A Simple Definition of Customer Service

A lot of people have opinions on what makes customer service good, bad, or even outstanding. I prefer a straight-forward, customer-focused defintion.

1. Good service occurs when a customer's expectations are met.
2. Poor service occurs when the customer's expectations are not met.
3. Outstanding service occurs when the customer's expectations are exceeded.

Lessons Learned:

This defintion suggests the most important step in delivering outstanding service is to learn what your customers want. So go ahead, ask them!

Is Starbucks the next McDonald's?

Two weeks ago, I wrote a post about Starbucks trying to rediscover their customer through a reinvigorated 'Starbucks Experience'. The latest updates put Starbucks and McDonald's on a collision trajectory into the same market. It makes me wonder what the 'Starbucks Experience' will truly become.

Things have gotten a little strange at Starbucks in the past year or so as something that looks suspiciously like an Egg McMuffin began taking up precious space in their display cabinet. Last week, USA Today reported that Starbucks is test-marketing $1 cups of coffee with free refills in some of their Seattle stores. I haven't heard any announcements about Starbucks adding a play ground at selected locations, but you never know. Meanwhile, McDonald's recently announced plans to add coffee bars to nearly 14,000 stores in the U.S., so things are about to get really onfusing.

Here's a picture of my cup of coffee at Starbucks this morning. (I wish it was only a $1 with free refills!) My 'Starbucks Experience' was a little bland, but certainly not terrible.

• The tables in chairs in many stores are a bit worn and this store is no exception. They remind me a bit of my desk back in grade school.
• The employees working there were cordial and friendly, but there was nothing particularly special about there service. There just isn't a lot of time for chit-chat when the next person in line needs their double mocha latte!
• I brought some work with me and planned to lounge for awhile, but it just didn't feel like a good environment for that today.

Any business needs to decide who it will be to its customers and then operate as closely and consistently to that vision as possible. I'm not sure who Starbucks wants to be anymore. Are they a convenience? An indulgence? An experience? They certainly can't be everything to everyone, but its becoming increasingly unclear who they are. I just hope they figure it out soon, because there are four Starbucks locations within 10 minutes of my house.

Why I love In N Out... and my dentist

I'm pretty sure I paid for my dentist's vacation last year or perhaps the down payment on that nice car he drives. I had a lot of work done, but I also discovered a few interesting insights along the way. Here are the big ones:

• A dentist or doctor's office can be well-run
• In-N-Out is my favorite customer service example
• Good service can overcome a lot

Insight #1: A dentist or doctor's office can be well-run

I'm not sure why my dentist bothers subscribing to all those magazines in the waiting room. If you show up on time you don't wait. During my many visits in 2007 I always got in right away and got out by the time they said I'd be done. Respecting my time goes a long way in my book.

The people that work in the office were always cheerful and helpful. I've been to the dentist where the office manager came across as a used car salesperson, but Jessica, the office manager I dealt with, felt like a trusted advisor. She explained my options and even offered to help me get the best use of my dental insurance.

Of course, I was very pleased with Dr. Brumand. He did great work, was very careful, and always explained what he was doing before he did it. I couldn't find a website, but here's their information.

Insight #2: In-N-Out is my favorite customer service example

During one of my visits, Dr. Brumand asked me "Who provides the best service these days?" Without hesitation, I answered, "In-N-Out".

"Not Nordstrom?"

"No, definitely not Nordstrom. For me, In-N-Out is the best."

I answered the question easily, but I had to think a bit about my reasons why. Here are a few:

• I've always had a good experience at In-N-Out. Sometimes its been great, but its always been good. I've never had a good experience at Nordstrom. I may be unique, but the sales associates I encounter are generally rushed and uninterested.
• In-N-Out sticks to what they know and delivers a great product without fail. Nordstrom started as a shoe store, but I've never been able to buy a pair of shoes there. I wear a 10 4E shoe, so you'd think Nordstrom would be the perfect place since they carry so many sizes. Unfortunately for me, not the case. On the other hand, In-N-Out always has the size of cheeseburger I want. They'll even custom make one for me if its not part of their typical selection.
• The people at In-N-Out are friendly. Yes, there's a bit of a script involved, but the people I encounter are always cheerful. That's not been my experience at Nordstrom. Maybe you just need to be an elite customer. In-N-Out seems to like their customers just the same.

Insight #3: Good service can overcome a lot

Fortunately for Dr. Brumand, he had already built up a lot of good service karma with me the day the Novocain didn't quite take as expected. He'd drill for a few minutes and then I'd feel a sharp pain, so he'd stop and give me a little more Novocain. This continued for awhile until he told me he couldn't give me anymore. "You're just going to have to tough it out," he said.

Yikes! I'd be pretty angry if this was my first time there, but by then I was willing to give him the benefit of the doubt. Fortunately, he was able to finish without any additional pain. Of course, the kicker is my mouth got VERY numb about 15 minutes after I left his office.

A final thought...

I suggest a fact-finding mission to In-N-Out if you want your organization or department to be awesome at customer service. You may even need two or three visits, just because there are so many best practices to absorb. I'd suggest you do the same with my dentist's office, but I don't think they're well-equipped for group outings.

Service With a "Dash of Jilted Psycho"

Salespeople and customer service providers often make the cardinal mistake of focusing on their needs rather than their customers'. Poor service almost always results, though it comes in varying degrees from annoying to completely absurd to the latest entry, "Jilted Psycho".

First, a note on customer focus. The way a cashier hands a customer their change says a lot about their customer focus. If the coins are on top of the paper money, the cashier is "me-focused" since they scooped the coins out of the register till first and simply dumped everything in your hand. The cashier is likely customer-focused if he/she puts the coins in your palm first and then places the bills on top so the change doesn't go flying out of your hand. Check out this cool primer on how to make change (all cashiers should be taught this).

Jilted Psycho. This is an actual email exchange between an interested car buyer and the car salesman. The names have been changed, but everything is very real. See if you can spot the "me-focus" in this exchange.

Salesman's Email:

Good afternoon Steve,

I am a little confused. I thought you wanted to deal with me and you wished for a new Explorer, but I see you stopped in today and dealt with another salesmen Jim on an Expedition? Did I do something wrong? Do you wish to deal with Jim or someone else? Are you no longer interested in the Explorer? Expedition? Please advise.

Mike Lester

Customer's Reply:

Mike,

I stopped in, he saw me and offered to help, all I wanted to do at that point was test drive an Expedition. It wasn't about dealing with you or him, it was about just getting a test drive in to think about it some more. I hadn't done so before and thought I would just check it out. After the test drive and thinking about it, i still want to get anExplorer. If you want to help me that's great, i'd still like you to find the Explorer for me.

Just do yourself a favor dude, look at the e-mail you sent me. Not exactly the most professional thing I've ever seen. It's a bit intense, some pressuring, accusatory with a dash of jilted psycho mixed in. If I didn't want to work with you, this note would not be winning me back. Fortunately for you, i still want you to find an Explorer for me, let meknow when you have something.

Steve

Car Salesman's Reply:

Steve,

I would agree with you to some extent. I am glad and understand sort of needing the test drive, but just do me the favor and ask for me. I would like to take the time with my customers and other salesmen get bent when they are with someone else's customer. Not saying Jim is one of them. I can understand and agree to some extent a quick note that may offend a consumer, but that is was certainly not my intention. I feel comfortable dealing with you, so I had just asked quick questions, as I was also confused when I asked Jim if he was able to help you and he could not clear much up. Now he is under the impression you wish to find an Expedition from him. I can explain to him though. Now if I did not know you that much, I would agree with you my email was a bit harsh, not downright rude, but harsh. I just cut to the chase as I thought you would not appreciate the long banter (which I am embarking on currently). Anyway I am glad you were not offended. I would never wish upon that on anyone let alone yourself.

The only issue with going with an XLT is they offer tan or light greyinterior. To be honest it does not look black. The eddie bauers are tan interior. I overheard we have a black interior eddie bauer in dark cherry coming in. I have not seen this one yet and do wish to take alook at this set up. I do think that its gonna come in with a tan interior but black flooring and ceiling is my guess. I hope I am wrong and its all black though. That would be nice looking. Did you get the limited emailed Saturday morning? That was all black and a limited with desired options in 2008?

Thanks for your reply,

Mike Lester

Will Starbucks rediscover their customer?

Howard Schultz , the founder and chairman of Starbucks, has returned to head the company as CEO. The press releases make it sound like he's leading a crusade, and I hope he is. Sure, the company has been growing rapidly, with revenues increasing at least 20% a year over 10 years, steadily rising profits, and an expanding global presence, but there increasingly seems to be something missing.

Mr. Schultz's stated goal is to help deliver a superior "Starbucks Experience". Here's a company that's swimming in profit, has become one of the brands, and now they want to start a customer service revolution. There's many places to get the "big picture" story, but for me the little picture is more interesting and more personal.

Why do I go to Starbucks?
This is a great question many of us can ask ourselves. Or, why do we frequent any establishment or buy any product? Are we even consciously aware of the reasons and are our reasons rational?

My reasons for going to Starbucks have definitely changed over the years. At first, it was the great coffee. There soon appeared many far superior options, so then it became their outstanding service. For a long time, they had me on that one. I was a "regular" at a local Starbucks where they knew my name and knew my order.

Over the past few years that has changed a bit and now I go to Starbucks because its convenient and the habit is ingrained in my brain. But they definitely feel more corporate, and I definitely don't feel like a regular. I guess I should have seen the writing on the wall when they stopped displaying the daily horoscopes and a barista told me it was a "corporate" decision. We all know that corporate and astrology don't mix, and Starbucks was definitely feeling more corporate.

Where do I go now?
It's a fun exercise to re-think why you are loyal to a brand. You just may find, as I did, that there are better options out there. As a customer service professional, my first thought is service, so I now have five places I go for coffee instead of one. That may seem a lot more complicated, but it actually seems to have made things easier for me. Here are my coffee house favs:

• Best Local - The Living Room. There are a few of these, but mine is near San Diego State University. They have comfy couches and overstuffed tables, coffee is served in big mugs, they offer free wi-fi, and I'm pretty sure they have a policy that all employees must have at least one visible tattoo or piercing. Isn't that what a coffee house is supposed to be like?
• Best For Meetings - Coffee Bean & Tea Leaf. This growing chain feels like Starbucks used to feel. Their coffee is good, they have plenty of locations (at least in Southern California), their stores are comfortable, and the staff is friendly.
• Best for Lunch - Panera. Panera has great sandwiches and free wi-fi, so this is a great place for a working meeting or casual lunch. Oh, and their coffee is very good too.
• Best Coffee - It's a Grind. I love It's a Grind, especially their iced coffee. I really loved the one in downtown San Diego, but a few of their key people left, so we'll see if they can sustain the service.
• Because it's there - Starbucks. I'm not anti-Starbucks, and they are awfully convenient.

So, why do you choose a brand? Or, what do you go to Starbucks? Better yet, why do your customers choose you? And, are you giving them any reasons to reconsider?

Service still counts when you're the only game in town

Some companies think they are the only game in town and cannot see the benefit of delivering outstanding service. They assume their customers are captives with no other options. I am on the last leg of a cross-country road trip and have seen this many times in the past few days as I've patronized small-town restaurants, gas stations, and motels.

First, the bad example
My wife & I are traveling with our dog, Melrose, so we made an advance reservation at the Holiday Inn Express in Ft. Stockton, Texas. I noticed they charged my credit card at the time I made the reservation, which is unusual, so I called to check on things a few days before our trip. To my surprise, the person who answered the phone couldn't find my reservation (even with a confirmation number) and didn't seem interested in helping me resolve the situation. She did inform me the motel was now a Quality Inn, but was insistent this change couldn't have created my problem. She finally offered to connect me with her manager who got me a new reservation, but also could not explain the credit card charge. The manager at least agreed to do some research and call me back, but I'm still waiting for that phone call ten days later and have left another voice mail in the meantime.

I got tired of waiting for the manager to call me back so I called them, cancelled my reservation, and made a new reservation at the Days Inn in Van Horn, Texas. This hotel is about 120 miles away from my first choice, but I'm saving $40 and I'll be 120 miles closer to home in the morning. Does the Holiday Inn Express/Quality Inn miss my money? Maybe not, but by the looks of things here in West Texas, it couldn't have hurt. Lesson: You may be the only game in town, but there are other towns!

Now, the good example.
Driving on Interstate 10 between Houston and San Antonio you'll notice billboards for a convenience stop called Buc-ee's. The billboards start about 100 miles out in either direction and are often a bit humorous and off-beat. Example: "Ice made from scratch". The best part is they truly deliver everything you'd ever want from a convenience stop in the middle of nowhere: reasonably priced gas, clean and spacious restrooms, a full-service deli, cheesy gifts, and friendly (folksy, even) employees who are happy to help. Buc-ee's is the only game in town, but they've developed a winning formula by being the best they can be. I've stopped there a few times (repeat business!) and they have always had a much larger crowd than the usual convenience stop.

Finally, the lessons we can all apply.

1. Lesson #1: There are other towns. Your customers may have many more options than you think, so it's always best to treat them as though they could bring their business to a competitor. The Fort Stockton hotel was the only dog-friendly hotel in its class for a 100 miles, but I was willing to drive 120 miles to avoid being treated so poorly.
2. Lesson #2: Deliver the best service you can, even when there appears to be no competition. Your customers may reward you with more repeat business, a higher average ticket, and perhaps even free advertising (referrals, blog posts, etc.). I've made a point to stop at Buc-ee's several times over the years and have happily spent more there than I would at a typical convenience stop.