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 As a Consultant who does training in the area of Customer Service, I am always interested in other people's stories about service. In fact, we start our training classes with a story about service. Predictably, the bad service stories outnumber the great service stories by about three to one. Well, take it from a pro who has not only flown Singapore Airlines (the world's best airline), stayed in a Ritz Carlton Hotel (welcome back, Mr. Pearce), and eaten hamburgers and cheese fries at Snuffer's, but who also teaches this stuff - customer service does not have to be horrible across the board.
Here are nine things that drive me crazy about people who are supposedly paid to provide us with service.
1. They look at you like you are a two-headed Gila Monster from Zimbawi
No, I'm not, really. I may be homely, but still give me a warm smile and say hello for starters. If you can't get to me right away, just give me a nod and a wink and I'll know that I'm on your service delivery dance card. Don't ignore me when I walk in - greet me and make me feel welcome.
2. They don't use my name
Using people's names is a sure way to build rapport with customers - we all know that but very few of us use names well. If you are taking money from a customer, take a look at their check, read their name off of it, and use it. If they give you a blank stare, it's either a hot check or they are stunned that you used their name. When I checked in to the Ritz Carlton Hotel, the valet attendant said, "Welcome Back, Mr. Pearce!" How he knew my name I will never know - perhaps they don't see a lot of 1972 Lime Green Pintos with flames painted on the side these days - but they still respected me by using my name.
3. They over-serve
New waiters and waitresses in nice restaurants tend to fall victim to this. They watch you take every bite of food, waiting with a napkin for you to ask them to wipe your chin and fill your wine glass for the 87th time in ten minutes. There is nothing wrong with this type of service if you are a king, queen, or a professional glutton. For the rest of us, we like to talk and relax over dinner, so please just give us some space, and be available if and when we need you.
4. They don't think for themselves
Most of the issues I raise to customer service people are pretty simple. Problems that arise should not take dozens of people to get approval simply because there is a policy decision to be made. Here is what you should do: listen to my concern, fully, without interrupting. Then apologize for the problem (even if it's not your fault). Then solve my problem in the easiest way possible. Thank me for my business. It's as easy as that, if you don't believe me, try it. This did not happen when I left my $200 jacket on Cathay Pacific Airlines at the Hong Kong airport. Instead, the jacket got "lost" and.... The outcome surely would have been different on Singapore Airlines at any airport in the world. Guess where my travel dollars go when I travel to Asia?
5. They ignore the irate feelings that I've got bottled up inside
If I am visibly upset, respect me enough to acknowledge the feelings that I have bottled up inside. Perhaps you have kept me on hold for 30 minutes with no muzak . . .or perhaps the dog groomer was supposed to be back from lunch 20 minutes ago and I am now late for a soccer game. Start by saying I'm sorry, then the problem will heal itself more quickly. If you ignore my feelings, I will eventually explode, rip your heart out, show it to you, replace it, and be forced to apologize for hurting you and getting blood everywhere. Not to mention the fact that we'll both feel bad. So please acknowledge my feelings if, and when, I am upset.
6. They don't have a sense of teamwork
I eat at Snuffer's in Dallas because they have great hamburgers and great cheddar cheese fries. But they also have great service. Unlike any other restaurant I have ever been in, the wait staff works together. If one waitress sees a dirty dish, or sees a glass to be refilled, she still picks it up and handles it - even if the station is not her own. The managers are always on the floor and visible, taking orders, checking food quality, delivering hot food, and basically helping the wait staff in any way they can. The whole process it based on the premise that we are all better when we help each other out - a pretty cool concept that leads to great service.
7. They don't follow up when there's been a problem
I attended a training program recently where the co-facilitator did all the things listed above. He used my name, showed genuine concern for my problem, and then did absolutely nothing about it. "I'll call you on Monday" he said. Unfortunately he never closed the loop by calling me back, and now his firm's service is in my ever-growing pile of bad customer service stories. Follow up with a note or a phone call to people who have left your business disappointed - it shows you care even when there's a problem.
8. They don't remember things
I take medium starch in my shirts. Someone should write that down. I see the same people at the dry cleaner's every week and they always ask me what type of starch I want. Make a note, put it in your computer. I am someone you will see again and again unless of course, I hear a great customer service story about the dry cleaner across the street. Then I'll take my shirts there.
9. They think I can't hurt them
The math is staggering. If I go somewhere and get good customer service, I will tell 8 - 10 people about the wonderful treatment. However, if I get lousy service, statistics show that I will tell 15-20 people about that incident. The numbers will take your business down in a hurry if you don't pay attention. Physical harm is not necessary, just by bad mouthing your establishment; I can cause you pain and torment, as you try to recover from customers, like me, who love to relate their stories.
Concluding Thought
My suggestion is that you hire a good consultant to come in and whip your team into shape. We don't have all the answers, but we can make your team more aware of ways to provide better service and build your business. The Ritz, Singapore Airlines, and Snuffers paid nothing to be in this prestigious article. Will your company be next? Stay after that customer service thing and who knows, the dream could become reality!
TDP 7/27/02
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