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Be careful when you set the bar
“Don’t start what you can’t finish” – The Sorcerer in “The Sorcerer’s Apprentice”
Several months ago I read a news story about a large national fast food chain and their perceived quality of customer service. They were in 5th place. That wasn’t where they wanted to be, and it bothered them.
Since then I have been following this company’s strategy. Shifting gears, they decided to make menu enhancement the top priority – not customer service. At first I was puzzled. The more I thought about it, the more it made sense. Improving the menu would be much easier than elevating their level of customer service worldwide. Here’s what I mean:
Last night, my wife and I were shopping for a wedding gift. We went to several places, and ended up at a high-end store well known for their exceptional customer service. Even though the item we chose was more than we planned on paying, we decided to go ahead with it. We were glad we did. The sales clerk was exceptional in her ability to help us make our selection. She put the item in a nice gift box, and asked if we wanted it shipped. She said they did not charge for shipping. Then, she asked it we wanted it gift-wrapped. That was complimentary also. We took it to the gift-wrapping place, and they did a premium job of wrapping the package and putting it in their signature bag. This was the first time I had personally experienced the service of this store. I walked away with a great perception. Now comes the hard part for them. Any other of their stores I go to, I will expect no less than the service I received last night. They have set the bar high, and now they have to maintain that perception.
Going back to the fast food chain example, I must admit, the service is not all that great. In most cases, the person waiting on me does not even say “thank-you” That’s OK. I go there all the time, and I don’t have high expectations regarding their customer service. But if I were to go to Culver’s or Panera, I would be disappointed if they didn’t say thank you. Going back to the opening quote: “Don’t start what you can’t finish”. If you are going to give great service, figure out a way to deliver it consistently. Wherever we set the bar, that is what we must maintain.