Posted by Deborah Chaddock Brown on March 9, 2010 under Connecting Moments, Training, empathy | 
In the March 1, 2010 edition of BusinessWeek there is an article entitled“Customer Service Champs: USAA’s Battle Plan.” USAA provides financial services for military families and they understand their customers inside and out. They use technology to allow service men and women to deposit checks no matter where they are stationed. They have programs specially designed for the unique nature of their customers. They address their customers by their military title. They have created a company that puts the specific needs of their customers first.
I was especially intrigued by what the article refers to it as their Secret Sauce.
- Training for call center reps lasts up to six months BEFORE they hit the phones so they have a true understanding of the customer before fielding calls
- Employees don the attire of their military customer; walking “a mile” in their shoes, wearing Kevlar vest and eating military MREs (meals ready to eat)
- Top notch benefits – happy employees make for happy customers
- Huge Technology investment for both the customer service reps as well as state of the art mobile options for customers
Rarely do we find a company that is so customer-focused they require employees to “live the life” of their customers so they can understand their unique needs. What lessons can we learn?
If we step back from our business for a moment and turn our ENTIRE ATTENTION to the customer – their life style – their needs – would we find there were changes that need to be made in how we approach our business?
Posted by Deborah Chaddock Brown on January 25, 2010 under Employee Moments, Significant Other Moments, empathy, making a difference |
I normally focus on the customer at Make or Break Moments, but today I’d like to shine the spotlight on our NUMBER ONE ASSET – our employees.
How we treat our employees and how we make them feel directly impacts how they treat our customers.
I remember a store visit I once conducted with Pearle Vision. The franchisee owned three stores but worked primarily out of one of them. This store visit was to a store he rarely visited. It was a small store in size and sales volume and only had three employees. On this particular day there were two associates working. As was my practice during my visit, I kept an open ear to the customer conversations to see how the customers were treated and to critique the sales conversation.
- Were they asking questions about lifestyle?
- Were they making recommendations based on those facts?
- Were they suggesting a second pair purchase?
- Did they recommend lens treatments like scratch protection, tinting and ultraviolet ray protection?
During a lull in the afternoon, I mentioned the fact that they really just filled out order forms. They didn’t ask any questions and they made no recommendations. For me it was an “ah – ha” moment. This is why sales are so low in this store. The opportunities were incredible. Until I heard the associates response.
“Oh sure, we know what we could be doing to improve sales but why should we bother? The owner clearly doesn’t care about this store or these customers. He certainly doesn’t care about us – he never visits or calls or asks us questions or allows us to attend training. If he doesn’t care – why should we? We get paid either way.”
Talk about the real “ah – ha” moment in this store visit.
Yesterday during the sermon, our minister, Rev. Dr. Peter Wiley, shared a letter Paul wrote to the Corinthians in which he likened our body to that of the Body of Christ – each part has a role, each role no more important than any other but without the whole – we don’t function. As part of the sermon he talks about how people each carry a bucket. And we can respond to each other’s bucket in one of two ways:
1. We can fill each other’s bucket with words of praise, recognition and encouragement.
2. We can drain their bucket with criticism, negativity and judgemental comments.
That really hit home for me. At the end of the day, Peter asked, can we look back and say we spent more time filling buckets or emptying them? On any given day, for me, it could go either way. I find that the people I am closest too, the ones who mean the most, I spend more time being critical. I assume they know their value and how important they are to me and how proud I am of their accomplishments.
Do we do the same with our employees? Do we assume they know their value and therefore, we spend the most time finding things wrong that they could be doing better/differently? Or do we ignore them entirely which is another way of emptying their bucket?
How our employees feel is directly related to how they treat our customers. If they were asked – would they say you spend more time FILLING their bucket or EMPTYING it?
p.s. we need to ask the same question of ourselves with all our relationships.
Posted by Deborah Chaddock Brown on September 26, 2009 under Customer Moments, empathy, making a difference |
I’m out of town. Using someone else’s car. I don’t know anyone here or where anything is. Isn’t that the way most horror movies start?
So I’m at this after hours marketing event in Fountain Hills, AZ - AMAZING GROUP! and when I leave to head for a restaurant, my friend’s car wouldn’t start. Crap.
I can’t call my friend – they aren’t available. So I pull out my AAA card and within 30 minutes Jason arrived.
“It’s the battery,” he says. “They don’t last long in Arizona – all this dry heat. Now you can let the car run and the charge build up for 20 or 30 minutes, but it looks like a dead battery to me. You’ll only have to call me to come back and jump start you again.”
It’s dark. The dealership – if I even knew where it was – is long since closed. The nearby auto mechanic…closed.
“You know,” Jason says. “I’m pretty sure the Checkers Auto Parts store will put in a new battery for you but they close pretty soon. Or you can call AAA and order a battery installed by us but there is a pretty hefty charge.”
I ask where I might find Checkers and he tells me. It isn’t far away – within ten minutes and so I opt for that option. I thank him very much and expect him to be on his way.
“I think I’m going to follow you there to make sure you find it and to make sure they can fix your car.”
You are kidding?
And that’s just what he did. I got to Checkers and they said “Oh -we used to put in batteries but we don’t do that any more.”
I told him that Jason had suggested I come and and in fact had followed me here. He said “where’s your car?”
We walk out to my running vehicle and Jason gets out of his truck and says “Are they going to take care of you?”
“They don’t do that any more,” I tell him.
Oh really – Jason looks at the employee who pops my hood and takes a look.
He comes back – faces Jason and says “I’ll do it.”
I have a happy story to share because of Jason. He had done his job when he jumped my car. There wasn’t anything that said he had to make sure the battery kept working, let alone follow me to a store and then gently convince the employee to help me. Jason puts himself in my shoes and showed empathy for my plight.
A stranger in a strange town with car trouble – that’s almost a guarantee for being taken advantage of and yet not with Jason and not with AAA. I’ve been a member for over 10 years and although I’ve used them many times and each time they have been wonderful = Jason’s assistance was certainly more than I expected and I am very grateful!
So what did it cost Jason or AAA to make me so happy – not to mention safe?
A total of 20 minutes and the gas to drive four miles from where I was parked to the Checkers store. And hats off to Ed at Checkers for doing something he wasn’t supposed to do any more. But he did the right thing by the customer. Again – showing empathy.
A simple gesture that means a lot!
Thanks to Jason and Ed for their help!
Posted by Deborah Chaddock Brown on March 3, 2009 under Connecting Moments, empathy |
Have you missed me?
I received a call on February 13th that my father was suddenly very ill and I left my home, children and business without a backward glance. A lover of technology, I hung up the phone and immediately went to my computer to find the first available flight out but it was the Friday of Valentines Weekend and every flight was booked. I pleaded with one airline customer service representative after another but none could help me.
Desperate, I called a friend who recommended I call Jean at Will Travel in Akron for help. Jean found a Frontier flight to Phoenix connecting in Denver with a long layover. She informed me there was an earlier Denver/Phoenix flight and suggested I go to the ticket counter and ask to be put on stand by. Jean was wonderfully supportive. I went to the airport and explained my situation to the agent.
I pride myself in professionalism at all costs, but I couldn’t help the tears that fell as I begged Merl Lynn to please get me to my father in time. Just like Santa, she went to work without saying a word. She worked her magic and printed out my boarding pass. And then she leaned across the counter and took my hand. She didn’t say a thing. But she squeezed my hand and made eye contact. While holding my hand, she gave a little nod and one more squeeze.
I knew that she was sending me on my way with prayers and hopes that my Dad would hang on until I could get there.
That single squeeze and the tenderness in her eyes let me know she understood the urgency. She understood my fear. She understood the importance of my journey.
It was that single squeeze that held me together until I arrived at the hospital. My Dad had stablized and I had a few wonderful days to hold and squeeze his hand, to make eye contact and to share words of love.
He passed away on February 19. I miss him terribly. But I am so grateful for the tiny gesture that Merl Lynn offered, the assistance and advice from Jean and the prayers and well wishes and comforting thoughts that so many people along the way offered to me and my entire family.
We never know when a tiny gesture may be the difference between life and death. We just never know how our actions, or inactions, impact those we encounter.
I would encourage you to make every gesture count.
Posted by Deborah Chaddock Brown on February 13, 2009 under Trust, empathy |
I heard a story the other day that makes me wonder how you would react.
A friend of mine is a writer and met with a prospect to discuss the possibility of setting up a blog. She listened to him tell about his business and describe what he hoped to accomplish with the blog.
Great guy.
Great product.
As she listened she didn’t really feel like a blog was the right answer, but she couldn’t immediately think of another alternative. Because although he wanted to connect with others on the net – he really wanted to tell his story rather than start a dialogue. He was interested in search engine results and wondered at the length of time it would take to create a community.
He was right. The story he has to tell is one of innovation and safety and economics but isn’t really one that will illicit back-and-forth dialogue.
He wanted a multi-month agreement which would have brought my friend steady income and the opportunity to build a relationship with someone she was quickly growing to like and respect.
She put the proposal together and sent it to him, still not sure blogging was the right answer.
Later in the week she learned of a new tool that was more search engine oriented. Ron McDaniel of Employee Ambassador has created a search engine tool that looks like a blog in that it has regularly updated posts, but it works more like a search engine tool – very heavily focused on key words and target audience. The tool has a clean, focused look which centers the readers attention on a call to action offer. He provides key word research and monthly reporting. A tool more in line with what my friend’s prospect described.
She talked to her prospect and assured him that she’d love to work together but she’d found another tool more in line with his needs. By sharing this information – she instantly said goodbye to a regular contract and steady income.
What would you have done? What HAVE you done? Have you run across a situation where a competitor offers something more in line with your customer’s needs? Do you hand the customer over or try to replicate what they offer, knowing you aren’t as skilled and don’t have the same tools?
I told my friend that hopefully her prospect understands the sacrifice she’s made in the interest of what is best for him. Ultimately, she has planted the seed of a relationship based on trust and true understanding with this prospect. As a businessman, hopefully he has gained a new respect for my friend and will remember her in the future for other projects.
What would have you done?
Posted by Deborah Chaddock Brown on January 28, 2009 under Connecting Moments, Customer Moments, empathy, making a difference |
I love going to Connecting Touch for my monthly massage. I learn more about business and walk away relaxed and refreshed. Today was no exception. The owner, Jack Hayes, was telling me about a new program he’ll implement for the month of February.
“I wanted to find a way to give back to the community,” Jack told me. “Times are tough and I have been trying to think of a way to do something of value. And that’s when I thought of a food drive!”
Starting in February every customer who comes for a service with a canned good or non-perishable item will receive a coupon for a free hand paraffin treatment. (I’ve had them and they are a wonderful way to restore dry, cracked wintery hands). He’s contacted the Akron Food Bank and made arrangements with them for the donations.
It is a great idea. A simple, yet vital way to help his customers give back to the community.
People are looking for ways to help others. Is there some way your business can give back to the community? What ideas have you seen work? Have you heard about the new Hyunadi stimulus program? Buy a car this year and if you lose your job they’ll take the car back so you don’t have additional debt you can’t handle. Talk about being empathetic to a customer’s concerns!
Consider adding a program in which your customers are able (with your help) to give back to your community. You just might find that giving back will drive traffic to your door!
Here are instructions to give yourself a hot wax paraffin treatment at home, but if you are local to the Akron/Canton region, why not give Connecting Touch a call and let them pamper you. Just remember your canned goods!
Posted by Deborah Chaddock Brown on January 8, 2009 under Connecting Moments, Employee Moments, Perceptions, Resolving Conflict, empathy |
In my newsletter this month I ask this question and then share a shopping experience I had with a big box retailer over the holidays. I was returning two, unopened DVDs for a store credit. I already owned the DVDs and wanted to pick out something different.
The scenario went something like this:
The sign behind the Customer Service desk boldly informed me that without a receipt I was out of luck.
“These were gifts,” I explained.
“But you need a receipt,” the clerk informed me.
“I didn’t purchase them and so I don’t have the receipt,” I explained.
“No receipt, no refund,” she said.
“I would just like to exchange them. I’m not looking for cash and they haven’t been opened,” I insisted, pointing to the two, unopened DVDs.
A manager had to be called to settle the matter.
“Oh, yeah. Joe said this would happen,” she told the clerk. (Joe must have been a District Manager.) “Just give her a gift card.”
The manager never looked at me, never acknowledged my presence.
The clerk huffed and puffed and struggled with the cash register until the manager had to be called again.
I was a distraction. I was a trouble maker. I was being difficult. Or so I felt.
As it happened, I had additional purchases to make and in fact spent more than the gift card with my two replacement movies and WII game for my brother’s birthday.
However, I didn’t feel good about my purchase.
They didn’t give me the benefit of doubt.
I had to work to exchange the product.
I had to work to be a paying customer.
I won’t be back.
My newsletter goes out to about 500+ and even though it arrive in e-mail boxes on January 1st, people started responding. The most common question was “did you send the newsletter to the manager of the store?”
I haven’t but I’m considering it. However, I also received a couple other comments that I’d like to share with you:
WOW!! Good one. I could identify. Received a pink roller clock as a gift from Brookstone’s. It did not work. Took it back, told them it was a gift. I had no receipt, but it did not work. They say “Okay. I’m sorry. Did not open the box to check it. Did ask if I had taken out my batteries, which I had. They got me another pink one, but I said, “oh, by the way, could I have a black one instead?” ”Yes you can, no problem”, and swooped up a black one, put it in a bag for me and said, “hope this one works great for you”. I WILL DEFINITELY GO BACK TO THAT STORE AGAIN!!
The sales associate at Brookstone’s made it easy to return a product. No questions.
Remember calling in sick when you really weren’t? You worked up a great, detailed story, made your voice sound a little scratchy and prepared for the on-slaught of questions. Did you boss ever give you the benefit of the doubt and say “not a problem, just take care of yourself.” Here’s a thought – if they were the kind of boss who would give you the benefit of the doubt – I bet you didn’t feel the need to call in “sick.”
Here’s another comment that was sent to me – a different perspective that perhaps shines a negative light:
Your newsletter/emails are really nice and obviously targeted at “sellers”.
Now I’m going to get cynical and you probably already know this.
Most people are not good customers. For all their complaining about poor service, all they really care about is price.
Lower prices usually force lower paid and less motivated workers.
Your gift giver didn’t go to a specialty shop, maybe because the only job they could find was low paying (see above).
Interesting perspective. The lower the wage the lower the motivation. What do you think? Are larger retailers burdened by their workforce and destined to never give great service because of the pay scale? Is wage-an-hour the only motivator?
I disagree. I believe you can have someone working at minimum wage who is trained and motivated to provide superior customer service. However, I believe it begins with the company culture. If the employees are given the benefit of the doubt and treated as valuable assets – that will translate to how the customer is treated.
Lots here to think about. Do your employees give their customers the benefit of the doubt? Do you give your employees the benefit of the doubt?
Posted by Deborah Chaddock Brown on December 23, 2008 under empathy |
When I first opened AllWrite Ink as a freelance writer I wanted my focus to be “writing with the reader in mind.”
If asked, most will say “oh, I do that” and yet few really take the time to put on someone else’s shoes and feel what it’s like to walk a mile in their shoes, to truly understand their:
Life experiences
Challenges
Health issues
Family joys and struggles
Fears
Educational background
Financial status
Goals, hopes and dreams
We think we talk and write with the other person in mind, and yet it is so hard to shake off our own preconceived notions and experience to really understand the other person.
True empathy is what I believe sets an exceptional customer experience apart from all others.
To create a make or break experience in the minds and hearts of our customers we have to walk a mile in their shoes.
When I was in Hawaii recently for the Sweet Adeline’s International competition I had the incredible joy of hearing the 2007 International quartet winners perform.
SALT is a wonderful quartet from Sweden. The artists: Anna Ohman, Annika Andersson, Anna-Stina Gerdin and Susanna Berndts have an amazing way of bringing their music to life for the audience. Watching the joy in their faces, the total blast they are having on stage performing, transfers to those in the audience and at the end you are on your feet screaming for more!
One of their songs is Walk a Mile in My Shoes. As soon as I heard it I knew that I wanted it to be the theme song for my company – to play while I work, to have available for you to hear and to play for my audiences as they enter one of my workshops.
The musicality is incredible, the fun they are having with the arrangement is evident and the words say it all: we need to take the time to walk a mile in each other’s shoes.
Thanks to Anna-Stina Gerdin for giving me permission on behalf of SALT to bring their wonderful sound to you. Enjoy WALK A MILE IN MY SHOES!
Posted by Deborah Chaddock Brown on December 11, 2008 under Connecting Moments, Customer Moments, empathy |
My friend’s brother has been a patient at a SummaCare Hospital for quite some time. His treatments require extensive stays in a protected environment and so my friend has had an opportunity to observe the patient care procedures.
In the two months that he has been in and out of the hospital my friend observed one thing that every nurse does, EVERY TIME he or she visits the room.
Once the reason for the room visit has ended and upon leaving, the nurse will walk toward the door, turn (and this is important) their entire body back toward the patient, make eye contact and ask:
“Is there anything else I can do for you?”
It isn’t an empty phrase thrown over their shoulder with their mind already on the next task at hand, but a geniune effort to ensure they’ve done all that is required.
The action of totally turning their body around – feet facing the patient instead of out the door – sends a message that they are focused on the patient, they can easily return to the patient, that the patient is the only person on their mind at that given moment.
“Every time, without fail, I have observed the nurses perform this simple, yet poignant and powerful exercise,” my friend told me. “I trust that my brother is in capable, CARING hands when I see them demonstrate that level of customer service.”
A small body movement.
A simple sentence.
A power message.
In what way can you consistently let your customer know just how valuable they are and how passionate you are about meeting their needs?
Not surprizing: SummaCare is recognized for outstanding product offerings and customer service by U.S. News & World Report.
Posted by Deborah Chaddock Brown on December 8, 2008 under Connecting Moments, Customer Moments, empathy |
Patricia Aburdene, who wrote the book Megatrends 2010 back in 2005, predicted that consumers would begin to spend money with companies that were kindred spirits. Companies that shared similar belief systems and gave back to the community.
“Going green” wasn’t really tripping off the tongue in 2005 but Patricia foretold that we would begin to care more about the environment and companies that proved they were green would be more appealing to the buying public.
We are just starting to realize that consumers have so many choices for where they spend their money that other things besides price, selection and availability are coming into play.
I just saw a new Subaru television commercial and it made me think of this very topic. Subaru announced the new Share the Love campaign:
From Nov. 24, 2008, through Jan. 2, 2009, for every new Subaru sold or leased, a $250 donation will be made to the consumer’s choice of five charities including - Our Local Tuolumne County Habitat for Humanity, Meals on Wheels and Boys & Girls Clubs of America.
Buy a new Subaru and feel good about your purchase, not just because of the vehicle, but because they help you give to others.
Pearle Vision and Lenscrafters have been associated with the Lion’s Club for years. Bring in your old glasses and they’ll clean them up and make them available to someone who can’t afford corrective eyewear.
Just for Feet, a sneaker retailer offers discounts to customers who bring in their old sneakers. The used shoes are cleaned up, provided new shoe laces and then donated. This benefits the customer two ways: they get to feel good about donating their used shoes AND they get a discount on new ones for themselves.
My friend called the other day to say he’d replaced all of the lights on his Christmas tree with LED lights. “I’m saving the environment and using lights that reduce the risk of fire hazard in my home. I feel good about my purchase,” he told me.
What are you doing to give back to the community or our planet?
Have you told anyone?
Do consumers know what programs you have in place that benefit others? Is there a way you can work together with your customers for an even bigger effort?
How are you connnecting with the new conscious consumer?
