Recently I had a Customer Experience that caused me to realize ever more that what you do isn't as important as how you do it.
I was flying through a couple of connections on my way home to Bismarck, North Dakota and I knew that I would be hitting the next stage on the "elite" frequent flyer program I am a member of. Not being completely sure about how many miles I needed, I asked a gate agent if she could tell. Her reply was... "That's not my department." Now there's a Customer Experience!
If what she was trying to do was to help me feel insignificant and unimportant. She did her job. That Customer Experience didn't leave me feeling like I wanted to go back - but I have to. Being from North Dakota, we have pretty much two or three choices in air travel.
Lucky for me, this was my first connection. Being in Las Vegas, I knew I would be able to ask another gate agent in Minneapolis. Perhaps I would be luckier!
Upon landing in Minneapolis, I asked the first gate agent I came across with the same airline the exact same question. She didn't even look at me. Her response was universally the same as that of Las Vegas... "...not my department."
The good news is both gate agents were consistent - even though they were over a thousand miles apart! The bad news is both missed a powerful opportunity to touch my life in a positive, meaningful way. This airline's Customer Experience actually hurt me emotionally.
Imagine if... The Las Vegas gate agent said, "You are in luck! It is my pleasure to find that out for you!" And then they could have turned it into a small celebration by adding... "How many miles are you at today?" They could have even kicked it up another notch by saying... "Guess what? I am moving you to First Class today because it looks like you just turned Silver Elite." But that didn't happen. I didn't feel important. She couldn't go the extra mile. It wasn't her "department."
The coolest thing is who benefits the most from such an engagement? Of course... The person giving the WOW! Customer Experience benefits the most by far - not just the Customer.
It gets even better (same trip)... When I landed in Bismarck, my luggage came on the next flight. The airline called to let me know my luggage had arrived. When I came to the airport to pick up the luggage, there wasn't anyone at the ticket counter. The natural thing for me was to walk behind the counter and up to the door to their back office area. I could see a woman through the door window working at a desk. I gently knocked on the door.
The woman looked up at me, glaring. She practically ran to the door and said, "You can't be back here! I am going to watch you go around to the other side of the counter!"
Like a little boy, I started walking to the other side. Her foot steps following mine. She literally followed me to the end of the counter and then went back into her office. Same airline. Same Customer Experience in Bismarck, Minneapolis, and Las Vegas.
It is interesting how we act when we don't feel important. We act unimportant. That simple. And like moths to a light, when we feel important, we seek more.
I suppose that is why Southwest Airlines does so well. They are pretty good at helping people feel good - ALL THE TIME. Notice I didn't use the word, Customer, here.
That's on purpose! Most Customer Experiences today are simply transactions... "Next!" Here's the cool thing. It doesn't take all that much to help people feel important. Everyone's soul wants to feel important.
In two weeks, I get to fly Southwest on THREE legs and I CAN'T WAIT!
What an opportunity!
Now go Maximize Possibility!
Other blog posts you may be interested in:
- Exceeding Expectations Key to an Exceptional Customer Experience
- 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!
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