Customer Expectations Exceeded - At Least It Feels That Way & It Feels Good

In a prior post, I mentioned that our son entered the U.S. Naval Academy (#NavalAcademy) this year as a Midshipman in the Class of 2018.  Being the proud parents we are, it became mandatory that we adorn our home and everything we own with some symbol of this grand achievement.

I have been known to take things "overboard" at times (note the subtle nautical term reference :-)). While I am sure it is just a matter of time, I have restrained myself thus far in acquiring a mountain of items that scream "Go Navy!". To date I have the mandatory hat, t-shirt, polo shirt and logo golf ball; however, I could not take a break in my buying spree until I acquired a United States Naval Academy license plate frame for our car.

After conducting the necessary due diligence to ensure I secured just the right frame, I decided to order online from CafePress (@cafepress).

I had not dealt with this company before and therefore did not have any first hand experience concerning the extent to which they actually met customer expectations. The CafePress website and video presentations about their team were attractive and user-friendly.  The online customer reviews were also positive.  I decided to take the plunge and submitted my order.  

During the ordering process, I was informed the delivery interval would be 11 to 12 calendar days from the date of order; unless, of course, I wanted to pay for faster delivery.  Emotionally, I was in a "must have now" mental state and really wanted that plate yesterday;  however, financial logic prevailed and I decided to wait the 11-12 day interval.

To my surprise and delight, the frame actually reached my doorsteps several days after my order date versus the 11-12 that had been promised. I promptly tore open the packaging and rushed to place my new symbol of Naval Academy pride on our car.

Soon after receiving the frame, CafePress sent an online survey request.  Given my passion for the customer service arena, I began to assess why I felt so compelled and actually "obligated" to complete their survey. I came away with several thoughts.  I offer them for consideration as we all seek to better bond with and support our customers.


All Customers Are Emotionally Invested.

This was an emotional and very personal purchase for me.  Anything CafePress did to impact the basic expectations they set would be amplified due to my emotional investment.  In this case, CafePress exceeded my expectations and thus garnered even more goodwill than they might have if they just met my expectations. Conversely, had CafePress dropped the ball and delivered late, I am sure they truly would not have liked the emotional story I had to tell.

While my purchase was extremely personal due to the link to my son, any customer we serve, regardless of transaction type, has some degree of emotional investment in the exchange.  Even if an employee was charged by their management to purchase an item for which the employee has absolutely no personal interest or use, the fact that they must satisfactorily meet their management's expectations injects a level of emotional investment on the employee's behalf.  Customer service is indeed a very personal thing.



Exceed Expectations and Customers Will Not Care What's Behind The Curtain.

I am sure CafePress strategically and operationally set my expectations.  I am sure internally they knew delivery would occur earlier than was presented to me during the online ordering process.  I am also sure their cost and pricing models reflect due consideration for this "earlier than customer expects" delivery approach.  The bottom line is that I don't really care.  My expectations were set and I emotionally came to terms with and accepted the delivery interval initially presented.  Since they exceeded what I expected, I don't care what is happening within their business.  If they had let me down, I would feel justified questioning how they operate.


Exceeding Expectations Can Sometimes Cover Your Imperfections.

An interesting thing about the license plate frame I received is that it had a very minor cosmetic issue. I personally addressed it and one cannot tell there was ever an issue. If I had received the frame after the promised delivery interval, I would have definitely sent the frame back to CafePress.  There is also a high likelihood I would have returned it if CafePress had delivered within the standard 11 to 12 days; however, due to my level of emotional investment and the fact they delivered much earlier than expected, I gave them a break and decided to go with the product as delivered.

There will be times when the services we deliver to customers are imperfect in some manner.  While not always the case, there will be many times when exceeding the customer's expectations in one facet or another will compensate for, or at least mitigate, the negative business impacts resulting from an imperfect service delivery.  


Fair Warning: Exceeding Expectations Can Set A New Normal. Can You Be Consistent?

Now that CafePress has impressed me, I will order from them again should a need arise. Beside the revenue from my initial purchase, my future business is the other positive outcome for their company.  The flip side is that the expectation bar has been raised.  Even though I might again accept a standard ordering interval, on a more subconscious level I will be looking for my package to arrive early....just like the first time.  CafePress will retain my business and ongoing referrals if they are consistent in delivering the customer experience I have enjoyed.  Consistency is the key.  The CafePress operating model, as well as the operating model for any organization seeking to deliver exceptional customer experiences, must be structured to consistently meet the expectation level customers view as attainable.

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Leading The Charge To Deliver Exceptional Customer Service

During my business career, one of the best resources I have encountered is a PowerPoint presentation on leadership with quotes from General Colin Powell, retired Chairman of the U.S. Joint Chiefs of Staff. 

Regardless of your political bent, the presentation covers 18 lessons anyone leading a team or organization of any size or scope can benefit from. While the quotes focus on leadership principles, I find that many of them also apply to those of us seeking to deliver customer satisfaction and exceptional customer experiences.

Following are a few examples along with a few images to help drive home the points.

Powell Quote:  "The day soldiers stop bringing you their problems is the day you have stopped leading them.  They have either lost confidence that you can help them or concluded that you do not care.  Either case is a failure of leadership."

Powell Quote: "The commander in the field is always right and the rear echelon is wrong, unless proved otherwise."

Team members facing the customer on a daily basis are best positioned to know what is required to ensure customer happiness.  The most successful leaders are those who encourage and embrace customer feedback from the front-line troops.  Leaders who continually refine processes that facilitate the timely flow of customer feedback from the team will receive information that can be used to help create competitive differentiation in the marketplace.  Failure to listen to the team and critically assess the information provided is indeed failed leadership;  resulting in a disservice to the organization and, most critically, a failure to address customer expectations.

Powell Quote: "Keep looking below surface appearances.  Don't shrink from doing so (just) because you might not like what you find."

Powell Quote:  "Never neglect details.  When everyone's mind is dulled or distracted the leader must be doubly vigilant."

These quotes immediately bring to mind a key concept from Raving Fans, an excellent customer service book previously mentioned in my blog.  Basically, it is important to listen to what your customers say as well as to what they don't say. Customers sometimes don't say directly what they want, may say one thing but mean another, or, in the worst case, may not say anything at all if they are not satisfied.  Sometimes you have to look deeper.  While you can be assured the complaining customer is sharing how they feel, customers who simply tell you things are "fine" without elaborating may not be sharing how they truly feel.   The customer who is silent should also set off a customer service alarm.  As stated in Raving Fans, "Learn that silence is a message and usually it's not a good one."

Photo Credit:  http://www.callcentrehelper.com/

Powell Quote: "Perpetual optimism is a force multiplier."

The spirit of service needed to deliver great customer experiences is contagious. However, it can only be spread and caught by others if  those leading the customer service charge enthusiastically embrace their mission.  I have always believed that at its essence, the secret to good customer service is quite simple.  Simply ensure you treat those you serve in the manner you would like to be served if you were in their shoes; wrap this in a cheerful smile, while passionately communicating to everyone how happy you are to make a difference in the lives of those you serve. If leaders truly believe and display this, the impact upon all teams who play a role in supporting the customer can be monumental.

I have pasted a link to General Powell's "primer" below.   If you have not seen it, I believe you will find it an interesting read; both from an overall leadership as well as customer care perspective.

http://www.marvinhightower.com/resources.html

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Dinner And A Tablet. From Chili's To The County Government - Capturing Customer Feedback "In The Now"

This past weekend, my wife and I decided to take a leisurely Sunday evening drive. The weather was great and being able to enjoy a widows-down, roof-open drive with the breeze blowing and music playing was quite enjoyable.  A great way to wrap up the weekend and begin to mentally prepare for the week ahead.

While out, we decided to grab dinner at a Chili's restaurant in an adjoining suburb. Upon entering and being directed to our seats, I noticed the tablets sitting atop each table.  I immediately recalled reading articles on technology Chili's and other enterprises were deploying to help improve operations and the overall customer experience.  Chili's has decided to deploy tablets from Dallas-based Ziosk (http://www.entrepreneur.com/article/228484) and I was itching to get my hands on the device.

As soon as we seated, we began to explore the tablet's capabilities.  In addition to the menu application, my wife zeroed in on the game apps.  This was to be expected given her expertise in trivia games and ability to occasionally crush me during spirited competitions.

My interest was spiked by the tablet's pay at the table and tip application (tip amount can be adjusted by diner).  I was also impressed with the real time customer satisfaction survey and the manner in which the survey was integrated into the overall tablet experience.  Once our meal was over, we found it very easy to enter our perception of the dining experience, including the job done by our server.  What was also interesting is the fact we were still "living the experience" as we were entering our feedback via the tablet.  Our viewpoints were fresh and accurate from a personal perspective as we were still in the moment; the manner in which Chili's handled the various customer touch points was still clear.

The Chili's experience reminded me of another encounter I recently had with technology used to capture real-time customer satisfaction feedback.  Of all places, I found QMATIC keypads in my local county government's licensing office. I previously tweeted my happiness about this find and keep my fingers crossed that the feedback being provided will be used to increase the return on my tax dollars.  https://twitter.com/marvhight/status/482587693528780801/photo/1

I have seen articles posted on LinkedIn and other sources addressing the accuracy of customer satisfaction feedback due to survey timing as well as other factors that could influence survey results.  It would appear logical that the closer the survey occurs to the actual experience the more accurate and honest feedback received will be. Furthermore, tools that minimize the chance of employee or vendor bias being introduced during the survey are critical. The explosion of social media demonstrates we are in a "now society".  This extends to many in society who desire to express their opinion immediately in an open, direct and honest manner via channels made available to them.

Those of us interested in creating successful customer outcomes and thereby grow our enterprises, should continue to embrace means by which survey timeliness and accuracy can be continually improved.  It will be interesting to watch the evolution of tablets and other technology as customer satisfaction survey strategies continue to improve.  Regardless of how technology evolves, the key is to ensure organizations listen, accurately interpret assimilated feedback, and implement appropriate action plans in line with their ultimate customer satisfaction vision.

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The United States Naval Academy: A Commitment to Country and Customer Service

My wife and I were recently in Annapolis, Maryland for our son's induction into the United States Naval Academy's (USNA) Midshipmen Class of 2018.  While visiting #NavalAcademy, we also took time to tour national monuments in nearby Washington, DC.   We have done the D.C. tourist thing before; however, this visit took on a special meaning given the path our son is now on.

The Academy's approach to all activities associated with what is known as Induction, or "I- Day" were models of efficiency.  Each was designed to meet the needs of the Academy, the incoming class of 2018, parents, and ultimately the entire citizenry of the United States.  It is not a far stretch to say this is the "ultimate target market" to satisfy when it comes to delivering an exceptional customer experience.

After returning home and reflecting on the days spent in Annapolis, I was blown away by the degree to which the Naval Academy succeeded in meeting and, on occasion, surpassing expectations.  It was evident that Vice Admiral Michael H. Miller, the Academy's Superintendent, and his team clearly understood what it takes to run a successful operation.  They also knew how to address the needs, as well as concerns, of their diverse constituencies.

As some may know, I am an admirer of the book Raving Fans by Ken Blanchard (#KenBlanchard) and Sheldon Bowles.  I highly recommend and view it as a "must read" in the field of delivering exceptional customer satisfaction.

I am taking the liberty of borrowing a few key concepts from the book, linking them to observations made about the manner in which the Academy approached its business during our visit.

Decide What You Want; Then Create A Vision of Perfection Centered On The Customer

It is comforting to know that our country's Naval Academy has a very clear view of their mission, a keen understanding of its institutional capabilities to accomplish this mission, as well as the expertise and resources required to execute all mission-critical programs.   It was evident from every interface I had, that the Academy has a view of what "perfection" looks like when it comes to their day-to-day operations and meeting the needs of it various customers (the United States as a country, Midshipmen students, parents, etc.); furthermore, they recognize what can and cannot be compromised when it comes to meeting these needs.

A clear vision, disciplined execution of supporting programs, combined with clear communications of what customers should expect, ultimately helps ensure overall satisfaction.  It also provides a framework within which potential changes in approach can be assessed to determine if these changes might add to or detract from the continual pursuit of service perfection.

In its quest to deliver service excellence, every organization should ensure it has a clear understanding of itself, i.e., "what it wants".  The U.S. Naval Academy definitely knows.

Discover What The Customer Wants (Needs)

Information shared by the Academy's leadership team, as well as experiences during our time in Annapolis, proved that the institution consistently seeks out and is in tune with what its customers both need and want.  

As concerned parents, the institution understood our need for detailed information regarding the journey our sons and daughters were embarking upon.  This need was met in various ways, including detailed communications prior to induction day, induction day tours and briefings, as well as ongoing communications from the Academy via various channels including local parents clubs and social media (e.g. #USNAAlumni; #USNAParentCommunity; USNA Parents Club of Georgia).

The Academy' leadership also made it a point to give Mothers special attention. They understood the assurances all parents, but especially Mothers, want to ensure their children will be okay;  therefore, in addition to what activities our sons and daughters would be engaged in over the coming weeks, we were given information on when communications could be expected from our children.  This was most welcomed and satisfying indeed.

I found it interesting that while our need for information was being met, the Academy did a very good job of setting expectations.  Related to the concept of "Decide What You Want", the Academy clearly articulated limitations imposed on interaction with our children during their summer indoctrination period.  This was very much in line with their clear understanding of what is required to accomplish the Academy's mission for all stakeholders.

As in business, we can't be all things to all potential customers.  In some cases, the needs of some may be beyond the scope of what can be successfully delivered within the framework of the organization's defined
mission.

I am happy to say that as far as I know, the entire U.S. Naval Academy Class of 2018, 1,192 strong, is still whole and no "customers" have been lost due to a misalignment of customer needs and expectations (smile).  Kudos to the U.S. Naval Academy for understanding their purpose, understanding its broad customer base, and seeking to always set expectations appropriately.

For multiple reasons, I found it appropriate that the Academy's Induction day and our resulting trip to Annapolis occurred close to the 4th of July holiday.  The timing served as a reminder of the service and ultimate sacrifice made by many to afford us an opportunity to pursue our dreams on an individual or collective basis.

It made me think that if we could only keep in mind the service many gave that allows us to exercise our freedoms, pursue prosperity, and help others, we all might do a better job in delivering exceptional customer service to those we seek to serve.

USNA Class of 2018 Oath of Office Ceremony

Thanks for reading my post.  I hope you found it interesting and possibly helpful in your daily pursuits.   To receive notice of future posts, I invite you to follow my content via Twitter, Facebook , LinkedIn, Goggle+, Pinterest, or my website.


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