John DiJulius | Customer Experience Blog

WHY? ~ by Nicole Flesher

[tweetmeme source=””] of my 5 year old, I have become very familiar with this question. For the last two and a half years, I have been asked WHY about every possible thing there is. After about a year I realized how effective the question really is. It really gets you the answer you want! If you start thinking like a toddler, you’ll get your answer.

As a service provider I started asking my guests WHY. (My way of incorporating Secret Service into their experience.) I would ask questions and I would get answers. It is important in building a relationship with a guest. It became an effective tool in getting to know my guests. Vacations are a perfect example of where you can ask WHY?  WHY

WHY they chose that destination is always so interesting to me. It tells so much about them. For example, if a guest tells me she just got back from Hawaii and I respond with how exciting that had to be; I then ask her WHY she choose Hawaii.  She tells me it was her honeymoon spot. A simple question opens the door for so many more opportunities to build the relationship and deliver Secret Service. Then wedding talk comes, and it’s a whole web of information. I then record that info. I know when she got married, and where she went on her honeymoon. By recording that info into our database, it gives other service providers the opportunity to deliver Secret Service as well. It’s a great start to building a relationship and a loyal guest. It makes the guest feel very special.

I started to notice I was doing this in all parts of my life.  It wasn’t intentional –it just became my way of thinking.

One of my favorite WHY stories took place during a haircut with a new hairdresser.  It was my first visit with Brian and during a very normal conversation I asked WHY he chose this industry? He gave me an answer he was so sure of!! It was refreshing to hear for two reasons.

  1. he really knew exactly what it was about this industry that he loved, and
  2. because he reminded me WHY I love this industry so much.

Brian’s answer: “Nicole, ya know what? I love this industry because of the opportunity we are given to change a life!” It most definitely was not what I expected to hear coming from a 22 year old guy who rides a crotch rocket and has only been doing hair for a few years. I didn’t have to ask WHY after that because he just kept going.

He touched on the relationship building part of our business, and how important it was to him. He told me he built a steady clientele within his first year on the floor.

Everything he said was impressive to me. It was a reminder of WHY I loved this industry and it was a reminder of how crucial it is to build a relationship with people. He gave me a wonderful hair cut, but the reason I will continue to get my hair cut by Brian is because of his passion for what he does. I don’t mean his passion for cutting hair.  I mean his passion for changing and impacting lives. It’s his purpose.

My service ended, I started to ask myself a few questions.  WHY being one of them, big shock coming from me right?

Brian didn’t build that clientele in his first year because he gave a good haircut. It sure helped, but it wasn’t WHY his guests returned. (You can get a good haircut a lot of places.) He built that clientele because of the way he made people feel. He is passionate, and he makes each guest aware of that passion. He comes to work and works from his heart. He is compassionate and empathic toward each guest, and he does everything he can to make sure they know they are the only thing that matters to him at that moment.  When a guest leaves a service provider who provides those qualities, their outlook changes. They walk away looking good, but they also walk away with a feeling of importance. He truly cares about making a difference in people and their lives. That is what this industry is about.  It’s about changing a life, changing the way people look, changing the way people feel, and giving others the confidence to do whatever their heart desires. We all become a little robotic at times: we come to work and we do our thing.  Sometimes our “purpose” can get away from us. Asking Brian WHY got me out of that robotic state and back to my purpose.

Ask yourself WHY. Ask others WHYWHY can help you deliver an experience that keep your guests coming to you, and WHY is sure to help you get out of a rut we all get in. It is also an effective question to ask yourself when things are going well. Ask yourself WHY are things so perfect right now. Answer that question and you now know how to keep things that way, or how to get them back if things happen to go the other way.  Making the WHY game part of your everyday life is sure to get you what you want, and where you want to be.

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