What she should have said
What she SHOULD have said….
Last week I was standing in line at the Nathan’s Hot Dog stand in the Orlando airport. It had been a good day speaking at a GREAT company, Hewitt Associates. I had spent the day talking about customer service issues and how to create a culture of engagement between managers and employees and employees and customers.
As I began my order a lady stepped in front of me holding her sandwich in the little cardboard box. She flipped open the box and lifted the bun, showing it to the lady behind the counter. She said, “Excuse me; there is a hair in my sandwich.” I am sure what she was expecting as a response from the employee – perhaps, “WOW, I am so sorry!” or “I am so sorry, let me get you another one.” I was hoping for something like, “ WOW, that has NEVER happened before – I am so sorry!” Wanna guess what the response was? NOTHING – that is right – the lady behind the counter just reached forward took the box and turned and walked away.
As she left I made some lame comment asking the customer if she was satisfied with her experience so far. We laughed a bit and stood and watched the employee drop the sandwich into the trash. The employee then picked up a new sandwich, stepped back to the counter and handed it to the lady – again NOTHING – no words from her mouth. I looked at the worker and said, “I think I will just go somewhere else to order – thanks.” The lady with the hair-sandwich looked at me, laughed and said, “I don’t blame you!”
Of course, these TERRIBLE customer experiences happen every day. The reality is that the problem was not necessarily the hair (although it IS a problem); the problem was the response from the employee. Indifference – not rude, not inappropriate words – just nothing – just indifference.
John Gattorna, a visiting professor at Macquarie University and supply-chain guru conducted research on “why businesses lose customers” and reported these results:
• 4% Natural attrition (moved away - passed on etc)
• 5% Referred to a competitor by their friend
• 9% Competitive reasons (price)
• 14% Product/Service dissatisfaction
• 68% Perceived Indifference
According to these figures, perceived indifference is the single most common reason customers are lost to competitors. It sends customers away nearly five times more often than dissatisfaction with a product or service and seven times more often than for competitive reasons.
So – here is here is the question for the day….. Does this indifference exist in your business? What is the typical response to a bad situation? How many customers are just turning and walking away due to the indifference of the frontline employees?
So – if this is the problem – what is the solution? I believe the problem is the lack of a “culture of service.” I believe every company must create a culture where employees understand the value of the customer. But, this takes effort! It takes focus.
So let me ask this - how much time have you devoted in recent meetings with frontline employees helping them understand the value of the customer and the cost of indifference? Do they know the “life-time value” of a customer? Do they understand the cost associated with indifference?
We will explore these issues over the next several posts…. I believe there must be a CULTURE SHIFT in most companies. We will explore some simple steps that can help that happen.
Have a story of your own? Have you had a similar experience? Have you had a GREAT experience? What is the focus of your company culture? I would love to share you feedback with my audience!
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Bob Furniss
As founder and President of Touchpoint Associates, Inc., Bob Furniss has more than 25 years of experience in the customer service field - assisting organizations to increase productivity and profits by bringing out the best in their people. He has shared his experience in the areas of leadership and service with some of the top companies in America - companies like FedEx, Corporate Express, DePaul University, Delta Airlines, Hanley Wood and more.
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