Friday, December 28, 2007
Heading Home to www.refresher.com
We have moved 1001 Ways to Wow Your Customers home to refresher.com . All new articles and posts can be found at http://www.refresher.com/wowyourcustomers . Please visit often and thank you for your interest.
Wednesday, November 21, 2007
How to Create Devoted Customers
Here is a very nice slideshow from Andy Hanselman on Slideshare. Phil Dourado has this featured on his excellent Customer blog as well. Click the play button, below, to advance the slides:
Monday, November 12, 2007
Are Your Mystery Shopping Results a Mystery?
In most organizations most of the time the idea of "engineering the customer experience" becomes a "scripting" of the desired behaviours of front-most customer-facing associates. Mystery shopping or customer service auditing therefore becomes an exercise of observing and recording behaviours, based on the premise that if associates "perform" the desired "script" the outcome - a positive experience for customers - will be manifested. It's all very logical. Trouble is … it's bunk!
Reality check: Do your mystery shopping scores correlate with your customer satisfaction scores and your tangible measures of performance? Or are they a mystery. Take a look and decide for yourself. Are your mystery shopping scores up to your objectives consistently in all locations, or is there great variability between locations and within locations over time? Is your mystery shopping "program" a source of celebration and success or ongoing irritation, frustration and pain? And what about for your customer-facing people?
Most mystery shopping more often than not, measures the wrong things. Here's an example of one mystery shopper's final comments:
"I was greeted immediately and was treated professionally and politely throughout the entire encounter. I found the SA (sales associate) to be knowledgeable of the products that he was promoting. He went to task to explain the differences in the air cushion supports and flexing the shoes and pulling out the insoles to show the soft feel and support that the shoe will give me. He was bang on with his request to look at some other garments immediately after we had the shoe selection done.
I came away from the visit feeling as though he had a genuine concern for my satisfaction with the fit and feel of the shoe. He did not maintain the up sell with me as he was starting to look after other customers and left me on my own to find a pair of tracks and go and try them on. He was serving someone else when I came out of the dressing room and asked how they were on my way to the cash desk, to which I said, I just did not like them and was only going to take the shoes.
I found the dressing rooms to be clean and tidy and well lit with lots of room to try things on.
The SA seemed to be very enthusiastic about his function and seemed to enjoy what he was doing.
I would have no problem in recommending this store to my family or friends."
Many of the comments of the mystery shopper were connected to the sales "script" all associates were required to "perform." What score does this service experience deserve? What would this experience "score" in your program?
In this specific business the score was a feeble failing grade, as the incredibly scripted series of behaviours was not performed to perfection.
My take is that we have a front-line associate serving multiple customers and doing quite an excellent job. This is a very positive service experience as described by the shopper. The example cites a prompt greeting, politeness, product knowledge, genuine concern and caring, a clean and well maintained store, the positive "engagement" and enthusiasm of the associate all while serving multiple customers, and the shopper ready to be an advocate of your business.
What score does this service experience deserve if your measurement scale rated the shopper's outcome? At least a 4 on a scale of 1 to 5? What would this experience "score" in your program if the score was based on the outcome, and not the overly scripted behaviours?
What is it that we're after? What do we want our customer-facing associates to achieve? What is the desired outcome? Is it to:
A - perform the script perfectly … or
B - create an extremely satisfied customer.
Sorry to say … A doesn't get you to B.
There is a better way - a much more mysterious way to create extremely satisfied and loyal customers. More next time.
Reality check: Do your mystery shopping scores correlate with your customer satisfaction scores and your tangible measures of performance? Or are they a mystery. Take a look and decide for yourself. Are your mystery shopping scores up to your objectives consistently in all locations, or is there great variability between locations and within locations over time? Is your mystery shopping "program" a source of celebration and success or ongoing irritation, frustration and pain? And what about for your customer-facing people?
Most mystery shopping more often than not, measures the wrong things. Here's an example of one mystery shopper's final comments:
"I was greeted immediately and was treated professionally and politely throughout the entire encounter. I found the SA (sales associate) to be knowledgeable of the products that he was promoting. He went to task to explain the differences in the air cushion supports and flexing the shoes and pulling out the insoles to show the soft feel and support that the shoe will give me. He was bang on with his request to look at some other garments immediately after we had the shoe selection done.
I came away from the visit feeling as though he had a genuine concern for my satisfaction with the fit and feel of the shoe. He did not maintain the up sell with me as he was starting to look after other customers and left me on my own to find a pair of tracks and go and try them on. He was serving someone else when I came out of the dressing room and asked how they were on my way to the cash desk, to which I said, I just did not like them and was only going to take the shoes.
I found the dressing rooms to be clean and tidy and well lit with lots of room to try things on.
The SA seemed to be very enthusiastic about his function and seemed to enjoy what he was doing.
I would have no problem in recommending this store to my family or friends."
Many of the comments of the mystery shopper were connected to the sales "script" all associates were required to "perform." What score does this service experience deserve? What would this experience "score" in your program?
In this specific business the score was a feeble failing grade, as the incredibly scripted series of behaviours was not performed to perfection.
My take is that we have a front-line associate serving multiple customers and doing quite an excellent job. This is a very positive service experience as described by the shopper. The example cites a prompt greeting, politeness, product knowledge, genuine concern and caring, a clean and well maintained store, the positive "engagement" and enthusiasm of the associate all while serving multiple customers, and the shopper ready to be an advocate of your business.
What score does this service experience deserve if your measurement scale rated the shopper's outcome? At least a 4 on a scale of 1 to 5? What would this experience "score" in your program if the score was based on the outcome, and not the overly scripted behaviours?
What is it that we're after? What do we want our customer-facing associates to achieve? What is the desired outcome? Is it to:
A - perform the script perfectly … or
B - create an extremely satisfied customer.
Sorry to say … A doesn't get you to B.
There is a better way - a much more mysterious way to create extremely satisfied and loyal customers. More next time.
Monday, November 5, 2007
Be the One to Say Yes
In It's Not About the Coffee Howard Behar, former President of Starbucks International, identifies Yes as the most powerful word in the world. "Yes is freeing and inspiring. It means permission. It means possibility. Saying yes makes you feel good."
Saying No might initially be a self serving "rule" to achieve an illusion of efficiency, but it is self limiting and even mindless when viewed by your customers. It can also become a very insidious habit that may be driving your most valuable customers away.
"WE DON"T ACCEPT $100 BILLS!" It's usually in caps with an exclamation point. So … you won't accept legal tender, and you stick that sign in my face, all because it minimizes your risk of counterfeit currency … and you won't spend the few bucks for the technology that would minimize your risk and accommodate my needs. Time to say yes.
"WE OPEN AT 8:00AM!" Is that customer banging on your door at 7:45 just some transient individual who happened by your store, or perhaps one of your most devoted clients who needs her double low fat mocha latte with room to go for an earlier than usual meeting? Say yes and open early.
Several years ago in the menswear business we had a store manager that consistently exceeded all sales targets - quite uncanny, really. His store was in a mall well known for tourist visitors. All stores in the mall opened at 9:30 am and the hours of operation were defined in the lease. I just had to get a better understanding of what he was doing to replicate it as a best practice for our business. Our conversations usually concluded that his superior leadership and skills were the factor, and he was an exceptional leader, but he had a little ace up his sleeve.
As a very conscientious manager he always arrived early to be ready for business. Typically, his opening routine involved walking the mall, checking out all shops and having a coffee. More often than not he would strike up a conversation with visiting shoppers who arrived early, and were disappointed that they would have to wait to shop and spend their money. He always offered to open the store for their immediate, personal and exclusive shopping experience. It always worked very well. No need to wonder why he did about 20% of his daily target before opening. Wow your customers by saying yes whenever you can.
How about looking for yes instead of …
"WE DON'T SERVE CUCUMBERS WITH DELI SANDWICHES!"
Check out Darlene's reaction in the archives.
"PLEASE UNDO ALL BUTTONS OF YOUR DRY CLEANING" and "ONLY THREE SHIRTS PER SPECIAL ORDER" and "NO DEBIT CARDS FOR UNDER $10" and whatever …
Wonder why business is going to the new cleaner on the block?
"WE ONLY SERVE BREAKFAST UNTIL 11:00 AM!"
There is a significant portion of the population that typically doesn't even move until then, at least on the weekend. Why not find a way to say yes?
There is gold in saying yes! Take a good look at all of your rules and the investment you have in saying no to your customers. I can almost guarantee you can increase your revenues by 20% or more, with the same traffic - just by looking for the opportunities to say yes.
Saying No might initially be a self serving "rule" to achieve an illusion of efficiency, but it is self limiting and even mindless when viewed by your customers. It can also become a very insidious habit that may be driving your most valuable customers away.
"WE DON"T ACCEPT $100 BILLS!" It's usually in caps with an exclamation point. So … you won't accept legal tender, and you stick that sign in my face, all because it minimizes your risk of counterfeit currency … and you won't spend the few bucks for the technology that would minimize your risk and accommodate my needs. Time to say yes.
"WE OPEN AT 8:00AM!" Is that customer banging on your door at 7:45 just some transient individual who happened by your store, or perhaps one of your most devoted clients who needs her double low fat mocha latte with room to go for an earlier than usual meeting? Say yes and open early.
Several years ago in the menswear business we had a store manager that consistently exceeded all sales targets - quite uncanny, really. His store was in a mall well known for tourist visitors. All stores in the mall opened at 9:30 am and the hours of operation were defined in the lease. I just had to get a better understanding of what he was doing to replicate it as a best practice for our business. Our conversations usually concluded that his superior leadership and skills were the factor, and he was an exceptional leader, but he had a little ace up his sleeve.
As a very conscientious manager he always arrived early to be ready for business. Typically, his opening routine involved walking the mall, checking out all shops and having a coffee. More often than not he would strike up a conversation with visiting shoppers who arrived early, and were disappointed that they would have to wait to shop and spend their money. He always offered to open the store for their immediate, personal and exclusive shopping experience. It always worked very well. No need to wonder why he did about 20% of his daily target before opening. Wow your customers by saying yes whenever you can.
How about looking for yes instead of …
"WE DON'T SERVE CUCUMBERS WITH DELI SANDWICHES!"
Check out Darlene's reaction in the archives.
"PLEASE UNDO ALL BUTTONS OF YOUR DRY CLEANING" and "ONLY THREE SHIRTS PER SPECIAL ORDER" and "NO DEBIT CARDS FOR UNDER $10" and whatever …
Wonder why business is going to the new cleaner on the block?
"WE ONLY SERVE BREAKFAST UNTIL 11:00 AM!"
There is a significant portion of the population that typically doesn't even move until then, at least on the weekend. Why not find a way to say yes?
There is gold in saying yes! Take a good look at all of your rules and the investment you have in saying no to your customers. I can almost guarantee you can increase your revenues by 20% or more, with the same traffic - just by looking for the opportunities to say yes.
Monday, October 22, 2007
Beyond Being Satisfied
In this blog and this book in progress we are advocating from a very strong point of view of customer service - clearly, that the outcome you must create for your customers is a very positive and very memorable experience. It's the "Wow!" factor. It's "wowing" your customers! And the "wow" is always positive and memorable, and to be positive and memorable it must be a positive, memorable and emotional experience. That's a lot of wows, positives and memorables - and it's the only outcome that makes a difference in terms of your business results.
Satisfying customers is not enough - it never has been. In some organizations that have made great strides in measuring customer satisfaction there is a growing dilemma: Survey says our satisfaction index is improving; but our rate of churn or defection is increasing as well. How can this be? Why do customers who appear to be satisfied, or tell us they're satisfied, defect to the competition?
There is a growing body of research on customer decision making and loyalty that supports our very strong point of view.
In Human Sigma published by Gallop Press, John Fleming and Jim Asplund present the results of several fascinating studies that illuminate customer behaviour. They have analyzed customer satisfaction ratings and found that those customers who are extremely satisfied can be classified into two distinct groups - rationally satisfied and emotionally satisfied. They report that the rationally satisfied customers, although extremely satisfied, lack a strong emotional attachment to the company. And just as we might all predict, emotionally satisfied customers outperform rationally satisfied customers on all dimensions - average spend, frequency, loyalty, rate of defection, etc. One of the most fascinating findings however, is that, (and please read this slowly), rationally satisfied customers behave no differently than dissatisfied customers! Wow! Interesting findings.
In a study of "advocating" the authors report similar results. Rational advocates, who report that they are extremely likely to recommend a company to others, ultimately behave very similar to non-advocates. And course, passionate (emotional) advocates deliver far superior performance on all dimensions. Wow! Human Sigma is an excellent book if you need more data to develop a strong point of view about service.
So, the only outcome you should strive to create for your customers is the 'WOW", the positive and memorable experience - the emotional experience.
Nothing else really matters!
Satisfying customers is not enough - it never has been. In some organizations that have made great strides in measuring customer satisfaction there is a growing dilemma: Survey says our satisfaction index is improving; but our rate of churn or defection is increasing as well. How can this be? Why do customers who appear to be satisfied, or tell us they're satisfied, defect to the competition?
There is a growing body of research on customer decision making and loyalty that supports our very strong point of view.
In Human Sigma published by Gallop Press, John Fleming and Jim Asplund present the results of several fascinating studies that illuminate customer behaviour. They have analyzed customer satisfaction ratings and found that those customers who are extremely satisfied can be classified into two distinct groups - rationally satisfied and emotionally satisfied. They report that the rationally satisfied customers, although extremely satisfied, lack a strong emotional attachment to the company. And just as we might all predict, emotionally satisfied customers outperform rationally satisfied customers on all dimensions - average spend, frequency, loyalty, rate of defection, etc. One of the most fascinating findings however, is that, (and please read this slowly), rationally satisfied customers behave no differently than dissatisfied customers! Wow! Interesting findings.
In a study of "advocating" the authors report similar results. Rational advocates, who report that they are extremely likely to recommend a company to others, ultimately behave very similar to non-advocates. And course, passionate (emotional) advocates deliver far superior performance on all dimensions. Wow! Human Sigma is an excellent book if you need more data to develop a strong point of view about service.
So, the only outcome you should strive to create for your customers is the 'WOW", the positive and memorable experience - the emotional experience.
Nothing else really matters!
Sunday, October 7, 2007
Serving Each Customer Uniquely
An excellent story from Rebecca Morgan
She stood at the entrance in her crisp uniform, greeting every arrival. The guests filed past into the hotel meeting room for the local radio and TV broadcasters annual awards banquets. She looked each person in the eye as they passed and said, “I hope you have a great time tonight.”
I watched her, noting this out-of-the-norm behavior, even for 5-star hotels, which this was not. After we were seated, she visited each of her tables and asked if there was anything we needed. She chatted with those who wanted to chat and moved silently to pour wine for those otherwise engaged.
I complimented her on her impeccable attention to the guests and asked what motivated her to treat everyone with such care. She said she’d been working in hospitality for over 40 years and loved her job. But the next thing she said stood out for me.
“These people have given me so much joy every day, I’m thrilled to be able to help them make their special night memorable.”
This server had a clear vision of who her customers were that evening and how she could give each something from her heart.
Did she do this with every group? What about those who she had no personal connection to? I didn’t think to ask her, but now I’m guessing she found something to celebrate about each group.
Do your employees find ways to relate to each of their customers? Do they think about how to make each interaction special? Do you notice exemplars and compliment them? Or better yet, reward them?
Rebecca Morgan works with organizations that know the secret to their current and future success is developing key talent long-term. Visit http://growyourkeytalent.wordpress.com/ for more of her work.
Thursday, October 4, 2007
Have a Conversation and Care
I often visit a local branch of TD Canada Trust to look after my mother's banking, as she no longer can get out on her own. I have been very impressed with the service and care they consistently display and I can now understand why my mother always insisted on bringing the staff chocolates at Christmas.
It's Saturday morning and there are four young smiling faces at work at the tellers, two others working with clients in offices, and one smiling face at reception. There's a couple waiting for an appointment with an advisor and their young daughter is busy colouring at a child-sized desk and chair. The ATMs are also being used. All of the tellers and receptionist are serving customers. There's an air of efficiency and everyone is busy. There are a lot of smiling faces and conversations abound. I'm second in line and the wait is about 15 seconds.
"Hi Rick, what can I do for you today?" I clarify what I need and Sean goes right into action. "Any plans for the weekend?" "I might head up to the cottage to make sure it's still standing," I say. "Where's the cottage?" "Near Midland." "Nice spot, great beaches, been there many times." "And you?" And our conversation continues as he very efficiently handles everything. Then Agnes walks by and says "Hi and how is your mother?" I fill her in and we talk and she tells me what a wonderfully kind customer she has been over the years. I will give my mother her regards.
Five minutes and I'm done and all went efficiently and I reflect that this branch has a most memorable group of efficient and caring people. Somebody is getting it right - in terms of service, conversations and caring. There was no customer service script - with canned questions and feigned interest. These people just seem to enjoy having conversations, and want to engage and connect personally with their customers as real people. And as far as I'm concerned, they really care.
Is this a one-off branch perhaps led by a most service-oriented manager, or a have they had more than their fair share of good recruits? I think there's more to it. I get the sense that there something more cultural involved, that there are significant investments being made in service orientation, and development, and that customer service has become strategic to the long term plans for TD Canada Trust.
Can customer service be strategic and create a sustainable competitive advantage? Yes I think so and know so. Based on my experiences of the people that work at this branch I am very seriously contemplating moving all of my business to them - and they haven't even asked me to. If getting people to switch is a challenge for business development at the banks, I'm already teed up to do it - just because of the positive and memorable experience.
And I think there's more to it.
Consider this:
Hmmm …
I think I "get it."
It's Saturday morning and there are four young smiling faces at work at the tellers, two others working with clients in offices, and one smiling face at reception. There's a couple waiting for an appointment with an advisor and their young daughter is busy colouring at a child-sized desk and chair. The ATMs are also being used. All of the tellers and receptionist are serving customers. There's an air of efficiency and everyone is busy. There are a lot of smiling faces and conversations abound. I'm second in line and the wait is about 15 seconds.
"Hi Rick, what can I do for you today?" I clarify what I need and Sean goes right into action. "Any plans for the weekend?" "I might head up to the cottage to make sure it's still standing," I say. "Where's the cottage?" "Near Midland." "Nice spot, great beaches, been there many times." "And you?" And our conversation continues as he very efficiently handles everything. Then Agnes walks by and says "Hi and how is your mother?" I fill her in and we talk and she tells me what a wonderfully kind customer she has been over the years. I will give my mother her regards.
Five minutes and I'm done and all went efficiently and I reflect that this branch has a most memorable group of efficient and caring people. Somebody is getting it right - in terms of service, conversations and caring. There was no customer service script - with canned questions and feigned interest. These people just seem to enjoy having conversations, and want to engage and connect personally with their customers as real people. And as far as I'm concerned, they really care.
Is this a one-off branch perhaps led by a most service-oriented manager, or a have they had more than their fair share of good recruits? I think there's more to it. I get the sense that there something more cultural involved, that there are significant investments being made in service orientation, and development, and that customer service has become strategic to the long term plans for TD Canada Trust.
Can customer service be strategic and create a sustainable competitive advantage? Yes I think so and know so. Based on my experiences of the people that work at this branch I am very seriously contemplating moving all of my business to them - and they haven't even asked me to. If getting people to switch is a challenge for business development at the banks, I'm already teed up to do it - just because of the positive and memorable experience.
And I think there's more to it.
Consider this:
- TD Canada Trust has won the top award in seven of the eleven categories of Synovate's Customer Service Index this year, and has been the top bank three years running.
- J.D. Power has ranked TD Canada Trust highest in Canadian retail banking customer satisfaction for the second consecutive year.
- They have announced more convenient banking hours at all branches across Canada - to serve customers 62 hours a week, and opening at 8:00 am including Saturdays.
- Their most recent quarterly results reported earnings of $1.1 billion, compared to $886 million in the prior year.
- They have recently completed an $8.5 billion acquisition of a major regional US bank and will be one of the largest banks in North America.
Hmmm …
I think I "get it."
Saturday, September 22, 2007
Make Yourself Memorable
I think most people love receiving gifts and souvenirs of a most memorable experience. There are many ways to surprise and delight your customers and it rarely has to cost a lot of money. It's the thoughtfulness and appreciation that counts.
A friend recently told me a story of a flight on Emirates airlines. Of course they provided his children a little kit of activities to do during the very long flight, and, then they went beyond. They took photos of every child on the flight, put them in a little frame that had the flight number, route, pilot and attendants names and presented them to all before arrival. What a wonderful gesture of appreciation and a most memorable souvenir for a young child.
Is that something you could apply in your business?
I remember attending a conference of all of the executives in a most progressive organization. As we arrived for the three day session a photographer took shots of every participant as we registered, and many more shots through the sessions. At the conclusion of the conference our chairman presented an amazing slide show that featured every single one of the participants. Our take-way was a file of all of the presentations and also the incredibly memorable slide show. It's something I cherish from a most enlightening time in a very progressive organization.
What can you do to make every company event most memorable?
The more I talk to people about customer service the more I hear about the mindless and dysfunctional activities organizations do to alienate their customers. Take the telcos where customer 'churn' is a key issue. The typical approach to dealing with 'churn or turnover is to aggressively recruit new customers with new deals, ipods, gifts and whatever. Almost every single person I talk to is totally pissed as, being a loyal customer they not only don't get to take advantage of the deals for new subscribers, they never get any acknowledgement or appreciation for being a customer. How bizarre. So what creates the 'churn'?
What have you done to appreciate your current customers and make yourself memorable in their minds?
Create memories. Make yourself memorable!
A friend recently told me a story of a flight on Emirates airlines. Of course they provided his children a little kit of activities to do during the very long flight, and, then they went beyond. They took photos of every child on the flight, put them in a little frame that had the flight number, route, pilot and attendants names and presented them to all before arrival. What a wonderful gesture of appreciation and a most memorable souvenir for a young child.
Is that something you could apply in your business?
I remember attending a conference of all of the executives in a most progressive organization. As we arrived for the three day session a photographer took shots of every participant as we registered, and many more shots through the sessions. At the conclusion of the conference our chairman presented an amazing slide show that featured every single one of the participants. Our take-way was a file of all of the presentations and also the incredibly memorable slide show. It's something I cherish from a most enlightening time in a very progressive organization.
What can you do to make every company event most memorable?
The more I talk to people about customer service the more I hear about the mindless and dysfunctional activities organizations do to alienate their customers. Take the telcos where customer 'churn' is a key issue. The typical approach to dealing with 'churn or turnover is to aggressively recruit new customers with new deals, ipods, gifts and whatever. Almost every single person I talk to is totally pissed as, being a loyal customer they not only don't get to take advantage of the deals for new subscribers, they never get any acknowledgement or appreciation for being a customer. How bizarre. So what creates the 'churn'?
What have you done to appreciate your current customers and make yourself memorable in their minds?
Create memories. Make yourself memorable!
Friday, September 7, 2007
Free for the Giving
You may think customer service requires a huge capital outlay: expensive training, high-falutin' CRM software, and thousands of dollar in expenditures Nonsense! The most important parts of customer service are free.
Here's my baker's dozen list of customer service components that are free:
1. Smiling.
2. Saying "I'm sorry", "We're sorry," or "I apologize"
3. Saying "thank you for your business."
4. Saying "thank you for bringing this problem to my attention"
5. Thanking customers for allowing you to fix their problems
6. Listening
7. Sharing important information in a timely manner
8. Giving customers choices
9. Addressing customers by name
10. Making small talk that build the relationship
11. Relating to customers on a human level
12. Relishing your interactions with your customers
13. Enjoying your work
The point is, customer service is about many things, most of them tied to attentiveness, friendliness and empathy. We all have the capacity to employ and deploy customer service to salve our customers' wounds. It's as much a mindset as it is phraseology.
The same skills you employed while delivering newspapers, selling lemonade or Girl Scout cookies as a kid, will hold you in good stead as a sales or service professional. The best things in life really are free. Now pass them on!
Craig Harrison's Expressions Of Excellence!™ helps professionals express their sales and service excellence with style. Contact him through http://www.ExpressiosOfExcellence.com .
Here's my baker's dozen list of customer service components that are free:
1. Smiling.
2. Saying "I'm sorry", "We're sorry," or "I apologize"
3. Saying "thank you for your business."
4. Saying "thank you for bringing this problem to my attention"
5. Thanking customers for allowing you to fix their problems
6. Listening
7. Sharing important information in a timely manner
8. Giving customers choices
9. Addressing customers by name
10. Making small talk that build the relationship
11. Relating to customers on a human level
12. Relishing your interactions with your customers
13. Enjoying your work
The point is, customer service is about many things, most of them tied to attentiveness, friendliness and empathy. We all have the capacity to employ and deploy customer service to salve our customers' wounds. It's as much a mindset as it is phraseology.
The same skills you employed while delivering newspapers, selling lemonade or Girl Scout cookies as a kid, will hold you in good stead as a sales or service professional. The best things in life really are free. Now pass them on!
Craig Harrison's Expressions Of Excellence!™ helps professionals express their sales and service excellence with style. Contact him through http://www.ExpressiosOfExcellence.com .
Monday, August 20, 2007
A Perfect Experience in Landscaping
Exceptional service experiences are rare however, today I had the most perfect experience buying shrubs and plants, and I received an education in the process. Best of all - I feel totally invigorated! I may have a new career in landscaping.
Situation - Major concrete work on the front steps required demolition of the trusted shrubbery that was in the way. Concrete work is done, granite coating is complete (after many hours of effort), all railings are now pristine white - only issue is a naked landscape. I need (or think I need) two sort of evergreen things about four feet high for each side of the steps.
I do a little research. I think about $100 will get it done.
So I dig out the old stuff. Tough going but I am on a mission to complete this project. Several hours later I have the old out and new holes, but then I think I need more foliage in this tapestry. Dig more holes - another one there on the right, two more there to the left and just one more on the corner as an accent.
So now I have many holes in the ground and haven't a clue what to put in them.
Off to Sheridan Nurseries on Burnhamthorpe Road, my closest plant people.
I'm wandering, looking at these emerald things that might work, and then looking at other shrubs that might fit and really wanting someone to talk to. "Need some help?" from a young lady who could see that I did. "Yes I do."
This young lady was incredible. I outlined my project. She understood. We discussed exposure to sun and soil conditions. We were on our knees looking at the emeralds and she was so very knowledgeable about how to best transplant them but I just couldn't see how I get the holes big enough to make it work. What other options?
We explored several. She took me on a tour to explore everything - the special characteristics of spruce, how these other ones were unique, which ones thrived best in various conditions, how to transpant, how wide they will grow, how high they will grow, how to trim, how to maintain - what a learning experience - and she was so knowledgeable and sincere!
So we settled on two blue spruce as the 'soldiers' for the stairs, and several other accent pieces. She also suggested a special transplanting solution, several bags of their soil, and a few bags of mulch to make it all work. Everything I needed to become the landscaping artist I was destined to be. She helped me to the cash, ensuring the shrubs were safe in my hands, and thanked me for trusting my needs with her.
I came back the same day for two more pieces to complete my work. She saw me wandering again and wanted to know how the project worked. "Superb" I said, just need a few more. I could see in her smile that she enjoyed being of service and helping me create my little work of art. A little conversation and exploration and she helped me find two additional perfect pieces to complete my masterpiece.
It was a wow for me - experiencing sincere, honest, knowledgeable and professional service.
I think it was a wow for her - in being the expert, being of service and helping me succeed at my project.
The outcomes: I set out to spend $100 on two shrubs and did spend just under $400 and was very happy doing so. Sheridan Nurseries now has a very satisfied customer who is referring them to others (as we speak) and I will be a customer for life.
Sincere, honest, knowledgeable and professional service. What an enjoyable experience!
Thursday, August 9, 2007
Customer Service Scripting
The trouble with compiling a blog or a book about great customer service experiences is that there are just so few experiences and stories to talk about. What a sad state of affairs! C’est domage. But then again, what an incredible opportunity!
I’ve been involved in creating customer focused cultures for many years and have seen the incredible empowering impact it can have on your front line people and on tangible business results. There is no doubt that when customer service becomes strategic for your enterprise you can win – beyond your wildest imagination. But most organizations, most of the time, don’t get it.
For most enterprises most of the time, the best they can come up with is customer service scripting. Scripting is really, quite feeble. It speaks to an intent to provide a certain minimum of engagement but most often just sounds like lip service to customer service.
I’ve wondered why. I think I have the answer.
I think it is all very logical and reasonable. It does seem to make sense.
If a customer is satisfied, her expectations of you were met, the product was good, the service was fine – what’s the impact? Might tell a few people about it. (Positive but not overly memorable.) You get paid, life goes on.
If you wow your customer! (And that’s a very good thing!) You’ll create a fan (maybe a raving fan) and loyal supporter who will tell several people about his wonderful experience. Great referrals! Excellent stuff! (Positive and very memorable.)
But if you screw up, guess what? Your customer will tell a lot of people about this very negative and memorable experience. (All negative experiences are very memorable – aren’t they?)
And here’s the kicker. If you screw up and then screw up the complaint process your customer will tell hundreds of people about her most negative and very memorable experience of you!
So the logical solution is to avoid the negative – to have a play safe script for your people to “perform” to avoid the nightmare. Have your service providers ‘get with the program’ and do their very best to meet expectations and minimize the risk of screwing anything up. Totally logical! It’s an MBA approach to engineering the customer service “experience.”
Trouble is … we all know it’s lip service. Your customers know it and feel it. Your service providers know it too. That’s why it doesn’t make any $%^& difference! All it does is keep you on a very mediocre path and not very memorable, unless of course you screw up, which you inevitably will.
You cannot ever dream to provide a script to deal with every new and unique experience! Yet most businesses most of the time keep on trying the same things and then wondering why the results aren’t really any different. Must be a problem with your people – in their commitment and execution. This reminds of a wonderful question posed by Paul Levesque in one of his presentations. “Are your people unmotivated, lackluster and uncommitted 24 hours a day, or only the 8 hours a day they spend with you?”
How do you create great experiences for your customers if every new and unique experience is new and unique? You have to start from an ethic or value of service. It’s about who you are and what you stand for and believe in. And you can’t fake it!
It’s about inviting positive and caring people to share your values and then being able to make it real for your customers. Stories help communicate some of the elements of success however, great service is always “improv” within the framework of shared values. You create the framework and ‘context’ and then empower your people to unleash their creativity to make it so.
So please throw out the scripts and unleash the creativity of your people.
Try this the next time you’re in one of your favourite restaurants and the server attempts to very professionally recite all of the specials of the day with all of the detail and pizzazz they can muster, (and it’s best if it’s a new server trainee.) Say, “Wow, sounds like you have the script down pat, good job!” “Have you tried them?” Which one do you like best?” Very often you will get more scripting as in “They’re all great!” Occasionally, your questions will invite the wow factor into the experience and you might just get a most interesting, improvised, passionate and refreshing performance.
Scrap the scripts. Let your people perform!
Tuesday, July 31, 2007
Are you Present and Accounted For?
from Craig Harrison's Being Present is a Gift to All featured on The CEO Refresher
Audit your own interactions with customers. Ask yourself the following:
- Do you greet them with genuine affection?
- Do you know and use their name? (Are you pronouncing it correctly? Not sure? Ask!)
- Are you giving them your undivided attention?
- Are you giving good and consistent eye contact?
- Are you preoccupied with a previous client, customer or call?
- Are you easily distracted?
- If the phone rings while you're in conversation, do you let it ring through?
- Do you listen actively and intently or are you "faking" it?
In today's world customers long to be heard, to be understood and to feel others care about them. Help customers feel connected! Show them you care. Treat them as if they're the most important people in the world. For the brief time they're in your midst, give them your undivided attention. Don't just be here now…but hear now! Or, forever lament the loss of treasured customers!
Craig Harrison inspires stellar sales and service leadership among professionals in a variety of fields. Visit his website: http://www.ExpressionsOfExcellence.com.
Thursday, July 19, 2007
A Wow in Garbage!
by Darlene Y. Pineda
Garbage: Not usually a place to find superstars. Now, my trash pickup is usually on Thursdays. In September (2003) we had a bit of wind called Isabelle, (My house was still standing, by the way - YAY!), which naturally meant no pickup that day. The days following Isabelle kept everyone busy cleaning up the mess she left behind: Trees and branches and roof pieces and power lines and food that had spoiled and pieces of siding that had flown off houses and landed in yards. When trash day rolled around, I put my filled-to-the-brim trashcan out on the curb for pickup. YAY! I had a few bags that didn't fit, but at least most of it would be gone.
Later that day, the doorbell rang. When I went to the door, there was the garbage man, smiling! "Excuse me, ma'am. I'm sure you noticed that we weren't able to make a pickup last week, and I sure am sorry about that." I nodded, and told him I understood. Then he continued, "I'm checking to see if you have any more trash that didn't fit in the can, that I can carry to the truck for you." I blinked at him, and actually couldn't speak. "You … want my trash?" I stuttered, puzzled. "Yes ma'am, if you have any more, I'd be pleased to carry it out to the truck for you."
So I led him to the garage, and he did indeed carry another three bags full to the truck, smiling the whole time. I thanked him, (and this is where he went beyond exceeding expectations to blowing them away), and he said, "No ma'am, thank you for choosing us. It was a pleasure to serve you, and you have a nice day."
I walked back into my house, stunned. Now, I expect great customer service in department stores and restaurants. I even expect it in gas stations and doctors' offices. But I never even thought about service in terms of garbage collection. And I realized that my garbage man had made a choice, and he CHOSE to make his day a great one. He chose to BE THERE. He certainly MADE MY DAY. And he did it all with sincerity and mindfulness and an honest desire to provide service.
And I couldn't help but wonder; if someone in as difficult a job as his could find possibilities to exceed all expectations, how many chances can we find, every day? How often do WE say to our customers, "No, thank YOU for choosing US"?
So, what do your customers say about you?
Garbage: Not usually a place to find superstars. Now, my trash pickup is usually on Thursdays. In September (2003) we had a bit of wind called Isabelle, (My house was still standing, by the way - YAY!), which naturally meant no pickup that day. The days following Isabelle kept everyone busy cleaning up the mess she left behind: Trees and branches and roof pieces and power lines and food that had spoiled and pieces of siding that had flown off houses and landed in yards. When trash day rolled around, I put my filled-to-the-brim trashcan out on the curb for pickup. YAY! I had a few bags that didn't fit, but at least most of it would be gone.
Later that day, the doorbell rang. When I went to the door, there was the garbage man, smiling! "Excuse me, ma'am. I'm sure you noticed that we weren't able to make a pickup last week, and I sure am sorry about that." I nodded, and told him I understood. Then he continued, "I'm checking to see if you have any more trash that didn't fit in the can, that I can carry to the truck for you." I blinked at him, and actually couldn't speak. "You … want my trash?" I stuttered, puzzled. "Yes ma'am, if you have any more, I'd be pleased to carry it out to the truck for you."
So I led him to the garage, and he did indeed carry another three bags full to the truck, smiling the whole time. I thanked him, (and this is where he went beyond exceeding expectations to blowing them away), and he said, "No ma'am, thank you for choosing us. It was a pleasure to serve you, and you have a nice day."
I walked back into my house, stunned. Now, I expect great customer service in department stores and restaurants. I even expect it in gas stations and doctors' offices. But I never even thought about service in terms of garbage collection. And I realized that my garbage man had made a choice, and he CHOSE to make his day a great one. He chose to BE THERE. He certainly MADE MY DAY. And he did it all with sincerity and mindfulness and an honest desire to provide service.
And I couldn't help but wonder; if someone in as difficult a job as his could find possibilities to exceed all expectations, how many chances can we find, every day? How often do WE say to our customers, "No, thank YOU for choosing US"?
So, what do your customers say about you?
Wednesday, July 4, 2007
What is Your Lagniappe?
by Ed Horrell
In my customer service talks, I refer often to a French word which was used commonly among French Creole store owners in Louisiana. It was used like this: a customer would order five pounds of sugar for example. The store owner would fill his customer's bag with the sugar and then add one additional scoop while saying "lagniappe" (which is French for "a little extra".)
This, I submit, is the essence of great service. Giving a little more than is expected, a little more than paid for, is lagniappe. It is part of the secret to great customer service.
Think of some of the examples of companies who do a little more than what is normally expected. Who comes to mind?
Doubletree Hotels, for one, offers a warm cookie to guests when they check in. Just a little extra; it is their lagniappe. Infiniti dealers wash their customers' cars when they bring them in for service. In the northwest, a tire company has customers drive for miles just to watch their sales reps literally run to the cars when they pull into the parking lot. It is lagniappe....not expected, but awfully welcome.
It can make a difference in owning and renting your clients. Let me give you an example.
Recently I was asked to speak at a breakfast meeting to a group in Nashville. The meeting was in a part of Nashville that I was not familiar with and I wanted to stay in a hotel as near the meeting as I could find so as to avoid rush hour traffic. The Internet solved that problem and I found the Hotel Preston. The rooms looked nice and reasonable so I made a reservation.
I wasn't necessarily impressed when I pulled into the parking lot, but that was going to change. I checked into a nicely decorated room with an enormous, comfortable looking bed. On the bed was a card welcoming me and stating that they realize that a good night's sleep is important after a long day and offered a "pillow menu" from which I could select my pillow type for my stay .... firm, soft, medium, or hypoallergenic. A little extra!
Do you think I have told that story? You bet!
What is your lagniappe? What do you offer that is just a little more than your competitor?
Here are some tips:
Lagniappe doesn't have to cost money! It can be something extra that simply gives something to your client. For example, when you find a new restaurant that you like, drop a client or two a note introducing them to your new favorite place. Do the same for a new wine or cheese that you have discovered a good movie, or hotel.
If you want to spend a little money on your client, pick up a gift certificate for a dessert or cocktail at the restaurant you discovered and send it with your note. (Don't be surprised if you get an invitation to join your client for dinner there.) Make sure your visitors feel especially welcome when they come into your offices.
Also, lagniappe is best when little attention is called to it. Try to avoid signing off your note with something like "This extra is brought to you by ABC Companies, where you always get something extra". Don't call attention to the little extra that you give. It will call attention to itself.
Find the little extra that you can give to your clients. Surprise them occasionally. You are going to find that not only will they appreciate what you do for them, but they will tell their colleagues about what you do. This is the best form of advertising and costs you nothing. You'll find a terrific relationship based upon your culture of "a little extra" and you'll own your customer.
Join the "Kindness Revolution" created by Ed Horrell, a Memphis-based author and professional speaker and is the host of the syndicated radio show "Talk About Service." Learn more about his books, keynotes and radio show at http://www.edhorrell.com .
In my customer service talks, I refer often to a French word which was used commonly among French Creole store owners in Louisiana. It was used like this: a customer would order five pounds of sugar for example. The store owner would fill his customer's bag with the sugar and then add one additional scoop while saying "lagniappe" (which is French for "a little extra".)
This, I submit, is the essence of great service. Giving a little more than is expected, a little more than paid for, is lagniappe. It is part of the secret to great customer service.
Think of some of the examples of companies who do a little more than what is normally expected. Who comes to mind?
Doubletree Hotels, for one, offers a warm cookie to guests when they check in. Just a little extra; it is their lagniappe. Infiniti dealers wash their customers' cars when they bring them in for service. In the northwest, a tire company has customers drive for miles just to watch their sales reps literally run to the cars when they pull into the parking lot. It is lagniappe....not expected, but awfully welcome.
It can make a difference in owning and renting your clients. Let me give you an example.
Recently I was asked to speak at a breakfast meeting to a group in Nashville. The meeting was in a part of Nashville that I was not familiar with and I wanted to stay in a hotel as near the meeting as I could find so as to avoid rush hour traffic. The Internet solved that problem and I found the Hotel Preston. The rooms looked nice and reasonable so I made a reservation.
I wasn't necessarily impressed when I pulled into the parking lot, but that was going to change. I checked into a nicely decorated room with an enormous, comfortable looking bed. On the bed was a card welcoming me and stating that they realize that a good night's sleep is important after a long day and offered a "pillow menu" from which I could select my pillow type for my stay .... firm, soft, medium, or hypoallergenic. A little extra!
Do you think I have told that story? You bet!
What is your lagniappe? What do you offer that is just a little more than your competitor?
Here are some tips:
Lagniappe doesn't have to cost money! It can be something extra that simply gives something to your client. For example, when you find a new restaurant that you like, drop a client or two a note introducing them to your new favorite place. Do the same for a new wine or cheese that you have discovered a good movie, or hotel.
If you want to spend a little money on your client, pick up a gift certificate for a dessert or cocktail at the restaurant you discovered and send it with your note. (Don't be surprised if you get an invitation to join your client for dinner there.) Make sure your visitors feel especially welcome when they come into your offices.
Also, lagniappe is best when little attention is called to it. Try to avoid signing off your note with something like "This extra is brought to you by ABC Companies, where you always get something extra". Don't call attention to the little extra that you give. It will call attention to itself.
Find the little extra that you can give to your clients. Surprise them occasionally. You are going to find that not only will they appreciate what you do for them, but they will tell their colleagues about what you do. This is the best form of advertising and costs you nothing. You'll find a terrific relationship based upon your culture of "a little extra" and you'll own your customer.
Join the "Kindness Revolution" created by Ed Horrell, a Memphis-based author and professional speaker and is the host of the syndicated radio show "Talk About Service." Learn more about his books, keynotes and radio show at http://www.edhorrell.com .
Thursday, June 21, 2007
Hey Paisano
By JoAnna Brandi
These days we hear a lot about providing “The Customer Experience.” But I’ve got to tell you, most of the time, in my routine dealings with companies, it’s rare that I actually have an experience with a big “E.”
I sure had one on Wednesday night! It was my friend Mary Ann’s birthday and a small group of women were getting together and going to Ft. Lauderdale to an Italian restaurant. I had never heard of it, but Many Anne said it was a “fun and funky” place that served all food “family style.” Sounded nice, but I was interested in the company, not the place or the food so didn’t think much about it.
Mary Ann and I arrived a little early and went into the bar to wait. Funky, okay, it was reminiscent of someone’s paneled basement circa 1972. The walls were covered with some incredibly interesting pictures and the bartender was amazingly patient as the now convening group of women asked to taste many of the wine offerings before deciding on which to order. It was a good thing. Wine was served in tumblers, as the bartender said, “like it is in Italy.”
Before going to our table we were led on a short tour of the kitchen. Coming out of the kitchen we were introduced to a picture of “Big Joe” and led to our special table for the night, in the “Pope’s Room.”
Past what seemed like hundreds of pictures on the walls (I wanted to look at ALL of them) we were led to a large round table in a round room decorated with picture of, you guessed it, Popes! Everyone we encountered was more than friendly. They actually seemed very glad to see us!
Soon thereafter our servers introduced themselves. Anamaria would be assisted by Jeff. Jeff led us through his suggestions of menu items (on the wall) and made sure to recommend a little something from several food groups.
We ordered our dinner and thought we just sitting back to enjoy each others company when Anamaria came over to instruct us in our obligations sitting in such a prominent place. As other diners passed by we were to greet them with a special cupped hand wave (and perhaps even use two hands) and say hello. That’s where the fun began.
As each group of diners passed they were introduced to our group at the Pope’s table and we did the special wave, as instructed. It was obvious many diners had been there before and knew the drill. Other members of wait staff dropped by periodically to visit and wish Mary Anne a Happy Birthday. When I leaned over to Anamaria to comment on what a fun place this must be to work she commented “You can’t call this work!”
When it came time for the cake and the Tiramisu (oh yeah!) not only did the wait staff rally round to sing, but other patrons came over to join in the fun. What a hoot!
But it wasn’t over yet. A young man passing by came over to give the birthday girl a kiss, and then two young waiters came over to serenade her. They sang an acappella version of “My Girl” and we all chimed in. Not to be outdone, shortly thereafter one of them came back, with a new partner got down on one knee and broke into “Earth Angel” apparently a new tune for the duo. The staff gathered round to hear. They were having as much fun as we were!
Naturally I asked for the manager. “Who are you, I asked? What IS the place?” Turns out many of you may know it – it’s chain that strives to be the “un-chain” called Buca di Beppo (Big Joe’s Basement) It started in Minneapolis in, you guessed it, Joe’s basement. Remember the picture that greeted us outside the kitchen?
The culture at Buca is scrupulously tended to. The fun environment attracted people who want to celebrate (there were at least 8 birthday parties there on Wednesday while we were there. The “inclusive” environment (I didn’t tell you about the tour of the men’s room, and I won’t) really made for a family feeling.
I asked for their secrets.
Customers are “Guests.” If a guest leaves and isn’t dying to come back, they haven’t done their job. They hire good people (they sure do!) They train them. Every store has a certified trainer on board. They are taught to surprise with the unexpected and anticipate the guest’s needs. Every one says “hello” and “goodbye” to everyone they see. Everyone is responsible for running food, so wait staff can spend a little extra time with a guest when they need to. Teamwork is essential to success.
The culture, according to the delightful and proud manager is dynamic. And they don’t treat their employees like employees, they treat them like family members. Every night before the shift begins there is a family meal. Everyone comes together and eats and talks and 45 minutes before the shift is to begin they have a meeting. Every night. No wonder they were able to create so many happy birthday experiences the night we were there. Hey, I like this place.
Does your company have its modus operandi as well defined as Buca? Does each one of your team members know what is expected of them? Do you huddle or meet frequently enough so people know what’s going on? Do YOU have fun?
Are you creating the kinds of experiences that have YOUR customers talking about you? It’s so nice to know the “WOW” experience still exists. So far I recommended Buca to several people, and just in case you’re in the area you can find them at 5975 N. Federal Highway, Ft. Lauderdale FL. (954) 229-0922. I understand they have restaurants in many different states so check them out. www.bucadibeppo.com Mangia!
JoAnna Brandi, AKA “The Customer Care Coach” is the author of two books on customer loyalty as well as “54 Ways to Stay Positive in a Changing, Challenging and Sometimes Negative World.”
These days we hear a lot about providing “The Customer Experience.” But I’ve got to tell you, most of the time, in my routine dealings with companies, it’s rare that I actually have an experience with a big “E.”
I sure had one on Wednesday night! It was my friend Mary Ann’s birthday and a small group of women were getting together and going to Ft. Lauderdale to an Italian restaurant. I had never heard of it, but Many Anne said it was a “fun and funky” place that served all food “family style.” Sounded nice, but I was interested in the company, not the place or the food so didn’t think much about it.
Mary Ann and I arrived a little early and went into the bar to wait. Funky, okay, it was reminiscent of someone’s paneled basement circa 1972. The walls were covered with some incredibly interesting pictures and the bartender was amazingly patient as the now convening group of women asked to taste many of the wine offerings before deciding on which to order. It was a good thing. Wine was served in tumblers, as the bartender said, “like it is in Italy.”
Before going to our table we were led on a short tour of the kitchen. Coming out of the kitchen we were introduced to a picture of “Big Joe” and led to our special table for the night, in the “Pope’s Room.”
Past what seemed like hundreds of pictures on the walls (I wanted to look at ALL of them) we were led to a large round table in a round room decorated with picture of, you guessed it, Popes! Everyone we encountered was more than friendly. They actually seemed very glad to see us!
Soon thereafter our servers introduced themselves. Anamaria would be assisted by Jeff. Jeff led us through his suggestions of menu items (on the wall) and made sure to recommend a little something from several food groups.
We ordered our dinner and thought we just sitting back to enjoy each others company when Anamaria came over to instruct us in our obligations sitting in such a prominent place. As other diners passed by we were to greet them with a special cupped hand wave (and perhaps even use two hands) and say hello. That’s where the fun began.
As each group of diners passed they were introduced to our group at the Pope’s table and we did the special wave, as instructed. It was obvious many diners had been there before and knew the drill. Other members of wait staff dropped by periodically to visit and wish Mary Anne a Happy Birthday. When I leaned over to Anamaria to comment on what a fun place this must be to work she commented “You can’t call this work!”
When it came time for the cake and the Tiramisu (oh yeah!) not only did the wait staff rally round to sing, but other patrons came over to join in the fun. What a hoot!
But it wasn’t over yet. A young man passing by came over to give the birthday girl a kiss, and then two young waiters came over to serenade her. They sang an acappella version of “My Girl” and we all chimed in. Not to be outdone, shortly thereafter one of them came back, with a new partner got down on one knee and broke into “Earth Angel” apparently a new tune for the duo. The staff gathered round to hear. They were having as much fun as we were!
Naturally I asked for the manager. “Who are you, I asked? What IS the place?” Turns out many of you may know it – it’s chain that strives to be the “un-chain” called Buca di Beppo (Big Joe’s Basement) It started in Minneapolis in, you guessed it, Joe’s basement. Remember the picture that greeted us outside the kitchen?
The culture at Buca is scrupulously tended to. The fun environment attracted people who want to celebrate (there were at least 8 birthday parties there on Wednesday while we were there. The “inclusive” environment (I didn’t tell you about the tour of the men’s room, and I won’t) really made for a family feeling.
I asked for their secrets.
Customers are “Guests.” If a guest leaves and isn’t dying to come back, they haven’t done their job. They hire good people (they sure do!) They train them. Every store has a certified trainer on board. They are taught to surprise with the unexpected and anticipate the guest’s needs. Every one says “hello” and “goodbye” to everyone they see. Everyone is responsible for running food, so wait staff can spend a little extra time with a guest when they need to. Teamwork is essential to success.
The culture, according to the delightful and proud manager is dynamic. And they don’t treat their employees like employees, they treat them like family members. Every night before the shift begins there is a family meal. Everyone comes together and eats and talks and 45 minutes before the shift is to begin they have a meeting. Every night. No wonder they were able to create so many happy birthday experiences the night we were there. Hey, I like this place.
Does your company have its modus operandi as well defined as Buca? Does each one of your team members know what is expected of them? Do you huddle or meet frequently enough so people know what’s going on? Do YOU have fun?
Are you creating the kinds of experiences that have YOUR customers talking about you? It’s so nice to know the “WOW” experience still exists. So far I recommended Buca to several people, and just in case you’re in the area you can find them at 5975 N. Federal Highway, Ft. Lauderdale FL. (954) 229-0922. I understand they have restaurants in many different states so check them out. www.bucadibeppo.com Mangia!
JoAnna Brandi, AKA “The Customer Care Coach” is the author of two books on customer loyalty as well as “54 Ways to Stay Positive in a Changing, Challenging and Sometimes Negative World.”
Wednesday, June 20, 2007
"Extra Ordinary" Customer Service
Liz Weber writes about extraordinary service!
How do we provide Extraordinary Customer Service? Look at it for what it really is: "Extraordinary" is simply "Extra Ordinary" Customer Service. Simply do more of the basics when it's appropriate.
How do we provide Extraordinary Customer Service? Look at it for what it really is: "Extraordinary" is simply "Extra Ordinary" Customer Service. Simply do more of the basics when it's appropriate.
Let me share an example: This past Saturday afternoon, while putting air in one of our car's tires, the valve stem broke. My husband changed the tire, but noticed that our spare tire wasn't fitting quite right. So we drove to a nearby tire and muffler repair store to see if they could fix the valve stem. However, it was 3:05PM and they had closed at 3:00PM. The employees were all walking to their cars as was one of the managers. Not really anticipating any help, my husband asked the manager if there might be some chance he could help us. We were 20 miles from home and we didn't want to risk the spare tire not holding tight. Without hesitation, the manager said, "Absolutely."
My husband and I looked at each other in shock and thought, "Wow." Within 15 minutes he had fixed our tire and helped change out the spare. When we tried to pay him, he said "No charge today. We're closed." Then he smiled and walked away. Extraordinary.
What Extra Ordinary Service can your staff provide customers? Can your staff great each customer they pass on their way to the break room? Could staff call customers with interim updates on the project status just to ease their minds? What would happen if staff started talking to customers instead of to each other when they were "servicing" customers? What little things can your staff do that cause your customers to think "Wow."
Liz Weber is the President of Weber Business Services, LLC. Visit http://www.wbsllc.com for additional information.Tuesday, June 19, 2007
Denta +
In Denta +: A Case Study of an Experience Economy Enterprise - published in The CEO Refresher, Bob Holder describes an exceptional example of creating a unique and most memorable experience for customers. Here are several excerpts from the article.
Exceptional customer experience and Russia seem as similar as going to the dentist and being happy about it. Yet, Denta+, an Omsk Russia dental clinic, seeks to "wow" customers. Denta+ is more than a dental clinic. The firm has made going to the dentist not only an experience in receiving exceptional service but also a memorable one. The firm is not just "world class" in providing dental care and interventions. It is also a world class provider of "memorable experiences." Denta+ has lessons for not only Healthcare firms but any business that wants to improve customer retention and attraction, word-of-mouth marketing and seeking to provide new economic offerings.
Customers are greeted by a smiling receptionist when entering Denta+. She presents them with feet covers when their shoes are dirty and/or wet from snow. She asks to hang-up their coats. They are also asked what they care to drink and/or eat. They are provided with choices. They are escorted to the waiting room. They aren't asked the, "Do you have the cash" question before they sit down and are given coffee and tasteful pastries and cookies.
The waiting space is a dental and art museum. The furniture is tasteful and comfortable. Nadya, the owner, has an appreciation of the "sitting experience." It contained plants as did most of the rooms. Plants improve air quality by removing potential office pollutants. They can also improve people's moods. This has enhanced the customer's "waiting experience" as have other things such as art, displays, TV and a stereo system.
The waiting room and dental furniture are comfortable. This allows the client to escape from the problems of Russian life. He or she can also escape the normal waiting boredom. It is also entertaining as is the artwork and the waiting space that contains various dental items that Nadya has collected during her global education and training. The clinic is filled with various artworks. They range from the humorous, a large lip picture, to tasteful pictures. These are esthetic dimension examples as are the tasteful furniture, plants and furnishings. These are esthetically pleasing for Russian women.
Work spaces contain art and plants. They also contain charts, exhibits, models and professional certifications. The latter serve to enrich customer knowledge of staff competencies and skills. The former are used to educate customers. Some are even used, for example, to entertain frightened children or to present a bit of humor through the use a large tooth model.
Denta+ also illustrates customer surprise. Most people expect high quality dental services. However, they don't expect a "memorable experience." They don't expect to be able to watch their favorite TV show at the dentist. They don't expect to wait for their appointment in an interesting and comfortable space. Most expect uncomfortable seating and a boring space that is found in most dental clinics and even alternative Healthcare practitioners who speak about treating the whole person. However, most ignore that people's attitudes can be improved by a beautiful space while stressing a positive attitude. Nadya understands that it's important to transcend expectations. This is an idea that needs to be used by those who speak about customer satisfaction.
Denta+ is not only in the dental business. It's also in the entertainment, education and the "escape the everyday problems of Russian life" business. Nadya recognized people hated going to the dentist. She recognized that just providing good service wasn't the answer. She hit upon the theme of a dental salon. Nadya designed the clinic to be a relaxing, entertaining and enriching place where the customer would feel better leaving than before entering. She recognized the importance of props in conducting a great performance and work as theater in her use of the model, graphs and exhibits. Nadya also understands a great performance engages the senses to improve the experience. Props engage the customer visually; thereby augmenting the verbal and enriching the performance.
Nadya role models how employees ought to perform. She is continuously improving her professional knowledge; thereby allowing her to improve the educational experience realm. She shares this knowledge with her associates. Nadya treats customers as if they are dear friends. She educates her employees in how customers are to be treated. She is entertaining in her educational performances.
Denta+ has refreshed its experience through customer suspense. This can be characterized as changing something that the customer remembers. The firm wants the customer to wonder what will be added and/or changed. Denta+ didn't begin, for example, with its full entertainment experience menu of video, CD, tape and radio. It has added these items through time. There have been additions to the art, product displays and museum items. This staging through time has supported customers in expecting refreshing and yet, not being actually sure what forms of enrichment will appear.
Using the experience economy idea requires thinking about the business as theater. The key questions are: How can we provide customers with an ongoing unforgettable experience? How can we refresh the experience so customers won't become bored? How can we customize our offering so the customer does not experience customer sacrifice? Finally, team members must think of themselves as actors in a real life performance. Theater is not a metaphor. It is a way of doing business.
Exceptional customer experience and Russia seem as similar as going to the dentist and being happy about it. Yet, Denta+, an Omsk Russia dental clinic, seeks to "wow" customers. Denta+ is more than a dental clinic. The firm has made going to the dentist not only an experience in receiving exceptional service but also a memorable one. The firm is not just "world class" in providing dental care and interventions. It is also a world class provider of "memorable experiences." Denta+ has lessons for not only Healthcare firms but any business that wants to improve customer retention and attraction, word-of-mouth marketing and seeking to provide new economic offerings.
Customers are greeted by a smiling receptionist when entering Denta+. She presents them with feet covers when their shoes are dirty and/or wet from snow. She asks to hang-up their coats. They are also asked what they care to drink and/or eat. They are provided with choices. They are escorted to the waiting room. They aren't asked the, "Do you have the cash" question before they sit down and are given coffee and tasteful pastries and cookies.
The waiting space is a dental and art museum. The furniture is tasteful and comfortable. Nadya, the owner, has an appreciation of the "sitting experience." It contained plants as did most of the rooms. Plants improve air quality by removing potential office pollutants. They can also improve people's moods. This has enhanced the customer's "waiting experience" as have other things such as art, displays, TV and a stereo system.
The waiting room and dental furniture are comfortable. This allows the client to escape from the problems of Russian life. He or she can also escape the normal waiting boredom. It is also entertaining as is the artwork and the waiting space that contains various dental items that Nadya has collected during her global education and training. The clinic is filled with various artworks. They range from the humorous, a large lip picture, to tasteful pictures. These are esthetic dimension examples as are the tasteful furniture, plants and furnishings. These are esthetically pleasing for Russian women.
Work spaces contain art and plants. They also contain charts, exhibits, models and professional certifications. The latter serve to enrich customer knowledge of staff competencies and skills. The former are used to educate customers. Some are even used, for example, to entertain frightened children or to present a bit of humor through the use a large tooth model.
Denta+ also illustrates customer surprise. Most people expect high quality dental services. However, they don't expect a "memorable experience." They don't expect to be able to watch their favorite TV show at the dentist. They don't expect to wait for their appointment in an interesting and comfortable space. Most expect uncomfortable seating and a boring space that is found in most dental clinics and even alternative Healthcare practitioners who speak about treating the whole person. However, most ignore that people's attitudes can be improved by a beautiful space while stressing a positive attitude. Nadya understands that it's important to transcend expectations. This is an idea that needs to be used by those who speak about customer satisfaction.
Denta+ is not only in the dental business. It's also in the entertainment, education and the "escape the everyday problems of Russian life" business. Nadya recognized people hated going to the dentist. She recognized that just providing good service wasn't the answer. She hit upon the theme of a dental salon. Nadya designed the clinic to be a relaxing, entertaining and enriching place where the customer would feel better leaving than before entering. She recognized the importance of props in conducting a great performance and work as theater in her use of the model, graphs and exhibits. Nadya also understands a great performance engages the senses to improve the experience. Props engage the customer visually; thereby augmenting the verbal and enriching the performance.
Nadya role models how employees ought to perform. She is continuously improving her professional knowledge; thereby allowing her to improve the educational experience realm. She shares this knowledge with her associates. Nadya treats customers as if they are dear friends. She educates her employees in how customers are to be treated. She is entertaining in her educational performances.
Denta+ has refreshed its experience through customer suspense. This can be characterized as changing something that the customer remembers. The firm wants the customer to wonder what will be added and/or changed. Denta+ didn't begin, for example, with its full entertainment experience menu of video, CD, tape and radio. It has added these items through time. There have been additions to the art, product displays and museum items. This staging through time has supported customers in expecting refreshing and yet, not being actually sure what forms of enrichment will appear.
Using the experience economy idea requires thinking about the business as theater. The key questions are: How can we provide customers with an ongoing unforgettable experience? How can we refresh the experience so customers won't become bored? How can we customize our offering so the customer does not experience customer sacrifice? Finally, team members must think of themselves as actors in a real life performance. Theater is not a metaphor. It is a way of doing business.
Friday, June 15, 2007
Happy Anniversary
Greg Smith had a most memorable experience - and wrote an article about it! Here is an excerpt.
The Ritz-Carlton hotels makes customer service an art form. Unlike other places, they know if you treat your customers well and make a special effort to please them guess what? They come back, tell their friends, and maintain a long lasting relationship of loyalty.
My wife and I recently stayed at the Reynolds Plantation Ritz-Carlton at Lake Oconee, Georgia. Upon checking in, we dropped off our bags and took a seat in the lobby to enjoy the view of the lake. A few minutes later a service person named Susan introduced herself, beginning a friendly conversation. She asked us why we were staying at the hotel. I said, "We are here for our wedding anniversary." With a very big smile she told us, "Congratulations. Let me go get you some champagne." Wow! This was the first of two episodes at this hotel that would capture my loyalty as a guest of Ritz-Carlton.
Later that evening a knock at the door caught us by surprise. Greeting us again was Susan. This time she surprised us with a luscious piece of cake carefully presented on a plate. In icing was this inscription, "Happy Anniversary." Wow!
It was not a stroke of luck we stumbled across Susan. She, as well as other Ritz Carlton employees, are carefully selected and thoroughly trained on how to identify guest?s unspoken requests. They follow a process called the "Three Steps of Service."
Step 1 - Warm welcome
Step 2 - Anticipation and compliance
Step 3 - Fond farewell
It is during Step 2 where staff members seek out and discover guest's needs or wishes. Then they present it in a way to create a 'moment of truth.' In our case, it was the champagne and the anniversary cake.
Now, let me make an important point to the critics. I know many of you are saying, 'I expect to be treated well at fine hotels - it is what I pay for.' Let's consider this. The same principles and standards of behavior demonstrated at the Ritz-Carlton can also be applied at your local car dealership, bank, or any business, can't they?
A Gallup survey found over a one month period a customer 'emotionally connected' to the organization spent 46% more money than a customer that was satisfied, but not emotionally bonded with the company.
Just imagine going to your car repair shop with your car. Within sixty minutes they fix it right the first time, and deliver it to your door cleaner than when you dropped it off. How many people would you tell about it? Surely, the proprietor of the car repair shop would see exponential growth. The additional profits and the revenue would outweigh the added time and expense spent exceeding customers expectations.
In today's competitive economy, all businesses have to make a choice, to either become exceptional, or just remain the same--average. It goes without saying; it is easier and less expensive to be average. However, examples abound of both large and small businesses exterminated by the competition because they refused or were unable to change.
Greg Smith's cutting-edge keynotes, consulting, and training programs have helped businesses reduce turnover, increase sales, hire better people and deliver better customer service. He has authored eight books including his latest, 401 Proven Ways to Retain Your Best Employees (www.401ProvenWays.com).
Thursday, June 7, 2007
If The Shoe Fits... Lend It!
Here is a wonderful story from Ed Horrell, author of "The Kindness Revolution"
All of the customer service stories I write about are interesting. Some stories are the stuff of legends.
This story is one is the latter.
One of my favorite companies is Davidson Hotel Company in Memphis, Tennessee. The reason is that the principals of the company, John Belden and Pat Lupsha, emphasize the importance of values (dignity and kindness) in their guest service. They discuss it often and it is reflected in the actions of their employees and on their website at http://www.davidsonhotels.com/.
They are among the leaders in the Kindness Revolution.
But discussing service is different from providing it. This story shows that constant emphasis on service leads to results.
Last month, Kris checked into the Renaissance Chicago North Shore Hotel, one of the Davidson families of hotels. He is a claims adjuster for a major insurance company and was there for training. He checked in on Sunday night.
"After a good nights rest, I woke up on Monday ready to tackle the first day" says Kris. "After my morning routine, I put on my finest shirt and prepared to go make an impression on the other adjusters."
Imagine Kris' shock when he realized that he had not brought a pair of dress shoes, only the tennis shoes he had worn to travel. Calling the front desk, he knew that he wouldn't find a shoe store open in Chicago at 7:00 AM!
"Of course it was a long shot and I knew it" says Kris. "Imagine the horror I felt at that moment. I was about to go into my first day of training in my business attire and a white pair of K-Swiss sneakers! I looked foolish."
To his delight, however, the constant emphasis on guest service at Davidson paid off. Kris got a call back from a customer service rep who asked what size Kris wore. When he answered "a size 12", the rep, Christine Miks stated that her boss, Chris Dugenske, wore a size 13 and would lend Kris his shoes for the day.
In a time when most customers would expect to get a call back simply saying "we tried...nothing is open", this guest gets a call saying "we've solved your problem."
"To my knowledge", say Kris, "Mr. Dugenske worked the entire day with no shoes, and he did that for someone he didn't even know."
This is an impressive story and makes one point which is worth remembering in order to provide the BEST in service. The point is this...when a customer has a problem, it is wise to determine the real problem when making the decision as to what action to take.
In this case, most companies would consider the obvious problem to be that no stores are open early on Monday and how they could fix that (which they can't)? The Davidson employees addressed the real problem; their guest needed shoes!
Companies like Davidson Hotel Company are leading the Kindness Revolution by listening to their customers and solving problems as opposed to keeping lists of complaints. The old cliché "he'd give you the shoes off his feet" is true!
Ed Horrell is the best-selling author of "The Kindness Revolution" and nationally syndicated columns. For more information on how to start a kindness revolution in your company, go to http://www.edhorrell.com . For information on Davidson Hotel Company, go to http://www.davidsonhotels.com .
(c) 2007, Horrell Communications.
All of the customer service stories I write about are interesting. Some stories are the stuff of legends.
This story is one is the latter.
One of my favorite companies is Davidson Hotel Company in Memphis, Tennessee. The reason is that the principals of the company, John Belden and Pat Lupsha, emphasize the importance of values (dignity and kindness) in their guest service. They discuss it often and it is reflected in the actions of their employees and on their website at http://www.davidsonhotels.com/.
They are among the leaders in the Kindness Revolution.
But discussing service is different from providing it. This story shows that constant emphasis on service leads to results.
Last month, Kris checked into the Renaissance Chicago North Shore Hotel, one of the Davidson families of hotels. He is a claims adjuster for a major insurance company and was there for training. He checked in on Sunday night.
"After a good nights rest, I woke up on Monday ready to tackle the first day" says Kris. "After my morning routine, I put on my finest shirt and prepared to go make an impression on the other adjusters."
Imagine Kris' shock when he realized that he had not brought a pair of dress shoes, only the tennis shoes he had worn to travel. Calling the front desk, he knew that he wouldn't find a shoe store open in Chicago at 7:00 AM!
"Of course it was a long shot and I knew it" says Kris. "Imagine the horror I felt at that moment. I was about to go into my first day of training in my business attire and a white pair of K-Swiss sneakers! I looked foolish."
To his delight, however, the constant emphasis on guest service at Davidson paid off. Kris got a call back from a customer service rep who asked what size Kris wore. When he answered "a size 12", the rep, Christine Miks stated that her boss, Chris Dugenske, wore a size 13 and would lend Kris his shoes for the day.
In a time when most customers would expect to get a call back simply saying "we tried...nothing is open", this guest gets a call saying "we've solved your problem."
"To my knowledge", say Kris, "Mr. Dugenske worked the entire day with no shoes, and he did that for someone he didn't even know."
This is an impressive story and makes one point which is worth remembering in order to provide the BEST in service. The point is this...when a customer has a problem, it is wise to determine the real problem when making the decision as to what action to take.
In this case, most companies would consider the obvious problem to be that no stores are open early on Monday and how they could fix that (which they can't)? The Davidson employees addressed the real problem; their guest needed shoes!
Companies like Davidson Hotel Company are leading the Kindness Revolution by listening to their customers and solving problems as opposed to keeping lists of complaints. The old cliché "he'd give you the shoes off his feet" is true!
Ed Horrell is the best-selling author of "The Kindness Revolution" and nationally syndicated columns. For more information on how to start a kindness revolution in your company, go to http://www.edhorrell.com . For information on Davidson Hotel Company, go to http://www.davidsonhotels.com .
(c) 2007, Horrell Communications.
Tuesday, May 29, 2007
May recap
The first 14 ways are in the March and April recaps. Here are several more based on the May posts:
15. Greet your customers by name.
See Shep Hyken's piece on the power of using names to create a most memorable experience. What's in a name? A sense of respect for you, an openness to welcome you, a genuine caring about your experience today.
16. Use names consistently to create an exceptional experience.
A greeting by name is nice, but you do have my reservation and should know. The second greeting by name gets me to start thinking - it's nice! I'm feeling like they have a customer service "program" here, and that's a good thing! The third greeting by name get's me wondering that this is quite an exceptional place. I'm quite comfortable; it feels like everyone really cares about my well-being and experience! The fourth greeting by name confirms you mean it! I love it! Be consistently positive to be most memorable.
17. Pay attention to detail.
You reveal everything you are even in one simple display or fixture. Take pride in who you are and what you have to offer.
18. Figure out what your customers need to trust you.
See Bettina's experience of all Creatures Great & Small for a most positive and memorable experience. Your customer is buying peace of mind - and all that you do is designed to create trust and confidence in who you are and the service you provide.
19. Create an integrated set of positive experiences.
Your on-line experience is positive. Parking is positive. Check-in is positive. Breakfast is positive. Check-out is positive. Create a cumulative positive, positive, positive - at all touch-points.
20. Pay even more attention to every little detail.
Everything matters!
21. Create an impeccable environment.
Keep everything clean, mindful - and take pride in who you are and what you offer.
22. Always have something unique for your customers to take away.
Create unique "souvenirs" - they are always memorable! You can show a sincere appreciation and create memories if you choose.
Over
15. Greet your customers by name.
See Shep Hyken's piece on the power of using names to create a most memorable experience. What's in a name? A sense of respect for you, an openness to welcome you, a genuine caring about your experience today.
16. Use names consistently to create an exceptional experience.
A greeting by name is nice, but you do have my reservation and should know. The second greeting by name gets me to start thinking - it's nice! I'm feeling like they have a customer service "program" here, and that's a good thing! The third greeting by name get's me wondering that this is quite an exceptional place. I'm quite comfortable; it feels like everyone really cares about my well-being and experience! The fourth greeting by name confirms you mean it! I love it! Be consistently positive to be most memorable.
17. Pay attention to detail.
You reveal everything you are even in one simple display or fixture. Take pride in who you are and what you have to offer.
18. Figure out what your customers need to trust you.
See Bettina's experience of all Creatures Great & Small for a most positive and memorable experience. Your customer is buying peace of mind - and all that you do is designed to create trust and confidence in who you are and the service you provide.
19. Create an integrated set of positive experiences.
Your on-line experience is positive. Parking is positive. Check-in is positive. Breakfast is positive. Check-out is positive. Create a cumulative positive, positive, positive - at all touch-points.
20. Pay even more attention to every little detail.
Everything matters!
21. Create an impeccable environment.
Keep everything clean, mindful - and take pride in who you are and what you offer.
22. Always have something unique for your customers to take away.
Create unique "souvenirs" - they are always memorable! You can show a sincere appreciation and create memories if you choose.
Over
Friday, May 25, 2007
Consumer View: Customer Obsession
Bettina Grahek shares a most positive and memorable experience in an article originally featured in The CEO Refresher.
My dog runs in the front door, whips his body around the corner and lands his large (no doubt about it) round snout in the middle of box of sausages strategically placed on a low counter and pulls one out. Then he pulls another one out. And then still a third. Happy, happy, happy! Betty steps around the corner, applauds my dog's assertive attack on the sausages and welcomes him into her business. My dog is ecstatic - and I'm absolutely thrilled!
I'm a consumer. Like most pet owners, I love my dog - enough so that I have just spent an entire Saturday afternoon (and not that I have time to do this) driving from town to town visiting local veterinarians and snooping around in their kennels trying to find a perfect fit for my beloved dog. I know what I'm looking for though honestly have never seen it, much less found it. In the coming year it is expected that I'll spend 7 consecutive weeks away from my pooch, and for my own comfort, I need to know that he will be loved and taken care of in my absence. Am I desperate for a particular kind of business? I'd say quite a bit so.
With a greeting smile and a warm "hello" and hug (for my dog) Betty takes Luke to the counter and feeds him delicious treats while I stand in awe of my most recent finding. My dog is happy - I'm happy. When Luke is thoroughly saturated with canine goodies, I ask Betty if she'd mind showing me around the business. Remember? I'm soul searching kennels…I know what I'm looking for, but have never seen it. Off we go down a long hall to the kennels. "It's a kindergarten for pets!" I nearly fall over. Not just a kennel, not just a boarding facility, but a "kindergarten." Yes, that's what she said. Even her vet brings his dog here. And the going rate for this kindergarten? $14.50 per day! (That's nearly double the rate I encountered while visiting the local vets.) Will I pay it? Read on.
Everything is clean. The walls are white. The kennel floors are painted a bold pink - my favorite color. Am I happy that my dog will sleep on pink floors while I'm out of town for 7 weeks? You betcha. Animal prints, paintings, and sculpture line the halls. Does this business worship the customer? I'd say so!
Betty takes me from room to room sharing and pointing out the details of her business that convince me I've found the perfect "home away from home" for my beloved pet - a kindergarten camp for my dog. Each kennel is separated in part by a concrete divider about 3 ft tall - an important detail and necessity, she tells me, as a means of keeping each pet clean and free of debris from neighboring pets. Each pet not only has his own sleeping quarters, but also a lambskin cot and a little blue towel (detail, detail!) added to absorb any moisture left behind during cleaning. Can you believe this? Each of the sleeping quarters has an adjacent runner through which access to the kindergarten "recess and recreation" yard is acquired. Does this business owner have toys in the yard for her customers? Absolutely! Down the hall we go to the next chamber where each feline has his/her own multi-level condo complete with resting mounts high above the canopy for cats who aspire to thrive in jungle-like conditions. Yes, the big cats are quite at home here also!
Well enough of the details (yes, there are plenty more) - you get the picture. This business is completely devoted to its customers. It's a true customer-focused, customer-centered, customer-driven and customer-obsessive business. I am absolutely sold on this business. And from the number of dogs, cats, and iguanas, "campers" as Betty calls them, camped out at this facility, clearly others are equally sold as well. Betty's business is memorable.
Theory to practice.
I left Luke with Betty for a few days during the next week while I attended a conference in Charlotte. Family members of other "campers" were there the evening when I arrived back to pick up my dog. Recognizing that I was a new customer to the business, from the line of people just behind me came the faint words, "Wait till you see what you get before you walk out the door." Just at that moment, on the counter, Betty had placed a little green "Camper Report Card" - just the kind I received when I was a little girl in elementary school - only this one had a star on it. Luke's first report card! "And you'll never believe some of the things they have to say about our pets!"
Good businesses are easy to find. Great ones? A bit more difficult. But customer obsessed businesses are rare and truly a pleasurable experience for the consumer. All Creatures Great & Small is an exemplar of the best in quality service for the customer obsessed business.
My favorite business is All Creatures Great & Small!
All Creatures Great & Small is owned and operated by Betty Kronenwetter. For further information, you can reach Betty at All Creatures Great & Small, Rt. 5, Box 16C, Hwy 701 South, Whiteville, NC 28472 (910)640-1909.
Bettina Ann Grahek is an educational administrator with a passion for teaching and leading new thinking, new beliefs, and new practices for leadership in education.
My dog runs in the front door, whips his body around the corner and lands his large (no doubt about it) round snout in the middle of box of sausages strategically placed on a low counter and pulls one out. Then he pulls another one out. And then still a third. Happy, happy, happy! Betty steps around the corner, applauds my dog's assertive attack on the sausages and welcomes him into her business. My dog is ecstatic - and I'm absolutely thrilled!
I'm a consumer. Like most pet owners, I love my dog - enough so that I have just spent an entire Saturday afternoon (and not that I have time to do this) driving from town to town visiting local veterinarians and snooping around in their kennels trying to find a perfect fit for my beloved dog. I know what I'm looking for though honestly have never seen it, much less found it. In the coming year it is expected that I'll spend 7 consecutive weeks away from my pooch, and for my own comfort, I need to know that he will be loved and taken care of in my absence. Am I desperate for a particular kind of business? I'd say quite a bit so.
With a greeting smile and a warm "hello" and hug (for my dog) Betty takes Luke to the counter and feeds him delicious treats while I stand in awe of my most recent finding. My dog is happy - I'm happy. When Luke is thoroughly saturated with canine goodies, I ask Betty if she'd mind showing me around the business. Remember? I'm soul searching kennels…I know what I'm looking for, but have never seen it. Off we go down a long hall to the kennels. "It's a kindergarten for pets!" I nearly fall over. Not just a kennel, not just a boarding facility, but a "kindergarten." Yes, that's what she said. Even her vet brings his dog here. And the going rate for this kindergarten? $14.50 per day! (That's nearly double the rate I encountered while visiting the local vets.) Will I pay it? Read on.
Everything is clean. The walls are white. The kennel floors are painted a bold pink - my favorite color. Am I happy that my dog will sleep on pink floors while I'm out of town for 7 weeks? You betcha. Animal prints, paintings, and sculpture line the halls. Does this business worship the customer? I'd say so!
Betty takes me from room to room sharing and pointing out the details of her business that convince me I've found the perfect "home away from home" for my beloved pet - a kindergarten camp for my dog. Each kennel is separated in part by a concrete divider about 3 ft tall - an important detail and necessity, she tells me, as a means of keeping each pet clean and free of debris from neighboring pets. Each pet not only has his own sleeping quarters, but also a lambskin cot and a little blue towel (detail, detail!) added to absorb any moisture left behind during cleaning. Can you believe this? Each of the sleeping quarters has an adjacent runner through which access to the kindergarten "recess and recreation" yard is acquired. Does this business owner have toys in the yard for her customers? Absolutely! Down the hall we go to the next chamber where each feline has his/her own multi-level condo complete with resting mounts high above the canopy for cats who aspire to thrive in jungle-like conditions. Yes, the big cats are quite at home here also!
Well enough of the details (yes, there are plenty more) - you get the picture. This business is completely devoted to its customers. It's a true customer-focused, customer-centered, customer-driven and customer-obsessive business. I am absolutely sold on this business. And from the number of dogs, cats, and iguanas, "campers" as Betty calls them, camped out at this facility, clearly others are equally sold as well. Betty's business is memorable.
Theory to practice.
I left Luke with Betty for a few days during the next week while I attended a conference in Charlotte. Family members of other "campers" were there the evening when I arrived back to pick up my dog. Recognizing that I was a new customer to the business, from the line of people just behind me came the faint words, "Wait till you see what you get before you walk out the door." Just at that moment, on the counter, Betty had placed a little green "Camper Report Card" - just the kind I received when I was a little girl in elementary school - only this one had a star on it. Luke's first report card! "And you'll never believe some of the things they have to say about our pets!"
Good businesses are easy to find. Great ones? A bit more difficult. But customer obsessed businesses are rare and truly a pleasurable experience for the consumer. All Creatures Great & Small is an exemplar of the best in quality service for the customer obsessed business. My favorite business is All Creatures Great & Small!
All Creatures Great & Small is owned and operated by Betty Kronenwetter. For further information, you can reach Betty at All Creatures Great & Small, Rt. 5, Box 16C, Hwy 701 South, Whiteville, NC 28472 (910)640-1909.
Bettina Ann Grahek is an educational administrator with a passion for teaching and leading new thinking, new beliefs, and new practices for leadership in education.
Friday, May 18, 2007
Thank you for your outstanding service!
I have to post this one from my archives. It's from the late 90s and I'm still telling this story as an example of impeccable service. Wow!
I had the pleasure to stay at the Fairmont Banff Springs Hotel and Resort in Banff, Alberta, Canada and to discover that outstanding service is indeed alive and well in the brisk and fresh air of the Canadian Rockies. I value great service and I know it's rare, and when I encounter it and experience it, I have to acknowledge and celebrate it. To all of the associates of the Banff Springs Hotel I say thank you for your great service. I enjoyed my stay. Your attention to detail, your warmth and efficiency made my stay very relaxing, pleasurable and memorable. I will definitely return, and I will tell everyone I know about your commitment to incredible service. ( I am telling everyone I can about you!)
It wasn't a very challenging trip but one that I needed to tack on a weekend in the mountains for inspiration. Toronto to Calgary, dinner with a client, then off to Edmonton for some business and a evening with a friend. Early morning back to Calgary, business in the afternoon, re-union with friends in the evening, and then Saturday morning off for the drive into the mountains.
The trip wasn't such a big deal, but the 'context' was - a few 'major' things going on and I was not in any mood for any aggravations. I needed the weekend get-a-way and looked forward to being in the mountains again - to feel insignificant. Hey - I may be insignificant - but it's another thing to truly know you are insignificant. The mountains do that for me, and in a strange way it inspires and energizes me to be more significant.
The reservation was painless - very efficient. Checked the website and made one call and that was it. I liked that! I want to be there Saturday evening, standard stuff, and it was done. And everything worked, first time, no problems. I didn't even think about it again until I arrived. I like having that kind of confidence when I'm travelling.
So ... here I am driving up in an 88 Olds borrowed from my pal in Calgary, wearing bluejeans and boots and looking a bit like a dot com type who's lost his way and I pull into the arrivals area - valet parking I presume. First impressions are lasting impressions, and this very friendly character pops out of nowhere as I open the door with a great welcome to the Banff Springs! He's smiling - and seems incredibly 'in' to what he's doing. In a flash he's advising me of where to go, where he will put my car ("a classic," he says), how to get my car in the morning, where to check in, how to get my bags in - I feel very welcomed. Off with the bags and then into this incredibly beautiful lobby. I can feel the history. I like it.
Check in - extremely painless. No more than 30 seconds and I'm in - Wow! And my attendent is smiling. She seems happy. I'm happy. I know where to go and she told me about breakfast and the speedy checkout! What a lovely young lady! It's almost like she likes working here - wow! So far all I've met is happy, smiling people who seem to like working here - makes me feel very good that I'm staying here.
The room - perfect. The bed - wonderful. Room service - impeccable. An open window with the cool mountain breeze made everything truly outstanding. The only thing I could even dream to complain about was the elevator - it was slow - but only once. (They're under renovation and a few elevators seem to be out of service.) But with the frame of mind I was in that just gave me a few more moments to reflect on what an incredible service experience I was having.
Breakfast - a smiling face at about 7:30 was great, and the wonderful young lady led me to a table with the best view of the mountains and outlined the intricate details of the amazing buffet and stayed to chat for a while. Hey - she didn't even think about putting me behind the pillar, she wanted me to have the best view, which I appreciated very much. And you could see she liked her job. She enjoyed her work. She was my tour guide. She seemed to be sincerely and genuinely interested in my enjoyment of the food, the hotel facilities and the view. She made my day. The other servers were wonderful - attentive, talkative, efficient - breakfast was fine - and life seemed to be unfolding as it should.
Check out - fast, very fast and efficient, with smiles, and thank you's, and come agains. A call for the car - and it's on the way. A few minutes to wait but that's no problem because it provides a few more minutes to take in the view and the fresh mountain air. I get my keys and a smile and a thank you - to complete a wonderful and very memorable experience.
Wow! I am very impressed with the consistent and absolutely wonderful attitude and execution of service. And here's a kicker. There's no doubt that I paid more than compared to a few alternatives in the area but you know ... it doesn't even enter into the picture! I wanted the best and my expectations were exceeded! The service delivery was superb in every respect!
A week later I get a call at home in Toronto, from a very professional and courteous lady to do a follow up survey. I hate telemarketing calls, but she is very careful and considerate and sensitive to the time of day and my availability. She is so very pleasant. Of course I agree. The survey is very thorough. The questions relate to every service encounter - valet parking, check-in, the room, room service, specific restaurants, check-out - every aspect that a customer would ever encounter in a stay at the hotel. I answer every question with excellent, excellent, excellent! Will I return? Most definitely! Will I recommend the hotel? No doubt - to everyone! Overall rating? Outstanding! I value customer service and I will acknowledge it and celebrate it wherever I encounter it! Now I'm double wowed! I was absolutely wowed by the experience and again wowed by the survey! What an incredible commitment to service!
Overall? An absolutely perfect service encounter! Impeccable! Outstanding! Superb!
To the management and all associates of the Fairmont Banff Springs Hotel:
Thank you for your outstanding service! You are indeed the best and an inspiration for us all!
I had the pleasure to stay at the Fairmont Banff Springs Hotel and Resort in Banff, Alberta, Canada and to discover that outstanding service is indeed alive and well in the brisk and fresh air of the Canadian Rockies. I value great service and I know it's rare, and when I encounter it and experience it, I have to acknowledge and celebrate it. To all of the associates of the Banff Springs Hotel I say thank you for your great service. I enjoyed my stay. Your attention to detail, your warmth and efficiency made my stay very relaxing, pleasurable and memorable. I will definitely return, and I will tell everyone I know about your commitment to incredible service. ( I am telling everyone I can about you!)
It wasn't a very challenging trip but one that I needed to tack on a weekend in the mountains for inspiration. Toronto to Calgary, dinner with a client, then off to Edmonton for some business and a evening with a friend. Early morning back to Calgary, business in the afternoon, re-union with friends in the evening, and then Saturday morning off for the drive into the mountains.
The trip wasn't such a big deal, but the 'context' was - a few 'major' things going on and I was not in any mood for any aggravations. I needed the weekend get-a-way and looked forward to being in the mountains again - to feel insignificant. Hey - I may be insignificant - but it's another thing to truly know you are insignificant. The mountains do that for me, and in a strange way it inspires and energizes me to be more significant.
The reservation was painless - very efficient. Checked the website and made one call and that was it. I liked that! I want to be there Saturday evening, standard stuff, and it was done. And everything worked, first time, no problems. I didn't even think about it again until I arrived. I like having that kind of confidence when I'm travelling.
So ... here I am driving up in an 88 Olds borrowed from my pal in Calgary, wearing bluejeans and boots and looking a bit like a dot com type who's lost his way and I pull into the arrivals area - valet parking I presume. First impressions are lasting impressions, and this very friendly character pops out of nowhere as I open the door with a great welcome to the Banff Springs! He's smiling - and seems incredibly 'in' to what he's doing. In a flash he's advising me of where to go, where he will put my car ("a classic," he says), how to get my car in the morning, where to check in, how to get my bags in - I feel very welcomed. Off with the bags and then into this incredibly beautiful lobby. I can feel the history. I like it.
Check in - extremely painless. No more than 30 seconds and I'm in - Wow! And my attendent is smiling. She seems happy. I'm happy. I know where to go and she told me about breakfast and the speedy checkout! What a lovely young lady! It's almost like she likes working here - wow! So far all I've met is happy, smiling people who seem to like working here - makes me feel very good that I'm staying here.
The room - perfect. The bed - wonderful. Room service - impeccable. An open window with the cool mountain breeze made everything truly outstanding. The only thing I could even dream to complain about was the elevator - it was slow - but only once. (They're under renovation and a few elevators seem to be out of service.) But with the frame of mind I was in that just gave me a few more moments to reflect on what an incredible service experience I was having.
Breakfast - a smiling face at about 7:30 was great, and the wonderful young lady led me to a table with the best view of the mountains and outlined the intricate details of the amazing buffet and stayed to chat for a while. Hey - she didn't even think about putting me behind the pillar, she wanted me to have the best view, which I appreciated very much. And you could see she liked her job. She enjoyed her work. She was my tour guide. She seemed to be sincerely and genuinely interested in my enjoyment of the food, the hotel facilities and the view. She made my day. The other servers were wonderful - attentive, talkative, efficient - breakfast was fine - and life seemed to be unfolding as it should.
Check out - fast, very fast and efficient, with smiles, and thank you's, and come agains. A call for the car - and it's on the way. A few minutes to wait but that's no problem because it provides a few more minutes to take in the view and the fresh mountain air. I get my keys and a smile and a thank you - to complete a wonderful and very memorable experience.
Wow! I am very impressed with the consistent and absolutely wonderful attitude and execution of service. And here's a kicker. There's no doubt that I paid more than compared to a few alternatives in the area but you know ... it doesn't even enter into the picture! I wanted the best and my expectations were exceeded! The service delivery was superb in every respect!
A week later I get a call at home in Toronto, from a very professional and courteous lady to do a follow up survey. I hate telemarketing calls, but she is very careful and considerate and sensitive to the time of day and my availability. She is so very pleasant. Of course I agree. The survey is very thorough. The questions relate to every service encounter - valet parking, check-in, the room, room service, specific restaurants, check-out - every aspect that a customer would ever encounter in a stay at the hotel. I answer every question with excellent, excellent, excellent! Will I return? Most definitely! Will I recommend the hotel? No doubt - to everyone! Overall rating? Outstanding! I value customer service and I will acknowledge it and celebrate it wherever I encounter it! Now I'm double wowed! I was absolutely wowed by the experience and again wowed by the survey! What an incredible commitment to service!
Overall? An absolutely perfect service encounter! Impeccable! Outstanding! Superb!
To the management and all associates of the Fairmont Banff Springs Hotel:
Thank you for your outstanding service! You are indeed the best and an inspiration for us all!
Friday, May 11, 2007
Pay Attention to Detail
I find it absolutely amazing to see what focusing on the details can reveal. Retail is detail they say, and although we all love to get into the big picture, the proof seems to always be found in the detail.
A former associate in specialty retailing once showed me how everything in a store is revealed from the detail. As an area manager charged with execution of the strategy and standards Dan could tell all from a very detailed examination of only one fixture. He would walk up to any fixture and observe - the product - was it appropriate, the folds - were they crisp, the sizing - was it easy for customers to find, the cleanliness - did anyone care, the inventory - was it replenished or in the back. From one fixture he could tell if the manager and staff were 'with the program' and cared and took pride in their work and their store, or didn't. And from that he knew what to expect with shrink results, store standards, training, selling skills, paperwork and almost everything else. All from one fixture - any fixture, as any one reflected the commitment, pride and attention to the detail of execution.
A former associate in specialty retailing once showed me how everything in a store is revealed from the detail. As an area manager charged with execution of the strategy and standards Dan could tell all from a very detailed examination of only one fixture. He would walk up to any fixture and observe - the product - was it appropriate, the folds - were they crisp, the sizing - was it easy for customers to find, the cleanliness - did anyone care, the inventory - was it replenished or in the back. From one fixture he could tell if the manager and staff were 'with the program' and cared and took pride in their work and their store, or didn't. And from that he knew what to expect with shrink results, store standards, training, selling skills, paperwork and almost everything else. All from one fixture - any fixture, as any one reflected the commitment, pride and attention to the detail of execution.
Sunday, May 6, 2007
The Power of Using Names
Shep Hyken has another powerful way to wow your customers!
Want a simple strategy that will help build stronger relationships with anyone you work or do business with? It really is simple. You already know it, but it is worth reminding you of it. It is… using names.
Several months ago I was invited to a beautiful resort on an exotic island (Nevis) to present my program at a business meeting. As I walked off of the plane there was a representative from the travel company greeting me, holding a sign with my name. As soon as she identified me, she started using my name. She helped me get a cab and told the driver where to take me.
While we were driving to the airport the driver asked, "Where are you from, Mr. Hyken?" It wasn't the question that surprised me. It was that he used my name. We had a nice conversation on the way to the hotel.
Once at the hotel, the doorman greeted me by name. "Welcome to our hotel, Mr. Hyken." It was obvious that the woman at the airport informed someone I was on my way.
When I checked in the person didn't ask my name. She already had it.
The manager came out and introduced himself to me. He didn't have to ask my name. He already knew it.
On the way to my room, the bellman used my name.
I met the housekeeper later in the day. When she greeted me she asked if she was pronouncing my name properly.
Every time I walked through the lobby someone from the hotel staff acknowledged me by name. And, all of this started with the person who met me when I arrived at the airport. She had put the system to work by simply letting someone at the hotel know that I was on my way.
This was a great experience. I was truly impressed. I can't exactly describe how this constant use of my name made me feel, other than to say it was great. I felt more at home, more at ease, more comfortable – more of a guest than a customer.
It is obvious that the Four Seasons on Nevis has customer service down to an art. They are recognized as one of the top resort hotels in the world. It takes a lot of things, some big and some small, to be great. I would put using a customer's name down as small thing. It is almost just a detail. But, sometimes it is the smallest things that make the great ones great.
Thursday, April 26, 2007
April Recap
The first 7 "ways" are summarized in the March archive. Here are a few more from the April posts:
8. Make exceptions to satisfy customers, and make satisfying customers the rule
"We don't put cucumbers on deli sandwiches." "Can't. Won't. Not allowed. No cucumbers. No exceptions. None at all."
"Did the cucumbers and the deli meats have an argument?" "Do they fight with the bread? Why, of the multitude of condiments you offer, do you disallow the cucumber? Have cucumber prices risen dramatically? Is there a shortage?" How ridiculous!
When a customer asks for something a little out of the ordinary we can dig our heels in and insist, "We just can't do that." But before you say no, ask yourself, "Is this just a cucumber?"
9. Break the rules to satisfy your customers
Encourage your customer-facing associates to break the rules to create a most positive and memorable experience for your customers, and then celebrate them as your heroes. Give your economy class passengers a little taste of First Class and they will love you! If your rules say "peanuts" offer them "cashews." You will create raving fans.
10. Then eliminate all of the other stupid rules
Identify and eliminate all of the stupid and mindless rules and policies that prevent your front line associates from creating a unique and memorable experience for your customers. Remove these blockages and allow the creativity and talent of your people to thrive!
11. Introduce an element of "surprise" and the "wow factor"
The most powerful way to exceed customers' expectations is to provide the element of the "unexpected" or "surprise." This creates a most positive and extremely memorable experience.
Examples: follow up service calls; thank you note and gift; sampling; unexpected secondary features of exceptional quality; CDs and USBs as gifts; chocolates. Putting "Wow" into what you do and sell isn't very hard, but it is extremely effective. For the receiver, it creates a MOMENT OF MAGIC!
12. Do follow up service calls
A follow up call to your customer demonstrates your honest commitment to their satisfaction and your sincere appreciation for doing business with you. You will create an intangible loyalty factor and an incredible number of word-of-mouth referrals.
13. Send thank you notes and gifts
As above it demonstrates your honest commitment to their satisfaction and your sincere appreciation for doing business with you. It's easy to accept for large purchases and commitments however, recognize that it is much more powerful for less expensive purchases and experiences. Think about creating customers for life and you will.
14. Give "neat" stuff away for free
You can create the element of "surprise" by empowering your front-line associates to provide samples, taste tests, special information, gadgets, gifts, chocolates, whatever they can think of - to demonstrate your sincere appreciation for doing business with you and your most fundamental desire to create a most positive and memorable experience. Your customers will be "wowed" and your people will love "wowing" your customers. This can create a most powerful formula for success and superior returns for your business.
8. Make exceptions to satisfy customers, and make satisfying customers the rule
"We don't put cucumbers on deli sandwiches." "Can't. Won't. Not allowed. No cucumbers. No exceptions. None at all."
"Did the cucumbers and the deli meats have an argument?" "Do they fight with the bread? Why, of the multitude of condiments you offer, do you disallow the cucumber? Have cucumber prices risen dramatically? Is there a shortage?" How ridiculous!
When a customer asks for something a little out of the ordinary we can dig our heels in and insist, "We just can't do that." But before you say no, ask yourself, "Is this just a cucumber?"
9. Break the rules to satisfy your customers
Encourage your customer-facing associates to break the rules to create a most positive and memorable experience for your customers, and then celebrate them as your heroes. Give your economy class passengers a little taste of First Class and they will love you! If your rules say "peanuts" offer them "cashews." You will create raving fans.
10. Then eliminate all of the other stupid rules
Identify and eliminate all of the stupid and mindless rules and policies that prevent your front line associates from creating a unique and memorable experience for your customers. Remove these blockages and allow the creativity and talent of your people to thrive!
11. Introduce an element of "surprise" and the "wow factor"
The most powerful way to exceed customers' expectations is to provide the element of the "unexpected" or "surprise." This creates a most positive and extremely memorable experience.
Examples: follow up service calls; thank you note and gift; sampling; unexpected secondary features of exceptional quality; CDs and USBs as gifts; chocolates. Putting "Wow" into what you do and sell isn't very hard, but it is extremely effective. For the receiver, it creates a MOMENT OF MAGIC!
12. Do follow up service calls
A follow up call to your customer demonstrates your honest commitment to their satisfaction and your sincere appreciation for doing business with you. You will create an intangible loyalty factor and an incredible number of word-of-mouth referrals.
13. Send thank you notes and gifts
As above it demonstrates your honest commitment to their satisfaction and your sincere appreciation for doing business with you. It's easy to accept for large purchases and commitments however, recognize that it is much more powerful for less expensive purchases and experiences. Think about creating customers for life and you will.
14. Give "neat" stuff away for free
You can create the element of "surprise" by empowering your front-line associates to provide samples, taste tests, special information, gadgets, gifts, chocolates, whatever they can think of - to demonstrate your sincere appreciation for doing business with you and your most fundamental desire to create a most positive and memorable experience. Your customers will be "wowed" and your people will love "wowing" your customers. This can create a most powerful formula for success and superior returns for your business.
Wednesday, April 25, 2007
Peanuts
If you travel often you might appreciate my need. I wanted peanuts. Sure the snack mix is good but when I sit in the seat I need real peanuts to be comfortable. Maybe it's just something I've developed over the years. So I say to the young lady, "The snack mix is OK and I don't need a drink - but I must have peanuts!" A few minutes later she brings me cashews (wow!) that she was able to 'swipe' from first class. What a memorable experience! She did that for me and made my day! Yes I'm a simple man - but little things do make a difference.
(A little learning here if I may. I paid hundreds of serious $US dollars for the flight and the 'wow' factor is a couple of packages of cashews. Sounds rather insignificant. But then again, if the stats for this site are correct the two packages of peanuts will have led me to tell about 100,000 people this month about the wonderful experience I had flying American Airlines. Gotta chew on that one for a bit.)
(A little more learning. So the young lady had to 'sort of' break the rules to satisfy and inadvertantly 'wow' a customer. Gotta think about them rules. I hope she doesn't get into trouble because from now on American will always be my first or second choice - right up there anyway. Have to let that one sink in a bit - have to break the rules to wow a customer ... hmmm.)
(A little learning here if I may. I paid hundreds of serious $US dollars for the flight and the 'wow' factor is a couple of packages of cashews. Sounds rather insignificant. But then again, if the stats for this site are correct the two packages of peanuts will have led me to tell about 100,000 people this month about the wonderful experience I had flying American Airlines. Gotta chew on that one for a bit.)
(A little more learning. So the young lady had to 'sort of' break the rules to satisfy and inadvertantly 'wow' a customer. Gotta think about them rules. I hope she doesn't get into trouble because from now on American will always be my first or second choice - right up there anyway. Have to let that one sink in a bit - have to break the rules to wow a customer ... hmmm.)
Saturday, April 14, 2007
The "Wow!" Factor
Shep Hyken on the element of "surprise" and the "Wow!" factor.
You may have recently noticed a number of books and articles about a concept called the "Wow" factor. Many consultants and business experts have been talking about this for years, but it was probably Tom Peters who really brought it to the forefront.
The "Wow!" factor boils down to one thing; exceeding the expectations of the customer. It goes past great customer service. In short, the basic idea is to bring the element of surprise into your business. The concept of Wow! yells out, "Surprise! Aren't you glad you bought from me, decided to do business with our company, etc.!"
There are many ways you and your organization can do it. Here are a few examples to illustrate the Wow! factor.
Last year I bought my wife a new car. Normally the quest for purchasing a new car is not one I look forward to, and this time was no exception. However, to my surprise, the experience was great, and the follow-up even greater. The owner of the dealership knew I was surprising my wife with the car. He called the next day, on a Sunday, to see how she liked the surprise. Wow!Wow! A few days later we received a thank you note and a fruit basket.
Recently my wife and I went out to eat at a nice restaurant. Even though we had ordered a salad and main course, the waiter thought we should have an appetizer. He brought us each a sample of three different appetizers. He said they were so good, that he didn't want us to miss the opportunity to at least try what the chef is really good at doing. Wow! By the way, guess what we will order when we go back to his restaurant? And, guess who got a big tip?
Kellogg Business School professor and marketing guru Dr. Lou Stern talks about his recent purchase of a new car. On his way home he turned on the stereo system. Wow! He couldn't believe how great it sounded. All he wanted was a nice car, good service and a luxuriously smooth ride. He knew the radio/stereo system would be good, but he didn't think it would "blow him away." This was simply a surprise bonus.
Bill Gates, multi-billionaire and chairman of Microsoft, recently wrote a book on the future of technology, The Road Ahead. Surprise! The book included a CD with the entire book and more on it to be popped into your nearest computer. He predicts that books on CD ROM will be the norm in the future. And shouldn't his book "practice what it preaches." If you travel with a laptop computer that has a CD ROM drive you don't have to even take the book with you. Just take the disk and read from the screen. Wow!
Last year I bought a fruit basket for someone from Harry and David. They are a high end catalog retailer that sells food through the mail; fruit baskets, "Pasta of the Month," etc. One day the mail came and I was surprised to find a gift box from Harry and David. I couldn't wait to open it to find out who sent me this delicious box of chocolate truffles. Surprise! It was a gift from Harry and David saying thank you for doing business with them. Wow!
The list of examples can go on and on. The "Wow" comes from, "Surprise! You weren't expecting this, were you?" How can you build this into your product or service? It doesn't always have to be something tangible that might cost a lot of money. It can be a follow up phone call or a simple thank you note. It is meant to make the customer feel good about doing business with you. I remember getting a phone call from a restaurant that some friends and I had been to the night before. I wondered why they would be calling me. Did I leave my credit card there? No, they just wanted to follow up with me to make sure I had a great meal and experience at their restaurant. That's all. Wow!
Putting Wow! into what you do and sell isn't very hard, but it is extremely effective. And I guarantee that for the receiver, it is a MOMENT OF MAGIC!
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