Top-notch service is key marketing tool
Last week, my husband and I enjoyed a special date night attending the Española Valley Humane Society’s benefit concert, starring Herbie Hancock, in Albuquerque. My husband is a huge fan, having seen Hancock half a dozen times, and we wanted to support the benefactor’s 25th anniversary of helping furry friends find their forever homes.
Date nights are infrequent with two little ones at home — and even more so when my husband commutes to Taos. Of course, he was delayed the day of the show. Every suggestion I offered in a recent column about theater etiquette went out the window as we arrived late at the Albuquerque Convention Center, smelling of fish tacos inhaled in the car.
But so be it. I had to accept it and enjoy what was left. As we entered the convention center, the parking attendant offered suggestions on where to park. Next, the bar and concession staff outside the Kiva Auditorium greeted us, asking if we’d like to enjoy a drink, and kindly let us know they would be there until 9 p.m. if we changed our minds.
The security staff checked our tickets inside the darkened theater and offered to walk us to our seats, despite our late arrival. Since it was mid-song, we asked to wait in some empty seats in the last row until an applause. The security guard said in a soft voice, “Why don’t you let me know when you’re ready, and I’ll walk you down.” I’ve often found concert security guards to be a tough bunch, but these staffers were kind and friendly throughout the evening. After our frenzied arrival, good customer service made us feel welcome and settled, setting the tone for an incredible evening by a music legend.
Customer service has been on my mind a lot this week. I’ve had many notable encounters, some positive and others worth mentioning to help improve future experiences.
In two establishments, the shopkeepers stayed seated. One, who was seated out of sight, offered a “hello.” I followed the sound of her voice until I found her and described what I was in the market for.
In a restaurant, I was served a cup of coffee when I’d ordered a pot of tea. The food runner insisted that someone at the table had ordered coffee because “it says so on the ticket.” In addition, two meals were incorrectly prepared. Our server, Ivan, was apologetic, calm and very quick to remedy the situation. He also threw in a free dessert.
I had an excellent experience at our local Dillard’s after a disappointing visit to a downtown shop barely yielded a greeting and absolutely no guidance in the very product the store specializes in. So I took myself to the mall, where an enthusiastic employee-in-training and department manager offered a high-quality experience and were friendly to boot.
They measured me and educated me, and I left feeling uplifted (ladies and nursing mums will know which department).
Etiquette delivers an economical marketing and retention tool. When I walk into a business and receive excellent customer service, I leave satisfied and spread the word. This week, I revisit my inspirations to keep the front lines of your workplace friendly and focused on the customer.
For those of you managing from the board room or the back office:
Hire and train wisely. Your service staff is the first image your customers will experience.
Customer service comes from the top down. Treat your employees well, and they will likely treat customers well.
Maintain high expectations in customer service and include etiquette skills in your reviews.
For those of you working the front door, front desk or front of the house:
Choose your attitude when you wake up. It will likely stick with you throughout the day.
Look sharp. As a front-line staffer, part of your job is making a great first impression — and you have seven seconds to do so. Dress appropriately, be well-groomed and articulate.
Smile and the whole world smiles back at you. It can diffuse almost any situation.
Eye contact makes customers feel important and shows attention and respect.
Adopt a friendly and engaging tone. For those on the phone, smile and dial.
Maintain a “customer is always right” attitude, whether it is accurate or not.
Listen attentively so you can identify your customer’s needs.
Empathize by putting yourself in your customer’s shoes.
Be honest when you don’t know the answer or there is a problem. Apologize and offer to find a solution.
Treat customers as individuals by using their names and asking questions. It shows sincerity and creates trust.
In tip-driven industries, following these suggestions translates into more income through gratuities and promotion.
If these customer-service tips don’t resonate with you, then avoid applying for a job where the sole responsibility is to provide service to a customer. You may excel further in a position in the back of the house, where there is less pressure to cater to the public. An employer who sets the tone and expectation and then leads by example can be a persuasive training tool even for the most reserved employee.
Positivity is infectious. Work is simply more fun if you’re having a pleasant time with your customers. Not every customer wakes up on the right side of the bed, but drowning them in kindness shifts the tone.
Using good manners will open doors to opportunity, especially if you don’t have the experience that would otherwise employ or promote you. Whether you’re on the path to your GED certificate or Ph.D, you don’t need a degree to know good behavior is good for business.
Bizia Greene owns and operates the Etiquette School of Santa Fe. Send your comments and conundrums to hello@etiquettesantafe.com or 505-988-2070.