Tag Archives: Customer Experience

How a Customer Centric Culture can save lives

virgin-trains_driver

The team at MarketCulture recently ran a one day leadership workshop in Sydney, as is often the case we get to hear some incredible stories of the power of customer thinking.

One that really stood out was the story of a driver for Virgin Trains.

Virgin Trains is a great story of a business that is always trying to improve the customer experience, Richard Branson is well known for saying “there is always another way to delight a customer.”

Many people would think why would you include train drivers in a program designed to improve the customer experience? They just need to drive the train, they are hidden away at the front with little interaction with actual customers.

Virgin did not believe this, their philosophy was that everyone matters when it comes to delivering a great customer experience. As a result the train drivers were included in workshops designed to help each employee think about their role in delivering great experiences.

A week or two after one of the sessions, a veteran train driver was taking the normal route he had taken for many years and as he rounded the bend on a bridge he noticed a slight bump on the tracks. It was not particularly unusual, small bits of debris can often end up on the tracks. However this time, with the recent customer thinking training on his mind, it made him think more deeply about the bump. More specifically he thought about the passengers on the train and his responsibility for keeping them safe.

He wondered whether passengers had noticed the bump? At the next stop he decided to radio the maintenance crews and report it. In the past it was not something he would normally do as it would mean an investigation of something that was in his 30+ years experience probably nothing.

He continued to the end of his journey for the day. As he pulled up to his last stop his shift manager was there waiting.

“That bump you radioed through”… the train driver winced thinking he wasted a bunch of people’s time… the Shift manager continued “our engineers were just out on that part of the track, it seems a strut supporting the bridge has failed. If we kept running trains over that section we would have had a derailment and hundreds of people could have died. I am so glad you noticed it, you have helped us all avoid a catastrophe. Even if it was nothing, I am glad you reported it, customer safety really is our number 1 priority.” The train driver was relieved, not only had he averted disaster but he had been empowered to do the right thing for customers even if it had consequences for the train’s operations.

The driver was later awarded outstanding employee of the year and celebrated at the annual Virgin Conference in the UK.

This is a powerful story about how customer thinking can help people connect their work to the bigger picture and their responsibilities in creating a great customer experience.

For more stories on Virgin Trains and other great customer centric companies you can check out our book, The Customer Culture Imperative

 

How one person can make a difference role modeling customer centricity

tarpys

Tarpy’s Roadhouse just outside of Monterey, California is renowned for its good food, friendly hospitality and fast service. One person, Niranjan (“Nick”) Subedi, a native of Nepal, shines out as a role model in serving guests at the restaurant since 2000. A phrase known to every Nepali translates to “guests equal god” and offering all you have to a guest is considered a moral duty. Nick remembers every guest and their preferences even when they have not been back to Tarpy’s in a long time. Clint Eastwood, who lives in the area, is a big fan and he like many guests requests to be seated in the area where “Nick” is serving. Nick’s belief is that service is a duty and a pleasure and he shows this in his wide grin and attention to customers’ needs. But more than that he says: “I try to bring the human element to dining, to show that I love the guests”. He lives nearby with his wife in a house he owns “ because of my customers. I owe everything to them,” he said.

“Guests equal god”

It only takes one person like “Nick” Subedi to act as a powerful role model in a business reflecting strong customer-centric behaviors to lead others to do the same. If enough people in your organization follow this example you will have a strong customer culture – and a sustainable thriving business.

Lessons from REI: Aligning your People

We have just completed one of the busiest weeks in retail in the United States, with Black Friday for the physical stores and Cyber Monday for the online retailers. This week now blends together with doorbuster deals bombarding us constantly online and instore in the week leading up to Thanksgiving as well as weekend afterwards.

What is different this year is that some major stores have decided to stay closed during this period. In the land of the consumer this a really big deal!

One chain in particular stands out, REI, the outdoor recreation retailer with more than 12,000 employees and 140 stores around the US decided to close this past Black Friday. See below, their CEO, Jerry Stritzke’s 30 second announcement:

 

“We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth.” – REI CEO, Jerry Stritzke

So what is behind this decision? I believe it is to better align REI’s core values with its actions in the market. REI’s core mission is “to inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.”

What better way to live that mission and align all of their people around it than closing on a day that allows their own people get outside and live the company’s mission.

Now that all sounds great but how does that help their customers? No doubt some customers may be inconvenienced by their physical stores being closed. However they will still have a small number of staff manning their website so they are not completely close for business.

REI are reacting to growing concerns by their customers and others that retail in general is overshadowing the core purpose of thanksgiving which is to celebrate with family and friends. They are betting that this decision will pay off over the longer term by aligning their people with their mission while also meeting the changing expectations of their customers.

Ultimately if you want your people and customers to really buy-in to what your company is about you must walk the talk, for me this is strategic alignment in action!

Interested in what it takes to be truly customer centric? Learn more here

Customer Experience is a Team Sport – How a no tipping policy is changing the New York dining world

unionsquarehospitalitygroup

Tipping in restaurants has always been a strange experience for me, being an Australian who has spent the last decade in the US. In Australia it is optional while in the US it is mandatory.

So it came as a huge surprise to learn that a very successful restaurant owner, Danny Meyer, in New York was going to change things in a big way by introducing a “no tipping” policy at his restaurants. Now these are not just run of the mill restaurants, they are some of the most successful in the hyper competitive Manhattan dining scene. Take the Modern for example, which was just elevated to 2 Stars by Michelin for 2016.

What can we learn about this significant policy move by Danny Meyer? Well in his words:

“We believe hospitality is a team sport, and that it takes an entire team to provide you with the experiences you have come to expect from us.”

Danny goes on to describe the crucial role all members of the team have in executing a brilliant customer experience. However, due to regulations on how tips are distributed not all members of the team are able to share in the generosity of guests. The bottom line was the way the rewards of success were being distributed had become unfair and had to change.

Now Danny did not arrive at this decision on his own, he solicited feedback from people across his organization. They discussed and debated it internally and once they gained alignment decided they would make it happen.

Think about your own experiences at a restaurant. How you feel about your experience is impacted not only by the server, but by whether the dishes and glasses are clean, whether the food is prepared just right, how you are greeted when you enter. Everything matters as each element can make or break your experience.

By raising the wages of employees that are behind the scenes and providing consistent wages to the front line servers (who often have customers that short change them on their tip), Danny aims to create a higher level of engagement and team orientation.

What will happen to the prices at their restaurants? They will go up to cover the existing tip percentage, so customers will effectively not pay more and will not have the pressure to decide how much to tip. Instead they can relax and just enjoy the experience.

Time will tell if this bold decision works for Danny and his Union Square Hospitality Group. I for one am betting it will and look forward to visiting the Modern next time I am in New York!

For more ideas on how to create a customer centric culture check out our award winning book, The Customer Culture Imperative.

3 Traits a Company Culture must have to create great customer experiences

warning-you-are-being-watched The way customers are treated by your company is a direct reflection of your company culture. If you have a culture based on fear and mistrust, customers will experience the ramifications. Have you ever felt like you were being treated like a criminal for returning a product or complaining about a service? It is highly likely that employees are punished for not following the rules, as a result customers are also punished for mistakes or speaking up.

Company culture can be a difficult thing to define, but just about everyone that works for a company can feel it or describe it in some way.

Software Advice, an online reviewer of HR technology, recently conducted some interesting research that demonstrates the wide range of views from employees on what makes for an attractive company culture. The most cited cultural trait that would attract employees? Honesty and Transparency.

Source: Software Advise

Source: Software Advice

Transparency

This leads us to the first of 3 must have traits, Transparency. Employees want to know where they stand, if the leadership is opaque and vague about performance expectations or what success looks like this is a recipe for low morale and poor customer experiences.

Empathy

The second must have trait is empathy. Empathy is about understanding the other person’s position, in this case understanding the customer’s point of view. What do customer’s experience? What are they trying to achieve? What are their frustrations and how can we eliminate them? A culture of empathy extends to how employees work with each other, what are the other department’s goals and how do we help them achieve their goals as well as our own. Companies that lack empathy end up with unhappy customers that leave.

Trust

The final must have trait is Trust. This relates back to my opening point, a culture of fear results in employees not trusting customers. The customer is out to get them, scam them, take advantage of them just like everyone else in this place! Low levels of trust narrows our thinking, employees go into a survival mode that results in short term wins at the expense of long term relationships.

Have you ever had the feeling you are not welcome when you walk into a retail store? (See the image at the top of this post) Unfortunately in retail, theft is a major problem, however, as with most major problems it is subject to the 80/20 rule. In other words most people are not thieves but the signage and the retail staff’s attitude can make everyone feel that way – not good for business…

Are these cultural traits present in your company?

The role of inspiration and emotion in customer focused culture change

The logical rationale for being customer focused is very hard to argue with.

We know that if we can make great products and create an awesome customer experience we will be more successful.

And yet we often find we get stuck in a short sighted web of fear and self interest that results in us not acting in a manner that will get us and our businesses the best results. In short culture stops us from making things happen.

At MarketCulture we have found that rationale arguments are not enough, people must emotionally buy-in to the idea of improving their own and therefore their organization’s customer focus.

When we can trigger both the rationale and emotion drivers we see change happen.

I have embedded a short video that describes the type of change we are looking to help our clients undertake, would love you feedback on if you think it is an effective way to communicate the message.

To improve customer experience take a look inside your corporate culture

A Customer Experience Culture

There is a increasing recognition of the fact that a customer’s experience with your company plays a significant role in customer satisfaction, retention and profitability.

So where do you start with a customer experience initiative?

In our experience the best place to start is by defining a vision and goal for a customer experience initiative that inspires people to want to get involved. This creates a reason for change, a compelling vision of the new customer experience that will be created and delivered by the company over time.

While customer experience is a process that can be mapped, refined and improved over time what is important in the beginning is to capture the hearts and minds of the people that are going to have to deliver the new experience. Why should they do things differently, how will changes in their behavior benefit them?

A good place to start an initiative is to gain a sense of the organization’s current culture as it relates to customer experience. Is the company’s culture already customer focused? Meaning there will be less resistance to changes that will clearly benefit customers. Or is the culture an internally focused one that sees the customer as a necessary evil?

The Market Responsiveness Index and the Customer Responsiveness Index are two tools we use to gain a sense of where the culture lies against a benchmark. This provides a great rallying point for company’s to self diagnose just how big a journey they need to undertake.