Express Genuine Interest: The Key to Creating Promoters

In March, I visited the grand opening of a local Dazbog Coffee store. There, I met Leonid (Leo) Yuffa, Dazbog’s chief operating officer. He and I chatted for a few minutes and one of the memories I have from that conversation is the acknowledgement that, while a significant amount of money went into the physical space in order to open, the continued success of the store would rely heavily on something that was free: customer service.

Over the past year or so, I’ve been advocating seven memorable customer service behaviors that are capable of moving process-focused service transactions that most consumers would describe as typical, bland, and uneventful to people-focused service experiences that customers would describe as unique, refreshing, and memorable.

Last quarter, I introduced the outstanding book The Ultimate Question by Fred Reichheld. The book identified a category of customers called Promoters. These customers are defined as the least price-sensitive, having the highest repurchase rates, and responsible for between 80 and 90 percent of positive referrals to a company or brand. Promoters are the result of exceptional customer experiences.

Today, I will highlight the memorable service behavior, express genuine interest, and demonstrate why it might be the key to creating promoters of your company or brand.

Expressing genuine interest implies that the employee will exceed the basic customer service requirements of the job role. In most customer service roles, these requirements are: smile, make eye contact, and add enthusiasm to your voice! Most customers expect these behaviors and, when they are demonstrated, the customers’ needs are met and they are likely satisfied. In his book, Reichheld equates merely satisfied customers with a category of consumers referred to as Passives.

Passives are satisfied but unenthusiastic customers who can be easily wooed by the competition. They are more likely to be price-sensitive, have lower repurchase rates, and not refer the company or brand to others. A company cannot optimize its growth and profitability by simply meeting expectations and creating passive customers. The new Dazbog Coffee location will not meet or exceed its growth or profitability expectations unless it creates a legion of promoters.

Promoters consistently experience positive interactions with a company or brand. These interactions may take place in person, over the phone, or online. Using the Dazbog Coffee store as an illustration, I’ll focus on how frontline employees can express genuine interest in customers through face-to-face interactions:

• Consistently demonstrate the hospitality basics: smile, make eye-contact, and add enthusiasm to your voice!

• Remember names. Customers love the sound of their own names! Remembering and using names is key to establishing rapport and building relationships.

• Remember preferences. Customers will feel valued—and maybe even just a little important—when you recall their preferences. At Dazbog Coffee, that’s being able to recall the orders of regular customers.

• Anticipate needs. Customers appreciate it when you demonstrate the initiative to provide them with things they may need without being asked to do so. In Dazbog Coffee’s environment, this may include cup lids, coffee sleeves, condiments and napkins with drive-thru orders, and even receipts—as some customers may require them for budgeting or business purposes.

• Display a sense of urgency. Customers appreciate it when you hustle on their behalf. I’m not advocating rushing or appearing frazzled. That’s unprofessional and may make customers anxious. I’m suggesting that you do it right and do it right now! Customers will notice and appreciate your respect for their time—especially during morning rush hour.

• Ask questions to build rapport. During the morning rush hour, you can expect to find a line of time-pressed commuters waiting to place their orders at Dazbog Coffee. That’s okay. You’re not seeking to have a long conversation. You’re simply expressing interest by saying something like, “Off to work?” or “Big plans today?” These types of questions aren’t intended to inspire long conversations that will undermine service to waiting customers. They’re simply intended to express genuine interest in the customer.

• Use language that communicates the value you place on the relationship. For instance, avoid saying “No problem” or similar in response to a customer request. Instead, substitute a respectful reply such as “Absolutely” or “Right away.” This has the added benefit of conveying a sense of urgency. Also, avoid addressing a couple or group (especially one containing a female) as “you guys.” Instead, substitute “you two” or “your group” as in, “What are you two up to on this beautiful day?”

• Seek customer feedback. Try and go beyond the pen-and-paper or web-based comment cards or satisfaction surveys. Make it more personal by asking customers for feedback. In the case of Dazbog Coffee, an employee might ask a regular customer, “You’re in nearly every day. What have you noticed that we could be doing better?”

• Thank the customer. This may sound a bit elementary but it’s worth repeating. Seriously, watch the next several transactions ahead of you at your local coffee shop, supermarket, or bank. Ironically, it’s the customer who most often says, “Thank you.”

The beauty of these simple strategies is that they cost nothing to execute and yet make a tremendous impact on the customer experience. So many service providers offer only the minimum in customer service resulting in passive customers who are more likely to be price-sensitive, have lower repurchase rates, and not refer the company or brand to others.

Companies who hire service-minded employees and reinforce the importance of expressing genuine interest in their customers will create promoters. These customers are the least price-sensitive, have the highest repurchase rates, are responsible for 80 to 90 percent of positive referrals, and contribute to the long-term growth and profitability of the enterprise.

Steve Curtin is a customer service, training, and public speaking enthusiast based in Denver, CO.

www.stevecurtin.com

It’s well documented that most new businesses fail and in the current economy they’re failing at an even faster rate. If Dazbog Coffee—or any business that serves a customer—is going to realize its growth and profitability potential, it will be due to exceptional customer service and the legion of promoters it creates!

For more information on how to experience real growth in your business, see this short article from HospitalityNet (March 18, 2009).

Copyright © 2008 Steve Curtin, LLC