Earlier this week I had one of those "trips from hell" that happen on occasion for those who travel frequently for business. To make a long story short, I spent a long week one afternoon and evening in the Mobile (Alabama) regional airport. Due to circumstances beyond anyone's control, my flight was ultimately cancelled and I was forced to spend an extra night that I hadn't packed or planned for. Out of the misery of my experiences came a few wonderful lessons on how to deliver value even if business is tough, your customers are not happy to do business with you and you become the scapegoat for everything from the economy to what your customer had for breakfast.
Lesson #1: There are some customers that no matter how hard you try you can neither deliver value nor make happy. There was a woman who by the time the evening was over had blamed everyone at the airlines, airport and even fellow passengers for all her troubles. My advice to the worn out gate agent was to essentially fire this customer and get on to the business of serving the customers who actually needed and wanted her help. Eventually that's exactly what happened and EVERYONE was much better off as soon as it did. Does this bring any particular customer(s) to mind for you?
Lesson #2: No matter how difficult things are, no matter how hard your customers are struggling, there are always opportunities to create and give value to your customers. The best way is to take time to listen to their needs and then address them as directly, impactfully and positively as possible. This is exactly what all representatives of the airline did not only for me as an elite member of their frequent flier program but for each and every (rational) customer that was affected. They explained the situation, they gave us options on how best to meet our travel needs and made sure that (eventually) everyone got to their destinations. I wish I could say that this type of service happened all the time in the airline industry but we all know different. What creative ways can you think of to bring value to your customer - even if it means giving business to the competition?
Lesson #3: Go out of your way to meet your customer's needs. After a long and rather exhausting afternoon and evening I was booked in to a nearby hotel, compliments of the airline. Upon my arrival I was greeted by an ultra friendly front desk clerk who seemed to almost know I was coming and who once I gave my name to used it a number of times to tell me about the hotel and the services offered. By now it was getting late in the evening I inquired as to how long the hotel restaurant was going to be open. Her response not only eased my fears of eating dinner out of a vending machine but it down right shocked (and delighted) me. Get this: "the restaurant closes at 10:00 but you go to your room, relax, change, whatever you want to do. I will make sure they are ready for you whenever you arrive." I would like to tell you that the airline had put me up at a luxurious hotel that is nationally known for outstanding service (at a luxury price) but we all know different. What silly company policies or procedures keep you from doing what is ultimately best to earn customer loyalty and trust?
Lesson #4: Going above and beyond will earn future business. I was also given a voucher for a free cab ride to and from the airport. At the end of my long ordeal I was just thinking about getting to the hotel, getting out of my business suit and getting something to eat. Little did I ever expect to receive anything more than mindless chatter from a local cabbie. It was pouring rain at the point I came out to get in the cab. The driver quickly jumped out and ran around to meet me at the curb and said "sir, please step down the walkway underneath the awning so your suit doesn't get soaked!" Nice gesture, especially since she herself got soaked in an effort to keep me from doing so. Not only that but again seeming to know my situation on the way to the hotel she asked what time my flight was the next morning and what time I wanted to be picked up. Knowing I had to be picked up at 5:00 a.m. and the fact that it was 9:00 p.m. at the time I tried to decline her offer and have the hotel arrange transportation for me. She would have none of it and the next morning was there right on time. I now have her business card logged in to my contacts and can assure you if I ever need cab service in that city again I know who to call. I will also refer any friends who live in Mobile who might need taxi service. I would like to tell you that's just what I expected but we all know different. How can you give sacrifically of yourself to inspire customers to keep coming back and refer you to their friends?
WOW!
There are many more lessons that I am leaving out in the interest of brevity. Think about it though, how can you apply each of these lessons to working with and creating value for your customers? It's not magic, it just takes the little one extra degree of effort (212 degree reference again). Each one of them not only made what might have been a terrible experience better but I can assure you they earned my future business when I return to that town again. Business may be tough, things may not be going your way, customers may be demanding more than ever but you can ALWAYS find a way to make a positive difference for your customers that they will long remember.
I'd like to tell you that you can try to stay the course, ride out the tough economy and that business will eventually come back and your old way of thinking and selling will earn back your customer's business when it does - BUT WE ALL KNOW DIFFERENT.
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