Guest Blog: “Good” vs. “Great”

This week on our Friends on Friday guest blog post my colleague Erica McBride, shares a story that explains why your organization doesn’t want to just be good, you want to be great! – Shep Hyken 

There was a time when ‘good’ was ‘good enough.’ If a customer said we were ‘good,’ we were happy. If, in coaching, we told the advisor they were ‘good,’ we all were happy.

I’m here to tell you – “good’ isn’t good enough. Few companies state their brand as: “We’re good.” It’s about being great, exceptional, the cream of the crop. And frankly, good isn’t enough. Good grades won’t get you into Harvard, good service won’t win JD Power and a “good conversation” isn’t enough for customers.

We have two choices: re-brand what ‘good’ means for our employees or stop using the word ‘good.’

In coaching, how many times do we ask the employee: “How do you think that conversation went” and the answer was “Good.”

What does “good” mean? Did it live up to your brand? Did it delivery legendary customer experience? Or does it simply mean: “not bad”, “average” or “typical.”

When a server comes by and asks “how’s everything today?” my response is typically: “good.” When I check out of a hotel and the desk clerk says “how was your stay,” my response is typically “good.”  Because in most cases, it was the typical definition of “good” – “not bad.”

I’d like to share a story with you from a colleague. For the record, neither her nor I work for Enterprise – she was so impressed with the service, she shares her experience.

I traveled to Victoria, B.C.  and used Enterprise car rental. Enterprise obtained my flight number so they could meet me upon arrival. As soon as my family had retrieved luggage, we proceeded outside where someone said “Lisa Smith?” There was my car rental agent.

As Enterprise does not have a kiosk at the Victoria Airport, they drove us offsite to their office. The young gentleman that took us there was chatty and engaging. We did the necessary paperwork, they upgraded us, asked if we needed help to get around, provided maps, and bottled water and we were off.

Fast forward 4 days later…..

Back to the Enterprise office to return the vehicle. We did the paperwork, paid the bill, and also witnessed a very upset client that did not have a vehicle, there was a mix up in reservations etc. The agents were very helpful to get things sorted out for this woman, but she was very angry. After she left, I commented that she seemed really rude. The agent said “Well, she’s here for a funeral, and we made a mistake, so I can understand why she was upset.” Wow.

Back to my story – As we are finishing our transaction and getting ready to dispatch back to the airport, our agent asked “How did we do?” I responded, “You were good.” Someone from the back piped up and said “Is there anything we could have done to make it great?” (I know this question.)

My husband and I looked at each other. “Actually, when I think back, you had my flight number to pick us up, you upgraded the vehicle, gave us water, maps and advice for our trip, and were friendly and engaging all along the way. There is nothing you could have done to make it great, because it was GREAT.”

So, I ask you: how do you help your team differentiate “good” from “great.” Your team may very well have great conversations that generate promoters – we just need to help our customers see that our service isn’t “good,” it’s “great!”

Erica McBride has enjoyed working with customers for over 30 years. She’s a passionate leader who inspires the will to win with employees and customers by focusing on personalized experiences. In her current role, I focus on helping to build material to support the thousands of employees on the front lines of TD’s businesses who connect with our customers on the phone, via chat, social media platforms and SMS. I challenge you to not fall into the ‘good’ trap – know what is ‘great,’ and what is ‘average’ and clearly communicate those expectations to your employees.  My personal philosophy aligns to Yoda: “Do or do not; there is no try.”

For more articles from Shep Hyken and his guest contributors go to customerserviceblog.com.

Read Shep’s latest Forbes Article: NBA Champion Cleveland Cavaliers Show How to Engage and Fulfill Employees

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