Mary: What Kind of a Difference Does Generosity Make?

IMG_MaryIf you want to attract customers then you must have something that pulls customers to you.  If you happen to be in the business of selling fine chocolates then good service is necessary but insufficient.

In the fine chocolate business the ‘product’ matters.  By ‘product’ I mean both the quality (taste) of each chocolate and the range of chocolates.  It is the ‘product’ that calls the customer and pulls him back to your business – your store.  I have witnessed folks put up with poor service just to get their hands on the ‘product’ at a competing brand.

So, it is the ‘product’ that Mary makes-sells that drew me the Mary store in the Royal Galleries (Brussels) last week. Yet, I am not writing this because of the ‘product’.

I am writing this as an expression of my sense of gratitude. Gratitude to whom?  Gratitude to the two fellow human beings (Olivier, Eda? ) who served me.  Language fails here: serve is not the right word.  Yes, they provided service. No, they did not merely serve me.

What is it that made such an impact on me?  Their way of being was professional yet human/warm/considerate. Clearly, they knew/cared about their ‘product’ (the chocolates). And, I was made to feel welcome.  Yet, this is not it. All this is necessary yet not sufficient.

What really made the difference?  Generosity.  Olivier offered me several chocolates to taste whilst he was putting the selection together.  Eda? offered me some chocolates whilst Olivier was working the cash till. Both of them were generous in dancing with the conversation that I initiated.

Lesson: If you wish to be granted a space in the hearts of your customers it is necessary to cultivate gratitude in the hearts of your customers. A great way to cultivate this gratitude is through generosity in your way of showing up and travelling in this world. Reciprocity ensures that most of us, most of the time, remember and repay our debts.  The catch here is that the generosity must be genuine and not a technique for getting the better of your customers.

It occurs to me that the real measure of customer-centricity is generosity.  Which is why so many large organisations struggle with the Customer thing.  Interestingly, I have found Amazon to be the exception as I have experienced acts of generosity from Amazon. Each time those acts have left me feeling delighted.

 

 

 

 

Customer Experience: how two staff in a wine bar left me feeling great and grateful

After a long week we find ourselves at Dallas/Forth Worth International Airport

It had been a long week, a week full of interviews, workshops, dinners, fellowship and travel from one site to another in Texas.  I found myself at the Dallas/Fort Worth international airport on a Friday afternoon with my colleague.  As there was some time before we would be boarding our flight back to the UK, we found a wine bar where we could sit, talk and drink some wine, together.

We ordered our wine and a friendly lady took our order and promptly returned with two glasses of wine.  Immersed in conversation, with the glass almost full, I found that I knocked over the glass.  The wine glass shattered and the wine poured onto the table and made its way to the floor.  Suddenly, I found myself self-conscious and embarrassed.

An angel shows up and leaves me relaxed and at ease, soaked in humanity

One of the employees noticed our plight and came over to clean up the mess.  She occurred as relaxed and helpful as if she had witnessed this kind of event many times.  As she was cleaning up she talked to me and assured me that there was nothing wrong, that I had done nothing wrong, that the glasses shattered easily.  And I was not the first person to knock over a wine glass.

I found myself delighted and grateful with this fellow human being.  And I told her that.  Specifically, I thanked her for recognising my embarrassment and putting her humanity into the encounter and thus easing my tension and leaving me relaxed.  She got my thanks and I got she got my thanks – we both smiled at each other.

With our humanity in action and rapport established we found ourselves sharing our personal selves.  She told me about her concerns/troubles like one of her parents being affected by Alzheimer’s disease.  And what that brought with it given that she is the daughter.  I found myself  being touched  by her humanity and reciprocated by telling her about my mother and how she is slowly losing her memory….. Then the time came for us to part company – each thanking the other, each grateful for the humanity the other put into the encounter.  I know that to this day I think of that lady and wish her the very best.

Service does not get better than this

With the cleaning up done, the lady that had served us the wine came to the table and brought me another glass.     She placed it on the table, smiled, and told me that it was on the house.  Both surprise and gratitude were present for me and I found myself smiling and thanking her.

Nothing beats the human touch that touches the heart and leaves the customer feeling grateful

It occurs to me that in our data/technology/process obsessed culture we miss the importance of the people who work in the business and make the business work.  Yes, it is the people that make the business what it is. And determine how the business shows up in the experience of the customers.  Yet, customers also have a role to play.  How customers treat the staff in the business and how the staff in the business treat customers makes such a huge difference.

If you want to generate customer advocacy then ..

I say that if you want to excel in generating customer advocacy then you have to excel at generating surprise, delight and/or gratitude.  And the most effective way to do that is to have in place staff that delight in / excel at dealing with customers.  Staff who have that human touch.  My friend Richard Shapiro calls these folks ‘Welcomers’ and has written a book on it: The Welcomer Edge.

And finally

If you happen to be in the International Airport (Terminal D) then pay a visit to The Bodega Winery.  Say hi to them for me – let the staff know that they have a grateful customer who remembers their generosity, their kindness, the humanity.   Tell them I wish them the very best and hope that one day our paths will cross again.

I thank you for your listening; it is your listening that makes my speaking worthwhile; it is your listening that provides the motivational fuel that results in that which shows up here at The Customer Blog.  I wish you a great weekend.  I wish you a great week.  I wish you great living.  And I say, go out and touch a life!  And if you are in business then touch your customer’s lives – that is how you generate advocacy.