John DiJulius | Customer Experience Blog


Making it Personal

Make it personal – It is not a new Best Practice, but so many business models allow for the employees to utilize easy, low-hanging customer intelligence to build an emotional connection — yet this rarely occurs. I do not blame the employees, but rather the companies. They have failed to make constant awareness, training, and accountability “non-negotiable” standards. Let’s look at a few different industries where the situation occurs all day long:

Retail/Quick Service Restaurants – By far the hardest environment because they do not have a database or appointments, yet the vast majority of customers pay by credit card. That means the customer is, in essence, handing over a business card with their name on it.

Hotel – Every time you check in, the front desk receptionists asks for two things: your driver’s license and credit card. How hard would it be for them to ask about your trip in from Denver?

Professional service firm – You ask to speak to Joe Smith (your service provider) and a couple of things can occur: 1) The receptionist does not ask your name; therefore, does not make a warm transfer, or 2) The receptionist does ask your name, yet your service provider answers the transfer, “This is Joe,” thus defeating the entire purpose of the warm transfer.

Professional service firm #2 – The firm sees only a handful of clients per day or week at their office. Today we have Jane Thomas meeting with our VP of Advertising at 4 pm. When Jane arrives at 3:55, the receptionist smiles and says, “How can I help you?” even though Jane is the only appointment remaining for the day. Not only could this firm have had a sign saying “Welcome Jane Thomas,” it was probably a good bet that the next woman to walk through the door around 4 pm was Jane.

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