Do Customers Know You Care About Their Business?

Today I had a “caring” experience. I was in a customer’s reception area waiting for my appointment when the receptionist said to me, “Would you like a water?” Would I like a water? No, not really, but it was a very refreshing gesture. The message I received was, someone cared. If this employee cared for a visiting sales person how much more must they care about their co-workers and customers.

I once read an article by the CEO of Pursell Industries, Inc. regarding his caring experience at The Ritz Carlton Hotel in Atlanta.

In his article, Taylor Pursell said, “I know The Ritz Carlton is not cheap, probably four or five times as much as the Holiday Inn down the road. But try and get a reservation at the Ritz. You can’t. It’s always booked. There are always people lined up trying to get a great room with great service. Is the room that much better than the hotel down the street? Not really. Is the service that much better? Have you ever tried to get service at a Holiday Inn?”

Mr. Pursell goes on to describe the service at the Ritz. “The service is unbelievable. Everyone that works there is great. They act like they really enjoy serving you. The two phrases that I hear over and over are My Pleasure and Certainly.” I ask “May I get change for a five?” The answer, Certainly. “Thanks for helping me with my luggage.” My pleasure. “Would you mind cleaning my room?” My pleasure.”

I can echo Taylor’s experience from a stay at the Marriott in downtown Tampa, Florida. At check in, the girl at the desk welcomed me with, “I’ll get you a room with a great view.” When I called the hotel operator to leave a wake up call, he answered, “How can I be of service?” He confirmed the wake up time and then, he actually used my name in saying, “Have a good night’s rest, Mr. Nalls and thank you for staying at The Marriott Waterside.”

So, how does this relate to you and your company? There are caring actions that cost nothing but really make you special to the customer. How much does it cost to say, “My Pleasure” after a customer asks, “Can you get that to me by next week?” And when you are asked to write up a return, how much does it cost to say, “Certainly?”

Hog Thought: It’s more profitable to compete on service than on price. It takes 17 muscles to smile and 286 muscles to frown. Why not use 269 less muscles? Smile and improve your serve with these two telegraphic I-care-statements, “My Pleasure” and “Certainly”.