Customer Experience: One Perspective

The purpose.

It is very clear that customer service is important, but what does that look like? When I speak, I often use a personal story to convey an example of my point and reinforce my message. This is my story to contrast two recent experiences on the level of service I received. This isn't a book review or endorsement, I am writing to provoke your thoughts on what your customers think of their experiences with your business.

Do you even know what your customers think?

I recently finished reading "THE EXPERIENCE The 5 Principles of Disney Service and Relationship Excellence", written by Bruce Loeffler and Brian T. Church (Wiley, 2015, print). My professional career has always required that I provide an exceptional level of service to both internal and external customers, so I was happy to read the book to brush up on the topic. Also, it's always fun to read the work of someone you know, and I happen to know Bruce.

Dogs must eat

My last trip to pick up dog food was during a large thunder storm. There were sheets of rain flooding the road, lightning was striking all around, nevertheless, dogs must eat, and we were out of dog food.

When I arrived at Tractor Supply to buy dog food, their power was out from the storm. I was sure that I was out of luck, not sure how to explain to my wife why I hadn't picked up the food the day before, like she asked. With the clear vision of sleeping with the hungry dogs, I chose to brave the soaking rain and ran from the car to the front of the store. Maybe, by some miracle I could leave with dog food. When I entered the vestibule in front of the store, I was greeted by three Tractor Supply employees who asked what I needed. I told them I was in need of dog food. One of the employees reached in his pocket to retrieve a flash light and said "I will walk you back there." I let them know that I only had my debit card with me, and asked if that would be okay, considering the power outage. His response, "No problem." We walked back, selected the food, which he carried to the register, while holding the flashlight. The cashier used a calculator to calculate tax, used a card imprint machine to charge my debit card and let me know the charge may not post to my bank account until the next day. I was happy to know that I would not be in the dog house for the night.

I have shopped at several Tractor Supply stores in multiple states and never considered them an exceptional customer service company, until that day. In the eyes of the employees who helped me that day, they were conducting business as usual. In my eyes, they really came through when I needed something. They made a customer for life, and now an ambassador. While driving away, I remembered Tractor Supply Company was mentioned as an excellent company in Bruce and Brian's book. Now I understand why.

Kids drink milk

It was a different storm, but the same situation. We needed a gallon of milk, yet another thunderstorm knocked the power out. With the recent Tractor Supply experience still fresh in my mind, I headed to a nearby general store, sure that I could grab a gallon of milk. After all, this time I had cash, and the store employees are very friendly and helpful. Again braving thunder, lightning and rain, I arrived at a well known local store. I found the two employees standing outside, under the awning, watching the storm. I asked if they could sell me a gallon of milk. They indicated that nobody was allowed in the store without power. I asked if they could retrieve the milk for me. They said it was against policy. I asked if there was any way possible I could leave with a gallon milk. They said no, and again cited policy. I tried several different scenarios, which all made sense to me, but to no avail. No milk for me!

The "Empowerment" contrast

I don't fault the general store employees for following their policy. Nor did I leave with any bad feelings for the store. I left with a neutral impression of the store. But I did get a practical lesson in the difference between a company who empowers employees to provide exceptional service and a company whose policy actually restricts customer service.

(This image is not the actual store! I have never been to this market in Asia.)

The Opportunity

In the midst of a customer's perceived crisis, such as a personal crisis (ie. my wife's going to kill me), or due to outside circumstances (like a thunderstorm, or no power), every company has an opportunity to shine. In those moments, an organization that has customer focused policies combined with well trained and empowered employees will create an experience that customers will remember and appreciate. We all remember who comes through for us in a pinch!

The Takeaway

Is your service, both internal and external, exceptional? Do your customers truly feel you have done something for them that was exceptional? Are your employees empowered to provide exceptional service? Do you even know what experience your customers are having?

With fierce competition in almost every business sector, it pays in real dollars to provide an exceptional customer experience. Being an exceptional company isn't magic or luck, but a constant application of known principles in critical areas to achieve results. From one customer's perspective, I noticed!

The Book:

Bruce and Brian really did create a great guide to exceptional customer service with their book.

Bruce and Brian,

Congratulations on the Best Seller!

Best,

Chris

Chris Igel is an entrepreneur, consultant, trainer, speaker, and is currently serving as the contract Chief Technology Officer for Advanced Data Services, Inc. He is also the Founder and Managing Member of The Commonwealth Group LLC, a small consulting firm focusing on making a difference in education and small to mid size companies.

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