Too often, we really don't think about what we are really supposed to be doing when we are working in our routine day. The reality is what we do is so much more than the tasks themselves. Yet we wrap our lives around the tasks that get the job done. This is a tremendous "Growth Opportunity" because the organizations that create Customer Experiences that are emotionally engaging and memorable know that what they do is so much more than the product or service. It's about how the Customer feels.
Customer Service is dead. This is about creating a Customer Experience that is emotionally-engaging, purposeful, and consistent. Customer service training doesn't address the issue. Today, we need to create an emotional Customer Experience that leaves the Customer wanting MORE.
Example...
Starbucks Coffee
Just coffee? Why do people wait in line so long?
Harley Davidson
Just a motorcycle? Why do people pay so much for the motorcycle? Ever met a Harley owner who wasn't loyal? It's not about the bike - it's about how you feel on the bike!
What does it feel like to be your Customer?
An example - The other morning I drove through a fast food restaurant for a breakfast sandwhich. The person taking the order didn't seem to be with me as they repeated my order incorrectly twice. Finally I said, "that's right." as I was thinking that I would be able to make the adjustment at the payment window.
When I arrived at the first window, I again attempted to fix the order but it was the same person. She was committed to getting my credit card processed. She didn't even look at me. No smile. No "Good morning!" Nothing! I felt like I was intruding on her day. She clearly didn't want to be there.
After a couple of attempts, I went to the second window knowing I would get an extra sausage and egg sandwhich that I didn't want. "Oh well," I thought. I knew I would find someone hungry at the office who would want the extra sandwhich. "Good thing I like to buy extra sandwhiches," I thought.
After going around the office passing out sandwhiches, I grabbed mine, unwrapped it and took a bite. It wasn't the sausage sandwhich I thought I had ordered. It was ham.
The problem. She thought she was there to take the order and my payment. If she would have been a little more happy to see me, the mix-up wouldn't have been such a problem.
Ever notice that if the person behind the counter has a big smile and the screw up an order that we forgive them more readily?
Here's the challenge faced by this particular national-chain restaurant. While I will likely go back, how loyal will I really be? Perhaps the next time I am hungry for a breakfast sandwhich, I will drive to the nearest competitor rather than out of my way. While I am still loyal to the brand, I am not loyal to this particular location.
Summing this up. We have to really think about the Customer Experience. What is being left out? Do the people we work with understand what they really do? Are they capable of understanding what they really do?
Upon my return to the office, I called the restaurant manager. He promptly apologized. But when I asked him what that person is supposed to be doing, his reply was..."Take your credit card." When I said, "That's not all..." He replied, "Oh yeah, and check and cash too."
My response was... "No. Her biggest job was to make me feel good about stopping by and being a part of her day. Her face may have been the only smiling face I see all day long and it is a privilege to help someone feel better."
Now go Maximize Possibility!
Other blog posts you may be interested in:
- What Time is the Three O'Clock Parade?
- Being a "Yes Man" Helps to Create a Powerful Customer Experience
- Angry Customers Mirror You
- Don't Let Customers Ruin the Experience
Chris Young helps organizations Maximize Possibility through talent management, cultural transformation, and strategic intervention. Bring Chris in today!
Recent Comments