ECMW

Back to the story of my bike. I wanted a racing bike suitable for triathlon, I thought it would be easy but my experience was bewildering.  After visiting dozens of retailers, my enthusiasm had waned and I was drifting into frustration and despair.  Then I found Freddie and the cycling emporium in
Barnsley that changed my life.  Freddie greeted me as I walked in and stated the obvious – ‘you need a bike that fits’.  Three hours later I was lighter of pocket but well on the way to having a fabulous new bike. 

So how did Freddie succeed where all others had failed?  Freddie really knew his stuff, he had a big range in stock and he had the technology to measure me up properly. All this is important but not unusual and many other retailers offer the same.  The difference was that Freddie made an effort to get me to engage with his company, the company who made the bike I wanted to buy and with cycling in general.  I was hooked.  I would not go anywhere else and (as here) would recommend Race Scene to everyone.  For those familiar with Net Promoter Score (http://www.netpromoter.com) I give them a 10.

Just reflect for a minute on the last 24 hours.   Focus on the times when you were out and about travelling, going into shops, interacting with people.  How many spring to mind?  Maybe one or two?  Often I ask people to do this and they can’t remember a single incident.  They have gone through a whole day and nothing has engaged them.

Now flip the perspective and identify those interactions where other people might say that you have made them feel special. How many would there be?  Of course we will say there are plenty, but are there?  Do we make a conscious effort to really engage with people – would they ride 15 miles on their bike to see us?

This brings me to my bike, more of which to come.

I am often asked this question, what elevates customer experience beyond the everyday and transforms it into something special?  Then over the weekend I had an experience that sums it all up…

On Saturday morning I nipped into town to do some jobs.  I went to the supermarket for the weekly shop and then filled my car with petrol before heading home.  As I unpacked my shopping, I thought about the morning. I had experienced the customer service of two highly successful companies, I had personal contact with a number of their employees - but I could not recall a single one of them.  I had given these companies my time and custom but they had done little to make sure I would return.  In short, Saturday morning felt like a bit of a let down.
 
That afternoon I cycled 15 miles to a butcher’s shop high in the Pennine hills to buy sausages.  It took real effort to get there as it is mainly uphill so why did I make this journey just to buy sausages?  Put simply - Brindon Addy at Hade Edge is extraordinary.  They know how to engage with their customers and make them feel special, of course it helps that their sausages are the best for miles around!  In short, Saturday afternoon was brilliant.

I believe any of us can be extraordinary, any team can be extraordinary, any organisation can be extraordinary.  So why do we experience so much mediocrity?  I am sure people do not go to work thinking “I’m going to do a bad job today”, managers do not tell their teams to “avoid engaging with their customers.”   So why do so many people see work as a chore – something to be suffered until home time?