Reinvigorating Customer
Service
By
Kevin Larson
Sr. Manager of LP Operations
The Kroger Co.
We all talk about it... But do we really do it? Like many of you, I spend
countless hours traveling on airplanes, through hotel lobbies and dining in
various establishments. And if you travel with any regularity, you probably have
access to some of the “upgrades” of life on the road. Sometimes, I think our
hard work and results are measured by whether or not we are Platinum, Executive,
Premier or Gold status.
During some recent trips, I came across what I would classify as “reinvigorating
customer service”. The first trip involved my wife and I traveling to Maui and
spending a night at the world renowned Ritz-Carlton Resort. We all have heard
about and maybe experienced the customer service level that one receives at the
Ritz Carlton properties, but what we got was nothing short of amazing. It
started prior to our arrival when my wife commented on one of their Facebook
page posts. The VIP manager responded with “Mrs. Larson, we are looking
forward to your visit in a few days and hope that you and Mr. Larson enjoy your
15th Wedding anniversary! Congratulations and Aloha."
I immediately thought. “Okay, so they do a nice job of monitoring their Facebook
page”. But wait...this was only the beginning. Upon arrival, we were greeted
like Island Royalty. Following checking into the room, I walked through the
lobby and I was greeted by a new Ritz Carlton face. “Aloha, Mr. Larson, welcome
to Maui and I hope you enjoy your time with us, Happy Anniversary!” Okay, this
was starting to get a little creepy!
And now, just last week. We were spending time at the JW Marriott Resort in
Scottsdale, AZ. We were provided access to their Griffin Club, their 21 and over
concierge lounge that includes daily made to order breakfast, lunch, dinner and
drinks. And once again, a staff that provides “reinvigorating customer service”.
It starts with them simply asking your name upon arrival to the lounge and from
there blossoms into a Customer Service utopia. All it takes is one introduction
and they have your name and what seems like your entire itinerary embedded in
their memory. They ask you how your day was, did you have a good work-out and
how did you enjoy the spa. We met a guest in the lounge that told us that when
her sister passed away a week prior to her visit, the Griffon Club sent flowers
to the funeral. I learned that the JW Marriott does not put just anyone into
these concierge lounge positions. You have to be promoted to work in the lounge
and that it is considered one of the premier positions in the resort and I can
see why. I asked them what their trick of the trade was and they stated it was
all about repetition. Sure the free drinks are great, but who does not love
great customer service.
When we experience these service levels during our travels, shopping excursions
or a dinner at our favorite restaurant, it can sometimes can make us feel a like
uneasy. How do you respond to such levels of service? At first you are taken
back, a little stunned and it may even feel awkward. But let’s face it, we enjoy
it, crave it and keep coming back to it.
Every day, companies talk about “providing a superior level of customer
service”, “putting the customer first”. Many companies develop strategies and
value/mission statements around customer service. The reality is that these
strategies, commitments and goals are only as good as the paper and Power Point
slides they are written on. It requires the boots on the ground; your store and
company associates at every level to make the service utopia come to
life.
No one will care how good your products are if you do a poor job delivering
them. Customers appreciate care and attention, and they will sometimes pay a
little more and continue to come back time after time when they receive it. They
will vote with their feet.
As Loss Prevention professionals, it is our challenge to deliver that
“reinvigorating customer service.” Our customers are both internal and external
and whether you’re processing a shoplifter, conducting an investigation, walking
the hallway or walking a store. A day should not go by that we are not going out
of our way to provide that “reinvigorating customer service.” Every time, we
meet a customer in a store we often say “Welcome to ____, please let me know if
there is anything I can help you find”. But really...how often do we mean it?
Does it just become routine? I am convinced that the customer experience I
received during my recent travels can exist at any company. There are countless
reasons for companies and associates to get to know their customers. Companies
have associates that just flat out get it and know what amazing customer service
is all about.
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