The Fundamentals of Customer Service I Learned Working in a Deli

A delicatessen or “deli,” as I affectionately like to call it, contains an abundant selection of cold cuts and cheeses beyond compare.  Nothing like a prosciutto mozzarella combination or a delectable slice of salami or mortadella complemented with provolone or gouda cheese to build a winning sandwich! Mmm, I’m so hungry right now!  But this article is not about building a great sandwich, it’s about recapturing the fundamentals of customer service. 

Next time you’re being catered to, observe the service approach.  Does the waiter establish a relationship before asking you what you want to drink?  Does the sales representative start the conversation with “how can I help you?” as opposed to, “what brings you in today?”  There IS a difference - can you tell?

Over the years, I’ve been incredibly impressed, blown away actually, by the service style approach of some individuals who work in below minimum wage jobs; and totally disappointed with the service I've received from some Fortune 500 company representatives.  I’m not suggesting that quality customer service only exists at a certain level of social economic status.  On the contrary, the point I am making is: Quality Customer Service is inherent in the individual - a natural human flow - and is not driven or improved by any brand or organization training manual.

There is so much information out there on customer service.  Books, seminars, webinars, newsletters, the list goes on.  Companies are constantly looking into new ways of improving how they deliver customer service: surveys, links, automated caller options (‘press 2 to answer a few questions about our service’).  Millions of dollars are invested in customer service training to ensure employees placed in the frontlines are representing the brand at the highest level.  Quality customer service is important.  But, why is it so difficult to achieve Quality!?!

As a young man prior to enlisting in the military, I launched myself into the work force.  For twenty hours a week, I stocked shelves at a grocery store (bodega) in my hometown of West New York, New Jersey.  I helped customers carry their groceries to their cars/homes and at the end of my shift, I would safeguard produce that would otherwise perish if left uncovered overnight.  After several months, I was promoted to the “Deli.”  During the week, I worked behind the scenes in the cold locker tracking and learning the product inventory.  I was eventually placed in charge of rotating inventory to ensure cold cuts and cheeses were staged like eye candy for the customer to admire through the glass display.   A certain level of pride accompanied that responsibility.  It also gave me a chance to engage the customers.

When the weekends arrived, I would don my apron and head to the frontline where I would tend to each customer on a one-on-one basis.  From dusk to dawn, sounds crazy, I looked forward to each day.  This was a time when mistakes were frowned upon and there was a commitment to establishing a long-term connection with the customer. 

The lessons I learned remained with me and continue to be as relevant today as they were back then:

• RAPPORT: Getting to know an individual/organization and giving them an opportunity to get to know you is the first step to a long term relationship.  The product/service/transaction comes in second.  The importance of rapport is recognized when things fall apart or don’t go as planned.
• EDUCATION: Providing knowledge of a product/service/industry empowers a customer to reach their own conclusions.  Their expectations will be formed based on the knowledge acquired.  Providing a taste/try/test or a variety of choices reins in the customer.
• LISTEN: Not everything is about business.  Being empathetic towards a customer’s situation/condition/needs is a powerful way of becoming an ideal business partner.  Understanding a customer’s position opens the door for more profound conversations.
• DELIVER: Soft selling approaches - allowing a customer to get closer at their pace with an understanding of all the benefits in store for them - there’s nothing better! “All must go!” or “final discount if you act now!”  approaches are cloaked in doubt.  An offer should contain zero pressure.  
• FOLLOW-UP: Once the transaction is complete, remembering key facts about a  customers’ choice/preference/situation/condition becomes even more important.  There is nothing more enriching to a relationship than expressing compliments, acknowledging and/or displaying an honest sense of caring. The product/service/transaction will always take a back seat to the relationship.

So, there you have it.  Five simple concepts for today’s challenging business environment.  Next time you take a customer to lunch, find a deli to have lunch at and share this story with them.  I promise you’ll have a fun topic of conversation on hand (away from your product/service) and you might very well gain a customer for life!  Your natural human flow will allow the business to take care of itself.

ABOUT THE AUTHOR:

Jose M. Romera (@ROME330) is a law firm administrator and member of the U.S. Navy Reserve.  Providing best quality leadership and mentoring are his career-driven objectives.   His articles focus on a variety of different topics aimed at self-improvement.