Operations - C-Suite Network™

Cheers to Remembering Your Customers’ Names!

Do you remember the sitcom Cheers? It was a popular television show that started in 1982 and ran for over ten years. If you remember the show, you probably also remember the theme song “Where Everybody Knows Your Name,” which was also the theme of the entire show.

Now, I’ll bet you don’t resemble the character Norm, the accountant who loved beer, nor Cliff, the postman who knew everything, on the show. Neither do I! But a few weeks ago I frequented one of my favorite places, First Watch. On that particular day I wasn’t all that hungry so I ordered just a single pancake. Typically, when I add a pancake to my meal, the server charges me a dollar. But this time, when the server left the check on the table I noticed he had charged me five dollars – for a single pancake!

I was stupefied by the bill, so I asked about the high-priced pancake. I then learned there was as difference between adding a pancake and ordering just one for breakfast. Not only did the reason make sense, the server was very nice about it, so I was happy to accept the reason. The server then jokingly told me the next time I came in he was going to serve me a pancake for just a dollar. I laughed, thanked him and left him a nice tip for his great service and outstanding attitude.

Two weeks later we went back to First Watch for breakfast. That day we had a different server. (Sometimes on Cheers, Carla was your server, other times it was Diane.) I ordered my usual big breakfast. Surprisingly, a few minutes later the server came back with my plate. On it was – a single pancake! She said that the pancake was compliments of Tomas, the gentleman who took care of us the last time we were in for breakfast. I looked over and he gave me a wave and a smile.

I was impressed. First, you should know why I like First Watch. While the bar Cheers may have had great beverages and great service, First Watch consistently has great food and great service. The servers are always friendly. Nobody is perfect, but First Watch comes as close to perfection as you can get. That’s why I’ve been a consistent customer of theirs since they first opened their stores in St. Louis more than a dozen years ago. I always know exactly what I’m going to get.

But, now I have yet another reason. Like Cheers, First Watch remembers me. Actually, they didn’t remember; Tomas remembered me. But to me, Tomas represents the restaurant and all of the other employees. Tomas is the face of the entire organization.

The ability to remember your customers is huge. Why? Here are four good reasons.

It makes your customers feel special. Who doesn’t like to be remembered and appreciated? On Cheers, Norm and Cliff were so remembered and appreciated, everyone else was careful not to occupy their chairs.
It makes the customer experience personal. I was remembered, but more importantly, I was given a special experience based on Tomas remembering the pancake.
It creates a connection with your customers. People like being around people they feel they know. The first step is to recognize and remember someone.
It increases the likelihood of a return visit. How often do you think that Norm or Cliff frequented the bar down the street? Or any other bar in the neighborhood, for that matter? Probably never. People like going to – and like going back to – places where they are remembered. It’s simply a big part of good customer service.

Shep Hyken is a customer service expert, keynote speaker and New York Times bestselling business author. For information contact or www.hyken.com. For information on The Customer Focus™ customer service training programs go to www.thecustomerfocus.com. Follow on Twitter: @Hyken

Are You Media-Ready?

Nowadays, it’s not enough to be really smart, to be the boss, or to have brilliant ideas. It’s all about your presence, and how well you communicate those brilliant ideas, if you want others to see your vision and get on board.

Specifically, it’s about what I like to call vocal executive presence, and if you have it, you can master the Three Cs, to Command the room, Connect with the audience, and Close the deal, in any context.

Whether on camera, at the microphone or in person, your ability to look and sound like the right kind of leader will make or break the impact and success of your message. To ensure that you come across as confident, natural, relatable, and persuasive, you need to have an expertly crafted message and flawless delivery.

That’s why I’m excited to share with you “Capturing Your Confidence on Camera,” a six-part series of straight-to-the-point, down-and-dirty, DIY mini-videos that show you exactly how to turn any speaking opportunity into a home run performance. (And they’re just as applicable when you’re not on camera!)

Maybe you’ve been invited to be a guest on a podcast, to be interviewed on TV, to speak at a conference, or maybe you want to create your own promotional video for your company. Beyond being able to say, “I did that” and check it off your bucket list, do you know what outcome you want from the experience? Have you thought about what effect you want to have on the audience? And most importantly, do you know how to do it?

In this series, I’ll show you how to overcome some of the most common challenges, including:

Connecting with the audience
Starting and ending with power and clarity
Overcoming anxiety and not letting your nerves get the best of you
Speaking with a great-sounding voice
Moving naturally and easily
Navigating interviews with confidence and poise

Remember: I am not a professional actor or singer; my strategies do not come from the theater (although I’m sure there is plenty to be learned there), and I have no intention (or ability) to teach you how to act.

However, as a linguist, I can help you understand how language works, why the reputation you want is different from the reputation you have, and how the smallest changes in word, voice or gesture can have enormous influence on how your message is received.

Most importantly, instead of teaching you how to act in front of the camera or microphone, what I want to do is to show you how to use this knowledge to project your best version of yourself.

And then – here’s the kicker – once you see the difference in how people respond to you when you use these strategies, you’ll realize the value in having them become part of your new normal communication style, so that you can have your desired impact on an audience every time you open your mouth to speak.

So find the minute or two over your coffee break to watch each video when it comes out – I’ll share another link here each week – and see how you can immediately apply what you learn to your interactions on and off camera.

I hope you’ll share your experiences and experiments, letting us all know how they change the way people respond to you.

Remember: more than a role, “leadership” is an image that stems from how well you get others to understand your vision and make them want to get on board. With awareness of what influences that image and how to control it, you can ultimately master the Three Cs of vocal executive presence, so you can Command the room, Connect with the audience and Close the deal.

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