Commitment to image affects customer service

For example, in early May, I gave a speech at a resort at Lake of the Ozarks. It is truly a gorgeous hotel with wonderful amenities. Forget that the desk clerk barely acknowledged me when I checked in. Forget that the 7 p.m. banquet meal was served at 9 p.m. Forget that I was directed to the wrong wing and that no one volunteered to help with luggage.

Believe it or not, I was doing OK. The rooms were gorgeous! What really got me was that I did not get my requested wake-up call and I was speaking that morning! Luckily, the people in the next room were very loud and awakened me or there could have been a disaster. I usually take my own clock but had forgotten to pack it.

The coup de grace came when I checked out. When I checked out, I said that I hadn’t gotten a wake-up call and I was a speaker. The clerk checked the list and said accusingly to me: “You’re not even on the list!”

I explained that I had called the previous night at 9:30 p.m. “Well,” she said, “it’s not down.” She then shrugged her shoulders and asked, “Other than that, how was your stay?”

We love the local grocery store. They have fresh vegetables and wonderful fruit. Still, we may change stores because of the melee that takes place at check out. With no exception, the clerks act like they are bored, you are a bother to them and everything will be better when you leave.

We know this because, invariably, we interrupt personal conversations and get the kind of looks usually reserved for the school lunchroom when a nerd tries to invade the table of the in-crowd. We’ve heard about drinking and driving, buying liquor for minors, boyfriends, parties and more. Many times, the conversations continue during the transaction.

There are exceptions to this continual spate of rudeness. The staff at the Walgreens on Scenic is very friendly and engaging. The staff at La Familia, a Mexican restaurant in Ft. Worth, Texas, made us feel like one of the family. The owner took the time to come to our table and chat. The staff at the post office on Glenstone has been helpful to me both in business and personally.

What makes the difference? What makes one group act like spoiled teenagers and another like the professionals that we hope to meet in our lives?

I believe that it has to do with a commitment on the part of management to present a certain image. From Day 1, this image is inculcated into the minds and hearts of employees. Any straying from this positive attitude is quickly nipped in the bud.

I also suspect that things behind the scenes might be more pleasant. Or, if not more pleasant, the great customer service providers know that management cares what they do.

As employees get good reactions from customers, they’re more apt to repeat the same behavior.

Here are six ways to improve customer service:

1. During the training period, have new employees shadow great staff who are friendly and efficient. Give them wonderful role models.

2. Make your customer service mission very clear to all. Make it clear that those who perform great customer service will be rewarded and that poor customer service will result in reprimands. Emphasize that good customer service is just as important as great technical skills.

3. Reward good customer service. Have an Employee of the Month and make sure that this person receives more than just his or her name on a plaque. Reward achievement with movie tickets or something else of value.

4. Ask your customers what they think. Don’t be afraid to pass out customer service cards. Make them very short. Include five questions and a place for comments. As a motivation to fill one out, hold a prize drawing each month.

5. Listen to your customers. If you receive complaints, don’t pass them off. Really listen and then observe. Read what is written on the comment cards. You have to take everything, good or bad, with a grain of salt, but watch for patterns, especially with the same people. Weigh the evidence and then act.

6. Observe. Don’t spend your time in the back room or up in the front. Get out among your staff every single day and observe how they interact with customers.

Lastly, don’t excuse bad customer service with: “I can’t pay them well.” “It is hard to get good people.” “Nobody has a work ethic any more.” “I know where you’re coming from, but there’s really nothing I can do.”

Excuses don’t work.

Action does.

In the meantime, I’m getting new batteries for my travel clock!

Sinara Stull O’Donnell is a professional speaker and writer through Springfield-based SinaraSpeaks. She is the author of “Be The Star Of Your Life: Are You Ready For Your Close-Up?”

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