Storm & Security

12 STORM & SECURITY PROTECTION / FORECAST 2013 the total seasonal probability of landfall can be forecast with statistical skill. With landfall a function of varying climate conditions, the probability of landfall can be developed through statistical analyses of all U.S. hurricane and named storm landfall events during the 20th century (1900 to 1999). Long-term statistics show that, on average, the more active the overall Atlantic basin hurricane season is, the greater the probability of U.S. hurricane landfall, CSU states. "We anticipate an above-average probability for major hurricanes making landfall along the United States coastline and in the Caribbean," writes Klotzbach. Here are CSUʼs probabilities of a 2013 U.S. landfall (figures in parenthesis represent averages for the last century): • Entire U.S. coastline: 72 percent (52 percent) • U.S. East Coast including Florida peninsula: 48 percent (31 percent) • Gulf Coast from Florida peninsula to Brownsville, TX: 47 percent (30 percent) The CSU team adds there is a 61 percent probability for at least one major hurricane tracking into the Caribbean. The average for the last century is 42 percent. AccuWeather.com reports the East Coast to the Gulf of Mexico is at most risk for landfall this season. The Weather Research Center (WRC), Houston, TX, believes there is "a high chance" that three or more tropical storms or hurricanes will make landfall somewhere along the U.S. coast. According to WRC meteorologist Jill Hasling, the Gulf Coast has a 70 percent chance of experiencing the landfall of a tropical storm or hurricane this year. The coast from Georgia to North Carolina has the second highest risk with a 60 percent chance. WRC uses a model called Orbital Cyclone Strike Index (OCSI), which uses the solar cycle (an indication of the solar systemʼs orbit) to predict the risk for coastal residents each hur- ricane season. The OCSI model is based on the premise that there are orbital influences reflected in the global circulation pattern on the sun as well as the global circulation pattern on Earth. WRC also foresees a high probability for a long hurricane season this year. While indications were low (22 percent) of a cyclone developing as early as May this year, there is a higher probability (55 percent) of a tropical cyclone as late as November. SEASONAL /FORECAST continued **INSIDE PGS 3-26_FORECAST 6/20/13 7:48 PM Page 12 FORECAST 2014 / STORM & SECURITY PROTECTION 19 After receiving feedback throughout the year, the grocery store decided to install permanent return racks in the parking lot, and while it requires a bit more effort on the part of their customers, they no longer have to navigate a minefield of carts or risk damage when they come to shop. Considering any and all feedback is a paramount component to running a thriving business. Your experience- audit will assist in determining their validity, but you should always take heed to what your customers are saying. Your customer service practices should be organic and seamless and never overcomplicate the customer's shopping experience. 5. The Product and Service Parallel If the product you sell or the service you provide does not live up to your customer service, than your patrons will not return. All of the perks of choosing your business over your competition go out the window when what you offer fails to live up to expectations. There must be a direct parallel between the way you treat your customers and what you provide them—if you don't, your base will begin to dwindle. They may head to the shop down the road that doesn't nail the customer service aspect, but they always receive the service or product they expect once they leave. Shopping or conducting business should not feel like a chore best avoided: it should be an enjoyable experience, one that your customers desire to repeat. A customer- centric culture defines you, and will carve out your share in the market as the place to go—and put you ahead of the competition. Tron Jordheim is the CMO of StorageMart, one of the world's largest privately held self-storage companies with locations across the United States and Canada. He has helped lead the company to double-digit revenue growth for the last four years by embracing digital marketing and call center support. Jordheim has consulted for companies and spoken at trade events in the U.S., Canada, the United Kingdom, Spain and Mexico. Prior to StorageMart, Jord- heim managed one of Culligan Water's top U.S. bottled water franchises. With 40-plus years of experience in sales, marketing and training, he continues to be sought after as a public speaker, sales trainer and consultant. For more in- formation, please visit www.storage-mart.com/blog/author/ tron-jordheim. Shopping or conducting business should be an enjoyable experience, one that your customers desire to repeat. Bottom half: ESS half-page ad - where is this ad?

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