9 1/2 Principles of Innovative Service

An excerpt from 9 1/2 Principles of Innovative Service by Chip R. Bell

Monogram the Moment

The Fly-Fishing Principle

It looked like we were going to have to spend the night in the car with the cat! Not a good idea! We were traveling to South Texas and had targeted Austin as our halfway overnight destination. We realized two hours out that we had no hotel reservation on a Friday night UT football weekend. Plus, we travel with our cat. We called the usual hotels—Marriott, Hilton, Holiday Inn, Motel 6—all with the same response, "Sorry, no pets!" "Why don't we call the Four Seasons Hotel?" my wife suggested. I thought, "Oh, no. Three hundred dollars a night!" When she sensed my resistance, she coyly asked, "What if we just called them to see what they say?" You know where this story is going! "We'd love to have your cat," the front desk clerk sang into the phone. "What's your kitty's name? We want to register your little kitty." "Taco," my wife answered, "Taco Bell!" When we arrived at the Four Seasons there was practically a welcoming party—all eager to greet THE cat. After the "oo's and ahs" we arrived at our gorgeous lakefront guest room. The hotel staff had already set out a serving tray with a logoed bowl for cat food, another for water, and a small cat toy. My wife was super happy, Taco was super happy, but I was still not liking this pricey event. But the monogrammed moment came the next morning when we ordered room service breakfast. When the bellman knocked on our door, Taco immediately jumped to the middle of the bed. As the bellman entered the room with our breakfast, what do you think were the first words out of his mouth? You guessed it! "Good morning, Taco!" As soon as the room door closed, I could hear my bank account cry. My wife swooned, "I'll never stay anywhere but a Four Seasons hotel. If the room service guy knows the name of my cat, why would I stay anywhere else?" Customers love monogrammed service. Monogrammed service is a lot like fly-fishing for trout. Most fish are complete suckers for a juicy worm on a hook dangling in front of their face below a cork floating above on the surface of the water. Not trout. Trout, like customers, prefer a monogrammed adventure. You must carefully study what the trout are eating, buy or fashion a fly to mimic their cuisine, authentically present the fly to the trout, and the moment you get a bite, slowly draw the trout to a net because what separates you from the trout is a line slightly larger than a thread. Please don't push this metaphor too far. There are parts of a fishing metaphor that do not work when it comes to great customer service—like hook, catch, or reeling in. But regular fishing is to fly-fishing what whittling might be to scrimshaw or what baking pre-sliced cookies might be to gourmet confectionary baking! Fly-fishing is all about personalization—with a fish instead of a person! Monogramming service requires time and care; it cannot be a knee-jerk or fast-track response. It is unique to the customer and it must always be sincere and authentic. Customers know if your brand of service is a trick, an empty gesture, or a selfish ploy. When service is genuinely personalized, it reminds customers they are vitally present in an important service relationship. Having customers' names on an offering or their needs embedded in it, informs customers they are valued recipients, not just typical end users. What can you do to apply the FLY-FISHING Principle? Display the upbeat attitude you want your customers to have. Never let customers leave disappointed. As they do at Starbucks, repeat customers' names often so you will know them when they return. Even if you can't always give customers what they want, you can always give them a great service experience. Use the optimistic attitude of, "The answer is 'yes,' what's the question?" Listen to learn, not to make a point. Customers will indirectly tell you ways to personalize their experience. Thank customers like you really mean it. And never forget they have options. Customers feel valued when you show you never forget that fact either.