I was thinking about customer service today, and as it happens quite often, my thoughts were drawn to the topic because I was in the middle of not having a great customer experience. Sometimes it happens when I'm having a terrific experience. Sometimes. Rarely.
This morning, I stopped by a coffee shop, part of a big chain. I was the only one in line, and upon arriving at the counter, I heard a bell go off near the pots of brewed coffee. After a "how are you/fine thanks" exchange with the cashier, I said with hopeful tone, "does the bell mean a fresh pot just finished brewing?" She said no, it actually means it's time to brew a new pot, and depending on how I looked at it, it could be a good thing. If I was willing to wait five minutes, I'd get a free cup of fresh coffee (their holiday blend, which I really wanted). I told her I'd be happy to wait, and appreciated the complimentary cup. I wasn't in a rush, so I grabbed a local magazine and took a window seat.
At this stage, things were great. Speed is not the number one issue for me. Having an end-to-end, great customer experience is. Speed is one element, but there are many more, all connected by communication. In this case, the young lady did exactly what she should have done, was pleasant, and started to turn a disappointment into a pleasant surprise.
Things turned south when people streamed in and suddenly the line was ten deep. Employees sprang into action, doing their best to crank out drink requests (half caf full whip blah blah). After about ten to fifteen minutes, I wandered up to the end of the line. I figured the cashier would interrupt what she was doing, pour a cup, thank me for waiting, and complete the positive experience she initiated. But she was fixed nervously on that line ... person number two, three, and so on. What about arrival number one, me?
Finally, after waiting in line again for about five minutes, another worker took care of me. I wasn't upset, and appreciated the free coffee (unti l tasted it). But it got me wondering about employee training and initiative. So I wanted to jot down a few things that would make experiences like todays an end-to-end success:
- Communication and Engagement are key: The cashier got it right at first by replacing a minor disappointment (empty pot) with a worth-the-wait offer (free cup in five minutes). Potential negatives are great opportunities to transform normal consumers into Passionate Consumers. Be up front with people, be not afraid, and deploy a pleasant, take-charge attitude.
- Long Lines are good! (it's weird I feel I have to say that): Panic typically sets in during a lunch rush or other customer swarm. Everyone gets tense, and quickly loses sight of the goal: a complete (top notch) customer experience. It's not just how fast you get things done, it's how you do things when you're doing them fast. Do them with flair, and keep an upbeat conversation going with customers and fellow workers. And when that line gets long, someone grab a goodie tray, get out from behind the counter, walk down the line and offer free treats to everyone - kicking off customer service before customers place their order. Oh, and please don't forget the people that you asked to wait just a few minutes, who are waiting ... and waiting ...
- Complete the Sale: The cashier's mistake was forgetting to finish what she started, blowing an opportunity to 'complete the sale'. Businesses are selling more than just a cup of coffee or some other product or service. They're selling themselves. We're all waiting to be convinced that we should take our precious time and money and spend them at various businesses.
One positive customer experience after another is how Passionate Consumers are created. Some will hear about a business via an ad or marketing campaign, so first impressions are incredibly important. But so are second, and third, and so on. Because if you create a Passionate Consumer, he/she will spread the word. And once Consumer Passion is spreading, and your business is growing, make sure to stop and listen to your customers. Give them every opportunity to tell you what's right and wrong about your business, and offer ways to improve it. Innovation never stops, and can come from anwhere, anytime, and anyone.
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