Author: JoAnna Brandi
Last week on my way home from a meeting with a client, I stopped into a new, conveniently located 'big box' office supply store to pick up some paper. I'd never been there before. I walked in and almost directly ahead of me were two employees chatting with each other. Since they were standing in the 'greeter' position I made the mistaken assumption that they were there to greet ME and perhaps direct me to the items I wanted....
Last week on my way home from a meeting with a client, I stopped into a new, conveniently located 'big box' office supply store to pick up some paper. I'd never been there before. I walked in and almost directly ahead of me were two employees chatting with each other. Since they were standing in the 'greeter' position I made the mistaken assumption that they were there to greet ME and perhaps direct me to the items I wanted.
So I headed straight for them. I managed to make contact with the gentleman who quickly broke eye contact and finished his sentence, something to the effect of "...well my medical insurance didn't cover it so.." Oops, not a conversation I wanted to get involved with. The young lady he was speaking to shifted her gaze to me only briefly as I kept on walking by.
"Paper," I thought, "I can find that myself." And did. But then that little voice in my head said, "You're here, get the rest of the things you need NOW." While there were plenty of office supplies I needed, the thing I needed most was a phone. I've been procrastinating in that arena because it falls in the area known as 'technology.'
I was able to find the phones, but had questions. I looked around for help. NO help. I looked up this aisle and down that aisle. Nope. No help. A few customers, here or there, but no one that wore the distinctive uniform, that would indicate that I might get some assistance. Stores should have some kind of floor sensor that alerts the personnel to the fact that a customer is browsing in the high price section of the store. The phone I was looking for was for the office and was a pricey job.
You know me by now. My blood pressure was starting to rise as I muttered to myself. "Just buy the paper and get out of this place." I argued back "Okay, skip the phone today but you really need some shipping envelopes for your books - at least get those." I agreed with myself and went off to look for shipping supplies.
No small feat. This new store is built on a triangle in the middle of the north and southbound lanes of the road, so the layout inside is a little strange. Although there are large signs hanging overhead, this customer was unable to locate the shipping supplies. I got more and more steamed as I wandered around (HELLO, does anyone see me?) looking for the right size envelopes. Too frustrated for words, I chose to go back to Plan A - get the paper and go back to the office.
As I went to check out, I found all the employees - they were all gathered towards the front of this oddly shaped store and the woman that rang up my purchase was none other than the one that had virtually ignored me when I walked in the door. I glanced at her badge. Not only was she a "Customer Experience Officer" according to the preprinted name tag, she was the Customer Service Manager She said to me, "Did you find everything you needed hon?" Uh-oh.
I ordinarily don't bristle at sentiments like that - this time I bristled. "No, I did not," I replied. "Well, what were you looking for?" she asked.
"Lots of stuff" I said, "But I wandered all around and there wasn't anyone there to help me, so there's nothing else I need here."
Pregnant pause. Opportunity to recover. Save the sale. Turn a moment of truth into a moment of magic. Be a hero.
Nothing. Nada. Zero. Zip.
"You can sign here" she pointed to the electronic credit card machine. "Lovely," I am thinking to myself, "And this is the manager."
A little huffy, I leave the store. Okay, a little angry I leave the store with my two reams of paper, knowing that I still have an office supplies shopping to do in the future.
This Customer Experience Officer successfully created a negative experience for me. Did someone forget to tell her the nature of the experience she - and all the others in the store are there to create? Perhaps that badge should read "Positive Experience Officer" as a reminder.
Customers get disappointed because their experience doesn't match their expectations (whether they are aware of them or not at the time.) In my case, I expected that if I was greeted- that I would be greeted warmly, I expected that someone would see me wandering around looking lost (there were many employees at the front of the store as I entered) I expected someone to help me find what I needed and someone who was knowledgeable about the phones to advise me. I expected a better experience than I got from this well-known retailer that staffs its stores with Customer Experience Officers.
What are your customer's expectations? Here's a list of many common expectations - make list of yours and check them twice to make sure that they are taken care of.
A warm greeting
A thank you
Accuracy
Availability
Awareness
Prompt follow up
Responsiveness
Flexibility
Things that work
Prompt handling of complaints
Systems that work
Positive attitude
Quality products
Convenience
Options
Help when needed
Answers
A smile (on your face or in your voice)
To feel important
Understandable terms/billing
Ability to meet special needs
Results, not excuses
Guarantees
Comfort
Trust
Appreciation
R E S P E C T
Need I go on? Go ahead take a GOOD look at your customers - what do they expect of you? Careful - they may expect different things from different people. Go ahead and make your list - start by asking the people on your team what they think the customer's expectations are and then get out there and ask the customers what they are. Combine the lists. Oh yes, update them quarterly - you know how we customers are, we are always changing.
Have fun!
JoAnna
Copyright 2004 by JoAnna Brandi. Used with permission.