5
Ideal Service
“I really enjoyed your presentations—you all did a great job,” said Professor Hartley. “It’s a good way to set up what we’ll be focusing on for the rest of our course.
“Over the next several weeks, I’m going to introduce you to a model that uses the acronym ICARE. We’ll take one letter from the model—one segment—at a time, and discuss it. You’ll then go out into your world, find examples of that specific aspect of service—and also examples of where it’s lacking—and write about your experiences. Now let’s talk about service at a higher level.”
He tapped his laptop and the ICARE model appeared on the screen with the first letter of the acronym identified.
“Can anyone tell me if you think you’ve seen an example of Ideal Service since we were last together?” asked Professor Hartley.
His question was met with puzzled looks and low murmurs, but no one spoke up.
“Perhaps you need a bit more information on what I’m talking about. No matter what industry you’re in, as a service provider you have the ability to demonstrate daily, through your actions, your words, and your behavior, that you believe service is important. Think of it as being in a Hall of Fame for serving others—people who provide Ideal Service are the best of the best. Here’s our official definition of Ideal Service.” He brought up the next slide.
As Kelsey listened to the professor and read the words on the slide, she found herself thinking about Iris and Barbara at the clinic.
“I want you to memorize this, so I’m going to leave it on the screen for a few minutes. Make a note of it,” said the professor. “So—now that we’re clear on the definition, which of you can think of a story you want to share about Ideal Service?”
A student named Nathan raised his hand.
“Last week my dad asked me if I’d do him a favor and take his car in because the warning light showed that he needed an oil change. I took it to the little auto shop in his neighborhood where he always goes. I gave the mechanic the keys, and while I was waiting, the owner of the place came into the waiting room to say hello. I asked him how business was, and he said, ‘You know, a lot of my competitors are having a tough time in this economy, but our business is booming.’
“After I’d waited for about 15 minutes, the mechanic came in and told me the car didn’t need an oil change after all. He said the service light isn’t always accurate and the oil was probably good for at least another 2,000 miles. He had checked the engine for signs of wear and told me I was good to go. There was no charge! It blew me away. Now I know why my dad’s been going back to the same place for 15 years and why that business is doing so well compared to its competitors.”
As the other students were commenting to each other, Professor Hartley looked at Nathan and said brightly, “Thanks, Nathan. I think a few of us need to get the name and address of that place before you leave today” He turned to the class. “Notice what just happened here. That small act of goodwill may have cost that shop the price of one oil change—but it also may have generated five or six new customers just now, in this room, because Nathan told us that story. Does anyone else have an example of Ideal Service?”
Kelsey raised her hand and talked about how both Barbara and Iris from the Move Right clinic had shown they cared about their customers through the way they greeted Kelsey and her grandmother, took the time to explain procedures and answer questions, and made Grandma Kate feel comfortable and welcome.
When Kelsey had finished, Professor Hartley thanked her and said, “You don’t have to be a genius to figure out that Ideal Service can make all the difference in whether or not a business is successful. So this week I want you to find one great example of Ideal Service and another that shows the opposite of Ideal Service. Write as much as you can about both situations—the person who provided the service, the organization they represented, and what they did to create a good or bad impression—and please remember to include how it made you feel”
Kelsey hit the ground running when she got to Ferguson’s later that day. She was determined to create her own examples of Ideal Service—and to do it in a way that would get a positive reaction from her customers.
Checking for misplaced items in the aisles, Kelsey walked around a corner and almost ran into a tall man who was bending to read a sign in front of the display of vacuum cleaners. Startled, he stood up and looked at Kelsey.
“Hey, I’m glad you’re here,” the man said when he realized Kelsey was an employee.
“So am I,” she said with a smile. “I’m Kelsey.”
“Uh … I’m Tom.”
“Hi, Tom. What can I help you with?”
“I want to get my wife a vacuum cleaner for her birthday. She really deserves the best.” He pointed to a display model. “This one looks pretty good, and it’s on sale, too. What can you tell me about it?”
Kelsey’s first thought was, Oh, no—a vacuum cleaner is not a good birthday gift! But she quickly realized her job was not to talk the customer out of a purchase—it was to provide Ideal Service.
“You’re right—this model is very popular. It’s the top-rated brand for performance. And, as I’ll show you, the accessories are very easy to attach and take off”.” She demonstrated this by clicking one of the attachments onto the end of the hose and then removing it. “It’s also one of the quieter models we sell.”
“That would be a plus—I hate it when she’s vacuuming while I’m trying to watch TV. The one we have now is really loud.” Tom smiled at Kelsey.
She couldn’t tell if he was kidding. Ugh, she thought. He’s more interested in his TV shows than in his wife. This is going to be a bigger challenge than I thought!
“Is there anything else you’d like to know about this model?” she asked.
“I guess not—I think I’ll take it,” said Tom as he picked up the box next to the display. He paused. “You know, there is one more thing you might be able to help me with—even though you’re kind of young.”
That’s great; now I’m too young. Tom’s an interesting guy. This is turning into a perfect transaction, Kelsey thought sarcastically, trying not to grit her teeth as she smiled.
“I’ll try my best, Tom—what else do you need?”
“Well—” Tom looked at the box he was holding. “Do you think my wife will like this? I mean, I know she’ll like it because it’s a really good one, but—” He looked at Kelsey. “If you were married and your husband gave this to you for your birthday, how would you react?”
Kelsey froze. If I tell him what I really think, I’ll lose this sale, she thought. Wait a minute—it’s not about the sale, it’s about giving him Ideal Service—which means meeting his needs because I believe service is important. Right now he needs an honest answer.
“Since you asked me, Tom, I think if I were married and my husband gave me a vacuum cleaner for my birthday, even if it were the most amazing vacuum cleaner in the world, I’d be …” She searched for the right word. “… disappointed.”
“I knew it!” exclaimed Tom as he broke into a toothy grin. “My brother told me it was a good idea, and I never agree with him on anything! I’m really glad you were honest with me.” He put the box back on the shelf. Kelsey breathed a quiet sigh of relief mixed with mild concern at losing the sale—but she knew she’d done the right thing.
“Okay, Kelsey,” said Tom as he rubbed his hands together. “Now let’s take what I would’ve spent on the vacuum cleaner and use it to get my wife something she’ll really like. I think if I work with you, I can figure this out. You seem to know what you’re doing—and you seem to actually care about my wife having a happy birthday. What’s better than that?”
Kelsey couldn’t believe what had just happened—she’d pulled it off! Tom wasn’t such a bad guy, after all. This experience was going to leave a lasting impression on him—and she’d still get a good sale for the store. Tom ended up choosing an elegant crystal vase, which he said he would fill with his wife’s favorite flowers. Next, Kelsey accompanied him to the jewelry department, where her friend Rachel helped him pick out a beautiful bracelet.
Kelsey decided to write up this experience as part of her homework assignment. She was excited about writing a story in which she herself was in the role of the service provider who had delivered Ideal Service to her customer!
“Welcome back,” Barbara greeted Grandma Kate and Kelsey as they walked into the clinic. Just then, Alex arrived in the waiting room as well.
“Hello, Mrs. Wilson. Hi, Kelsey. Nice to see you both again. How’s the wrist feeling after your last session?”
“It’s been a little sore, but I guess that goes with the territory,” said Grandma Kate cheerfully.
“Well, come on back and let me take a look at it. Kelsey, would you like to come back as well, or wait out here?”
“Actually, I brought my laptop—I have to write a paper, so I’ll just find a spot out here—but thanks,” said Kelsey.
“We do have a reading room. It’ll be nice and quiet for you to study there while I’m working with your grandma. It’s just down that hall, the last door on the right.” Alex gestured.
“That’ll be perfect,” said Kelsey with a smile. “No distractions.” She walked to the reading room and was pleasantly surprised. It was small but nicely decorated and felt as comfortable as a living room.
By the time Grandma Kate’s appointment was over, Kelsey had finished writing the Ideal Service story about her customer, Tom, and his near miss with the vacuum cleaner.
On the way home, Grandma Kate reiterated how nice everyone at the clinic was. “Alex treats me like I’m his grandmother.”
Kelsey smiled, thankful that Alex, like Iris, was making her grandmother feel cared for—another example of the clinic’s Ideal Service. Now she just needed a good example of service that was not ideal.
Because Kelsey didn’t need to be at work until noon on Saturday, she had made a ten o’clock appointment for a haircut at a nice salon in town that she had been wanting to try.
When she walked in, she was impressed by the lofty ceilings and the elegant black-and-tan color scheme. Most of the stations were in use, and all of the stylists were fashionably dressed in black. Several people were sitting in the waiting area, reading magazines. Kelsey was looking forward to having her hair done at an upscale place like this. She walked up to the young man at the reception desk, who was staring down at an electronic tablet. When a minute had gone by and he hadn’t acknowledged her, Kelsey cleared her throat softly.
The receptionist looked up and smiled. “Don’t worry, I noticed you,” he said.
“I have an appointment for ten o’clock with Bebe,” said Kelsey, feeling slightly uncomfortable.
The receptionist turned back to the tablet, tapped it a few times, and said, “Oh, yes, are you Kelsey?” When she nodded, he said, “Okay, have a seat and Bebe will be with you as soon as she finishes with her client.” He gestured toward a tall, thin stylist with brilliant red hair who was standing at the first station and taking a towel off the head of the customer sitting in front of her.
Kelsey sat down and picked up a magazine but kept an eye on Bebe. When Kelsey saw Bebe start to comb out the woman’s wet hair and heard her say, “What kind of style are you looking for today?” she got up and walked back to the reception desk.
“Excuse me,” Kelsey said. The receptionist looked up from his tablet. “My appointment was for ten o’clock, and now it’s five after ten. I just heard Bebe ask her customer what kind of style she was looking for. Do you know how long she’ll be?”
The receptionist looked at Kelsey and then looked over at Bebe. “Well, Bebe’s a real perfectionist, so you never know with her.”
Kelsey felt her cheeks getting red. “I’m sorry, but it doesn’t seem right that I was on time for my appointment and it’s pretty clear she’s just started working with this customer.”
“Oh, Bebe,” the young man called over to the stylist, “would you please come over here for a second?” Bebe said something to her customer, then walked toward the desk, energetically chewing her gum.
The receptionist smiled at Bebe and pointed at Kelsey. “This customer would like to know how long it’s going to take you to cut your client’s hair.”
Bebe laughed. “I have no idea!” she said loudly, snapping her gum. “Everybody’s hair is different.” She put her hand on her hip and looked at Kelsey. “Why do you need to know?”
“Because I’m your ten o’clock appointment,” said Kelsey defensively. “It looks as if you started working with her just as I came in.”
“Oh, yeah, she was pretty late, but she’s a friend of one of my regulars.” She reached out and began running her fingers through Kelsey’s hair. “Wow, honey, you’ve got some problems here.” She chuckled. “Trust me, it’s gonna be worth it for you to wait. You really need help.” She nodded toward her customer in the chair. “I’ll probably be done with her in about an hour. You can wait—or if you want, you can come back around eleven.”
“No, I can’t wait, and I can’t come back at eleven—I have to be at work at twelve,” said Kelsey, increasingly annoyed. “That’s why I made my appointment for ten o’clock.”
“Suit yourself, sweetheart, but I could do wonders for you,” Bebe called out as she turned and walked back to her station.
“Let’s see what we have available next week and you can reschedule,” said the receptionist, tapping his tablet.
“No, you don’t understand. I’m not rescheduling,” said Kelsey, incredulous. “You know, you have this beautiful place—I was really excited about coming here. But I can’t believe the way you’re treating a new customer. I’m not coming back—ever.” She turned around and walked out.
As aggravated as she was, while pulling out of the parking lot Kelsey realized she now had time for a workout—and after that experience, she knew it would be a good one. She was glad she kept her gym bag in the trunk of her car. She could feel herself calming down and felt even better when she realized that even though she didn’t have a new haircut, she did have a not Ideal Service story she could use to finish her homework assignment.
Kelsey was excited. She had a lot of points to discuss with Steven in their first Monday morning one-on-one chat before the regular team meeting. She knew he would be able to see
what an important factor service was in the big picture of Ferguson’s vs. ShopSmart, and she was eager to get the ball rolling and get Steven on board.
But the meeting room was empty when Kelsey arrived. After a few minutes, her teammate Rob walked in, followed soon by her other coworkers. At exactly eight-thirty, Steven hurried in and walked toward the front of the room, carrying a folder. When he looked up and saw Kelsey, he put his hands up in surrender, shook his head, and mouthed the words I’m sorry.
During the meeting, Kelsey could see that Steven was tense. He talked about the numbers being flat this week compared to last year, and he seemed to have more desperation in his voice when he mentioned ShopSmart.
After Steven had dismissed everyone, he walked up to Kelsey and said, “I’m sorry. I had a managers’ meeting this morning, and I completely forgot that we were going to start getting together before the team meeting. I still want to hear about what you’re learning and how you think it could help us—it’s more important now than ever. I promise I’ll meet you next week at 8:20—I’ll put it on my calendar so that I don’t forget.” Steven looked at his watch. “I’ve got to go now, or I’ll be late for another meeting. See you soon,” he said as he hurried out of the room.
Kelsey was disappointed, but at least Steven still wanted to hear her ideas. He was obviously stressed, though—maybe it was about something he had learned in the managers’ meeting. She wondered if her job was at risk.
Later that afternoon, Alex was taking Grandma Kate through her exercises at the clinic. At one point, he looked at Kelsey and said, “I hope you don’t mind my asking, but is everything okay?”
Kelsey’s eyes had been half focused on a chart on the wall as she thought about work. She was startled when Alex’s question abruptly pulled her back into the present. “What? No! I mean yes!” She smiled and shook her head. “Sorry—I guess I was far away.”
“Kelsey’s been working too hard,” said Grandma Kate. “She’s learning about customer service in college and has figured out that the store where she works is terrible at it!”
“Grandma!” said Kelsey, with a laugh at her grandmother’s brutal honesty.
“Actually, that’s interesting,” said Alex with a smile. “We talk about customer service a lot here at the clinic. Iris is pretty obsessed with it—and I mean that in a good way. I’ve learned a lot about service from her since I’ve been here. Good service is a lot simpler than people think.”
“I know!” Kelsey exclaimed. “I can’t believe how many businesses don’t get that.”
“It’s just a matter of caring for and knowing your customers, clients, patients—whoever you’re serving,” said Alex. “It’s about considering their needs and wanting to make them happy.”
“I know!” repeated Kelsey. It was great to hear someone else say the same things she’d been thinking and hearing about for weeks. Alex seemed to have as much enthusiasm for the subject as she did.
“You should mention your situation to Iris next time you’re here. As a matter of fact,” Alex turned to Grandma Kate, “Iris will be working with you this Wednesday, Mrs. Wilson, because I have another appointment.”
“Thanks, Alex, I will talk to Iris,” said Kelsey. “It would be great to pick the brain of a business owner like her—especially since you all obviously believe service is important. She must be an amazing boss”
“She is,” said Alex. “She’ll be able to help you.”