Shep Hyken's Blog, page 241
July 15, 2013
5 Top Customer Service Articles For the Week of July 15, 2013
Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
Create an Exceptional Customer Service Culture by Carolyn Crews
(CRM Magazine) A strong company culture has become more than a fringe benefit. Culture is now a deciding factor for employees when choosing where they want to work. And once they are employed, culture impacts how they work inside that company—influencing their actions and attitudes toward each other and, more importantly, toward customers.
My Comment: If you want to have an exceptional customer experience, the first thing is to have an exceptional culture – specifically a customer focused-culture. That is where it starts. The tips shared in this article are great ideas to create the culture, that when it comes to customer service, will define your company.
How to Create a Perfect Customer Experience by Peter Sandeen
(Duct Tape Marketing) If you’re not getting the customer referrals or repeat business you hoped for, something’s wrong. Here’s how to create a perfect customer experience.
My Comment: The title is intriguing. There is obviously a lot that goes into creating the perfect customer experience, but to start with, you can’t go wrong with the ideas shared in this post.
Is Bad Customer Service Linked To “Bad” Leadership by Jaquan Bland
(Got Service) The conclusion I have come to is that THERE IS a direct link to leadership (or lack of) and bad customer service.
My Comment: There is no doubt that leadership plays an important part in a customer service culture. A lack of leadership, or leadership that doesn’t model the right way to treat people, will have a negative impact on the employees, which is felt by the customer. Conversely, strong leadership who emulates the way customers should be treated by treating their employees that way (or even better), create a culture that is customer focused. Culture and leadership – two of the most important concepts behind a great customer service experience.
Best Way to Track Customer Retention by Jeff Haden
(Inc) Here’s the easy formula that every business owner should know by heart.
My Comment: Simple is good, but not always easy. And when it comes to calculations about customer retention, loyalty, churn, etc., there are so many different ways to track and measure, that it can be dizzying. I like this very simple formula to track customer retention. From here, you can start to analyze other numbers that are also telling, such as the amount of each purchase, the frequency, etc.
The Challenge of Building a Customer Experience Team by Jeannie Walters
My Comment: In theory, customer service/experience should be easy. After all, isn’t a lot of it common sense? The reality is, that common sense is not so common, and that making something easy isn’t always so easy. And, when it comes to building a customer experience team, well that too can be a daunting task. This short post has four simplistic ideas to use in putting together the customer experience team. But, don’t confuse simple as being easy. Take the time to work through these ideas and your company – and your customer experience team – will be better off as a result.
Professional speaker and New York Times bestselling business author. For information contact (314) 692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXIII, Shep Hyken)
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July 10, 2013
Giving Back Creates Customer Connections
Tip for Creating Better ExperienceWhile this may not fall under the category of customer service, which is what most of my writings are about, this is one of the strongest strategies or tactics you can use to connect with your customers.
As I was interviewing owners of some successful Ace Hardware stores for my newest book, Amaze Every Customer Every Time, I was pleasantly surprised to learn about their charitable efforts. This is a way for them to connect with their community on a deeper and more personal level.
One of the keys to delivering great customer service and to creating loyalty is to build the relationship with the customer. I’ve written about building rapport, communication techniques, managing first impressions, and many other topics. There are dozens of these, and all are good and very important. The idea of being charitable and giving back to the community as a relationship building technique is another layer. This connects with the customer at a deeper level, sometimes even an emotional level.
Some of the Ace retailers will have food drives, put out charitable collection receptacles, contribute to the local sports clubs and more. One of my favorite examples is how some retailers will allow kids’ teams and clubs to sell cookies and candy, or have a bake sale, in front of their stores on Saturday mornings. By giving back to the community, at many different levels, the customers feel a connection and reciprocate with their business.
Now you might think that one of the reasons a business like Ace Hardware is charitable is to get recognition and get more business from their customers. And, you’re right. There is no doubt that recognition and goodwill are benefits to giving back to the community. However, that’s not so bad.
Rick Alspaugh from Kingwood, Texas, one of the Ace retailers I interviewed uses most of his marketing budget for local charities and his community. Everyone knows him. He says there isn’t a Little League team, a bake sale or school or charitable event that he doesn’t contribute to. His business is deeply interwoven into the community. As much recognition as he may get, there is just as much appreciation from his customers.
Your business might not have a storefront that can handle a bake-sale. You may not be a “local business.” You may not even be in retail. But that doesn’t mean that the concept of giving back and building a relationship with your customers on a charitable level can’t work. Many companies take their “giving back” strategy very seriously. Just Google the phrase “charitable companies” and you will be amazed at the number of great companies, like Ace Hardware, that are committed to giving back. It builds a relationship with the community, helps with employee fulfillment and can create an emotional bond with customers. And when the customer feels good about who they do business with, well that can only lead to a better customer experience, which can then lead to more business.
NOTE: This article is based on one of the tools from Shep Hyken’s upcoming book Amaze Every Customer Every Time: 52 Tools for Delivering the Most Amazing Customer Service on the Planet, which appears in stores everywhere in September 2013. Preorder the book and get valuable extras at www.AmazeEveryCustomer.com .
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXII, Shep Hyken)
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July 8, 2013
5 Top Customer Service Articles For the Week of July 8, 2013
Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
Is This the New Golden Age of Customer Service? by Barry Moltz
(OPEN Forum) Customers frequently lament the good-old days of customer service. Why? With today’s technology, you can still serve them like it’s 1955.
My Comment: Barry Moltz has written a great article about going back to the basics and giving customer service “the way it used to be.” And, technology can even help you do it. This is a great reminder that sometimes the basics in customer service can make a big impact.
No. 1 Secret to Top Notch Customer Service by Janine Popick
(Inc) A resort in Mexico sets the standard for stellar service. What lessons can we learn to apply to our own businesses on how to keep our employees happy and delivering awesome service?
My Comment: The message in this article is simple: First, treat employees well, and they will treat the customer well. Second, get them in alignment and focused on customer focus. And third, recognize them for a job well-done. Great reminders!
Loyalty Cards Don’t Drive Loyalty by Colin Shaw
(Customer Think) But the name ‘loyalty card’ has so many connotations associated with it that one can’t help but wonder why it doesn’t necessarily make a customer loyal.
My Comment: The question is simple: Are customers really loyal to the company or to the loyalty program? True loyalty is an emotion that the customer has with you. However most loyalty programs don’t connect with that emotion. Instead, they connect with the customer’s wallet – in the form of a discount. This article has a lot of information that may make you rethink any type of loyalty program you have.
FIVE KEY Questions to Determine Customer-Centric Culture by @annettefranz #EQlist
(EQ – Entrepreneurs Questions) Let’s dive in and identify FIVE KEY questions you must address in order to achieve the right culture within your organization.
My Comment: If you want to know if your company has a customer centric culture, consider your answers to Annette Franz’s questions. You may also want to pose questions one and two – about core values and purpose – to the employees and determine if they are in alignment with your values, purpose, mission, etc.
Forrester: How Do You Measure Great – or Bad – Customer Experience? by Barry Levine
(CMSWire) It’s a given these days that companies need to deliver successful customer experiences (CX) in order to survive — but how can you measure this kind of success? A new report from Forrester Research attempts to point the way.
My Comment: Most companies don’t take the time to measure customer service and experience. It’s one thing to get feedback, yet another to measure the effectiveness of the service and experience you create for your customer. This article helps to simplify the customer service/experience measurement process.
Professional speaker and New York Times bestselling business author. For information contact (314) 692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXIII, Shep Hyken)
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July 3, 2013
Customer Service Tip: Create a Lasting Impression
Make the Customer Want to Come BackThere is an old expression says, “You never have a second chance to make a first impression.” It seems people are giving a lot of weight to that first impression, and for good reason. It sets the tone for whatever the interaction is that follows. It’s a very important moment.
And then there is the last impression. This one is just as important, if not even more so. This is what leaves a lasting impression. And, not too dissimilar to the old adage of first impressions, you may not ever have another chance to make a last impression.
If we make sure the customer’s last experience during the service encounter is a positive one – an above average experience, even an amazing experience – then the customer will self-reinforce that positive emotion on your behalf for a long time after the actual experience. Maybe that positive reinforcement will express itself during the ride home when the customer thinks back about how nice it was to do business with someone who smiled, could answer questions, was helpful, respectful and more. In other words, the last impression lasts.
Maybe the last impression came as a result of a simple “Good bye” or “Have a nice day.” Or perhaps it was someone who stepped up and demonstrated expertise or went above and beyond, creating a confidence that the customer didn’t have before the interaction began. Or maybe it was an online transaction, and moments after the customer hit the “Confirm Purchase” button, that customer received a confirmation and thank you email, letting the customer know that the order went through. Online, offline, in person and over the phone, there are many ways to create that last impression.
So, what do you do or say to create a strong last impression? First, don’t leave this to chance. Think about how you end a conversation with your customer. Not that it should be scripted out, but you should know what needs to be said and how. Regardless of what you say, it should always have a feeling of appreciation.
Between the first impression and the last impression, there are many interactions that may take place. I’m not minimizing the importance of those. They must be managed as well. But at the end, the last impression should be the final impression that creates a lasting impression that will make a customer think back and say, “I want to do business with them again.”
NOTE: This article is based on one of the tools from Shep Hyken’s upcoming book Amaze Every Customer Every Time: 52 Tools for Delivering the Most Amazing Customer Service on the Planet, which appears in stores everywhere in September 2013. Preorder the book and get valuable extras at www.AmazeEveryCustomer.com .
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXII, Shep Hyken)
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July 1, 2013
5 Top Customer Service Articles For the Week of July 1, 2013
Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
7 Reasons Why the Customer Should Be #1 by Ilya Pozin
(LinkedIn) The customer is king. Believing otherwise will likely drive your business into the ground. Here are a few tips from John Tabis to get you on the fast-track to putting your customers first.
My Comment: Great article. These are great tactics, even more than reasons, to make the customer number one. And, if you use these tactics and reasons for your internal customers (as in employees), you will create an amazing culture.
Employees Are Customers, Too by Tim Miles
(Business2Community) The most important hat your employees wear is the customer hat — now available in “extremely satisfied.” That’s right — your employees are also your customers, and they should be treated as VIPs.
My Comment: This article is an excellent reminder that your internal customer is every bit as important as the external customer. One of my favorite “mantra’s” is that what is happening on the inside of an organization is being felt on the outside by the customer. Create an internal customer service culture and the employees will understand and deliver great customer service to the external customer.
How To Promote Employee Engagement Within Your Organisation! by Editor
(TurnOverCost.com) Employee engagement is a term often used in business management circles when referring to an employee that is fully involved in their work. An employee that is engaged, is a great asset to a workplace as they will be keen to involve themselves in the key goings on within the organisation which will result in a better working environment and improved morale.
My Comment: You can’t ignore the importance of employee engagement. As it applies to the customer, and that means customer service and the experience, disengaged employees will not always rise to the occasion. Their disappointment and lack of enthusiasm can go against what the company wants to achieve with their customers. This article approaches some of the symptoms of employee disengagement and how to deal with them.
105 Brilliant Ways to Improve Customer Service: Small Business Advice from Bloggers by Valpak
(Valpak ) We scoured the web for the crème de la crème of small business advice on how to excel at customer service. With all the creative minds we uncovered out there sharing unique perspectives and clever ideas about boosting customer service, there is guaranteed to be something here you’ve never thought of before.
My Comment: I love this type of post. What a great resource for all businesses – big and small – in any industry. Lots of great ideas from many different experts who post great customer service content on the web.
The Importance of Customer Service in the Mobile Era by Alex Hisaka
(Desk.com) Companies that are serious about customer service will therefore have to take proactive steps to interact with customers who are getting used to instant and ‘within arm’s reach’ contact. Relying on traditional, office-hours based, ways of interacting with customers simply will not do anymore. Some of the ways in which customers with mobile devices may want to interact with your company include the following.
My Comment: Mobile communication is changing the way many companies do business. If you don’t understand the way mobile is helping to create a better customer service experience, this article is a good place to start.
Professional speaker and New York Times bestselling business author. For information contact (314) 692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXIII, Shep Hyken)
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June 26, 2013
Customer Service Advantage: Use Customer Feedback
Track and Measure Customer ServiceCustomers have always had a voice, but today it is louder than ever. Great companies want to hear from their customers. They want their feedback, opinions and anything else that will give them an advantage. And, great companies don’t wait to hear from their customers. They actively solicit feedback in the form of surveys and have programs in place to ensure they deliver an experience that makes their customers want to come back.
Recently I was asked about companies who have reaped rewards from surveying their customers and measuring their customer service. A few excellent examples came to mind.
Ace Hardware is one of the best examples of a company that uses surveys and measurement to stay successful. A network of privately owned stores, they are recognized for their helpful customer service. To ensure they are meeting their customers’ expectations, they participate in a mystery shopping program where a high score will “certify” them as “Ace Helpful.” Their goal is to be the most helpful hardware stores on the planet, and there is a direct correlation between a high score and a successful store. They go up against big box stores like Home Depot and Lowes. It’s a David versus Goliath story, and they use helpful, which is their version of customer service, to win. To their credit, J.D. Power and Associates ranked Ace Hardware “Highest in Customer Satisfaction with Home Improvement Retail Stores” for the seventh straight year!
American Express has had a tremendous turn around over the years. From a credit card company with typical complaints and customer dissatisfaction, they started using a short survey question that measures their “member” satisfaction at the end of a call. It’s the well-known Net Promoter Score question: On a scale of 1-10, what is the likelihood that you would recommend us? The call center employees’ bonuses are based on their scores. The management and executive bonuses are also tied to the score. This is one of their most important metrics. It’s not how fast they get through the call. It’s how well they take care of the customer. They are now recognized as a top customer service company, worldwide, in any industry.
Enterprise Rent-a-Car is another great example. They also use an NPS type of survey. Over time they became the number one car rental company in the world – not just in size, but also customer satisfaction. They acquired Alamo and National Rental car, which at the time of the acquisition were at the bottom half of the top ten customer service companies in the car rental industry. Infusing the Enterprise culture of customer service and using surveys to confirm what was working and what was not, they moved Alamo and National to being top performers.
Companies that track and measure their customer service have a competitive advantage. They know when they are doing a great job, and more importantly, they know when they aren’t. They take advantage of all data, good and bad, looking for opportunities to take their customers’ experiences to the highest level possible. The reward for this effort is more business from existing customers and new business from the excellent reputation they create in their marketplace.
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXII, Shep Hyken)
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June 24, 2013
5 Top Customer Service Articles For the Week of June 24, 2013
Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
The Definition of Employee Engagement by Sharlyn Lauby
(HR Bartender) We all know what employee engagement means, right? The term is tossed around like salad dressing. There are numerous articles and infographics on the subject. But if someone asked you to describe employee engagement in a single sentence, what would you say?
My Comment: Nice definition of employee engagement – short, simple and accurate. And, great video to support the definition. The start of employee engagement is at the hiring process; getting the right people. Once you have good people, they must be aligned with your definition of success. Once they create or experience that success, they should be recognized and appreciated. That is what starts and continues the employee engagement process.
Your Brand Promise Can Create Or Destroy Customer Loyalty by Sree Hameed
(Forbes) I was frustrated; my colleagues under-appreciated the value of Marketing. They also had a point. So I stepped away from Marketing and into the operational world of Supply Chain to get a different perspective. I learned three valuable lessons that Marketing and Sales need to take to heart.
My Comment: While the marketing people may run the marketing department, I believe everyone in a company impacts the marketing of the company. The end result of marketing is the brand, which is a promise (hopefully kept) to the customer. This article is an excellent short reminder of the importance that marketing and everyone else in the company plays in the customer service and loyalty strategy.
Research: Customer Service on Twitter Sees 63 Percent Increase in Brands Sending 50+ Tweets Per Day by Geeks News Desk
(Broadway World) As consumer demand for customer service on Twitter continues to grow, a study bySimply Measured shows that top brands are responding by increasing their investment to serve more customers, and diversify how they provide support. Thirty-two percent of brands now have dedicated customer support handles, with a 63 percent increase quarter over quarter in the number of brands that send 50+ customer services tweets per day.
My Comment: Anywhere a company has a social media presence will allow more customers to interact with them. That is why the companies who take advantage of multiple channels are getting more feedback, data and opportunities to engage and build better relationships with their customers.
6 Ways To Create A Culture Of Innovation by Soren Kaplan
(Fast Company) Reward employees with time to think, while providing them with the structure they need.
My Comment: A culture that promotes innovation based on the six tactics outlined in this article is a culture that fosters empowerment and better customer relations. Innovation potentially impacts a company internally with better systems, products, etc., while it also impacts the customer with a better experience. Companies that have a formal program that encourages their employees to come up with ideas to improve are typically better places to work – and better places to do business.
Make a Mediocre Experience Awesome: 3 Steps by Kevin Daum
(Inc) Good or great is acceptable for some, but consistently striving for awesome with this formula will prevent you from regretting your business or your life.
My Comment: Mediocre to awesome seems like a big jump, but I don’t think it is. Sometimes moving to awesome is just being a little better than average – or mediocre. It’s not that big of a gap. These three steps are great to increase the customer’s experience.
Professional speaker and New York Times bestselling business author. For information contact (314) 692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXIII, Shep Hyken)
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June 19, 2013
Customer Service Must Be Deeply Rooted in Company’s Culture
Secret to Delivering Customer ServiceThis was a great month for Ace Hardware. J.D. Power and Associates ranked Ace Hardware “Highest in Customer Satisfaction with Home Improvement Retail Stores” for the seventh straight year!
I love Ace Hardware for several reasons. When it comes to customer service, they are solid as a rock. Lots of companies considered rock stars in customer service win awards and accolades – companies like Amazon.com, Southwest Airlines, Zappos.com and others. Deservedly so, by the way. They really are great companies. However Ace Hardware is a different kind of success story. They are a David versus Goliath story, as they compete against Home Depot, Lowes and other “Big Box” companies who have larger stores, more inventory and bigger advertising budgets. Ace uses customer service, and specifically helpful customer service to compete and prosper in their market. But that’s not so much a secret. After all, the JD Power award is very public recognition for a job well done. Their secret starts with their culture.
The bottom line is that to be the best place to buy you must be the best place to work. Here is your best tactic:
Treat your employees the way you want your customers to be treated—maybe even better!
If you have followed my work, you know that I’ve shared this line for many years. It’s the Employee Golden rule. This is the focal point of a company that is customer focused. The employees must be aware and in alignment with leadership’s vision and mission. Ace has simplified their vision and it can be summed up in one word: Helpful. They have operationalized the word helpful and every employee understands it. Ace wants to have the most helpful hardware stores on the planet. They hire for helpful, they train for helpful and they basically live and breathe helpful. To do this, they can’t just tell their employees. They have to demonstrate it. Not only must the customers experience it, the employees must experience it as well. It’s in their DNA, which for a company is their culture.
When it comes to amazing customer service, it starts on the inside and works its way out, and everyone in the company has to step up and become a leader in that effort. Amazing from the inside out means not saying one thing and doing something else. It means being genuine, and making sure that what people see and hear from you is what they actually get from you. At Ace, associates experience helpful before they are expected to generate helpful.
As Mark Schulein, one of the Ace retailers told me, “We focus on engaging with our own people first, knowing what they’re going through at home, finding out what’s going on in their lives, learning what we can do to support them, because that’s exactly what we want them to do for the customer once the customer walks through the door. We believe that in order to be the best place to shop, you have to be the best place to work first.
Whatever gets rewarded and reinforced becomes part of the company’s culture—and whatever doesn’t get rewarded and reinforced affects the culture too.
The internal culture is the secret to delivering customer service. You can have all of the tools, techniques and more, but if customer service isn’t deeply rooted in the company’s culture, it won’t work.
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXII, Shep Hyken)
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June 17, 2013
5 Top Customer Service Articles For the Week of June 17, 2013
Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
The Rackspace Customer Experience Secret Sauce: An Interview with Rackspace COO Mark Roenigk by Pete Abilla
(Shmula) In this interview, we’ll learn about how Rackspace has placed the customer at the center of their activities and the role the Rackspace employees play in making the organization focused on the customer. We’ll also learn the role of Process Improvement within the context of their internal NPS program, which is also very respected and known for its rigor and effectiveness in helping the firm remain focused on the customer.
My Comment: Rackspace is one of today’s customer service rock stars. When Mark Roenigk, COO of Rackspace, talks about their customer service strategies, I listen – and so should you. They seem to do everything right. They have an amazing customer-focused culture and a measurement system (NPS) in place to track their success. I love the last line of the interview: “Rackspace is committed to helping our customers change the world- and we will do anything to make sure of it.”
5 Key Words of Advice from the World’s Most Famous Customer Service Representative by Tricia Morris
(Parature) Here are five key words of advice for any customer-focused organization from The World’s Most Famous Customer Service Representative.
My Comment: Richard Branson is perhaps the “poster child” of customer service. He uses it as his secret weapon to take on the giants in the industries he competes with. (I guess it’s not a secret anymore.) It is always worth taking the time to listen or read anything that Richard Branson is willing to share.
An Oasis in a Desert of Customer Service by David Segal
(NY Times) What is Quicken Loans doing to earn such accolades? It boils down to culture.
My Comment: The lesson in this article is simple. Quicken Loans is recognized for its excellent customer service. It all comes down to the culture. This NY Times article does a nice job of reminding us of how important culture is – from the moment an employee is hired.
How to Provide Online Customer Service for Ecommerce by Desk.com
(Desk.com) Now more than ever, it’s essential for retailers to provide a consistent customer service experience. Here are seven ways to manage customer service for ecommerce.
My Comment: This is a great infographic about ways to provide exceptional customer service for eCommerce. After looking this over, the tactics and strategies provided are great for every business – not just eCommerce. Great information worth considering.
Free eBook: The Definitive Guide to Social Customer Service 2nd Edition by Rachel Tran
(Conversocial) A lot has changed in the world of Social Customer Service in the past year, and so we’ve created a second edition of The Definitive Guide to Social Customer Service.
My Comment: Many think that companies who are implementing social service strategies are early adopters. I believe if a company hasn’t adapted a social service strategy they are late to the party. This is a great guide that is worth downloading and reading. Thanks to Conversocial for sharing this eBook.
Professional speaker and New York Times bestselling business author. For information contact (314) 692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXIII, Shep Hyken)
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June 12, 2013
Personalize Customer Service to Create Amazing Customer Experiences
Personalize the Customer Experience
There is one thing that you can do that almost guarantees that your customer will want to come back and do business with you. It’s more than just delivering amazing customer service. It’s delivering amazing personalized customer service.
The goal is to create the personal touch. This is engagement at a higher level. In its simplest form it may be just using the customer’s name. However, some companies – and industries – have seen such value in personalizing customer service that they’ve taken this concept to higher levels.
What prompted me to write about this topic was an article I read in the May 28, 2013 issue of USA Today, which was about how some hotels are personalizing their guests’ wake-up calls. Most hotels have a wake-up call system that once set, will automatically phone the guest’s room at the appointed time. When the guest answers they typically hear a recorded message. I’ve always appreciated the extra effort a hotel goes to when, instead of a recorded message, there is a live person who calls you and starts your day off with something pleasant like, “Good Morning Mr. Hyken. Thanks for staying at our hotel, and we wish you a great day.”
Some hotels are taking this to a higher level. For example, I’ve answered the phone for an early wake-up call and the employee not only wishes me a great day, but also offers to send up a complementary cup of coffee to get my day started.
While traveling for business to New York City, I stayed at the Kimpton Muse hotel, who has taken the personal touch to an even higher level. Upon check in, the front desk team built some rapport with me. I say “team” because there were three people behind the front desk, and since I was the only guest checking in, they all three interacted with me. They engaged me with simple questions about any dinner reservations I might want to make, my favorite foods and more. They also noticed that while the meeting I was attending was only three days long, I was staying for five days. I told them my wife was joining me.
Was I ever surprised on Friday night, after my wife arrived, that the hotel sent up a bottle of wine, some fruit and chocolate. How nice was that! The staff paid attention and picked up on a piece of knowledge that allowed them to personalize my experience. But that is not all they did. There was something else on the tray, and it absolutely blew my mind. There was a small picture frame, and the picture was of my wife and me!
I was… Amazed! They had obviously gone on a website or my Facebook page and somehow found a picture of us, printed it out and put it in a frame.
The Kimpton Muse delivered personalized service. The staff engaged in conversation, paid attention to what was said, and then took action. Regardless of the type of business you are in, there is always an opportunity to personalize the customer experience.
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXII, Shep Hyken)
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