For Whom the Bell Tolls

Great service can come from unique places.  I buy my night crawlers (worms) for fishing at Jerry’s Bait Shop…an antique, all-purpose country store.  Buying night crawlers involves several steps:  opening the refrigerator, taking out a Styrofoam cup of worms, pouring them into a large container to make certain they are all wiggling (therefore alive), replacing the worms in the cup and purchasing the worms.  Anglers are right particular about their fish bait.  So, Jerry’s creates a service process that keeps his customers in complete control.

First, the refrigerator is right next to the fishing lures and hooks so customers there to buy hooks remember to get worms and vice versa.  Some establishments would separate these and keep them under control of management.  There is large note on the refrigerator door reminding customers to check the worms in the large funnel shaped bucket to check for wiggling.  And, when the cash register is involved, there is a checklist on the customer’s side—need a fishing license, cold drinks, cigarettes, etc.  The goal is clearly to help customers avoid getting in the middle of the lake only to discover a critical fishing item is missing.

Great service providers don’t just provide service convenience.  They insure customer-centric convenience.  They think about the moment-to-moment experience through the customer’s eyes and emotions.  What are you doing to take an empathy walk with your customers?  How can you make certain service delivery processes are crafted with the customer’s experience in mind?

About Chip&John

Chip R. Bell and John R. Patterson are customer loyalty consultants and the authors of several best-selling books. Their newest book is "Wired and Dangerous: How Your Customers Have Changed and What to do About it."
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