The shuttle bus was cruising along from the long term parking lot towards the airport. Everyone was excited to get going on a vacation to Florida and warmer weather.
We had made the decision to park our cars at a nearby lot instead of on the airport property itself. It seemed like a no-brainer idea; slightly less expensive and the promise of great customer service. And in all fairness, the company delivered on both price and customer experience so I suspect I’ll use them again.
Looking back though, I still have to laugh about the drive to the airport. The bus driver had been given very specific talking points to help pass the time and to reemphasize the excellent customer service we were receiving. As he drove along you could almost see him checking off all the talking points he’s required to tell us.
1. Remind them where the shuttle will pick them up, and how frequently those shuttles arrive
2. Tell the guest about the website for the company and the customer loyalty program
3. Inform them about the free bottle of water that will await them on our return trip
As he was speeding towards the airport, he breaks from the script to tell us that there is a bad pothole that we are about to come upon, so be aware. He even did a mini-countdown to impact. At first I was pretty impressed with this guy and his devotion to the customer experience as I expected him to slow down and ease across the hole in the road. Oh no, not at all. We took it at full speed. And then moments later he informed us that we had another pothole ahead that was actually worse than the first. And again a countdown until impact. He was correct in his assessment as the entire bus shook as we crossed what felt like a hole to the center of the earth type pothole.
A couple of tooth-rattling potholes didn’t ruin my customer experience. But it did illustrate to me something that I think happens frequently in businesses when it comes to customer service and customer experiences. The employee had the training and clearly took it to heart. The driver felt, I’m sure, like he was the bright face for the company and its mission to be very customer friendly. And I would agree.
But companies, managers and employees don’t always show as much adaptability as they should when it comes to customer service. The driver was aware of the potholes and did a great job of informing us about them, yet did nothing to prevent the outcome which was all the customers being jolted with the impact of the bus hitting them.
Many businesses will preach their customer service system to employees as well as make sure its customers are aware of them. Walgreens used to print their philosophies on the back of their receipts. Every Hampton Inn still makes the 100% satisfaction guarantee sign hanging in every lobby. Yet with Walgreens, Hampton Inn and others I’ve had experiences that didn’t meet this philosophical goal. Often times the reason the resolution wasn’t complete is because of complacency by the front line employee or manager that backs them up. Like that pothole, the employees might see the problem coming but are doing very little to prevent it from being hit, or at least lessening the impact.
Customer service is a tough pillar to prop up in the business world today. Most people understand its value, but don’t have the staffing or the training time to implement it. The companies that are still making it a high priority are the ones that are gaining market share and increasing their profits more so than their competitors.
Perhaps no where is the struggle for customer service more on display than in the restaurant business. Liz Biro from the Indianapolis Star did an interesting article on the struggles for customer service in the industry in Central Indiana. Low unemployment rates have allowed servers and staff at restaurants the opportunity to jump ship for more money, shorter commutes to work or better hours, which leaves the restaurant in a lurch and customers often times displeased. It only takes one bad experience for most people to leave a brand that they love. That is true in the restaurant business, and every other business for that matter.
The very best products and all of the marketing dollars in the world can’t fix a business that is consistently missing on customer service. As an employee or manager, if you see the pothole ahead, not only alert the customer but figure out a way around the hole.
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