Moments That Matter

Many years ago, I was a first year apprentice assigned the task of pressure washing a set of condensing coils on the roof of a grocery store on Capital Hill in Seattle, an upscale part of town.

It was a 90-degree day, in late August. To make matters worse, it was a Friday around 4:30 PM. I was wet, dirty, tired and I was anxious to get home, knowing full well I had at least another hour to finish up. An elderly gentleman in coveralls, and an old and worn straw hat approached me as I came down the ladder. "Watcha' doin,' sonny?" he asked curiously. At that moment, it would have been easy to dismiss his inquiry and say something curt or rude. After all, I was tired. However, I decided to smile and explain what and why I was doing what I was doing. His body language told me he appreciated my gesture. He then exclaimed, "That's great, I'm glad you're doing this. It's important. You see, my son runs the store for me. In fact, I own the whole block. Keep up the good work!" On the drive home, it occurred to me, "You just never know!"

He didn't look like a millionaire. It was a moment that mattered from a business perspective.

A Customer Service Moment of Truth as defined by Jan Carlzon are the hundred daily interactions that occur when we come in contact with our customers. Carlzon gained international recognition by transforming Sweden's national airline into a successfully profitable operation. In 1981, Carlzon became president of SAS. In one year, he managed to turn a $54 million profit in an airline that had been losing $17 million a year.

How did he do it? By turning the organizational chart upside down. He preached, taught and lived the philosophy that the airline should be customer driven. Employees who dealt directly with customer were put in charge of making decisions that affected the customer. Customers responded positively and so did employees. "The only thing that matters in the new Scandinavian Airline Systems," proclaimed Carlzon, "is a satisfied customer. We are going to be the best airline in the world, and that means putting the customer first in everything we do."

"The purpose of business is to get and keep customers," wrote Theodore Levitt in "The Marketing Imagination." That phrase is brilliance and simplicity. We sometimes forget that it costs $7 to GET a new customer, but only $1 to KEEP one!

Keeping customers delighted and letting them know how valuable they are is as rain is to dry flowers. Some organizations have made outstanding Customer Service a part of their Vision, Values, Goals and Behavior. They reward and honor those internally that live these principles on a daily basis. They offer exceptional value in their own unique way and once we receive their exceptional service, we are spoiled to the point of fierce loyalty.

Organizations that come to mind are:

?Nordstrom ? National Retailer of Clothes

?Starbucks ? International Coffee Giant

?Les Schwab ? West Coast Tire Distributor and Dealer

?SW Airlines ? National Airline that continues to captures awards yearly

?Morton's Steak House ? World Class National Steak House

?Lexus ? International Automobile Manufacturer

?New York Times ? National Newspaper Giant

?Garth Brooks ? Country Western Singer and Songwriter

?4 Seasons Hotel ? National Hotel chain

?Arnold Machinery - West Coast Supplier of Machinery for Mining/Lift Truck Equipment

Yogi Berra, the great baseball philosopher once said, "You can observe a lot by watching!" How true that is. After years of reading about Customer Service, observing, studying and spending time with great people and companies with the single-minded goal of learning why they succeed, I have concluded some simple truths.

These common links bind each of the companies listed above, and seems to exist in each organization that values the customer and has committed to serving them to the best of their ability:

1)Great Service is communicated from the top of the Organization on an ongoing basis.

2)Great Service is rewarded and discussed through stories that become legendary internally.

3)Great Service is Appreciating the Customer which ultimately is everyone's responsibility.

4)Great Service means Extra-Mile attitudes and behavior.

5)Great Service means Listening Actively to the customer on a regular basis. Focus groups, surveys and proactive feedback.

6)Great Service means becoming a Selfless Servant Leader. By able example, leaders demonstrate the behavior they want in others, often without saying a word. As the coach goes, so goes the team.

7)Great Service means high levels of Empathy.

8)Great Service means asking great questions in a moment of truth, like:

a)"What will it take to make you happy?'

b)"What would you like us to do?"

c)"You have a right to feel the way you do. How can we make it right?"

9)Great Service means subjugating personal agendas and purposefully forgetting commissions or hourly wages and focusing on being "Other-Centered." (What does this person need most at this moment?)

10)Great Service means being flexible and willing to change to leave the customer smiling and happy.

11)Great Service means never being content with the status quo. It means continuously investing in training and growing people. It means guarding against the twin thieves of Arrogance and Complacency.

12)Great Service means treating every person your organization comes in contact with correctly, with dignity and respect. Those "Moments that Matter" will, in the long term, make or break your company.

This list certainly doesn't represent the last word in Customer Service insights, however, is it worth considering? How does your service stack up against this list?

USA Today carried a story that headlined: "Bank gets $2 million dollar lesson." It began when John Barrier went to Old National Bank in Spokane, WA, to cash a $100 check. When Barrier tried to get his parking slip validated to save .60 cents, a receptionist refused, saying he hadn't conducted a transaction. "She said you have to make a deposit," Barrier said. "I told her I'm considered a substantial depositor and she looked at like?well." He asked to see the manager, who also refused to stamp the ticket. Barrier went to bank headquarters vowing to withdraw his $2 million-plus unless the manager apologized. No call came. "So the next day I went over and the first amount I took out was $1 million. But if you have $100 or $1 million," he says, "I think they owe you the courtesy of stamping a ticket."

I wonder if John Barrier was wearing a straw hat and coveralls? (Wealthy farmers in Eastern Washington often don't dress the part!) There are many days I don't feel like providing great service. I'd rather take a nap. But you know, you just never know, when a Moment?will Matter!

Mark Matteson can be reached for Consulting, Seminars or Keynote Speeches on Customer Service, Sales Training, Personal Development and Change Management or a variety of other processes or curriculum tailored to your needs and culture.

Pinnacle Service Group
Raising the Bar in Organizations Nationwide
Mark Matteson
877.672.2001
Fax 425.745.8981
mark@mattesonavenue.com

For your FREE e-zine, go to http://www.mattesonavenue.com

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Google News Updated : Mon, 08 Sep 2008 02:08:49 GMT Falcons head coach: ‘Matt did a very good job’ - Atlanta Journal Constitution Canada.com Falcons head coach: ‘Matt did a very good job’ Atlanta Journal Constitution - 38 minutes ago By CARROLL ROGERS Q. How did the third play - the touchdown from Matt Ryan to Michael Jenkins - develop? New Falcons head coach Mike Smith said of Matt Ryan, ‘It was a great way to see our rookie quarterback throw his first NFL pass. In-game analysis of the Lions' loss in Atlanta Detroit Free Press Lions' poor tackling about talent, not coaching MLive.com Sports Network - The Canadian Press - DetNews.com - FanHouse all 475 news articles Publ.Date : Mon, 08 Sep 2008 01:30:18 GMT Health Highlights: Sept. 6, 2008 - Washington Post TheMedGuru Health Highlights: Sept. 6, 2008 Washington Post - 9 hours ago On the heels of the huge nationwide salmonella outbreak that caused more than 1400 illnesses from Mexican peppers, a regional Oregon alfalfa sprout distributor has recalled its product in Oregon and Washington state after the sprouts were linked to 13 ... Salmonellosis outbreak prompts sprout recall Forbes Salmonella outbreak traced to alfalfa sprouts Seattle Post Intelligencer Seattle Times - eFluxMedia - TheMedGuru - HeraldNet all 81 news articles Publ.Date : Sun, 07 Sep 2008 16:31:13 GMT Prime Minister Chances Early Election in Canada - New York Times Prime Minister Chances Early Election in Canada New York Times - 1 hour ago By IAN AUSTEN OTTAWA - Prime Minister Stephen Harper, putting aside the date he had set by law, formally propelled Canada into a federal election campaign on Sunday. Canadian PM calls October election Financial Times With economy slow, Canada to hold early elections Christian Science Monitor United Press International - AFP - Aljazeera.net - The Associated Press all 1,873 news articles Publ.Date : Mon, 08 Sep 2008 01:06:35 GMT Populists Gain Seats in Election in Hong Kong - New York Times Radio Australia Populists Gain Seats in Election in Hong Kong New York Times - 36 minutes ago By KEITH BRADSHER HONG KONG - Chinese national pride after the Olympics and growing distress over inflation combined to produce a leftward shift in legislative elections here on Sunday. Hong Kong Democrats Retain Veto Bloc in Legislative Elections Voice of America Key wins for Hong Kong opposition BBC News AFP - Aljazeera.net - International Herald Tribune - The Associated Press all 341 news articles Publ.Date : Mon, 08 Sep 2008 01:32:36 GMT Patriots overcome injury to Brady, top Chiefs - Sports Network CBC.ca Patriots overcome injury to Brady, top Chiefs Sports Network - 53 minutes ago Foxboro, MA (Sports Network) - Randy Moss had six receptions for 116 yards and a touchdown as New England overcame an early injury to quarterback Tom Brady to escape Kansas City, 17-10, in the season-opener for both clubs at Gillette Stadium. Patriots QB Brady out of opener vs. Chiefs The Associated Press Cassel comes through for Patriots Boston Globe SportingNews.com - Reuters - ESPN - Newsday all 1,861 news articles Publ.Date : Mon, 08 Sep 2008 01:15:11 GMT Veteran Financiers to Head Fannie, Freddie - Washington Post Times Online Veteran Financiers to Head Fannie, Freddie Washington Post - 22 minutes ago By Thomas Heath and Dina ElBoghdady The new chief executives at Fannie Mae and Freddie Mac have long histories in the financial services industry. Video: Feds Take Over Mortgage Giants AssociatedPress FDIC to help small banks with Fannie, Freddie exposure MarketWatch Reuters - New York Times - Forbes - CNNMoney.com all 5,434 news articles Publ.Date : Mon, 08 Sep 2008 01:46:18 GMT Cage's 'Bangkok' tops worst movie weekend since 2001 - USA Today E! Online Cage's 'Bangkok' tops worst movie weekend since 2001 USA Today - 9 hours ago By Scott Bowles, USA TODAY After a record $4.2 billion in movie ticket sales this summer, the industry suffered its worst weekend in seven years, with the top movie at the box office doing less than $8 million. Video: 'Bangkok Dangerous' - Not a Safe Bet AssociatedPress Fall box office off to slow start Variety New York Times - Los Angeles Times - Reuters - New York Daily News all 261 news articles Publ.Date : Sun, 07 Sep 2008 16:23:28 GMT Datafeed Software Amazon RSS

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