I recently saw (and captured) this Starbucks ad in Time magazine. I really like how the “barista promise” – a consumer brand promise – is one of service. It so easily extends to the Starbucks employer brand. It says, not only will you get great service if you buy coffee at Starbucks, but we’re also a great place to work if you’re inspired by providing that kind of service. You can either experience the apron or wear it – the ad works both ways.
I thought a great way to start my new blog would be to share a piece I wrote to my team recently. I hope you enjoy it.
We all have service experiences every day. At the convenience store, the bank, restaurants, online shopping, almost every commerce experience has some element of service. When I have a positive service experience, I always stop to think about how it made me feel and why it was such a good experience. I encourage you to do the same. And they don’t have to all be dramatic events – sometimes it’s the smallest things that make a big impact.
A recent example I had was at a local audio-video store where I bought some new equipment for the Stamford office. I am not an AV guru, so I asked for help and Arturo talked to me about the different types of microphones and audio interfaces I could use. It was a good experience and I noted that his patience and willingness to take time to speak with a non-expert made me feel good. A few days after the purchase, I was surprised by an e-mail from Arturo:
“This is Arturo from Guitar Center just checking in to see how you’re enjoying your Scarlett 18i8. If you have any questions feel free to message me back. Have a great day.”
Simple, right? I love surprise as a part of service. When clients have a positive experience that they don’t expect, it makes it much more memorable. A question for you – how can we include surprise more at Indeed?
A company I am watching closely in the service space is Amazon. Often, Amazon is considered a low-service or no-service business because they make it so easy to buy things online. But I love the standards that Amazon is setting for service – some examples:
- I once downloaded the wrong song via the Amazon MP3 store. I wrote in to let them know, and they immediately provided me with a credit. No questions, no “proof” required. Needless to say, I was delighted by this experience and will never forget it.
- It’s been reported that Amazon’s Mayday support product, which allows a service rep to help Kindle Fire users by appearing on-screen, was delivering 9-second response times. This was right after it launched and during the holidays. I am always blown away by how Amazon scales its products, even in service.
- This story on 60 Minutes got a lot of attention because of the delivery drones that Jeff Bezos revealed, and the stir it caused in the FAA in the US. But what I took away from the story is that Bezos is obsessed with the client experience. I admire that obsession.
I really enjoy thinking about my own service experiences and why they were so impactful. Give it a try yourself. Too often, I feel like people dwell on negative service experiences. While they can teach us a lot about how to get better, I would much rather be inspired by the good ones.
Thanks as always,