On the weekend I caught up with friends for breakfast at a local café. They had
turned up earlier than me and already ordered. I sat down and ordered a coffee, and then had a look at the menu. It was from here that an almost comedic service routine started.
I was asked not long after ordering if I’d like to order a meal, which I did. At the same time, my friend ordered another coffee and had it arrive about 5 minutes later. Still no coffee for me. The waitress then came to clear my friend’s plates and asked if we would like anything else. Perhaps my meal, or at the very least my coffee?
So then I got my breakfast. Still sans coffee. After asking yet again for my morning caffeine fix, I was told “we’re really busy”. Not “sorry”, just “we’re really busy”.
To a customer, there are two things wrong with this approach to customer service. Firstly, the defensive attitude. You must remember that your customers are the lifeblood of your business and while they may not always be right, it’s their point of view that must be considered above all else.
Secondly, and perhaps most importantly, is that excuses are not a customer service policy. Of course they were busy, they’re a café in Rozelle on a Saturday morning – it’s always busy. As a customer, we want solutions, not excuses. Sometimes it’s as simple as they way you put it to the customer. If I had been told “sorry, I will just go and check where it is”, I would have been fine. Your default position should be a fix to the problem, not a reason why it occurred.
Eventually I got my coffee. When I went next door.
What about you? What do you base your customer service policies on?
PHOTO CREDIT – OMAR_MK
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When you think of the best brands today, the key to success is a brilliant user experience. Whether that is through good product design, a fun tactile experience, an easy to use website, or plain good old fashioned service – in the end it is all the same. The core principle is the experience of the customer themselves.
In examples like the above, I’m floored by the bad service shown. I visit a café regularly that doesn’t have the best food, or the best ambience, but what they do better than anyone else is lavish you with great service. In my case, that includes bustling the kids away to the big play area full of toys whilst attending to my caffeine needs quickly and in a friendly manner. And I couldn’t be happier.
There are some old successful brands out there that are lagging behind in our changing business world (see my post about Myer from the link behind my name). Suppliers have less power than ever these days, with consumers able to pick and choose from a myriad of competitors. Treat the customers badly, and soon you won’t have any to disappoint.