The Power of Memorable Customer Service: Stories That Stick
When Jenna Whelan and I facilitate white-glove service trainings, one of my favorite parts comes right at the beginning. As we get started, we ask everyone to share the best customer service experience they’ve ever had, and to explain why it stands out.
We regularly hear stories of customer service providers anticipating needs, going above and beyond, and personally following up. Sometimes it’s clear that corporate culture sets the tone for memorable service. Chewy gets praised because of the compassion they demonstrate in exchanges with their customers. They make returns incredibly easy (Your pet’s preferences changed and they no longer eat that super expensive food? No problem! Don’t send it back. Please donate to a shelter!) and they also understand that your pets are a part of your family. Participants in our trainings have shared heartwarming stories of Chewy sending a card on a pet’s birthday, and flowers when they cross the rainbow bridge.
Other times, it’s individuals who make the lasting impression, and sometimes participants dig deep into the archives to share stories that still make an impact. One gentleman took us all the way back to the time before cell phones and told a stressful story of a long-haul flight and a tight connection. All these years later he still sincerely appreciates the airline agent who followed up with him directly (via a landline!) to confirm that his wife had indeed made the flight she nearly missed. Otherwise, he could have been uncertain for literally 20 hours!
Needless to say, I’m always on the lookout for service moments that stand out. Last weekend, a restaurant really wowed me when my husband and I took his parents out for brunch. We were celebrating my father-in-law’s birthday, so when I made the reservation on OpenTable, I selected “Birthday” when prompted “What’s the occasion?” and then I took two seconds to note the specific occasion. I thought nothing more of it… until the end of the meal when our server presented my father-in-law with a birthday card signed by the whole staff!
And now, I’m still thinking about it more than a week later! What a cool touch! We didn’t have to order dessert (we didn’t have room!), there wasn’t a candle, nobody sang a song, and it still felt so special.
I realize it probably cost the restaurant only pennies plus a few minutes, but it made such a big impact. My father-in-law was awed by the gesture, and now Restaurant Aleksander is on the top of my list the next time I make plans to celebrate a special occasion.
What service steps – big or small – do you consistently take to make a big impact on your customers? And when was the last time someone went above and beyond to really “wow” you? Obviously, I’d love to hear all about it.
Mylène Kerschner – Senior Research and Consulting Manager
