FIRST CLASS CUSTOMER SERVICE CAN COST LESS THAN A PENNY

I blogged a while back about locations of a major organization where some staff members were keeping customer’s change.

When I share this story in Customer Service Workshops, and we have an open discussion on it, most express displeasure about having the same experience or are shocked by the situation – but, every now and then a person will ask, “but isn’t it almost impossible to offer a very lost cost product and good customer service? If the revenue from the product is not there, where do you get the money to invest in creating WOW moments?”

There is nothing wrong with the question and raises a good point – i.e. what if an organization’s strategy is to offer a low priced product and not worry about customer service?

My first response is that no business in today’s competitive business world can simply decide to ignore customer satisfaction. They may decide their first priority is a low priced consumer product but if they combine it with poor service, eventually they will lose loyal customers to someone who comes along and offers both a low priced product and at least “good” customer service.

But, this isn’t even the real issue here, the real issue is that a lot of people have the belief that creating a WOW moment comes at a great cost.

More often than not, the personalized WOW moments we receive are from an employee action (of going above and beyond) and typically carries no cost at all.

For example, and this is ironic, the business that kept my change for a little while in the past – I decided to visit one of their locations in another region today.

As I pulled up to the drive through and placed my order, I was impressed to hear “Thank you sir, and Dawn will be happy to greet you at the window”

Such a small effort (adding in the name and personalizing the experience) cost nothing to the company and set a tone for a great interaction.

I commented on this when I got to the window and the staff were surprised it had such an impact (mainly because it perhaps seemed like such a small effort).

I explained to them that I can be on the road up to 250 days a year and visiting sometimes 20 places in a day, and I only have a similar experience to this in a drive-thru 5 times a year max. (big pause for impact) 🙂

The point again though is that even though people feel delivering a WOW comes at a cost that low priced organizations cannot afford, I feel this example demonstrates well the fact that the cost of delivering first class service can often be less than a penny and it can be delivered from the leader of the organization or the person on the front line.

It’s just a matter of deciding how you can make each customer’s day today (aligned with your specific business activity), and taking action.

Until next time, here’s to your greater success, and please note that Corey will be happy to greet you on this very blog.

cpoirier
http://www.coreypoirier.com
http://www.gimmiemyketchup.com

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