What's So Different Between A Croissant And An Apple?

A strange question?  At first sight, maybe it's a little confusing, but when we explore the differences is more detail, it's quite easy to establish that an Apple a day is so much more nourishing, enjoyable and healthy than a croissant.  Here's the story...

This morning I visited Manchester to obtain guidance on how to run my Mac computer more effectively and easily. As I was travelling from Halifax which is 25 miles from Manchester and the rush-hour traffic can be rather unpredictable, I set off on my journey rather early.


Arriving at my destination an hour before my appointment with a 'Genius' (we'll come to that in a while) at the Apple Store, I decided to grab a coffee and croissant at a branch of a high-street chain of French cafes.  And here's where the challenge began.


My request for a chocolate croissant appeared to silently trouble the waitress who was taking my order.  A pursing of her lips and slight frown with her eyes gave me a hint that something wasn't quite right with my request.  I carried on reading my newspaper, the coffee arrived, but the croissant didn't.  A full ten minutes later I politely asked the waitress if my croissant would be arriving.  Her hesitance to any answer my straightforward question again gave a hint that something was awry.  She proceeded to nervously advise me that 'We're just warming it up for you now.'  My response of 'It's ok, I prefer my croissant cold please', was met with her reluctance to provide me (the customer...paying customer remember) with a cold croissant.

Long story short.  The croissant arrived, the tough pastry and hard chocolate on the inside clearly demonstrating that this was 'old stock' and not at all fresh.  As the waitress didn't return to my table to ask if everything was ok - because clearly it wasn't I left the croissant with only one bite out of it.  As the waitress passed I asked 'May I check with you, is this croissant actually fresh?'  She responded 'I'll take it off your bill sir'. I politely thanked her for her offer to remove the cost of the croissant from the bill and asked again, 'May I check, is this croissant fresh?' At which point the somewhat embarrassed waitress responded, 'Well...it was fresh YESTERDAY MORNING'. 

So what happened here?  The manager or person responsible for ordering 'Fresh' items over ordered? Perhaps the footfall wasn't as high as expected or predicted?  Maybe in an effort to cut costs in a tough marketplace, it's company policy to sell pastries that are more than 24 hours old?  Who knows?  Well, the manager should know.  But isn't it a poor reflection on the brand when they'll do everything they can (i.e. warm old stock up) to avoid detection?

This is a clear case of putting profits for the organisation way ahead of serving the trusting customer a decent product at a fair price. And, with the internet now being used as a feedback mechanism for such outlets - Tripadvisor.com being the most popular, what would drive a manager to mislead customers in such a way?  But that's why an Apple can save the day!

Having left the cafe a little disappointed, and a lot hungry, I entered the Apple Store in Manchester's Arndale Centre to meet a Genius.  'The Genius Bar' is the name given to the resident experts who supposedly, can resolve any issue a user may have with one of their products. However difficult or unusual your problem, they commit to resolving it for you, right there and then in most cases.

As I waited for my very own Genius to appear, an elderly gentleman who was booked in for a personal coaching session on his new Ipad struck up conversation with me.  He mentioned that at the tender age of 78 years young, he had decided to start learning again.  Retirement had become somewhat boring and he wanted to keep his brain busy.  But here's the stunning thing!

Just 10 days previous he had purchased his first ever Apple product, an Ipad 2.  He spoke about how excited he was to be presented with an eye catching white box that he'd expected the Apple store rep to open and show him all he wanted to know, but he was surprised that he was invited to open the box himself, take out the Ipad and switch it on.  He called this the 'Getting to know you' experience.

Realising that he was a little hesitant in getting to know his Ipad, apparently the Apple store rep asked him what he'd like to know about first.  How cool is this? Involving the customer and entering their world rather than simply doling out information and babble whilst expecting the customer to enter Apple's world. As he grew steadily confident with his new machine, he began asking more questions to the in store expert. But, the happy, excited gentleman's Apple world was about to take a dramatic turn.  He told me 'I was just learning over the table to get a pen to make some notes and then it happened...in a flash.'

CRASH.  The Ipad fell off the table, hit the floor and landed face down.  Yikes! This isn't sounding too promising.  When he picked up his Ipad off the floor, the facia was smashed. His question to the Apple store rep of whether the Ipad could be repaired was met with 'No, it can't be repaired as it's all one single unit...BUT, it was an accident so let me get you another one and we'll take this one off your hands'.

And that's the story.  How ridiculously good customer service is this?  The store/brand treated him fairly and what does he do? He becomes an ambassador for Apple. He tells me, I tell you and Apple become even more trusted as a fair, socially responsible organisation.  And of course, they will probably sell a few more products if this elderly gentleman has anything to do with it.

Isn't it a shame that whilst Apple replace a £439 item at no cost, and little inconvenience to their customer, a chain of cafes can't serve a fresh £2.50 croissant or at the very least, let the customer know that other, fresher choices are available?

Customer (Dis)Service is becoming more and more accepted in the UK.  But if you the customer says nothing, you're just teaching these organisations how to treat you. And it's definitely not win-win.


http://www.SummitTraining.co.uk/

http://www.CustomerServiceTrainingCourses.co.uk/

From Service to Satisfaction - What a Journey

The Christmas shopping madness has started. The spirit of goodwill doesn't appear to have kicked into place yet - at least it hadn't in the hectic Leeds city centre last Saturday.

The problem? Lots of people eager, perhaps a little too eager, to get their gift shopping completed before the streets and shops got too busy. Well, we're not really bothered about the streets being too busy are we? That we can handle. But queues? Oh no, not again. Waiting, waiting and more waiting. only to be served by a store assistant who doesn't smile (because they've seen the length of the queue they HAVE TO serve) and so in their own mind are planning just how stressful their day will be. Isn't it strange how some people plan their stress...in advance? Talk about an unproductive mindset that could ultimately ruin your day, week (or even life).

Thank you for your patience

I visited a beauty store in Leeds last Saturday to buy a few gifts for my wife. And yes, I'm rather good at forward-planning so set off from home at 9am in an effort to avoid the worst of the expected stampede of people who can sometimes forget their manners when 'enjoying' the Christmas shopping experience. And, it was this forward-planning and foresight that allowed me to witness a simply fantastic demonstration of turning a problem into a solution - a very creative solution too. Here's what happened.

Having been served by a very helpful female staff member at the store, I'd selected my purchases and walked to join the queue of around 20 shoppers who were waiting to be called to pay for their purchases. And that's where the problems started.

The two staff members behind the cash desk were fumbling around with a cash register, paying no attention to the queuing customers and talking to each other in shallow whispers. A full 60 seconds later, there was no communication forthcoming from behind the cash desk, or from anywhere else for that matter. And wouldn't you just know it. One of the employees behind the cash desk wore a badge stating 'MANAGER. But clearly, this 'MANAGER' was not 'managing' very well at all. She was so involved in the problem that she forgot that the people in the queue were not obligated to wait AND actually wanted to give her their hard-earned cash. And that ultimately means, the people who keep her, and her employees in jobs were not allowed to purchase their items, at least not for now.

As some members of the growing queue began to share their frustrations with each other, others chose to return their items to the shelves and simply leave the store. After all, these people are actually in the store and in the queue for the cash till BECAUSE THEY WANT TO GIVE THEIR MONEY TO THE STORE! It's quite a simple concept that some retailers should concentrate on. Accept money from those individuals who wish to give it to you.

A full 2 minutes following my noticing the initial fumbling behind the cash desk, still no communication from the Manager about what was happening, why it was happening or, how she would ensure that the now even longer queue of shoppers would be cared for. Now, I'm a patient guy and I am more understanding than many people that problems can arise. And that's ok with me. What I do appreciate knowing is how the problem (which is affecting my shopping experience) is to be resolved. I'm from the 'Just tell me and I'll understand' tribe of shoppers.

Saved by an Angel

With more staff gathering round the cash desk,the manager becoming even more frustrated and more would-be customers leaving the store - without spending any money, it became apparent that one of the cash tills was not operational. Yes, there's only so many times you can say 'Re-Boot' before even the queuing customers want to shout out 'Stop RE-BOOTING...Even we know it's not working'.

Now for the flip. And a fantastic flip at that. In a moment of pure inspiration (or perhaps, desperation), the young lady who had served me 5 minutes earlier takes a stand. Here she goes in a warm, genuine and very apologetic voice. And remember, at this point, the manager is still not speaking to customers in any way and not aware that a public demonstration of brilliance is about to take place - right in front of her.

'Ladies and gentlemen, as you can see the cash till isn't working.....and we continue to re-boot...even though that isn't working.' At this point, the shoppers focus is drawn to the solitary figure of a smiling store assistant attempting to help, and without her Managers' permission or knowledge.

At this point, the Manager, and crowd of followers look up and towards their renegade colleague. How could she break rank and dare to think for herself? She continued 'One of our two cash tills isn't working, BUT, the other one is and we can now serve you on this one.' Fantastic eh? Even the manager was so involved in the problem which was the faulty cash till that her awareness wasn't drawn to the fact that their other cash till was completely operational and waiting to start chomping cash and visa cards. Remember, would-be buyers are still leaving the queue and exiting the store without making their purchase/s.

And on she goes, 'Now, I just want to let you know that I can't sing...and I can't dance very well...' drawing smiles and giggles from her audience,...now for the dramatic pause and a bundle of shoppers wondering where this was leading.... 'BUT I AM THE BEST gift wrapper you'll meet in Leeds today, so please bear with us and we'll do our best to take good care of you.'

No applause from her audience, but she attracted lots of smiles, a few 'Thank You's and an abundance of goodwill. As her reactive colleagues got their brains in to gear, she politely asked the next in line how they would like their gifts wrapped - in a box? in a bag? Would you like a bow too? Even grumpy children got a treat as, after seeking parents permission, she asked if they would like a sweetie. All of these questions and a few polite and timely offers helped her to flip a problem with 'Customer Service' in to an experience of 'Customer Satisfaction', at least satisfaction with her contribution.

This is a true story about an experience I had last Saturday. Now for some questions for you about your organisation:

- Do you focus on delivering 'Customer Service' or 'Customer Satisfaction'? And do you actually understand just how your bottom-line financial performance is adversely impacted by your employees missing opportunities to satisfy would-be and actual customers?

- Do you train your employees, not just customer service staff, but, sales people, even your IT team to focus on delivering customer satisfaction? If not, you're very likely to be wasting your company money. Just because you don't see it go missing, doesn't mean it's not being wasted.

- How do you actually know when a customer of yours is genuinely 'satisfied' with your product or service? And beyond that, how do you know when they are genuinely 'satisfied' or 'dis-satified' with the quality of service/dis-service you delivered?

- Excellent customer satisfaction doesn't just save you money (fewer complaints, more efficient communication, right-first-time), it can actually make your company money too.

In short, forget about delivering excellent customer service. It's a worn out statement that whilst well-meaning, has become an empty platitude thrown around by some corporate bosses and many motivational (or as i term many of them 'Irritational') speakers that it's become virtually worthless. Focus on satisfaction and your financial performance could be boosted beyond your highest expectations.

The Unattractive Customer Offer - Why Do It?

It's not rocket science, so why do so many retail companies disadvantage their existing customers with offers which don't make logical, emotional or possibly even financial sense? Here are two examples of offers which I have received during the past 10 days.

While visiting the beautiful city of York with my wife, we noticed a retail clothing store called White Stuff. They sell a very attractive range of mid-price, unique design clothing for men and women. What I enjoy about this store's approach to customer satisfaction and value is simple. They serve first - and earn second. How so?

Well, my wife and I first came across this store during a holiday in the Lake District. My wife wanted to purchase some clothes for her new job and she enjoyed browsing the unusual but very attractive designs. They had a sale on which was also a bonus for me! As my wife browsed, the store attendant gently offered to assist my wife if she would like. Politely declining the kind offer, my wife continued to browse. The attendant's attention smoothly changed focus from my wife....to me!

You're welcome to relax on the sofa if you wish sir', and a half-second later continued, 'or you can enjoy the range of gentlemen's clothing over here', gesturing towards where she wanted me to be. Buying!

I did notice a jumper which I would have liked to have bought, but the only size in store was too small for me. But, it wasn't a lost cause. She picked up the phone and called their store 8 miles down the road. Yes, the sister store did have a larger jumper in store and they would deliver it to this store for 9am the next morning. 'I'd be happy to arrange delivery for you sir....Shall I do that for you?'. How clever as well as professional! Why? Because this young lady had been so polite, gently helpful and discreet that I would have felt a little awkward rejecting her offer of help. Also, by accident or design, including the words 'Shall I do that FOR YOU'? added a very personal slant. It's the law of reciprocity in action. She was offering to be helpful to me, so I was compelled to return the favour.

Yes, we did buy and the whole experience was very positive. So, on to York. A different store location wise, but very similar in terms of offers. Unfortunately for me, there was no sale or discounts being advertised, but a genuinely friendly welcome from the female assistant was followed around 5 minutes later with an extended arm offering to hold the 3 shirts I had taken off the rack, while I continued to browse. The next offer? 'I'll put these in the changing room for you to try on when you've finished.' How cool! In a very professional, non-pushy sense, there was little opportunity of me leaving the store without first trying on the items of clothing she had 'kindly' held for me.

Another offer, and a very subtle one at that was this. 'I'll give you an over the shoulder bag which is free of charge'. Nice gesture. Not that I ever pay for carrier bags in any store. My local health food store wants to charge ten pence for a carrier bag (apparently to help the environment and save the planet). All along, there I was thinking that they were just generating additional income from themselves because they were jumping on the bandwagon of being good corporate citizens. This is the health store that following ringing over £30 of goods through their cash till stated to me 'And the carrier bag is ten pence...is this ok?' My polite and assertive response? 'Well, no actually it isn't, I won't be paying additional funds for the privilege of paying you good money for these goods'. Stunned silence followed until the gentleman advised me that it was 'Company Policy' to charge for bags. My polite and still assertive response? 'Thank you for letting me know that, as I stated earlier, I won't be paying YOUR COMPANY to make money off an environmental issue.' When I asked whether the proceeds generated from every bag sale - and every customer's blind compliance with their 'Company Policy' was donated to a charitable organisation his face changed...as did his manner. Guess who lost a customer?


Back to White Stuff. The offers they made were timely, beneficial for the customer, cost nothing but a few seconds of their time, generated rapport and an element of trust and were partnered with a high-quality product at a price I was willing to pay. How cool is that? Very cool I think!

Now let's look at the other side. Last night I spotted an advert in the newspaper from my local hairdressing salon. The offer is detailed below, word for word as published.

MANAGER SPECIAL - CUT & BLOW DRY
NEW CLIENTS ONLY £40
SAVING YOU £15

What's wrong with this offer? This SPECIAL offer? You guessed it! If you have never visited this salon and had your hair cut by the manager, you pay ONLY £40. Apparently, this SAVES YOU £15. Let's think about this. If you've never had your hair cut by the Manager previously, you benefit from a perceived saving of £15. But, if you are a regular client of the Manager, YOU STILL HAVE TO PAY FULL PRICE! How fair is that offer? In simple terms, if you're a long-standing client who has helped this company grow their business, or at the very least, remain in business, you are penalised. Why? Because you are a loyal, existing client.

The acquisition of new clients is absolutely essential to any company. I understand this fully. But actively penalising existing clients and customers is potentially commercial suicide. So, if you are a consumer, be careful what offers you accept from organisations. If you are a business, you too need to think carefully before publishing well-meaning but potentially dangerous offers.

Can't Sell - Won't Sell

This morning I visited electrical retail store Currys to view their range of HD televisions. I had done my research on the quality of different TV's on the internet, reviewing the customer reviews as well as independent professional reviews. I had settles on a 42 inch screen Toshiba. And I was ready to buy!

Consider this. Three males 'sales professionals' are stood in a group within 15 feet of me. I am attempting to find the specific TV I am interested in. If they pay attention, they will be able to see that I am actually looking at the labels on each 42 inch Toshiba - to find the one I want. But no, a full 5 minutes in to my search, instead of a 'sales professional' approaching me to see how (not if) he could help me spend my money, I have to approach them. I decided to speak with the one person who separated himself from the other 2....as last nights match must have been so good that it was far more valuable continuing to discuss it rather than generating a sale.

I advised the sales professional (sorry, it sounds a little sarcastic - BECAUSE they just weren't professional) of the model I wanted and he took me to it. Now, here is where it goes from bad (sales presentation to even worse. I had with me details of prices of the TV set from Amazon and another internet based company. They were retailing at £529 including delivery. Currys were retailing the same TV at £569. Upon being advised of the price difference, the sales bloke (not very professional now, at least in my eyes), said 'Oh, well, they're nearly always cheaper', shrugged his shoulders and then continued 'Sorry I can't help you'. How ridiculous is that? What is a sales professional paid for? To generate sales by helping people want to buy. To help the company create a profit so it can trade. But isn't the time to really hone your skill and competence when there is a recession going on and the opportunities to sell are far fewer?

If the bloke had helped me understand some of the risks of buying off the internet such as returns policy and inconvenience of dealing with a faceless company I may have been open to paying the price difference. But this either wasn't his way of thinking or operating - or the football match really was amazing and he wanted to continue that dialogue with his pals.

The lesson to consider:

When the economy is healthy and strong, virtually anyone can 'take a customer order'. When the economy is struggling and people are taking better care of their budgets - that's when you need to be able to sell. Many sales people get great bonuses for exceeding their targets, but many of them are simply taking an order, not selling.

Beware of complacency, it could destroy your business. And look at Amazon.co.uk - their prices are really good and their returns policy is really easy!

Is Customer Service Only for Existing Customers?

The email below demonstrates how even when times are tough, some companies just don't appear to appreciate that keeping commitments is so vital to them attracting and also potentially retaining customers (income).

Lots has been written about customer care and much of it is really good stuff. Really simple stuff - perhaps too simple for some people within companies to comprehend. The context is this. My friend visited a car showroom to explore a 3 year rental on a new vehicle (rrp £22,500). A commitment was made by the sales executive regarding producing and submitting monthly rental costs, but they never appeared. What impact does this have on the potential customer? I can't or won't trust you. They have told me of course, and now I'm sharing it with you. Good news travels fast - bad news, even faster!

In the UK several car manufacturers have either reduced car production, and one or two have stopped altogether for at least 2 months. There is a stockpile of vehicles waiting to be sold, possibly at knock-down prices because of the economic climate, and on this occasion, perhaps the sales executive didn't want to sell/lease a vehicle for reasons best known to herself.

If you are the chief executive of a company with 100 employees, whether it is in sales, production, quality control, customer care or health and safety and just 10% of these employees demonstrates such a blase approach to their work, what do you think the impacts could be for you and the future of your company?

How can managers put a positive stop on such behaviours/attitudes? How do you hold each employee personally responsible for their actions or inactions? When does poor performance become a formal disciplinary matter? How do you actually know when a company actually truly cares about you, your well-being, your results and value for money?

Email is below.

Dear Mr ......

I wanted to share some feedback with you regarding the experience my fiancée and I had recently at your showroom.

We enquired about a new VW Tiguan and were advised that we would receive quotes by email within 48 hours. This is now 2 ½ weeks ago and despite my partner and I phoning your sales rep on 4 separate occasions and leaving messages for her, we have received no response. While we initially asked for a 3 year lease, we have now agreed to actually purchase the vehicle outright from another dealer. This dealer kept their commitment and offered a deal which is good for us and they say it is good for them too.

While I feel it is reasonable to receive a high quality of service at any time, at a time when the economy is on a slippery slope, I’d expect a car dealership to do its best to make the most of turning prospects into customers. As we have now agreed to purchase the vehicle, I'm sure you can figure out how much income your outlet could have attracted, and how much it has now lost. Here’s to hoping that our experience was an isolated incident.

Regards