Customer Service, Cheers Style

By Rick Dacri, Dacri & Associates LLC

Norm appreciated good customer service. Every time he entered Cheers he was greeted by an enthusiastic crew that gave him a warm smile and a shout out of his name –Norm! What more could he want—terrific service and a product he was very fond of. In fact, everyone who visited Cheers enjoyed the same attention, even Cliff. But Cheers was a television show, a visit to a fictional venue, and not a peek into the real world of business. Or was it?

My wife and I recently traveled to Chicago and Nordstrom’s was at the top of her itinerary. She told me that upon entering the store she was greeted with a warm smile by a store clerk who introduced herself and then politely asked my wife her name and how could she be of assistance. After listening to my wife’s needs, the clerk immediately set up a dressing room for my wife, placed my wife’s name above the door and the serious shopping began. Never think great customer service doesn’t pay!

Locally I do my personal and business banking at Kennebunk Savings Bank. Not because they shout out my name when I enter the bank, though they do know it, but because when my wife and I have a question or need, they take care of us—quickly, professionally and pleasantly. Never a hassle and always without any attitude. They make it easy. I am a loyal customer because they provide us good customer service.

How do you and your employees treat your customers? When a customer enters your reception area, how is she greeted? Warm smile? Friendly hello? It begins with the little things and builds from there. But if you and your employees are not committed to it, it doesn’t matter whether you have a catchy “the customer is always right” slogan or a great deal. Your customers won’t do business with you.

A new beautiful supermarket was just built in my community. I was excited about their arrival, but a year later I find myself traveling elsewhere to shop. Why? Because I was repeatedly ignored. Their staff finds conversations amongst themselves more important than responding to my questions and my presence at the checkout seems to be a distraction. And before you think it might be a generational issue, stop. All of the employees, including the managers, act the same way. And that’s the key. Good and bad customer service begins at the top and flows down. Employees mirror the attitudes and behaviors of their managers.

Nordstrom and Kennebunk Savings Bank’s success isn’t accidental. They work at it. Starting at the top, they are committed to treating their customers well. They expect their employees to act in a certain way and they get it. After all, you get what you expect. At the same time, if you want a committed and engaged staff that is focused on the customer, you have to take care of them. Positive employee relations and good customer service go hand and hand. You cannot have one without the other.

Customers don’t interact with organizations. They interact with people and it is that experience that determines whether they buy or not; whether they become loyal customers or a lost opportunity. When your employees are engaged with your organization, when they believe in and enjoy what they are doing, then those positive feelings extend to the customer. Happy employees make happy customers and this translates into increased sales and profits. The attitude and feelings of your employees directly influences the customer experience.

Good customer service must be ingrained into the fabric of an organization. Managers must take every opportunity to preach its importance and benefits to their employees. Demonstrating frequently what you expect, whether its how to great a customer or how to respond to a complaint. Never assume “people should know.” Managers have tremendous influence over the level of employee commitment, which ultimately influences the customer experience.

Take a look at your organization. Watch how your employees engage your customers. Listen to their conversations. Now watch how your managers engage their employees. Listen to their conversations. There should be no differences. A positive customer experience is dependent on the level of employee commitment and engagement.

Good customer service brought Norm back to Cheers day after day. Your customers should have the same feelings about your organization. 

Rick Dacri is an organizational development consultant, coach and featured speaker at regional and national conferences. Since 1995 his firm, Dacri & Associates has focused on improving the performance of individuals and organizations. Rick can be reached at 1-800-892-9828, or rick@dacri.com