Is your Customer Service Diamond or Glass?

I recently needed to book a restaurant as part of our team’s get together in November, when we’ll be having our annual strategy day and celebrating Christmas. (It’s a bit early this year, as Jodie will be going on maternity leave in December.)

Anyway, having found a couple of local restaurants, I checked out their websites and then emailed the one that looked best:

"Hi,

I realise it’s quite early, but would it be possible please to book a table for 8 people (at least 7 and possibly 9) for Friday 15th November – around 7:30pm?

Warm regards,

Rod"

I received a response late the same day. It said:

“Yes I’ve booked that in for you.

Thanks

Linda.”

(Name changed.)

What was wrong with this response?

If you think nothing, you REALLY need our training activity Diamond or Glass? *, because this is a great example of ‘Glass’.

To be fair, it wasn’t rude. It did the job. It answered my questions. So, what was wrong with it?

By those measures, nothing.

And yet, everything.

Remember, this is my first contact with a real person representing the business. Which means, it’s a really important moment; a moment in which the first impressions I’ve gained from their anonymous online persona will be refined and shaped.

So, what impression does Linda’s response give? To me, it suggests she’s actually quite busy thank you very much, and that having to take time out of her busy day to respond to my enquiry is a bit of an inconvenience really – perhaps right up there with that annoying spider web lurking near the fireplace.

A lot of customer service training focuses on complaint handling – and that’s really important. Handling a complaint well can turn a negative into a positive.

But here’s where that sort of training falls down: Good customer service is not simply the absence of bad customer service. And too often, it’s treated like it is.

Most of our strongest impressions as customers are formed through micro transactions, like the one I had with this restaurant. Which means that each and every transaction with a customer presents an opportunity – an opportunity that is too often, and perhaps increasingly, wasted.

Now, imagine if Linda’s response had said:

“Hi Rod,

Thanks so much for choosing us. I’m delighted to confirm that a table has been reserved for your party on 15th November and we look forward to welcoming you.

By the way, I’ve booked the table for nine, but if you let me know when you know the final numbers nearer the time, I’ll amend the booking as necessary.

If you have any questions between now and then perhaps for example around accessibility, or any dietary requirements, or if I can help in any other way, please get in touch.

All the best,

Linda.

p.s., I’m impressed with how organised you are!”

This is a diamond response. ??

It connects with me, demonstrates that Linda has read my email, and is written in a way that aligns with the language I used. But more than this, with just a few extra words, it makes me feel valued.

Customer service isn’t usually about the big things. It’s in the detail, and that’s exactly what Diamond or Glass? * illustrates – powerfully and in a way that participants will not forget.

Of course, it’s just one of the huge range of fantastic activity-based workshop and course modules available to Trainers’ Library members that will help you develop the customer service skills within those organisations you work with. Others include:

?? The Hotel Booking *

?? Why Do I Always Get Them? (with accompanying film).*

?? A Sign of the Times *

?? Pitfalls and Trampolines – Customer Service *

?? Responding to Written Complaints *

If you’re already a Trainers’ Library member and haven’t used any of the modules I’ve mentioned in this blog, check them out.

And if you’re not yet a member and want to know how you can join our worldwide community of L&D professionals and gain access to more than 1,000 resources and tools like these as well as exclusive networking and learning events, get in touch . You won’t regret it.

Let me finish with two pieces of feedback I’ve received in recent weeks for my brilliant team. These, perhaps better than my blog, illustrate the difference good customer service makes to real people:

“Zoe, you are ACE! …. Every good business should automatically join and save on labour and expensive systems. You have it all under one roof and if it was my decision only, I would already be a member. I am keeping my fingers crossed!”

“I can honestly say every time I have dealings with the staff from [Trainers’ Library] they are extremely helpful, professional and deal with any queries quickly. They are a credit to the company.”

If you’re not yet a member, all it takes to start making the same difference, is a phone call or email. ??

Finally, what do you think? I'd love to hear your thoughts so please leave a comment.

*Equally engaging, learner-led versions re-created for Remote Delivery via Zoom, Teams or a similar tool are also available.