Is it Unreasonable to Expect a Little Service Around Here?
Birthday card and gift given to me on a KLM flight in 2017
"The customer’s perception is your reality."
— Kate Zabriskie
How Small Gestures Can Make a Big Impact
I was halfway out the front door after visiting my parents when my dad called out, “Oh Kurt, just a sec, I want to show you something.” He handed me a card.
I read the message inside. “Who’s it from?” I asked.
“The staff at the Starbucks the guys and I go to. It was their customer appreciation week, and they handed us each a card since we’re there all the time. Isn’t that nice?”
This card triggered me, but in a good way, it hit every one of my customer experience receptors and made me feel warm about Starbucks all over again.
Putting on the Ritz
Fourteen years ago, I stayed at a Ritz Carlton hotel for the first time. I had high expectations after reading about their legendary customer service in the book “The New Gold Standard,” by Joseph Michelli. Initially, nothing overtly stood out. But as little details began to sink in, from the high-end soaps and scents in the room to the attentive staff, I started to notice the exceptional service.
One of my fellow conference attendees shared her “Ritz” experience. The conference was taking place close to Christmas, and the hotel had a life-sized gingerbread house in the lobby. Her family, particularly her child, was in awe. A staff member noticed and arranged a professional photo shoot, on the house, in front of the gingerbread house, creating a memorable Christmas moment that went viral in our circle. That’s the kind of word-of-mouth marketing you want for your brand.
Yet it still seems so hard for businesses
The difference between a great, good, and enraging experience often comes down to the finest details. Organizations that empower their people to delight customers can multiply their sales and create viral word-of-mouth marketing. Before we dive into strategies to up our customer service game, here are my personal top experiences:
Some Winners:
KLM: On my birthday in 2017, while traveling to Europe, flight attendants gathered around my seat to wish me a happy birthday and handed me a gift of KLM merch and a card signed by the crew. Someone at KLM noticed my birthday and made sure it was memorable (see cover photo).
Labersa Grand Hotel, Pekanbaru: Staying at an out-of-the-way hotel in Pekanbaru, Indonesia, I ordered room service. Later, I received a birthday cake with lit candles and a card signed by the staff. They had noticed my birthday from my passport and followed through with a thoughtful gesture.
Weber: My parents bought me a Weber barbecue for my 40th birthday. When I found a crack in the base frame, Weber quickly sent me a new one without hesitation. I still use the old base, and the barbecue works perfectly.
Enterprise: After renting a car while mine was being repaired, Enterprise couldn't take me to the garage due to closing time. When I mentioned I had arranged an Uber, they applied a discount equivalent to the cost of my ride to my final bill.
The Good Efforts:
Starbucks: Before automated labels, my local Starbucks in Jakarta tried to personalize orders by writing names on cups. Despite occasional hilarious misses, it was a great effort that added a personal touch.
Haircut Place: My semi-occasional stylist asked about my birthday and mentioned a missed promotional offer. But no offer was made to apply it retroactively which would have been a great retention strategy, rather than simply a bring it to your attention strategy.
Go Back to the Drawing Board:
Aeroflot: My second time flying Aeroflot in Business Class felt scripted and forced, lacking authenticity and personal touch, including the single attempt to try and get my name figured out, and resorting to “Mr” for the balance of the trip. They had work to do to improve their service.
Rewriting Script on Customer Service
Customer service can be done by anyone who interacts with customers and doesn’t have to be expensive, just important. Here are some takeaways on how companies can excel at delighting customers:
Power of Noticing: Pay attention to regulars and details like birthdays or special occasions. Use CRM systems to track and automate these.
Be Authentic: Employ a customer service strategy that feels genuine. Small gestures like handwritten notes can be powerful.
Small Gestures: Remembering names, offering a smile, or making an apology can go a long way.
Empowerment: Ritz Carlton empowers their staff with a budget to create memorable experiences. Empower your team to go above and beyond.
Prioritize: Commit to being customer experience experts. Design systems and processes to create moments of delight.
Think Outside the Box: Encourage creativity in customer experience. For example, Starbucks’ handwritten cards on Customer Appreciation Day or Ritz flying staff to hand-deliver a forgotten item.
Safer to Overcorrect: When expectations fall short, overcorrect to ensure no complaints. The cost of a negative viral review can be much higher than the cost of delighting a customer.
Closing Thoughts:
"Customer service should not be a department. It should be the entire company."
— Tony Hsieh
I’ve kept mementos from these experiences as reminders of the impact of small gestures. My dad was deeply touched by the Starbucks team’s gesture, ensuring his loyalty. Let’s be unreasonable with our level of customer service, and delight our customers with experiences they never expected.
