Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization by Leonardo INGHILLERI & Micah SOLOMON

Author:Leonardo INGHILLERI & Micah SOLOMON [INGHILLERI, Leonardo]
Language: eng
Format: mobi
Publisher: Amacom - A
Published: 2010-04-20T14:00:00+00:00

Volume Is No Excuse: Let’s Get the Process Started

The typical excuse for not trying to recall individuals and their preferences or idiosyncrasies is “volume”: “We serve too many customers to set up a process that requires us to remember them individually.” This is a questionable excuse, but we hear it regularly even from businesses with a more limited customer base (and far greater upside per customer) than a gas station, such as law firms. It’s true that the on-the-fly remembering and acknowledgement of minor customer details in a situation like this is dependent on individual employees. So a reasonable question is: How many individual customers, for example, can you “remember”? We’re confident that the answer is in the hundreds. It’s not that you have to remember every single detail of their lives—just a few minor points. (Of course, for more complex use of customer details and preferences, we advocate computer-aided memory systems, as discussed in Chapter 5.)

Let’s assume you are indeed hard at work in a gas station, with twelve busy pumps. You have about ten customers per pump per hour. That is 120 brief transactions an hour, about 960 customers per eight-hour shift. Many customers pay at the pump, which leaves you probably interacting with a few hundred people a day. Perhaps 25 percent of these are the habitual customers our proposed process suggests you interact with: probably fifty people a day, in this very busy business. And, of course in almost any business, the demand will be even less than this.

But you need to get the process started.

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