I recently took a road
trip to the tip of Florida and stopped at several restaurants and
stores along the way. It struck me how differently these retail
organizations approached customer service.
At Cracker Barrel, there
was always one of the staff in proximity to the front door who
welcomed the visitors warmly; the hostess inquired about our trip and
introduced the server; the server offered suggestions about the menu,
was prompt and attentive to our needs, including delivering the
check immediately when we were finished the meal; in parting the
cashier addressed us by name wishing us a good trip.
At Publix Food Store there
is a staffer just in front of the checkout stations who asks if we
found everything during our visit, and walked us to the location of
the item we could not find, thanked us for shopping with them, and
guided us back to the fasted line for checkout; the clerk was equally
as friendly and efficient while scanning the order.
At a roadside stripmall,
when we entered a variety store, the cashier hollered “HI - HOW ARE
YA!” from her fortress in the center of the store and then promptly
ignored us for the remainder of the visit, including talking on her
cell phone while ringing up the order - slowly.
In each instance, the
staff was following an established customer service procedure of how
to welcome and assist customers. In the first two examples, it
yielded a positive reaction, in the last one a negative feeling.
The key ingredient in each
is the attitude of the staff member – warm and welcoming, helpful
and engaged, or loud and detached.
Good customer service is a
sales tool, but is effectively delivered when sincere, with the
intention of addressing the customer's immediate needs – like
realizing wasted time is stressful for travelers. Good customer
service in integrated into the business process, not hung on at the
end for complaints – like offering a warm and sincere welcome.
Good customer service is asking if the customer wants help - like the
'personal guide' into the labyrinth of grocery isles. From my
experience, it is successful when the staff actively participates,
embraces its goals, and has the right attitude.
Would I go back to Cracker
Barrel and Publix? Absolutely! Did their customer service accomplish
the goal – it won my future patronage.
Sales is a conversation
which ends in a Yes. Customer service is sales. Good customer service
is embodied in staff attitude. Attitude is non-verbal communication.
This makes a complete circle – each element supporting the others!
What's your experience
with customer service making a positive difference?
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