Borders Bookstore Hits A Home Run!
January 29, 2008 by Dr. Steve Bedwell
Filed under Uncategorized
I saw a wonderful example of customer service taken to an unexpected – and therefore attention grabbing – level over the weekend.
Graduates of my Presentation Skills workshops know that the most effective way of grabbing people’s attention – bar none – is to say or do something that’s totally unexpected yet completely relevant to their highest-priority problem.
A Home Run!
I’m waiting in line behind a customer who’s looking for a book; nothing unexpected there! At this moment her most relevant high-priority problem is locating the book. (I’m not suggesting, of course, that it’s the biggest problem in her life. It’s simply the most relevant problem right now.)
Borders didn’t have any copies of the book in stock. The helpful and friendly sales assistant offered to check other Borders bookstores in the neighborhood. Nice, but nothing unexpected. Then she hit a home run…
After discovering that the other local Borders stores were also out of stock, and without being asked, the sales assistant called ‘Barnes and Noble’ and checked the book’s availability with them. Amazing, unexpected – and so attention grabbing - customer service.
No doubt about it, this is ‘big picture’ customer service. Seeing way beyond the sale of a $20 book and providing an attention-grabbing experience that builds customer loyalty longer term.
Come Back Wednesday!
I had a similar experience trying to fly home from Orlando after a speech. It began when I was told by an airline gate-agent to: “Go away, and come back Wednesday!” – it was Saturday!
Fortunately, a passing flight attendant from Southwest Airlines overheard the comment, approached me and announced: “Sir, I bet I can fix your problem!”
…and she did. She walked with me to a Southwest gate-agent and arranged a flight with them. I canceled my flight with _______ and flew home on Southwest.
Did I complain to the other airline? No, life’s too short. Did I vote with my feet? You bet! I haven’t flown with them since. And, once again, Southwest demonstrated how it stays profitable, year after year, when other airlines are floundering.
Your Turn…
I which areas of your job could you provide unexpected, attention-grabbing customer service? Don’t deal directly with customers? Then which internal customers (i.e. your work colleagues) could you amaze?
When you adopt the “provide unexpected customer service” mindset, you’ll spot opportunities to build brand loyalty all around you. Go for it!
Steve: This is something we should all remember! They really drink the kook-aid at Southwest, I have seen that same enthusiasm from their gate attendants before. It is almost as if "they own stock in the company". Maybe we should all treat our customers both internal and external customers as if "we owned stock in the company". When I read your comments I thought wow… "When all else fails, go the extra mile". Don’t just do enough…. do more than enough. Very inspirational to me!! Thanks Steve…
Hey Bill,
Nice to hear from you.
I’m pleased to hear that you’ve had great customer service from Southwest airlines too.
What intrigues me is that great customer service sticks out like a “sore thumb” because it’s so rare. A fact I find both depressing and encouraging.
Depressing because the service from most companies is so lackluster; the person who explained she couldn’t help me because she was “just the customer service person” springs to mind.
Encouraging because whether you present amazing keynote speeches – or superb enterprise software – for a living, it doesn’t take much for us to stand out.
Please give my regards to your colleagues,
Steve