Yes Please...Thank You...My Pleasure!

What is happening to common courtesy and customer service? This month I went to one of my favorite fast food restaurants for breakfast and ordered my favorite breakfast menu item.  Here’s the verbal exchange through the drive in window:

“Can I help you?” I gave my order. “Is that it?” I gave my reply. “Drive Forward”. When I got to the window, I was told the price for my meal.  As I quickly put my change away I heard “Here”.  I took my breakfast, said “thank you” and paused wondering if the sales person would say – thank you or come again or have a nice day.  Nothing, she closed the window and walked away.

Okay, maybe she was having a bad day or maybe it was specific to that location. So, later that week, I went to another branch, same brand, same order...received the same service.  Hmmm??

During that same week I decided to connect my wireless laptop computer to a router based printer. It’s been a while since I’ve worked with routers, so I couldn’t get it all to work properly. So, like many of you I contacted the provider of the printer using their on-line chat room. I’ve worked with them before so after entering the initial contact information, the exchange went something like this:

       —Thank you for contacting us, we will be with you in 2 minutes       —Hello My Name is James R – Please reenter your phone number   ...  Another 5 minutes of silence       —Please give me 8-10 minutes to review your previous calls       —Still reviewing

At about the 20 minute point, James R asked me to restate the problem, which I did.   He then had to do some more research.  The dialog began again:

    “With the problem you are describing, I recommend you contact the manufacture of your laptop computer as it appears to be a problem on their side.” Again, I shared with James R. that his company was the manufacturer of the notebook computer and the printer.   James R. came back and said that since there was not a problem with the printer that it must be the laptop computer (which by the way is also under the manufacturer’s warranty).   Again, I shared with James R. that his company was the manufacturer of both products.  James R. went away for about seven minutes and came back and told me to take the devices back to the place I purchased the products from because it was their problem to handle.  I asked James R. what the retail store could do to handle a configuration problem between two products his company manufactured.  No reply – nothing else was stated.

I then called the Geek Squad, because I thought with my Black Tie warranty, they could point me in the right direction. The Technician reviewed my warranty and shared that the warranty I had purchased did not cover the services I needed; HOWEVER, since they valued me as a customer, she would see what could be done to resolve the problem. After about 5 minutes in going through the problem, she went to the manufacturer’s website, downloaded a patch to my laptop and immediately I was able to print.

Which of these companies (employees) understands that 68% percent of customers who quit patronizing a business are lost because of only one thing -- bad service?

These experiences caused me to think about what it takes to deliver great service – simply because people love great customer services and the companies who deliver such services.  So, as a leader, how can you develop your people to deliver exceptional customer service – all the time?

Gross (2004) shared that positive customer service has the following characteristics: it is a surprise to the customer, it is greater than the customer’s expectation, it is whimsical and so superb that it generates a positive buzz among other customers AND their friends.  Treating customers well depends upon seeing them as people who always deserve your respect, assistance and gratitude.

What are some strategies your employees can take to create a positive experience for your customers?

1.   Maintain a positive attitude. SMILE! This is the most important element in delivering a positive experience to your customers. Appear eager to solve their concern. Take a long-term viewpoint of the importance of maintaining a relationship with each customer. Such goodwill will produce repeat business.

2.   Actively listen to the customer’s needs/concerns/frustrations. Verify and clarify what you are hearing from your customer before you begin to act. Nothing is more frustrating to the customer than having to repeat his/herself because the employee is not listening OR because you are stalling for time (my printer experience).

3.   Keep in mind that your customer may be very frustrated and not be at their best behavior. Stay focused on your goal – which is to resolve the issue.

4.   Be honest and clear in your communications. Admit when your company has caused the problem and provide unwelcome information directly, kindly and in positive terms when needed.

5.   Acknowledge the customers frustrations. When your company caused the problem, remember not to criticize the company!

6.   Look for solutions which allow a win-win solution. Don’t blame the customer for their mistakes – sometimes we as customers get it wrong.

7.   Confirm that the solution is agreed to by the customer and the organization’s objectives for customer service.

8.   Resolve the problem – do what you said you were going to do, keep the customer informed and follow-up with the customer to confirm satisfaction.

9.   Go one step beyond what your customer expects.

10.   Always thank the customer; treat them as valued partners in your organization’s ability to achieve its strategic objectives.

11.   Provide the basic principles of service, for example, my favorite office supply company always welcomes me when I walk through their doors. The greeting is always upbeat and excited – making me feel welcomed.  When I leave, they thank  me for  my business. Think of the statement pilots and flight attendants make at the end of your flight – “we appreciate you flying with us … because we know you had a choice … thank you for choosing us!” Another international hotel chain uses the term “My Pleasure” each time I thanked them for the smallest to the largest service.  The first time I heard this – I was floored; what a difference it made to me as a customer – they were pleased to serve me? WOW!!!

12.   Ensure all employees (customer facing and non-customer facing) understand the organization’s objectives and values concerning customers. 

Some closing thoughts for improving customer service: 

Ï  Know your customers and go beyond their expectations … make them say “WOW!”

Ï  Be passionate about customer relationships

Ï  Remember that only extremely satisfied customers are genuinely loyal; don’t assume that repeat customers are loyal customers.  Your positive attitude toward your customers does not mean that the relationship is mutual (you could be the only game in town … today)

Ï  Customers who feel appreciated, respected, valued and recognized are loyal because they have an emotional connection to your company

Ï  Only use technology which supports the customer relationship

Ï  Hire the best of those who can become the best – train and develop them and do everything to keep them on the team (Ask me about our Customer Service Development Program – LA805)

Ï  Offer services which are above the norm within your industry

Ï  When mistakes happen, treat them as opportunities

Ï  Experience your own business as your customers do (Have you seen Undercover Boss?)

Ï  You are probably less customer focused than you think (check all levels of customer interfaces)

Ï  Pay attention to the little things – anticipate your customer’s needs before they become aware of them. If you listen closely, your customers will tell you how to impress them

Ï  Customer satisfaction is worthless … Customer Loyalty is Priceless

Ï  Good customer relationships arise from your culture … not your programs or initiatives.  For example, how you treat your employees is an indicator of how you treat your customers. Hmmm!

A customer focused strategy should develop a relationship with customers which nurtures commitment and cultivates a long-lasting loyalty (both ways). It can be viewed as an attitude which relies upon genuine and expressed respect for the customer. It is an extension of your brand instilling trust, confidence and reliability.