CUSTOMER SERVICE: Elevate the Experience

by Anne M. Berg

A study in contrasts: have you ever had two distinct experiences where one exceeded your expectations and one failed them? Let me tell you a story about the value of great customer service and the lost opportunity of poor customer service. It was the best of times; it was the worst of times…

IT WAS THE BEST OF TIMES: My first encounter was at a local co-op called Lakewinds here in the Twin Cities. I’m a member and make a point of getting all my vitamins and supplements there. They have a wonderful selection and a knowledgeable staff. I was asking the customer service associate — whose nametag read “Birdie” — for help finding a couple things. I also asked a question she couldn’t answer so she took the time to look it up in an enormous manual of vitamins and supplements. We talked a while longer and during that conversation, I shared that I suffer from chronic (read: daily) migraines; I’ve had a headache every single day for more than five years. I felt a bit vulnerable and even emotional telling her this because I tend not to talk about it, especially with people I don’t know.

Later, when I was shopping in the bread aisle at Lakewinds, Birdie sought me out to tell me something. She wanted me to know how grateful she was that I shared the story of my chronic pain with her. Wow. This was customer service above and beyond any expectations. I was the one who was grateful — for her calming presence and supplement guidance. She further said that I must be a very strong woman considering all my suffering. I was blown away by her kindheartedness. For the second time talking with her, I felt emotional and even shed some tears. I felt deeply touched by her compassion and empathy. When I returned home, I made a point of going to the Lakewinds website contact page and letting them know they have an exceptional team member in Birdie.

IT WAS THE WORST OF TIMES: My second adventure was at a local store that’s part of a national drug store chain. I won’t name the brand. Let’s just call it, The Drug Store. One of the things I noticed as I navigated the aisles at The Drug Store, was that their pricing was nearly twice as expensive on items I typically buy at Target — a store I genuinely enjoy. Note to self: only buy at The Drug Store if I have a big price-off coupon.

After shopping for 30 minutes, I was ready to check out. As I approached the checkout counter, there were a total of three registers. Each one had a counter sign that read: “This register closed.” Huh. No one was available to take my money. I noticed there was one person working on paperwork behind the counter, about 15 feet away from the registers with her back turned towards me. I walked over and respectfully asked if anyone was available to check me out. She suggested I use the self-checkout option. Typically, I wouldn’t mind acting on this request, but I was in a hurry and had never used their self-checkout before. It seemed like a risky move.

Eventually, I convinced the woman with her back turned towards me to come to the register and check me out. She must have been overwhelmed with work because she clearly demonstrated a lack of enthusiasm about having to stop what she was doing to help me. And she didn’t have the patience for me to go back out to my car and get my store coupon. Ironically, the national chain promptly sent me a survey about my shopping experience. I sure hope they intend to take the survey results to heart.

Because that’s what truly matters when building a brand: creating an emotional and enduring connection with your customers. The first experience at Lakewinds warmed my heart and gladdened my spirits. The second experience at The Drug Store baffled my mind and frustrated my mood. Although the latter soon will be forgotten, the former will be long remembered, where it counts. In the heart.

“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of light, it was the season of darkness, it was the spring of hope, it was the winter of despair.”  — Charles Dickens, A Tale of Two Cities