This summer, my wife and I have traveled quite a bit. We have had the privilege of some amazing customer service experiences. One thing, in particular, has stood out. Some customer service professionals got to know us, remembered our names and our preferences, and anticipated our needs and desires before we articulated them. Sometimes, they remembered our favorite drink order. In other cases, they asked us how we enjoyed our previous day's adventure. We loved it. Why? Well, of course, humans love to feel valued. We enjoy being seen and heard. These professionals clearly had listened to us, gotten to know us, and had made the effort to make a connection with us. In turn, we learned their names, and we got to know them. When our breakfast waiter at the hotel had a day off, we asked him about the day when he returned. He appreciated the chance to share what he had done. These professionals were not in a hurry to simply fulfill our order. They took that extra time to interact with us. They made a human connection.
Sometimes, these professionals made mistakes. Honestly, we didn't care much at all. We were very forgiving because we felt valued, and they were clearly trying to help us. They apologized. We let it go. Companies cannot prevent all mistakes. However, they can create a customer experience in which most people will be quite forgiving.
The lesson for companies is clear: Don't just value efficiency in customer service. Make sure that you emphasize the value of building human connection. Encourage your people to listen actively, learn customers' names, and get to know them. Don't penalize them for taking an extra minute to fulfill an order. Weigh the long run benefits against that tiny drop in "productivity" that you might experience. Moreover, companies should consider helping their employees build their active listening and empathy skills. Some people are naturals at making human connections. Others will need some training. Invest in building those capabilities; the payoff will be great.
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