Best Outfits Of The Week Ultimate Fashion Style Ideas Business Busters and Loyalty Losers Do Nothing to Improve Customer Experience

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Business Busters and Loyalty Losers Do Nothing to Improve Customer Experience

My friend flew business class with her two-year-old son on a four and a half hour journey. Three hours into the flight, the boy became nervous and loud. My friend asked the flight attendant if there was a coloring book or other child’s toy on board.

The flight attendant went to check and returned with this reply: “Yes, we have giveaway kits on board for small children.”

“May I have a thank you?” asked my friend.

“I’m sorry,” came the reply, “the children’s giveaway set is only for flights over five hours.”

New title for this flight attendant? Customer Alienator. She doesn’t know how to improve the customer experience at all!

When my daughter Brighten was eight years old, we shopped together in an attractive clothing store. The shirts and pants shown were the right size and just the right color for her.

A young salesman came over, looked at my daughter and immediately asked, “How old is she?”

Shocked by her aggressive tone, I replied defensively, “Why do you want to know?”

She repeated her question. “How old is she?”

“What difference does it make?” I asked now confused.

“We only have clothes for up to six years old,” she replied with a snap, destroying any chance of improving the customer experience.

Since when does a customer’s age make more sense than the fit of the clothes?

New title for this seller? Business Buster. She probably destroyed any opportunity to improve the customer experience.

A well-known fast food restaurant offers “Teen Discount Card” to attract more young customers from 2.30pm to 6pm (a slow period between lunch and dinner).

One day a young customer joined a long and slow-moving queue at 17:50 and waited patiently for his turn, hoping to use his card to improve the customer experience. But when he got to the counter it was 6.05pm. The supervisor said his discount card was no longer valid.

The young man (and his friend) went out and into the restaurant next door.

New title for this tutor? Value Vaporizer. He made every chance to improve the customer experience disappear with a sale!

Vineet from India wrote about a coffee shop that gave away free hot drinks when customers filled out their “frequent customer cards”, but would not give away iced coffee drinks to improve the customer experience. This continued until a new employee pointed out to the manager that adding ice cream does not increase costs – but increases customer satisfaction and will improve the customer experience.

Someone should put a few ice cubes down the manager’s pants to teach him how to improve the customer experience! And when he’s wide awake, teach him this key point: Cutting costs should be the last thing on your mind when you’re rewarding your loyal customers, the ones you want to keep coming back. Generosity in going out equals income of profits and will improve the customer experience.

New title for this manager? Loyalty loser.

Clancey in Dubai took her son Denis to an ice cream parlor for dessert. As his son stepped into the parking lot, the ice fell out of his cone – plop! – on earth. The boy began to cry.

Clancey went back to the store and told the clerk what happened. The clerk took a new cone, wrapped in a new scoop of ice cream, then turned it upside down and handed it to Clancey. With a stern look and a sterner voice, he said, “Our ice cream doesn’t fall out of the cone.”

Someone should put a scoop of ice cream down the clerk’s pants! And when he’s wide awake, teach him this key point: Never make your customer feel wrong, stupid, or untrustworthy. Not only will this do nothing to improve the customer experience, it could lose you a customer permanently along with everyone they know!

New title for this clerk? Enjoyment Eliminator.

Instead, with a happy smile on your face, say, “Here’s a brand new cone for you. I wrapped it extra tight this time – just to make sure you and your son will enjoy every lick. And thank you for you came back. See you soon!”

My friend sent his inkjet printer to the manufacturer for repair. The service center technician sent him an e-mail with an estimated cost and asked him to print it out, sign it and fax it back to authorize charges for the service before the repair was made.

How could my friend print the email when the service center already had its printer?

New title for this technician: Absurdity Agent. His lack of common sense did nothing to improve the customer experience!

My neighbor prefers white chicken eggs as opposed to brown, but they were hard to find at our local grocery store. After not seeing them for several weeks, she asked the manager why.

He replied, “The white eggs sold out so quickly that we had trouble keeping them in stock. So we stopped carrying them.”

New title for this manager who doesn’t seem to understand how to improve the customer experience: Marketing Failure.

Two close friends enjoyed an extraordinary world-class cruise. The cruise line worked hard to customize the vacation for everyone on board to improve the customer experience. Pre-cruise phone calls identified each traveler’s likes and dislikes, hopes, dreams, and concerns regarding the upcoming voyage.

On board the ship, the staff remembered each passenger’s name to improve the customer experience. Personal preferences were carefully recorded and used to upgrade the intimacy of service every day.

On the last morning, a questionnaire was slipped under the door of my friends’ cabin, asking for feedback and suggestions for improvement. The first three questions on the form were:

Your name:

Your cabin:

Today:

An entire cruise devoted to impeccable, personal service and an impersonal, generic form at the end reminds guests that they aren’t all that special after all. Not a good way to improve the customer experience!

New title for the investigation specialist: Anonymity Enhancer.

I visited a coffee shop where the staff were apologetic but unwilling to give me a free coffee drink even though my “Frequent Customer Card” was full. (Their “special promotion” expired a day early, while it took me two weeks to fill the card from a series of ten paid drinks.)

The front line staff said they would love to give me the drink but “management” said they shouldn’t.

I was so disturbed by the lack of generosity and frontline reinforcement that I avoided that brand for months. They didn’t improve the customer experience so I didn’t go back for a long time.

Notes for coffee bean counters:

1. Cost of giving away a free drink = penny in beans, paper cup and hot water.

2. The value of lost business from one unhappy coffee drinker = many dollars.

I shared this experience with many friends (upset customers usually do). One told me how happy he was when “someone with a brain” gave him a free drink to improve the customer experience, even though the promotion had expired. Another said he got a free drink and got a cookie too! Both pledged to patronize their businesses in the coming months due to efforts to improve the customer experience.

Notes for coffee bean counters:

1. Cost of giving away a free cookie = less than a dollar.

2. The value of repeat business from happy coffee drinkers = infinite.

3. The value of positive word of mouth = you can never buy such a credible and powerful campaign.

If the purpose of a campaign is to encourage repeat business, why even have an expiration date? Who cares when customers buy their drinks as long as they keep buying and drinking and drinking and buying?

New name for these antiquated coffee bean counters: Profit Reduction Specialists. They clearly have no idea how to improve the customer experience.

Key learning points

Every company has procedures, policies, products, packaging, prices, locations and promotions. But people hold the ultimate key to improving customer experience, loyalty and delight.

A smart cookie beats a bureaucratic full house to improve the customer experience. Give your customers positive pleasure, not annoying problems. They will return and reward you.

Action steps

The next time your customer confronts the stupidity of a policy that doesn’t make sense or the absurdity of a procedure that just doesn’t work, be the person who can and makes a difference to improve the customer experience.

Speak up! Stand out! Champion your client’s case. Take a common sense stance in your business to improve the customer experience. Be the one to stir the pot. Remember, your company’s pot (not the policy manual) fills your bowl every morning.

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