Hire Happy People

I approached the counter prepared to say a quick "Hi" followed with my animal style cheeseburger, fries and a drink order. Quick transaction and move on. Edie (name changed) had a different approach to this moment.

Edie: (Wearing the warmest smile I've seen in a while...) "Hi! Welcome. How are you? Oh! Does your daughter cheer?"

(I was wearing the shirt of my daughter's competitive cheer team.)

Me: "Actually, she does. We are at an event this weekend. I guess you've seen a few cheer teams in here."

Edie: (Continuing with her big smile...) "Oh yes. We've had several teams in today. I had a daughter in cheer years ago. I love seeing them come in with their gear and all the energy they've brought here today."

Me: "Yup. Energy and volume for sure. I've learned a little trick at the competitions: ear plugs."

That probably took 45 seconds...maybe a minute and a half...and this was well over a year ago. I remember the conversation like it was yesterday. Edie didn't push for a transaction to move to the next person in line. Edie made a 90 second connection which, without really thinking about it, tied me even closer to the brand and made me want to continue to come back there above other competitors in that space.

My first thought after sitting down was, "I need to hire her."

A Happy Place To Work

Pret a Manger, a UK-based sandwich shop with hundreds of stores and a growing international presence, holds a reputation as a happy place. A happy place to be a customer. A happy place to work. (Guardian, Peter Moore, 14 April 2015). Financial results show a growing appetite (ahem) for bright, clean stores stocked with great food served by happy people. How do they achieve this as you know what a typical experience can be at a quick service restaurant?

We hire happy people and teach them to make sandwiches - Jay Chapman, Pret A Manger Head of Communications

Bringing happy people into the team and then teaching them the skills needed for the job proved to be the better path than trying to teach great sandwich makers how to be happy. I experienced that with Edie and I know thousands of others have experienced that at Pret A Manger and other places that hire for happy.

The financial results prove the success of this model. Pret A Manger isn't without its issues but it finds continued financial success reporting a twelfth consecutive year of revenue and earnings growth in April. (Independent, 27 April 2017)

Clearly certain roles require certain skills. Heart won't be enough to help you design a wing for the next-gen aircraft but I would argue that the roles where this applies are fewer than those where hiring for emotional skills should be the priority.

Interview for Heart

How do you find talent that's happy and has a heart for the customer?

Ask.

Do your interviews cover just skills or is there a "heart interview" as well. Skills are important. This is not to say that should be discarded but if you don't have a dedicated interview portion, or conversation, where you try and understand what a candidate's true heart for the customer is, you'll miss out on a key component of generating talent success.

Ask them to describe what a time they've delivered...or experienced...a great customer experience. That will tell you what they define as CX greatness. Build case studies that fit your business to assess what a candidate would do in a certain situation. Will they jump to take someone's order, or will they try and build a connection with the customer like Edie did? Make this CX/heart conversation a key part of your talent determination when bringing on new people to your team.

Customers Will Return the Happiness

You know the companies succeeding at great CX. Those that do have a loyal and growing customer base (Pret A Manger). Beyond that, investors love companies with great customer experiences. The Economist shows "There is value, it seems, in caring" highlighting the better results from airlines known for great CX.

Beyond dollars, customers will also show their love back to the company and the employee. Whataburger is a beloved Texas burger chain. 16 years ago, Dawn Henley, started working at the Denton, TX location. The Dallas News covered her story built off her great love for her customers. She has heart and her customers gave her their heart in return. Dawn, 75 years old, treats her customers as "Whatafamily", even personally helping when one of her regulars fought (successfully) a battle with cancer. Now those customers are rallying to help Dawn get a ticket to see her first great-grandchild. He was born in Indiana and Dawn can't afford the ticket there. More than just seeing her first great-grandchild, she hasn't seen her son in nine years. Her customers love her so much they'll buy that ticket for her to allow her to have that special moment with her family as a thank you for all the care she's provided to them.

Pret A Manger team members, Dawn, Edie...hired for happy.

My name is Rick Denton and I solve Customer Experience & Business challenges. With 20+ years of experience, I love to Create Customer Obsessed Cultures, Restore Customer Relationships, Deliver Global Results...and GET THINGS DONE.

I believe the best meals are served outside and require a passport.

Message me on LinkedIn if you'd like to talk further.