Sep 28, 2014

Why Your Customer Service Doesn’t Have to be Audacious


Through the years, I’ve seen marketing companies tell why their clients have to be off-the-charts with their customer service. Personally, I don’t believe that to be true and here’s why. My wife decided to use Cinemark Theaters in Alliance Town Center this year for our son’s birthday party. He just turned 6-years-old and so a logical choice for the movie was “The Boxtrolls”. We rented the entire theater so that it was truly a private party. When we arrived, the staff was very helpful, smiled a lot and did what is expected; they set up the tables, brought in the snacks and drinks, etc. Then, they did something very simple…yet amazing! They had taken a few minutes to find a box, cut holes in it so a 6-year-old could put his head through the top and his arms through the sides and had drawn a picture of balloons on the front. Now, mind you, it was very evident that this was a last-minute thought, because the holes looked like they had been torn out by hand (not cut with a knife or scissors) and the tape was a bit of a mess. But, none of that mattered. My son was totally delighted, as were the rest of the kids as they took turns putting the box on and “becoming” a Boxtroll. The parents were also delighted as they took pictures of their kids, one-by-one. And, my wife, well, she was so impressed with this wonderfully thoughtful, last-minute gesture that it became a highlight of her remembrance of the party! All because someone decided to put holes in a box.

How do you delight your customers? Do you feel that it always has to be a big production with a lot of expense and planning? I recently read a study about what makes people happy and here’s the gist of it. The company conducting a study intermittently placed a dime on the copy machine in offices. They observed people’s body language and attitude as they approached the copy machines. Then they surveyed both the people that found the dime on the copy machine and those that didn’t. The people that had found the dime rated themselves much more happy than those that didn’t. Something simple, even insignificant caused people to find happiness.

My experience and suggestion, then, is that companies use the KISS model, Keep It Simple Simon. An act that is done out of pure, authentic and genuine thoughtfulness, such as the one by the people at Cinemark for our son, always trumps ceremonious and compulsory actions.

Creating life in forward motion,
Dr. Edward Lewellen