|The Shops at The Broadmoor|
The author of "Thinking Fast and Slow", 2002 Nobel Prize Winner Daniel Kahneman, says it best:
"We are not thinking machines that feel, we are feeling machines that think."
If you reflect on what causes you to support and then comment on businesses that impress, it is often as not because it felt human, you were interacting with a person, not a script or company. It is about having empathy in customer service and walking in the customer's shoes as it affect's todays experience.
|J. Crew in Toronto|
Recently on the first tee this came home to me as our foursome was being recited the 15 rule sermon while we were standing, driver in hand, waiting for the glee of a properly struck concussion that lands in the fairway and starts a day of 18 hole camaraderie. The first tee 10-minute lecture has always seemed an anethma to me and the antithesis of empathy for the experience of those feeling dressed down. I played a week later at a different club where we drove from the range past a marshal who explained the cart-path only holes, pointed to the first tee and added "Have a good day."
|Congressional Country Club|
"Empathy is about standing in someone else's shoes, feeling with his or her heart,
seeing with his or her eyes. Not only is empathy hard to outsource and automate, but it
makes the world a better place."
Customer service doesn't always Wow, but it can always deliver empathy. This isn't something you're born with, but it can be learned and improved like all other customer service attributes. The staff has to care about the mission statement and the leader or leaders need to take seriously that training is part of development of staff and culture. "Tell the tell."
Spend time with businesses and people outside of golf who provide exceptional service. Practice and inspire your staff to practice using phrases that make your customer feel valued.
- You play here often, we appreciate your business.
- We appreciate your membership. Let us know if there is anything special we can do for your guests.
- How is your game? What can we do to improve the range?
- I understand your concern. If I were in your position I would be asking the same questions.
- Is there anything, big or small, we can do to make your experience with us better?
- Thank you for your patience. We want to help you with this, give us just a little time to figure it out.