Don’t miss the opportunity to recognize and reinforce positive service behaviours when you see them.
Topic – Creating ‘sticky’ customer service
Mentor – Jaquie Scammell
- The heart of service is human
- Nothing served, nothing gained – Nothing given, nothing received
- Customer interaction reflects positively or negatively on your brand
Developing your leadership style – Jacob Aldridge – The importance of empowerment and accountability
Kevin Turner: This week, we’re all about service delivery, and I’m talking to Jaquie Scammell, who’s written a book called Creating a Customer Service Mindset, available at all good bookstores, or just simply go and google it. Creating a Customer Service Mindset. Jaquie, I said at the end of yesterday, we’ve done a lot of the talk about energy and walking a mile in my shoes. What about the heart? How do we put heart in the relationship?
Jaquie Scammell: Well, when I think of heart, I think it reminds me that services is human. You know if we talk about treatment like we did previously, we’re not robots, we’re not androids. We have a beating heart, so what are the qualities, the human qualities that we bring as humans that really bring a point of difference that a kiosk, or an iPad, or a robot can’t do? And I think if I was to share a story with our listeners about what really brings this to life, it would be to sort of squash the urban myth that service needs to be upbeat and happy. Because really, if in that moment that’s not relevant, then it’s not real.
So, there was an evening where I went to my local supermarket, Kevin, and it was late. I’d had a long day, and I was determined to buy some fresh food to start my side of exhaustion, and I got to the checkout counter and there was a girl there who was not real older than about 16, and she looked at me straight in the eye, and she didn’t say, hello, how are you, good evening. She just said to me, “You don’t wanna be here, do you?” And straight away I realised, like she caught me a little bit off guard, but I thought, “Oh, she’s read me.” She read my facial expression, she read my body language, and she was perceptive enough to know that I didn’t wanna be there. And then she started scanning the items like she was in training for the scanning Olympics.
And what I loved about this was, there was no fake greeting, there was no fake small talk, just real authentic human to human communication. And this is a great, simple example of how this young girl met me where I was at, as a customer, and she actually, she moved me in a more positive direction and raised my spirit a little. And that to me is a great example of how someone has brought some heart to the conversation and not just transactional, expected routine type service.
Kevin Turner: It strikes me too, Jaquie, that when we’re out walking, and I guess we all do this. You know, you’ll walk past someone, you don’t even know who they are, yet you say, “Hi, how are you?” That question that’s so glib, because if they actually stopped to tell you how they were, you’d think, “Eh.” Even though you asked for it. When it comes, you don’t really want it, so why ask it to start with?
Jaquie Scammell: Yeah, I know, like we’ve all gone into a retail store where we’ve been ignored or worse. Like you say, Kevin, we’ve been greeted by a shallow shop assistant that just says, “Hi, how are you,” and you think they don’t care, and even if they do care, it doesn’t feel that way. You feel like you’re being treated like a number, or a robot. So, you’re spot on, you never what’s gonna come the other way when you ask a question and you really mean it, but equally, don’t say it if you don’t mean it.
Kevin Turner: That’s right exactly. Yep, you’re better off saying, “Hi, beautiful day,” or just some comment that doesn’t even require an answer. It may be just a statement but if you feel you’ve gotta say something.
Jaquie Scammell: We’re creatures of emotion, and so, so much of service, both to the employee when they’re making decisions, but also for customers when we’re making decisions about, “Will I come back again? Can I trust these people? Do I feel loyal?” That’s all being made through a filter of emotion. So we’ve gotta remember the human qualities like emotional intelligence, social intelligence, bringing heart, and care, and kindness. These human qualities is a really critical part of quality service.
Kevin Turner: Is it as easy as thinking to yourself, “Well, you know if I’ve gotta give to get. In other words, I don’t expect, I shouldn’t expect something, unless I’m prepared to give something to start with, give to get.”
Jaquie Scammell: Well, wouldn’t the world be a wonderful place if we all felt and thought like that. And You know what, there is an element of that. Work is life, life is work. We all know we have to work for life, but I think when we bring an intention, a service mindset, which is what this book is all about, we can create slides and shifts in your result. So when you smile at someone, you’re doing it because you mean it. But, with no expectation in return, like you said.
Or when you ask a question, and you listen, you’re not listening to respond, you’re listening to really understand, and again with no expectation. And to that point, nothing served, nothing gained. So, I find for me, when I’m a really well behaved customer, so when I walk in somewhere and smile and say, “Good morning, how are you?” To an employee, I always feel like I’m treated like the favourite, by the employee.
Kevin Turner: If you’re wondering about how important this is to your brand, Jaquie, we sometimes just think of brand as the image that we put out there, either in print or in media. In some way, how we advertise. But brand is so much deeper. The relationship that your staff or your people bring to the … you know, how they treat customers. That’s actually gonna reflect positively or negatively on your brand, and that’s really the core of the whole thing.
Jaquie Scammell: Yeah, it really is. And there’s, I guess this mindset that I try and adopt and we’re all human, we all have bad days, but the practise is reminding myself, “Who am I being?” And not necessarily what am I doing. And I think when you talk about brands, the deeper essence is, who you’re being in every moment. Not just, “Today’s Monday, I better show up,” or I’m walking to a meeting, “I better be better than I was at lunchtime.” Like I think, every little moment and touchpoint, we have an opportunity to be better than yesterday, and be a better version of ourselves. And we do get caught up in what we’re doing, and we forget that it’s the little moments that people observe, and I guess make some sort of judgement around, and this stuff that we’re talking about, it’s not hard. I think it’s, we just forget.
Kevin Turner: We do forget. We do forget. And we’re gonna put this icing on the cake tomorrow. We’ll bring all this to a conclusion, and we’ll talk about something that’s been discussed quite a lot, maybe over discussed, but we’ll give it a different focus tomorrow when Jaquie comes back. Jaquie Scammell is my guest, the book is called Creating a Customer Service Mindset. Jaquie, we’ll talk to you tomorrow morning.
Jaquie Scammell: Thanks, Kevin.