I help you"
"Hi, I'd like to order some food for delivery"
"OK, name please"
"Nick"
"Phone Number?"
"519 673 0000"
"Address?"
"52 Applecourt Cres"
"Is that a house or an apartment?"
"House"
"And how will you be paying?"
"Cash"
"OK, what would you like to order?"
Now I understand there's certain information they need to collect to complete the transaction, but I found it annoying that it took a full 5 questions before they actually got around to taking my order, which was the catalyst for the exchange to begin with.
What they're saying through their action is that adherence to a business process is more important than their customer, who was in this case me. Read another way, we really just want your money, OK?
Would it kill them to take my order first (because hey, I'm hungry), and then take down the specifics? I mean, if I really want to be grilled, I can just drive to the US border with my chest wrapped in duct tape and a passport made of construction paper.
It certainly can't hurt to be seen as putting the needs of the customer first, and then taking care of business, can it? And if they don't, then I have other options, don't I?
Look at the conversations your organization has with its new and existing clients, and work to make sure that the impression you're leaving them with is that they come first. It's a little thing, but when it comes to positively reinforcing your brand, it's always the little things.