The Best Marketing Ever: Employees that Surprise and Delight Customers

When was the last time that you had one of those "Wow" experiences as a customer, where you walked away "surprised and delighted" about how you were treated?

Travel a lot?  It probably doesn't happen for you with the major air carriers.  Most of my customer experiences with the airlines leave me shocked and disgusted. I'm convinced that the airlines study Customer Service Secrets of Attila the Hun.   Shop in Big Box retail stores?  Similar story...perhaps without the edge of nastiness that the airlines (or cell phone or cable) companies have mastered. 

All of this changed for me recently, as I found myself on the receiving end of two different transactions that left me absolutely surprised and delighted.  And no, they didn't take place with an airline, cell-phone, cable or big box company.  They were two retail establishments that clearly didn't get the memo that you have to be nasty to your customers to succeed in this world.

What is it about leaders that tolerate poor customer service from their employees?

Before I describe my experiences, I'm going to rant on the leadership of (airline, cell phone, cable and big box) and all other organizations that tolerate miserable customer service or that have set their standards so low that lousy customer service is graded as acceptable.  Don't these people shop in their own stores, book their own tickets and talk to their customers?  If they actually took the issue of customer service seriously, instead of delegating it to an underling to parse the surveys and report-up that "things are looking good," they would get the fact that their business models are currently predicated on just-barely serving customers inadequately.  After all, the customers might grumble, but they continue to shop, fly or frequent these businesses.

I used to love Starbucks.  When was the last time you walked out of one surprised and delighted?  Welcome back, Howard.  You've got some work to do. 

I fly.  A lot.  On the rare occasion that someone provides great, friendly service, I tell them and I tell their boss.  Mostly, I am shocked to watch, experience and then listen to employees that clearly hate their jobs and their companies and don't mind everyone knowing it.

I do much of my own home repair.  I shop at the more expensive local Ace, because everyone that works in that store is remarkably helpful to the mostly clueless weekend warriors like me.  You can only take wandering for miles in search of someone who has a clue in the competitor's big box home center.  I'm still waiting for the guy to return who went to find out my answer on a lighting question----in 2006. 

Two Experiences that Renewed My Faith in Customer Service

Howard Schultz—you've been out-Starbucked  by Conscious Cup

I now buy my coffee at a local roaster/retailer in my community called Conscious Cup.  This shop opened two years ago and they have proceeded to establish a cult-like following in the area.  The entire experience that they serve up is what a great coffee shop should be like. 

First, their free-trade coffee is outstanding—the Mexican roast is the best dark roast that I have ever had.   Second, from the moment you walk in the door, you feel appreciated.  You are greeted upon entry with a smile and direct eye contact.  Step over to see what they are roasting and you learn more about coffee, roasting and the family of the farmer that grew the beans than you could have ever imagined.  Order your drink at the counter and ask a question about what they are brewing that day, and you will get an enthusiastic explanation of the character of each  style.  Need help picking out some beans and have a certain preference—same great service—and a custom, color label explaining your coffee, is printed in front of you and placed on your bag of beans or ground coffee.  Oh yeah, the internet access is free and the music is at a pleasant volume that allows me to think and work.  They are booming and every time I walk out of Conscious Cup, I understand why these guys felt they could compete and win with a coffee shop in the Starbucks world.  Howard Schultz would be well-served to visit this store.

The soup, sandwich and service are heavenly at Heavenly Ham

My wife and I like to frequent a small specialty food retailer...Heavenly Ham, for the best turkey sandwich and split pea soup available anywhere on the planet.  This is a franchise location, and their original focus was on providing the hams and turkeys and side dishes for holiday and family gatherings.  They have a few tables in their clean, warm shop, and are serving a growing lunch and now corporate crowd as well.  Their products are premium quality and their price matches.  But those sandwiches and that split pea soup make it all worthwhile.  The extraordinary service is a bonus. 

For some inexplicable reason, Heavenly Ham does not serve the world's greatest split pea soup everyday. Nonetheless, even if it is not on the sign, I ask for it.  I get one of a couple of tremendous answers.  "No, we don't have it on the menu today, but there is some in the refrigerator from yesterday, and if you like, I will heat it up for you."  Or, "I started it this morning for tomorrow's menu...but l know it's done.  It's really hot, but if you would like some, I'll get it for you."  And true to word, with a line running almost out the door, someone dashes in the back and a few minutes later the world's greatest soup and turkey sandwich are delivered to us with a big smile.  (This is not a table service restaurant...did you catch that delivered to us part?)  I always loop back to thank the employee that helped me as well as the manager for the great food and great service.

The common-denominator in great customer service: leaders that hire people that care.

I suppose it's sad that I have to find satisfaction in two simple and common-place retail transactions, in a world where we all have many transactions every day.   Somehow, the leaders of the establishments that I described above figured out that to compete and to build a following and even zealot-like loyalty, they had to hire individuals that are passionate about their work and that like to serve people.  Contrast this again with almost every other company that we interact with on a daily basis.

Leader: every customer contact is an opportunity to strengthen your brand, build customer loyalty and club your competitor over the head.  What part of this don't you get?

OK, enough.  I need a cup of coffee.  And hmm, I wonder if split pea soup is on the menu today?  I bet I can get a bowl.

Comments

[DPL]

You know, in the north customer service is nearly non-existent. I live in the South now though, and I can't believe the difference. It is literally night and day. It's still not perfect, but I'll take it here any day of the week and twice on Sunday. I don't think I'll be moving up north again anytime soon.

I still have a shred of hope for our customer service future in America though. What we clearly lack is quality leadership that cares more about their organization's human capital and ethical business practices than a growing profit margin and greed. But I am praying that the current bubble-bursting of the housing market, recent scandals from big businesses, and a looming recession is the wake-up call that America's leaders have been needing.

~D

[Jack Shipley]

Service is not a dying art, no pun intended. We truly love a great cup of coffee or espresso drink. It's an energizing start to the day or a refreshing pause. Passion is emotionally contagious. We hire people who know how to smile, greet people and, critically, say these magic words: Thank-you. I hope Howard does come by so the three of us can share a great cup of coffee.

Jack