Whether you realise it or not, care for your customers can help build a competitive advantage for your service business. Good businesses take every opportunity to show that they care. But what happens when things don’t go according to plan? We all err and make mistakes, as long as we are willing to own it and make it right for the customer, it all ends well for everyone.
It’s the end of winter but the weather has been somewhat cold and chilly in Brisbane. Both of us partners at Awesome & Authentic were out for a morning cup of coffee in the West End. Em ordered his standard lactose free flat white (with an extra shot) and a skinny latte for me.
This Italian cafe, with a rustic interior, is adorned with frames and posters all over the walls. The floor and layout of the reception, everything gives a homely kind of authentic feeling. It’s not a posh or fancy experience. The chef was busy dancing to the 80s music that was playing while pumping out all sorts of breakfast, eggs, bacon, more eggs, more bacon. Judging from the aromas coming from the open kitchen it all felt devine. Clearly what he was doing was his ikigai. Em’s already hooked onto the music and the aromas making him repeatedly wonder if he should have a second breakfast that morning.
The wait staff called out my name when the order was ready (yes I know he ordered and gave Sam as his name). I twinkle-toed to collect our coffee cups. Almost as soon as I got back to our table we noticed the barista walking up to us swiftly. Draped in a white shirt and apron she gently got Em’s attention, “I think we have mistakenly given you dairy milk instead of lactose free. Let me make it right. I will take this back and bring your lactose free flat white. Sorry about this.”
In that moment, the attitude and care created a peak experience for Em. He felt all the warm and fuzzy feelings of genuine care. Though we had ordered takeaway coffee, we sat there a little longer discussing and appreciating the duty and speed with which the staff corrected a mistake, resulting in a peak experience. Her gesture brought some sunshine and warmth to an otherwise gloomy and chilly day. Next time when we are visiting the West End, we know where we will be getting our coffee from (and maybe Em can get his full breakfast with bacon and the works). Mistakes happen during delivery of service experience. How you proactively fix them makes a big difference in how the mistake is perceived by the customer. In customer experience and hospitality, speed and accuracy matters. How you show up for your customers and the small details make a big difference.
In our view the best marketing and CX strategic ingredient ever is a four letter word: Care.