1001 Ways to Wow Your Customers!
- By Rick Sidorowicz
- Published 12/28/2007
Rick Sidorowicz
Rick Sidorowicz is the Publisher and Editor of The CEO Refresher, moderator of The Mindful Network, Minister of Culture of High Performance Retail, and Editor of 1001 Ways to Wow Your Customers. His profile and contact information are @ www.ricksidorowicz.com
How many truly positive and memorable shopping or purchasing experiences have you had last week, or last month? I suspect just a few. I bet it's also very likely you can relate many more negative stories, especially if you've been out and about in the hectic holiday season. Have to wonder why that's so in this enlightened age of customer engagement, delight, devotion and creating raving fans.
I think it all stems from a very flawed point of view about people, processes and performance - one that stifles, limits, controls and demeans. This may also correlate with the very disturbing studies of workplace disengagement, where up to two thirds of employees are reported as either actively seeking new jobs or disengaged in their workplace. Tough to expect customer engagement and delight with discouraged or disengaged front-line customer-facing employees.
In Human Sigma published by Gallop Press, John Fleming and Jim Asplund coined the phrase "The Terminator School of Customer Service" to describe the point of view of eliminating the human factor in business processes. "Every interaction one of our employees has with a customer is a chance for something to go wrong. If I could get rid of every single human touchpoint we have with our customers, I would." Wow! What a context for disengagement. What a self limiting belief. And where does this take us? To control and compliance, micromanagement and yes … customer service scripting. We will require, monitor, measure and reward employees to follow prescribed behaviours to provide exceptional customer service. We will standardize and eliminate variation.
Do you see the flaws in the logic? Yes every interaction one of your employees has with a customer is a chance for something to go wrong, as it is a new and unique experience between people. How can you standardize behaviour if every interaction is new and unique? Do all high performing people achieve their success in identical ways? Of course not. There are many ways (behaviours) to achieve the desired outcomes.
There is a better way. Instead of scripting behaviours, controlling and micromanaging, why not clarify the outcomes and expectations, provide proper training and tools, encourage all to exercise their creativity and skills, and provide rewards and recognition for the achievement of the desired outcomes? Deal with reality, embrace variation and focus on the outcomes. Provide a set of values - sincere, honest, friendly, knowledgeable, professional service - and what that looks like for the customer. Create an opportunity for your people to unleash their creativity. Care about and truly value your people. Encourage their development. Invite your people to create your 1001 ways to wow your customers and have a voice in the process.
I assert that this approach will be far more effective in creating an environment of pride and engagement - and that is fundamental to creating positive and memorable experiences for your customers.
Many more articles at 1001 Ways to Wow Your Customers!
I think it all stems from a very flawed point of view about people, processes and performance - one that stifles, limits, controls and demeans. This may also correlate with the very disturbing studies of workplace disengagement, where up to two thirds of employees are reported as either actively seeking new jobs or disengaged in their workplace. Tough to expect customer engagement and delight with discouraged or disengaged front-line customer-facing employees.
In Human Sigma published by Gallop Press, John Fleming and Jim Asplund coined the phrase "The Terminator School of Customer Service" to describe the point of view of eliminating the human factor in business processes. "Every interaction one of our employees has with a customer is a chance for something to go wrong. If I could get rid of every single human touchpoint we have with our customers, I would." Wow! What a context for disengagement. What a self limiting belief. And where does this take us? To control and compliance, micromanagement and yes … customer service scripting. We will require, monitor, measure and reward employees to follow prescribed behaviours to provide exceptional customer service. We will standardize and eliminate variation.
Do you see the flaws in the logic? Yes every interaction one of your employees has with a customer is a chance for something to go wrong, as it is a new and unique experience between people. How can you standardize behaviour if every interaction is new and unique? Do all high performing people achieve their success in identical ways? Of course not. There are many ways (behaviours) to achieve the desired outcomes.
There is a better way. Instead of scripting behaviours, controlling and micromanaging, why not clarify the outcomes and expectations, provide proper training and tools, encourage all to exercise their creativity and skills, and provide rewards and recognition for the achievement of the desired outcomes? Deal with reality, embrace variation and focus on the outcomes. Provide a set of values - sincere, honest, friendly, knowledgeable, professional service - and what that looks like for the customer. Create an opportunity for your people to unleash their creativity. Care about and truly value your people. Encourage their development. Invite your people to create your 1001 ways to wow your customers and have a voice in the process.
I assert that this approach will be far more effective in creating an environment of pride and engagement - and that is fundamental to creating positive and memorable experiences for your customers.
Many more articles at 1001 Ways to Wow Your Customers!