Notes from Our Waitress on How to Build a Customer Service Culture
While having dinner at a local restaurant, I noted our waitress was being shadowed by another crew member. I assumed, and our waitress confirmed, that she was in training. I signaled two thumbs up to Ms. Shadow because Ms. New seemed a natural for the role. She also appeared to be enjoying her evening and wore a genuine smile.
The conversation with Ms. New continued.
Me: Where and how did you learn what it takes to be such a good waitress.
Ms. New: I teach first grade and it’s in my classroom the I learned everything I need to know about waiting on people. I also worked at Hannafords all through high-school (one of several local grocery stores).
Me: Ahhh, that makes sense. I shop there because everyone is so nice. (Note: food shopping is something I typically avoid, and if you see me in the market I may be talking to myself in a rather grumpy voice.) They’re always smiling and offering to help. Plus, there’s never a line, because someone will come along and open a new cash register if a customer is waiting more than 30 seconds. What’s up with all that?
That’s when Ms. New revealed Hannafords’ 5 step formula for how to build a great customer service culture, the kind that has me smiling while shopping.
1. Hire for Personality
As straightforward as it sounds “hiring for personality” is a far less frequent approach than hiring for competence and proven track record. But in a customer service culture, the core competencies focus on how employees interact with customers, so hiring for personality makes sense.
2. Tell People What You Want
Hannafords’ mantra is “Service with a smile”. It’s clear, simple, straightforward and leads to behaviors that are key to good customer service. It’s hard to be nasty or rude when you’re smiling. Try it. Smiling employees create a pleasing atmosphere in the store.
Smiling is also contagious. I noted this while observing a group of people being prepped for a photo shot. As the photographer instructed them to, “Smile and say cheese,” a small group of bystanders looked on. They smiled too, all of them. And so did I, as I watched the onlookers. Smiling lifts our mood. A good mood, begets pleasant interactions. So, with the simple mantra “Service with a smile” Hannafords goes a long way to building a customer service culture.
3. Observe What People Do
Hannafords’ employees and managers are given a list of behaviors that demonstrate the kind of service customers should experience. It starts with a smile. Front line supervisors frequently and regularly observe employees according to this same list of behaviors.
4. Provide Ongoing Feedback
Supervisors provide employees with feedback after each observation. When feedback is on-going, it’s easier to hear and incorporate, as compared to the annual performance review. Based on the atmosphere inside Hannafords, ongoing and more frequent feedback is also more effective.
5. Give More Frequent and Smaller Raises
Ms. New lit up when she talked about her pay raises. “It wasn’t a whole lot of money, but it made a big difference.”
Hannafords employs a system of intermittent rewards, which are more effective than annual raises, when it comes to increasing or sustaining desired behaviors.
Casinos observe the rule of intermittent rewards. Here’s what they know. If you reward people for putting money into the slot each and every time, they get bored and will stop playing sooner. The same thing happens when people are rarely rewarded. But intermittent rewards, keep us going.
In review, here’s the simple formula for creating a customer service culture.
Hire for personality + Tell people what you want + Observe what they do + Provide ongoing feedback + Give frequent rewards