We cover a lot of CEM stories and opinion pieces that focus on the significant decisions and strategies that companies can make in order to improve their customers’ experience. These include sweeping changes such as the implementation of new technology platforms, data analytics and operational policy changes. However, a recent customer service story demonstrates the basic but immutable importance of training staff to apply a personal touch where possible.
In late February 2016, Leesburg, Virginia resident Ibby Piracha entered his favourite Starbucks and the barista at the counter asked for his order in sign language because she had taken note of his regular attendance at her store and knew that he was deaf. This would have been a nice touch by itself: a service industry employee recognising a disability that isn’t immediately apparent and using their acquired skill to make the customer feel comfortable and welcome. However, it transpires that the barista in question decided to learn sign language specifically for this purpose.
Ibby related the incident on Facebook with a picture of the note given to him by the barista saying:
“I’ve been learning ASL just so you can have the same experience as everybody else.”
The post went viral, gathering almost 25,000 likes and nearly 6,000 shares within a matter of days.
“I was just so moved that, oh my gosh, she actually wanted to learn sign. Sign language is really a totally different language and it was something that she wanted to do because of me? Because I was a deaf customer? I was very, very impressed,” said Ibby.
While it is impossible for companies to plan or predict the emergence of such positive viral social media incidents, the key take away from this example is how a simple yet relatable moment of personal connection between customer and staff member can generate significant amounts of goodwill. Without any additional marketing costs, without undue investment (other than staff training), Starbucks has managed to reinforce its brand identity as a consumer-friendly brand that trains its staff to be champions of customer care.
Not only does this kind of positive brand message reinforcement come without additional cost, it is also impossible to buy. It can only be nurtured as part of a fundamental approach to staff training that encourages them to empathise and engage with the customer wherever possible. Admittedly, certain brands, like Starbucks, are in a stronger position to make such connections due to the personalised nature of the products that they sell. However, no product should be a bar to staff thinking innovatively in order to deliver personalised customer service as part of the sale.
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