ISPI Vancouver - Roving Reporters

This was my favourite session; it was also my first. Further, it was on a topic which I am most passionate about: customer service. The speaker, Chip Bell (Senior Partner, Performance Research Associates Inc.), enthusiastically and with great energy and humour, shared many examples of what service/product providers do to win not only commitment and loyalty from customers, but inflamed zealous devotion!!

Before I share some of my notes from this session, I want to share my little bit of philosophy on customer service: I've always perceived it to be a 2-way street. The quality of service given and received is not only the responsibility of the service/product provider, but also the responsibility of the customer. When I am in the role of a customer, I pro-actively help the service provider understand my issue. I make a point of providing as much useful information to help them help me. I try to be aware and patient as to their own ability to help me with my issue, whether they need to follow up with someone else, or do additional research themselves. I am also prepared to do my fair share of the "legwork" as well. This approach as a customer lends to receiving service that is sincere, tailored and effective. I have also found that my flexibility and understanding as a customer when things don't always go exactly as planned, has rewarded me with a bonus level of service (or product) which was unexpected or "not required". And so I try to build a bit of "zealous devotion" for myself from the provider.

Though I can visualize myself on either end of the service experience, I can never expect that the person on the other end will elicit the model behaviour in their role, so I prepare myself to lead by example.

Chip's presentation was heavily fortified with dynamic examples of customer service. His first example was a mental image of a group of people who paint their faces red, wear ugly razorback hog hats, holler "woo pig sooey" in an obnoxious, uncivilized way, and who are completely sober. The day before, these people were business executives in suits. On this day however, these normally sane people engage in an insane ritual of devotion…to a football team!

Loyal customers come back, buy more, pay more, forgive more and champion more. What does it take to make a customer a lunatic, go-nuts, follow-you-anywhere zealot? Chip mentions that this is an attitude that starts with a deep allegiance to the very nobility of service; when a merchant treats a customer more like a neighbour, not a consumer.

Some examples Chip mentioned (these illustrate opportunities missed and opportunities gained):

Chip went to a deli counter late in the day; the deli clerk was cleaning up for the day and had no more deli trays; "sorry, can't help you"; what a different impression had the clerk offered to create something…anything, by taking initiative and making an extra effort
A new car dealership sold a car to a woman. Upon delivery, the woman found her favourite radio stations already programmed in her new car.
A family contracted a yard worker to do some yard work. The contractor spoke to the family, and learned a bit about them. The man of the house was into fishing. The contractor did his work in the yard, found the lawn to be heavily populated with worms, so gathered them into a box and presented them to the family man for his fishing.
A nail shop (manicures) used the slogan, "we treat you like royalty". When a customer drove up, a valet service rolled out the red carpet and escorted the customer into the shop, hung their coat, brought them coffee, etc.
A cat owner got a prescription filled; the pharmacist at that particular store called out for the customer on the PA system by affectionately "meowing" between phrases. Did the customer feel special? You bet!
The Ritz Carleton hotel trains their staff to know that "we are ladies and gentlemen serving ladies and gentlemen". How is service so consistent? "We make sure that the promise we make to our customers is understood and perceived by our staff."
Starbuck's coffee created a Guide to Starbucks Beverages, available at all Starbucks locations, explaining to novices the lingo, the drinks, the options, how to order, and a page to fill in what "My Drink Is…". Will Starbuck's recruit new fans? You bet!

When a customer is loyal to you, they'll forgive a mistake and recommend you; when they are devoted to you, they'll help you fix a mistake and will insist on you to others!