Multi-Unit Franchisee Magazine Issue I, 2016 | Page 72

CustomerService BY JOHN D I J U L I U S

Never and Always

what we can do. If someone asks if we
can sell them something we don’t carry,
we can answer, “While we do not carry
Product X, what we do carry is Product
Z. And the reason we carry Product Z
is because it is proven to be the best,
ou want customer loyalty? Be “Never and Always” list are things such longest-lasting, healthiest, etc.” By the
brilliant at the basics.
as “Always be professional” or “Always time you are done explaining the benWorld-class service compa- return calls promptly.” Why? Because efits of Product Z, that customer should
nies have what I like to call a they are vague. What is professional to never want Product X again. Yet if for
“customer bill of rights” that every person one is completely different to someone some reason they still want Product X,
in that organization clearly knows and fol- else. What is “promptly”? To one person explain how and where they can get it.
• “No problem” is a big problem.
lows 100 percent of the time. Would you it may be two hours; to another it may
The biggest slang responses used in evever expect to see a Disney cast member be two days. Here are three examples:
• Always: Point versus show. This ery business today are “No problem” or
on break, in full uniform, chewing tobac“Not a problem.” In fact, as a result
co and spitting on the ground near
ALWAYS
of reading this, you will be shocked
the front entrance where guests are NEVER
walking? Doubtful. Would you ever
at how many times you will hear “No
Show them
think a Ritz-Carlton employee, when Point
problem” over the next two days.
asked for directions to the ballroom,
Joe Schumacker wrote an excellent
would respond, “I don’t know. I work Say no
Focus on what you can do blog titled “No Problem, Big Probin housekeeping.”? Highly unlikely!
lem” that articulates this point really
One of the most effective ways to
well. “No problem” is a problem for
Say “certainly,””my
elevate your company’s customer Say “no problem”
two reasons. The first issue is that
pleasure,” “absolutely,”
service level is by instituting your
it consists of two negative words.
“I would be happy to”
own customer bill of rights.
We shouldn’t be using any negative
words with customers, let alone two
If anyone is going to wear your
Cold transfer
Warm transfer
back to back.
uniform or name tag or represent
your brand, you need only a small
The second problem with “No
Take care of it
set (6 to 10 actions or standards) for Overshare
problem” is that it sends the message
your employees to live by. These nonthat what the customer is asking is
negotiable standards are also referred to as is typically thought of in the hospitality not a problem for the employee. However,
the “Never and Always” list. The critical business, for example showing someone when we are serving others, it is not about
importance is that if they do occur, you to the restroom instead of pointing to it. our convenience, it is about what the cushave to be confident enough that your However, in the business-to-business and tomer wants. “No problem” places the
employees recognize and understand call center world, pointing happens all the staff member’s comfort ahead of service
the list and would “never” do this and time. For instance, it happens when we to the customer. Customers want to feel
“always” do that instead.
say things like, “You can get that from our that their interests are first and foremost
If your company does nothing other website” or “You need to call this person in the mind of the staff member—not that
than institute the “never and always” list, in this department.” Why are we making they may have inconvenienced someone
makes everyone aware of it, and your cus- the customer do the work? We can send by being a customer.
tomers rarely experience a “never” and them the link and we can transfer them
Excellent alternative responses are
consistently experience an “always,” then to the correct department.
“Certainly,” “My pleasure,” “I would be
you are in the top 5 percent of customer
• Never: Say “no” instead of focus- happy to,” “Consider it done,” and “Abservice organizations! As you read through ing on what you can do. Eliminate the solutely.” These responses elevate the
the list, you will see that they are all simple word “no” from your company’s vocabu- professionalism of your employees and
and commonsense. Yet the majority of lary; no one should ever be allowed to start establishing a culture of hospitality
businesses and front-line employees too use that word. You may not always be where the customer is