Monthly Focus :: What Comes after the “Words”?

The plaque on the wall by the entrance simply said, “Whatever it takes.” This was the restaurant’s way of sharing that they were customer-focused and would do whatever was necessary to ensure a positive customer experience for each and every customer. Very impressive, indeed.

Many of us put up signs and placards in our storefronts, on our web sites and on other marketing media—each with powerful, well-intended messages of a strong commitment to our customers. When we do this, we may even feel an emotional connection to the words and feel assured that our customers will be convinced that they are the true reason we are in business. All of this is very nice and often necessary, but what next? What comes after the catch-phrases? After the newness of the perfect slogan wears off, do we lose connectivity with its original intent and, with that, lose some of our customer focus?

To effect customer excellence, we have to look beyond the abstractions associated with the slogans—“the words”—and actually “live” them, day in and day out. Our employees must know, from a behavioral perspective, what “Whatever it takes” means. They must know what they are allowed to actually do to satisfy a customer’s needs (level of empowerment), as well as their limitations or restrictions. We can hang signs everywhere decrying our “Commitment to our Customer,” but if our employees do not know what that means relative to each of their jobs, then the signs are valueless. Or worse, they set up a false expectation of service that will not / cannot be satisfied.

What does all of this mean to you and your business? You must prepare your employees to execute the behaviors of customer excellence. They must know what this means to them and your business and understand that it is the core of your organizational culture. We must view a commitment to customer excellence as a “contract” between our business and our customers regarding what they can expect from us. We must deliver on those expectations—not when it is convenient, but each and every time.

Finally, each of us should look at customer excellence as a reflection of our personal and collective “integrity.” What does that mean from a behavioral perspective? We do what we “say” we will do, even when nobody is watching, regardless of the price. No excuses. The buck stops here with each and every one of us. We stand accountable. If you cannot deliver, do not commit. If you commit, then deliver—regardless of what it takes. We are in your corner.