Photo credit-scribd.com

Saturday night is Halloween so I’m offering a holiday themed customer service post to fit the season. I’m yammering today about two events that occurred in my world several days apart a couple of years ago. They point to the differences between good and poor customer service that I write about from time to time. I’ll start with the positive story first.

I decided to get a new SUV and went to the local dealer of the nameplate I chose, based on some research and feedback from friends. The fellow who offered to help me, I’ll call him Adam, was a likeable guy and did a good job answering my questions during a test drive of the vehicle I was interested in. He was not as ‘salesy’ as most reps, and reasonably worked through the deal to the satisfaction of both parties. Although I could tell he was disappointed when I paid cash instead of financing the purchase, he got the car prepped and had me on my way in short order.

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 vehicle?” As I looked toward the voice I saw Adam with his normal big smile. I was impressed on two counts. Six weeks later with no interim contact, he 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 while he resolved 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 customer. I thanked him for the prompt resolution to my problem and happily drove away.

One evening about a week later my wife said she was really hungry but didn’t want to ‘dine in’ at a restaurant. I suggested one of her favorite dishes, the grilled pork chop plate from Cracker Barrel. She smiled so 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.

Upon arriving at the restaurant at the appointed time, I went to the register and paid for both meals. The cashier told me someone would bring 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 my order was accepted only a few minutes prior to that time. She said they only had enough to fill my order, but that someone in the restaurant apparently had ordered pork chops after I called in and she guessed my chops were given to them.

I reminded her that they had my phone number, so why wasn’t I called and informed 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 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 my money back. She acted like she didn’t hear me and disappeared around the corner. A couple minutes later a manager appeared and said, “I’ve been told you are unhappy.” I replied that I was really ticked and that I wanted my money back on both meals. Without offering any explanation he quietly said he was sorry and went to the register to make the refund without saying another word.

Photo credit-thekitchn.com

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, 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 as if he was hoping I would disappear. Without another word, I did disappear, and we didn’t go back to any Cracker Barrel restaurant for quite a few months.  We eventually did return, but not until our scabs fell off and the abrasions faded. The bad news for CB is that we have recounted this customer service horror story many times. And I suppose this 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? Are they empowered to actually make things right?

Well, it seems that Adam and his car dealership actually 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 as that company is, I’m sure there is a training manual somewhere in the restaurant detailing what to do when situations like mine occur. However it is obvious those folks don’t know where that manual is kept.

So whatever you are selling to feed your family, don’t TRICK your customers, TREAT them to world-class customer service. In the process you will earn many great recommendations, referrals and testimonials that will lead to second and third generation sales for you and your company. Additionally you will ensure your take home pay is able to take you home and some level of job security will be created in the process.

————Doug’s Tools————

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 45 years’ experience. His help is relevant, simple, and inexpensive. Check it out here for yourself.

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