I’m yammering today about two events that occurred in my world several days apart just a couple of weeks ago. They point to the differences between good and poor customer service that I write about from time to time in this newsletter. I’ll start with the positive story first.
I bought a new car this summer. Based on positive feedback from several friends and acquaintances, I decided to buy a KIA, so I went to the local dealer where I met Adam Simmons. He did a good job answering my questions on the test drives, and working through the deal to the satisfaction of both parties. A few hours later I drove home in my new Sorento.
Six weeks later I was bumbling around in the back of the vehicle, and as I pulled open the storage compartment, I noticed that there was no jack in the frame where it was supposed to be stored. I understand that stuff happens, so without calling ahead I just drove to the dealership to see if I could find my jack. As I walked into the showroom, I heard a familiar voice say, “Hello Mr. Robinson, are you still happy with your Sorento?” As I looked up I saw Adam with his normal big smile. I was impressed on two counts. Six weeks later with no interim contact, Adam remembered both my name and what type of vehicle he sold me. That made me feel pretty good. I told him why I was there, and without hesitation he asked me to sit down and give him just a few minutes to resolve my concern.
About seven minutes later he rounded the corner with a jack in his hand and the smile still on his face. He then followed up by asking if there was anything else he could do for me that day. I told him that was it, and he walked me out the door and thanked me again for being a KIA customer. I thanked him for the prompt resolution to my problem and happily drove my Sorento back home.
About a week later my wife was really feeling poorly, apparently the victim of a summer virus. She was really hungry that evening, but there was no way she felt well enough to go out. I decided to get her one of her favorite dishes, the grilled pork chop plate from Cracker Barrel. I got on the phone and placed a carryout order for both of us. After securing my name and phone number, the nice lady took my order, and told me it would be ready in 15 minutes.
Arriving at the restaurant at the appointed time, I went to the register and paid for both meals. The cashier told me someone would ring out the food shortly. About 3 minutes later a lady came out and said she was sorry but they were out of pork chops. I asked how that could happen when I just ordered them a few minutes prior to that time. She said they only had enough to fill my order, but that someone in the restaurant had ordered pork chops after I called in and apparently my chops were given to them.
I reminded her that they had my phone number, so why didn’t they call and inform me about the pork chop shortage? She just gave me a “deer in the headlights look” and asked, “What do you want me to do?” I raised my voice and told her how unbelievable this was, and to just give me my money back. She then said, “Let me go get my manager”, to which I replied that I didn’t need to talk to a manager, I just wanted a refund. She acted like she didn’t hear me and disappeared around the corner. A couple minutes later the manager appeared and said, “I understand you are unhappy.” I replied that I was and that I so angry I just wanted my money back on the entire order. Without offering any explanation he quietly said he was sorry and went to the register to make the refund without saying another word.
As he slowly keyed in the magic refund code and withdrew the cash, I gave him another chorus of, “How could something like this happen, and why wasn’t I called as soon as this became known, especially since your order-taker had my cell number?” He never responded with another word, nor did he look directly at me. He simply extended the cash refund toward me, and then looked back down at the register, playing with the keys for a few seconds, as if he was hoping I would disappear. Without another word, I did, and we haven’t back to a Cracker Barrel since, although we eventually will when our scabs fall off and the abrasions fade. But we regularly recount this customer service horror story when restaurant conversations surface among the folks in our circle. And I suppose this blog post is another recounting, eh?
Here’s the takeaway from these two marketplace experiences. In business, stuff happens; everybody knows that. Car jacks sprout legs and run away, and pork chops fail to get ordered or shipped. The thing is, do the managers and employees of these companies instinctively know what to do to help their customers when the wheels fall off?
Well, Adam and the KIA dealership sure had a plan. When he was confronted with my concern, he didn’t freeze, or roll his eyes, or need to check with his boss. He knew what to do and sprang into action, solving my problem in short order. On the other hand, the staff at Cracker Barrel didn’t have a clue. As large a company as they are, I’m sure there is a training manual somewhere in the restaurant detailing what to do when situations like mine occur, but it is obvious these folks don’t know where that manual is kept.
Don’t trick your customers, treat them, and in the process you will create some job security for yourself and maybe even preserve one local business from eventually closing its doors.
If you and/or your employees are responsible for satisfying customers, you should really take a free look at the tools Doug has developed from his 40+ years’ experience. It’s relevant, simple, and inexpensive. Check it out here.
©2014 Robinson Training Solutions, LLC
