I often hear managers, who are concerned by the rising level of customer dissatisfaction say, “Why are companies providing such poor service? It’s not rocket science.” But service excellence is rocket science! There is far more to being able to create a great customer experience than getting team members to smile and be friendly - and much of what needs to be done takes place behind the scenes.
To begin with, for the paying customer to have a great customer experience, you need policies that put the customer first. Many managers are well intended. They understand how important it is to look after their customers but inadvertently create a bad experience because they have policies that put their company first.
For example, last year before Christmas, I went to my local building supply store to buy some outdoor tree lights – not Christmas lights, just plain white ones. They had two boxes on the shelf but I knew two would not be enough so I asked if any more would be coming in. The team member looked in the computer and said there were more on order. “They won’t be in by Christmas,” he advised, “but they will be here early in January.” I said that was fine and purchased the two boxes.
At the end of January, I returned for more lights but found none on the shelf. I asked another team member whether they had come in and been bought by other customers. He checked on the computer and told me they hadn’t arrived yet. I asked when they would be coming in. He said he didn’t know. “That’s not good enough, mate,” I told him. “I’ve been waiting for several weeks already.”
He suggested I put in a special order for the lights. “That way you’ll be sure to get them quickly,” he promised. So, off we went to the special orders counter where I was handed over to yet a third team member. She collected the information needed to raise a special order and asked for a 50% deposit. I refused, saying it was bad enough I had had to wait this length of time. I wasn’t going to give them half the money now as well. “Well, that’s our policy,” she told me.
“That’s a dumb policy,” I said. “I’m not paying.”
“Well, that’s our policy,” she repeated.
“It’s still a dumb policy,” I said. “I’d like to talk to the manager, please.”
The manager came and asked what the problem was. I told him. “Well, that’s our policy, he said.”
“That’s a dumb policy,” I replied.”
“We have to have that policy,” the manager persisted.
“Is that so?” I said. “And just why would that be?”
“Because sometimes people place a special order and then when the goods arrive they don’t want them and we have to sell them.”
“Gosh, that’s really unfair,” I said. “Here you are in retail and you have to sell stuff!” I then pointed out that I wasn’t asking them to bring in something they don’t usually stock. I was only asking they bring in something they should have had on the shelves for the past six weeks. The manager saw my point and agreed to waive the deposit. I thanked him and added, “I’m in business too and the first thing you have to decide when you’re in business is whether you’ll put yourself or the customer first.”
Quick as a flash, without a moment’s hesitation he said, “Obviously you put the customer first.”
“Where have you been for the past 20 minutes,” I asked. “If you really put the customer first, we wouldn’t have had this conversation.”
This is a great example of a manager or company believing it is important to put their customers first but through their policies and processes actually putting themselves first. Now, here’s the kicker. Two months later, I cancelled my special order because the lights had not arrived. I was glad I hadn’t paid the deposit. Imagine the trouble I would have had trying to get it back!
If you believe it is important to put your customers first, review your policies an processes to make sure that is, in fact, what’s happening. If you’re not sure, ask you’re customers. They will tell you everything you need to know to succeed.
Is providing an outstanding customer experience starting to sound a bit more like rocket science?
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