An increasing amount of brindis work is in the area Customer Experience (unlike its predecessor and component part Customer Service, which mainly just involves person-to-person interaction as opposed to a more holistic combination of a variety media and different ‘touchpoints’ with an individual). As such every month I think of those who I consider to have performed well in this area, our Heroes, and those who should be on the naughty step, the Villians.
Lets start with the roll of shame before looking at those that have performed well and in both cases consider the key CE points where the difference was made:
Leicester Tigers Rugby – From a promising start with entertainment outside the ground and a positive atmosphere lubricated by good food and drink options, the Premiership club dropped the ball with the seating in the Holland & Barrett stand. Hard wooden benches with little legroom meaning a kicking to the back worthy of some of the on-field rucks does not cut the mustard at this level and at the price they command. The added value of match day experience does not count if the central element is not up to standard. (Game was good though!). Key CE point = Core offer.
St Peters Retail Park, Mansfield – Free parking for a limited period is a lovely thought and a great idea to bring in business but this will not work in the long term if it is aggressively policed and the timing of when the paid option commences is unclear. Disgruntled customers will not return and so the use of an operator will damage the business of the outlets they are supposed to serve. Key CE point = Opportunism.
Post Office – Need a passport application form? Just download this off the internet. Haha, oh no. These are not available and a trip to a larger branch (ie town or city centre) is required. It is while suffering this inconvenience of the enforced visit and then waiting in the queue that one can consider what uninspiring place these are. Key CE point = Process.
Local Council – Straight after stormy night leaving wheelie bins and their contents strewn all over, a team is despatched to clean up. Could have blown me over too, but credit where credit’s due. Key CE point = Responsiveness.
Tesco – First attempt at online grocery shopping made positive as phone calls received to both clarify payment issue and to reschedule delivery. Being kept in the know made the difference. Key CE point = Communication.
La Quinta Inn and Suites, Miami – Life made extremely simple by being able to provisionally book without having to commit until time of stay. Great for business travel. Key CE point = Flexibility.
Park Hospital, Nottingham – All round top effort from consultation through to surgery and physio. As well as treatment being effective (the core offer) the other elements like free parking, complimentary tea and coffee, friendly staff, pleasant environment and general feeling of wanting to help made the whole experience if not ‘painless’ certainly more than the sum of its parts. They actively seek feedback as well to keep trying to improve. Key CE point = Synergy.
Post Office – Yes, that Post Office. Maybe not a Hero, but worth a mention for ‘service recovery’. After an @FredCopestake Twitter rant I was contacted offered the option of having the passport application form sent (well technically I had to ask). So maybe I’m satisfied rather than delighted, but at least someone was listening and able to do something about it, even if asked rather than being fully proactive.
That’s this month’s list, lets see who makes it on the next one and with two big trips planned I suspect there will be contenders for both.
If you want to consider the experience your customers receive using 10 key principles and how to get rapid improvements just contact brindis