For three years, since moving to my current neighborhood, I’ve been going to the same dry cleaner.
Three years.
For the majority of those three years I went to the dry cleaner two times a week.
Each time we did the same dance….
“What’s your last name?”
“Burns….B U R N S”
“And your first name?”
“Nora….N O R A”
All of this is done with little to no eye contact.
They would enter my order or, if I were picking up, pull my newly cleaned clothes and hang them on the rack by the register. I provide my credit card and the next week we repeat the same process.
With little exception I talked with the same three clerks each week.
At around the 16-month mark I started wondering when the clerks would remember my name.
At the 24-month mark I started making little bets with myself as to if they would remember my name.
“What’s your last name?”
“Burns….B U R N S”
Two months ago I was talking with a friend at a cafe. The conversation turned to customer service and how the benefit of being a “regular” (as we both are at that particular cafe), is that the staff recognizes you, greets you by name and generally knows what you will want. They typically go the extra mile to provide outstanding service in recognition of the many visits you’ve made to their establishment.
I share the story of my dry cleaner and how I’ve been seriously considering finding a new one.
Small world – my friend knows the owner of the dry cleaner where I’ve been going for three years. He gives me his name and the hours when the owner is typically at the store and says to be sure to mention that Dale sent me his way.
The next week I go to the dry cleaners when the owner will be there.
“What’s your last name?”
“Burns……B U R N S"
*the owner is standing a few feet away*
“And your first name….”
The dance continues.
After completing the transaction I introduce myself to the owner of the shop and explain what I have shared with you here.
He shows little concern.
He makes excuses.
He mentions that perhaps there exists a technology fix that he could institute.
He says they will try harder and that he would definitely remember my name.
It hits me.
My very social/relational brain is frustrated with what I see as lack of concern and care for a loyal customer.
His very analytical and structure-focused brain doesn’t see why the clerk knowing my name is important when the clothes are cleaned properly.
We are looking at the world through very different filters.
His filters focus on efficiency and accuracy while mine focus on relationship.
He looked at me as if I had a third eye in the middle of my forehead – and I’m quite certain my face was displaying confusion as I realized he really wasn’t all that concerned that his staff did not recognize their regulars.
Since this conversation I’ve been back four times (2 times to drop off - 2 to pick up).
“What’s your last name?”….
“Burns….B U R N S “
The dance continued.
Now I drive back to my old neighborhood – to the dry cleaner who not only remembers by name (even after three years) – but also asks about my dogs who she met years ago.
Chances are your customers look at the world through different filters than you --- personality, thinking preferences, generational, socio-economic, etc – Being able to meet your clientele where THEY are is key to growing and retaining the business relationship. The first step to doing this effectively is to hire for DIVERSITY of THOUGHT vs hiring a series of mini-mes who look at the world the same way you do.
More on mini-mes in future blog posts.
I welcome your thoughts.
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