Customer Christmas Wish List

I paid Mrs. Lim for my dry cleaning and as she thanked me she reached under the counter, pulled out a plastic bag that said “Merry Christmas” and handed it to me.  Inside was a lint roller that also said Merry Christmas.  I paused and thanked her. “Thank you so much Mrs. Lim, and Merry Christmas to you”.  I was touched.  As I walked out I noticed I was a little choked up and by the time I was in my car driving away my eyes briefly watered up.  Wow!  If you own a shop or run a business this is how you want your customers to feel as they drive away – appreciated and touched.

This small gesture from a merchant I see once a week had an impact on me.   It reminded me of why I drive out of my way to have my dry cleaning done by Lim’s Cleaners.   This small family run business doesn’t have a lot of margin in their services and it’s hard to make ends meet. I know because I’ve talked about this with Mrs. Lim in the past.  She says, “it’s hard at times but we do our best”.  Their “best” is pretty darn good… Mrs. Lim’s demeanor is serious but friendly.  Both she and her husband communicate, through their body language, a sense of urgency in serving and meeting their customer’s needs.  They understand that the stop into their cleaning business is not for fun or entertainment.  They understand that people are usually in a hurry to get  to the next errand.  They understand that customers are anxious to get home after a long day at the office or frustrating drive in traffic.  They understand that we expect a quality service.  They understand that it is important to live up to our expectations and that they deliver on their commitments. The Lim’s understand, period.

I recall one day when I was just about to drive off Mrs. Lim came running out to my car and handed me a slip of paper.  It was in the front pocket of one of the shirts I had dropped off.  The information on the paper was meaningless but Mrs. Lim didn’t know that.  All she knew is that it might be important and she made sure to catch me before I left.  I love the way Mr. Lim comes around the counter to the front and hands my cloths to me.  Just like the salesperson at Nordstrom when I buy a shirt or pair of slacks.  Daryl, my “guy” at Nordstrom’s would be glad to know that the level of service he delivers when handing me my new slacks in front of his counter is repeated a couple of times of month for the same pair of slacks when they are dry cleaned by Lims.   Lims and Nordy’s – what a great duo!

So yeah, I was really touched today when I received what may turn out to be one of the best gifts this Christmas season.  No, not the lint roller, although those are pretty cool to have around especially when you own a cat.  I’m referring to the gesture from Mrs. Lim that said, “Thanks for your business and loyalty; we know that it’s repeat business from customers like you that pay our bills and feed our children; we are committed to living up to your expectations”.  Small gesture, giant results.

So dear small and large business owners.  Here’s a Christmas wish list from your customers:

• know who I am
• understand my needs
• strive to exceed my expectations
• recognize me for my patronage

And small and large business owners, as a stocking stuffer be a little more Lim-like or next year you go on the naughty list.

How do you like your pizza?

On time, hot, and as expected!

That’s how I like my Pizza.  On time, hot, and as expected.  Of lessor importance is what’s on it, if it is thick crust, thin crust, Chicago style, New York, whatever…  Pizza can be a very personal thing – we all like it different.  Have you ever tried to decide what to get on the pizza with three kids who all have different preferences?  Now that it’s just me and my wife at home it’s definitely easier to reach consensus but really, when you get right down to it, all I want on Friday evenings, when we typically order a pizza for delivery, is that it is delivered on time, hot, and as expected.

Consistently good results that meet one’s expectations is a key ingredient in a good customer experience.  Although I have a plethora of choices, on Friday evenings when  I order pizza I do so from the business that is able to consistently create that great experience for me.   It begins with my call to Bruno’s Italian Restaurant when Jessica answers the phone (within three rings).  I can tell it’s busy in the restaurant by the background noise of people’s voices, phones ringing, and the clatter of glasses and plates.  Jessica is in the thick of it at the front of the house.  She is not only answering phones for take-out and pick-up orders but also greeting customers as the arrive and making sure they get noticed and acknowledged immediately upon entering the restaurant (which is typically bustling with customers delighted by the aroma of delicious Italian food).   Jessica is a young adult and my instincts tell me that this may be her first or second job and that she has no formal training in Customer Service or restaurant experience.  But you know what – Jessica “get’s it”.  She’s a natural and she was a great hire for Bruno’s.

Upon calling or entering the restaurant Jessica is the face and voice of the company . I  don’t think she realizes this because she just does her thing instinctively.  But you know what?  I bet her boss does.  As a customer and as a service advocate I certainly do.  What a difference it makes.  As the old adage goes, “you get one chance to make a first impression”.  Jessica nails it.  And for repeat customers like me I’ve come to expect great service from the moment the phone is answered (within three rings) or that I walk in the door.  So kudos not only to Jessica but to the owner who is savvy enough to know that Jessica is a key asset to his business and makes sure that she at the front of the house.

So what’s the big deal?  It’s just Pizza right?  Wrong!  Sure, Bruno’s has great food that’s reasonably priced.  And Bruno’s is a great venue for families, for a date, or for a group party or family celebration.  But the big deal is – and Bruno’s get’s this – Bruno’s has created a culture of service and excellence the begins with, in this case, Jessica answering your call (within three rings) or greeting you as you arrive.

You can get great food anywhere.  But of you aren’t acknowledged when you walk in or your dining experience begins badly you probably won’t go back.

Here is the lesson for local restaurant owners: pay attention to the front of the house and hire for attitude. Recognize that the employees in the front of the house are  as important as your head chef.  Seriously!  If the person you are considering hiring for Greeter (or Host or whatever you choose to call them) cannot immediately enhance your customer’s experience take a pass and keep looking because you get one chance to create a great first impression and to create repeat customers.  Consistently good experiences for your repeat customers creates loyalty which leads to advocacy (as evidenced by my blatant plug in this post for Bruno’s Italian Restaurant in Livermore, CA).

So Mr. or Mrs. Business Owner,   I think I just described the path to a better chance of a more reliable revenue stream for you.  Just in case you’re interested in being profitable and staying in business…

Mike, it’s ok to color outside the lines…

“That’s not how it works!”  This was the response I got from the counter-wonk at the local bowling alley last night.  “That’s not how it works, that’s not what you paid for”.

Mike, the afore-mentioned counter-wonk, was unfazed by the indignant posture I assumed as I listened to his response to my request for a little more time to finish our game.  I could practically see the cartoon bubble over his head that showed what he was thinking:  “Another customer who doesn’t understand that I just don’t give a s**t”.  Then Mike’s rolling eyes said it all when I told him that the previous owners, a longtime Livermore family, would never had treated a customer this way.  To his credit he appeared to bite his tongue to refrain from saying, “I just don’t give a s**t”.

Last night my wife and I met friends at Granada Bowl in Livermore to bowl a couple of games before our dinner reservation at a local eatery.  A fun way to begin an evening of fellowship, wine, good food, and hearty laughs.  We paid for an hour of bowling thinking we could get two games in.  We were wrong.  The space-age bowling video monitor displayed a timer that said we had ten minutes left before our lane went black.  No problem I thought – I’ll just go ask for a few extra minutes to finish up.  After all the place was practically empty except for the league at the other end of the lanes.  I was sure they would accommodate us.

Then I met Mike who quickly schooled me on “how it worked”.  Mike went on to tell me that we had less than ten minutes and had no chance of finishing our game so “you might as well just leave now”.  No s**t – he really said that.  So, losing my cool I say, “Mike, I bet when you were a kid you didn’t color outside the lines, did you”.  Mike assured me that in fact he did.  Mike is a liar.

The experience is not unique.  It’s not surprising.  It’s not even that big a deal given our dinner reservation was less than 30 minutes away and we probably couldn’t have finished our game anyway (plus we very anxious to get on to the wine and food).  But it does make me wonder about a number of things.

First it makes me wonder about Mike:

• Does he have a self-esteem problem?
• Perhaps Mike was  feeling a little gassy and therefore less likely to accommodate my request?
• Was Mike potty trained at too early of an age?

More importantly (and more seriously) I wonder about Mike’s employer:

• What kind of training do they provide to their employees who greet the public?
• How often is Mike observed and evaluated on his customer facing skills?
• Does management consciously consider what type of customer experience they want to deliver?

So as much as I want our local businesses in Livermore to succeed the next time I want to bowl I’ll go to Dublin because you know what Granada Bowl – I just don’t give a s**t.

The D.B. Cooper Experience

Cruise control is a great feature for a long drive on a straight stretch of highway.  Saves gas, controls your speed and lowers driver fatigue on a long trip.  Similarly auto-pilot is a handy feature that brings safety and consistency to air travel and, like cruise control, it probably  makes for more effective pilots.  But these handy features still need drivers and pilots to be keenly attentive to even the slightest change in the road or skies. If they don’t pay attention disaster is inevitable.

The owner of my gym has apparently put his business on auto-pilot.  He’s purchased some equipment, hired some marginally capable employees, outsourced his billing and accounting, hit the cruise control button, and parachuted to safety far away from his customers.  And, he left no forwarding address. Like D.B. Cooper who hijacked a plane, extorted $200,000 and then parachuted out of the plane never be found, the owner of my gym has taken my money and run.  And he is probably not even aware he did this.  While on cruise control his business double charged my credit card for my monthly membership fees.

Mistakes happen – it’s understandable.  What is not understandable is why no one in the “chain-of-command” is willing or able to give me the name and phone number of the owner.  Apparently it’s classified information.  In fact the gym manager told me he “was not authorized to give out that information”.  When I pressed he told me that even he didn’t have that phone number.

While frustrating, this customer experience has served to illustrate how too often local businesses are willing to push the cruise control button.   Further, it represents the lack of respect they have for their customers and that they simply take us for granted.  Would they set their car on cruise control with their child in the back seat and then nod off to sleep?  Or would they keep their hands firmly on the wheel and eyes on the road to make sure that their precious cargo had a safe ride?  In the case of customers a consistently safe ride creates confidence and loyalty.  This  recent experience with my gym is a great example of how auto-pilot can kill – kill customer loyalty that is.

D.B Cooper has never been found – dead or alive.  But I will find out who owns Anytime Fitness in Livermore, CA.  Game on!

Don’t Buddy Up Yo Your Customers

I drove away thinking that maybe I’m just a cranky old fart who needs to lighten up.  After all I got what I wanted and it was a pleasant experience with a merchant who always provides a good experience.  So what if the service advisor called me “buddy” as he shook my hand and expressed wishes for a good day.  So what if my new “buddy” was barely half my age and had only known me for 2 minutes and 27 seconds.  So what?

Here’s what.  This morning I took my car to the BMW dealership I’ve been doing business with for ten years.   It’s always a great experience and today for the most part was no different.  I was only there for a few minutes to take care of a minor detail – in and out in 15 minutes.  Upon my arrival the service advisor, Josh,  whom I had not met or seen there before,  came over and greeted me.  Josh is a fine-looking young man with a professional and confident demeanor.  I liked him as soon as I shook his hand.  Josh got the info he needed from me and told me he would be right back.  He quickly took care of what I needed and as he escorted me back to my car he said, “Ok, you’re all set”.  I thanked him and then he said it:  “Thanks BUDDY, have a great day”.

As soon as Josh called me “Buddy” a good experience was diminished to average at best.  I have come to expect, and usually receive, a great service experience at East Bay BMW.   The personnel are always friendly, respectful, and courteous. They recognize me as a long time customer and make exceptions when necessary to meet my needs.  I always feel valued when I arrive and when I leave.  But today was different.  As I drove off I did not feel valued.  Being Josh’s Buddy does not make me feel valued – it had the opposite effect coming from Josh, the nice looking young man who should know better.

I actually use the word buddy often to describe one guy or another.  “My buddy and I played golf last week.” or, “My buddy Marty is a great guy”.  But I cannot fathom a time I would call one of my customers “Buddy” even if it were the guy I played golf with last week or if it was Marty.   There’s a time and place for using certain words.  “There’s a time and place…”.  Now how is that for sounding like an old fart again?  A time and place.  Be respectful of your elders.  Hold a door for a lady.  Geesh…  Maybe I do need to lighten up!

OK, so I will try to lighten up but you know what?  The next time I see Josh and he calls me Buddy I will let him know that I better be MR. BUDDY to him.