Customer service is never just about one thing but is usually made up of dozens of interactions with a customer. Many of the details we sweat over in order to deliver that “great customer service” never even get acknowledged by our patrons, because people generally expect to receive good service, so really we’re only meeting their expectations. Therefore in their mind there is no reason to comment, because that’s what they expected.
On the other hand, mess with this expectation even a little bit and chances are you’ll hear about it. Is it fair? Nope, not at all, but you’re going to have to deal with it because try as you might, you’ll never get it 100% right 100% of the time.
Unfortunately, too many people spend too much time looking to come up with a completely new idea or concept to wow the customer and many times completely ignore the small things that make a customer’s experience memorable.
I have experienced two such situations in the past few years that have stuck with me and are great examples of being customer focused.
The first example happened about 4 years ago. We were meeting some friends for dinner at a restaurant and I had no sooner sat down and opened the menu that I realized I had forgotten my glasses. As no else had glasses, it was going to be a challenge to read the small print in a dimly lit restaurant. The very astute server noticed my acrobatic moves trying to read the menu and promptly brought over a small basket of inexpensive reader glasses of various magnifications. These are same ones that are available in any dollar store.
Apparently I wasn’t the only patron to do this, so they make a habit of restocking the basket every month as some individuals forget to return them. This thoughtfulness probably costs the restaurant $100 a year. Pretty cheap advertising if you ask me because I regularly mention this incident and restaurant whenever I’m in a restaurant and I have forgotten my glasses.
The second opportunity to be truly impressed happened only a few weeks ago at a different restaurant/bar where I met my son and his friends for a few drinks after work. Sitting at the bar, one of his friend’s cell phone was on the verge of dying and was in need of a recharge. Again, an attentive server pulled out a box of cables and asked him what kind of charger he needed. Quickly finding the right adapter, the phone was plugged in and placed in front of him while it charged and we enjoyed ourselves. Again with a bunch of dollar store cables and a USB wall plug.
Are these revolutionary ideas? Maybe. Were theses ideas difficult to implement? Not at all. Were they memorable? You bet! Were they customer focused? Absolutely!
If an organization pays attention to this little stuff, it makes me believe they’re equally as diligent about all the stuff we can’t see. So quit looking for those revolutionary new ideas and spend some time looking for those little things that you can do to make your customers experience memorable.
Copyright © Greg Weatherdon 2013
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