Be the EVP of Customer Experience: Lessons from a Lifetime of Service

I was a young teenager working behind the desk of a local gym called Ultra Body in Grand Rapids, MI. I would greet and check people in, sell them products or merch or drinks if needed, and basically be there for assistance if members needed it. It was absolutely great and I loved every aspect of it. The Manager, Mike Vruggink , was a hulk of a man, with muscles popping through any clothing that he wore. He even had won the title of Mr. Michigan. While he looked like someone you wouldn't want to mess with, he was actually one of the kindest people I knew, caring and empathetic. He was my first trainer and taught me a lot of lessons, both personally and professionally.

I'm going to share a lesson with you all today that has changed my life and propelled me in a direction that I will forever be grateful for. Ultra Body was a small company with 2 locations. Started by Bill Bonney, another man admired by his community and by me. Like any company, they have policies, procedures and systems in place to ensure the delivery of a certain level of customer service, while also protecting the company's interest.

One day, while I was running check-in, a member who hadn't been to the club in a while walked in. I greeted him as I usually would, with eyes, smile, teeth and big "Hey Bob" (bob was actually his name), "How are you? Good to see you? You grabbing a quick workout?" Not his usual demeanor. His head held low and didn't really say much other than a "Yeah" as he ruffled through his workout bag for his membership card for me to swipe. After a few moments, he slowly handed me his card. I swiped it. I began to say "Well, it's good to see you again. Enjoy your..." BEEP BEEP BEEP. The annoying systems of the 90s. The sounds from the PC indicated late on payments. These beeps at one time were thought a good thing by someone in some company creating the software. As if humiliating and embarrassing your customers will do the trick? I looked at Bob and his face showed it all. I felt horrible and was just about to follow Policy and Procedure and inform him that we couldn't let him workout until he brought his account current. Just before I handed him his card back and began to speak, Mike appeared from out of nowhere (How a huge man so silently sneaked up on me undetected still disturbs me).

Mike quickly "Hey Bob. Sorry to hear about the layoffs man. Really sucks. Impacted a lot of the community." Mike took his card from my hand and softly handed it over to Bob. "Why don't you go grab a workout. I bet it will feel good. Don't worry about this, I know you're good for it and we can work out something later." Bob's face lit up with a big smile. Chest slowly came forward and shoulders back. He took the card and placed it into his bag. "Thanks Mike! I really appreciate it, and could use a workout." Bob began to walk into the club when Mike had reached into the cooler and grabbed a Ripped Force pre-workout drink (Bob's go-to every time he was in). "Bob!" Bob turned and Mike tossed him the drink. "Here man. It's on me. Want you pumped up and ripping through those weights today. Nothing but big Clinks okay?" Bob caught it. Held it up and looked at it for a moment almost in disbelief. I felt as if he was holding back tears. Bob looked up at Mike, "Thanks man. I really appreciate it." and walked into the club.

Mike placed his hand on my shoulder and said, "You see Adam, we have rules that are in black and white, but we live in the grey. If you do what is right, in the service of others and not self, it will all work out." Stood up and smacked me on the back as he walked away and with his usual banter towards me (and I LOVED IT) said, "OH yeah, work on those calves man!" It was a seed planted in me that grew into an ethos and service philosophy I embrace.

The Challenge of Growth

All companies want to grow, but as they grow, their systems, policies, and procedures often turn inwardly focused. It's a natural progression – more people, more problems to solve, more rules to keep everything running smoothly. But here's the kicker: in all that hustle to streamline and standardize, the very essence of what made the company great in the first place – the customer experience – can get lost in the shuffle. Too often and with too many companies I have witnessed this happen...

Inward vs. Outward Focus

You see, as we work hard and devote much of our lives to growth, we lose focus. Somehow, without us really noticing, and through good intentions in the moment, operational complexity increases, and suddenly, efficiency and internal processes become the main focus, sidelining customer experience. Standardization and bureaucracy creep in, creating rigid systems that can be a nightmare for customers. And let's not forget resource allocation – more resources go to maintaining internal functions than to customer-facing ones. Communication barriers emerge, departments become siloed, and the holistic view of the customer journey gets fractured.

The Importance of Empathy in Customer Service

Empathy is the magic ingredient in customer service. It's the difference between a transactional interaction and a memorable experience. Mike's example from Ultra Body is a testament to this. Instead of adhering strictly to the policy, he saw the person behind the membership card. He empathized with Bob's situation, and instead of turning him away, he extended a hand of kindness. That moment wasn't just about letting Bob work out; it was about making him feel valued and understood.

Empathy as a Core Value

Empathy should be embedded in the company's culture. It's about training employees to listen actively, understand customer/member pain points, and respond with genuine care. It’s about recognizing that customers/members are human beings with emotions and stories, not just numbers or transactions.

Balancing Policies with Flexibility

Here's where Mike's lesson about living in the grey comes in. Policies are essential – they provide structure and consistency. But there needs to be room for flexibility. Employees should be empowered to make judgment calls that benefit the customer, even if it means bending the rules a bit. Read that again but this time out loud to remember it. EMPOWER EMPLOYEES TO MAKE JUDGMENT CALLS THAT BENEFIT THE CUSTOMER, EVEN IF IT MEANS BENDING THE RULES A BIT.

Living in the Grey

Living in the grey means recognizing that not all situations fit neatly into black-and-white rules. It's about using discretion and prioritizing the human aspect over rigid compliance. It's about asking, "What's the right thing to do for the customer in this situation?" and having the courage to act on it.

Building a Customer-Centric Culture

Creating a customer-centric culture starts from the top but involves every single person in the organization. Everyone, from the part-time cleaner to the CEO, is the EVP of Customer Experience. It’s about instilling a sense of ownership and pride in delivering exceptional experiences.

Empowerment and Training

Empowering employees means giving them the authority and confidence to make decisions that enhance the customer experience. It also means providing ongoing training to ensure they have the skills and knowledge to do so effectively. I prefer a hands on scenario based training methods that prepare them for real world challenges and make them confident, competent, and capable on delivering exceptional experiences each and every time.

Continuous Improvement

Customer needs and expectations are always evolving. To stay ahead, companies must continually seek feedback and be willing to adapt and improve. This involves regularly reviewing policies and procedures to ensure they remain customer-friendly. I often will implement cross functional task forces within a company to lead this initiative.

The Long-Term Benefits

A customer-centric approach pays off in spades. Happy customers are loyal customers. They come back, they spend more, and they tell their friends. Positive word-of-mouth is invaluable, and it’s the direct result of consistently delivering exceptional experiences.

Customer Loyalty and Retention

Loyal customers are not just repeat buyers; they become advocates for your brand. They trust you because you've shown that you care about them, not just their money.

Business Growth

When customers are happy, they spread the word. This organic growth is sustainable and often more cost-effective than traditional marketing efforts. It's a testament to the power of putting people before profit.

Conclusion

So, what’s the takeaway? Be the EVP of Customer Experience in everything you do. It’s my philosophy, which I have embraced, shared, and I know works - whether you're in fitness, healthcare, insurance, retail, manufacturing, or big-tech. Always err on the side of providing exceptional experiences for your customers, and watch what happens. Growth is good, but not at the cost of who we are and why we do it. Service to others. People before profit. Or even profit for purpose. Whatever your take, embody this philosophy, and you’ll not only foster customer loyalty but also create a culture that everyone in your organization can be proud of.

Call to Action

Take a moment to reflect on your current practices. Are they truly customer-centric? Are your policies flexible enough to allow for empathy and discretion? Challenge yourself and your team to live in the grey. Put people before processes and watch the transformation unfold.

Remember, everyone in the organization, from the part-time cleaner to leadership, is the EVP of Customer Experience. Embrace this role, and you’ll not only win the hearts of your customers but also drive sustainable business growth.

And as Mike would say, "Work on those calves, man!" Keep improving, keep striving, and most importantly, keep serving.

Below, I've tagged a few leaders who I believe truly understand this philosophy and work tirelessly to keep the focus on the customer. They are the true champions of exceptional customer experiences. Mike Vruggink Jim Rowley Chequan Lewis Tony Hartl Alex Sotolongo (for keeping the clubs open) Rowdy Yates Dr. Gregory Rogers Tino Go, ASID, IIDA Dino Rigopoulos Jeff Riney George Deoudes David Flench, FACHE, MBA Lynn Lester Brad Messinger Brendan Sullivan Joshua Rider Sharon Staves Browning Daniel Stein Lakshmi Tangella Alantheus Thompson Darrick Druce Pete Moore