The Chick-fil-A Difference

On a cold, rainy Saturday in January, I spent most of the morning & early afternoon moving.  I was tired, wet, and hungry.  Imagine my surprise when I pulled into the parking lot at Chick-fil-A, and was met by a young man with an umbrella, who escorted me to the building.  Thanking him for this incredible act of kindness, he replied, ‘It’s my pleasure.”  And I believe him!  Speaking to management afterwards, I was told that the employees look forward to rainy days, and having the “pleasure” of assisting guests into the restaurant.  And notice that they are not customers – they are guests!

The small phrase, "It's my pleasure" is one of the most encouraging I've ever heard, and I think it is such a perfect design. To think someone takes pleasure in making my day a little easier, smiling at me and serving me is special.

 To let a customer know that your whole goal when you walk in the door is to serve and you take pleasure in that, elevates their day and elevates your job! Those three words may seem so small and so trite, but I believe if more people could truly take pleasure in what they do, they would be transformed. Sure, they train and require everyone to say it, but it is a reflection of the company’s heart and soul. The company really believes they are serving you, the customer, and that the thanks is all theirs.  Their corporate purpose is unheard of - "To glorify God by being faithful stewards of all that has been entrusted to us, and to have a positive influence on all who come in contact with Chick-fil-A."

Although there are probably a variety of reasons why so few companies consistently and genuinely communicate gratitude, I suggest that few do it because few actually believe the thanks is all theirs. Many companies behave as though they deserve customers. Many of their employees believe they deserve the job those customers afford them. The perspective that one is owed, whether subtle or blatant, erodes efforts to establish a habit of communicating gratitude.
What if every company and employee operated as though nothing was owed to them? Would they be more appreciative of the opportunity to serve each customer? What do you think?

We’ve all been the recipient of bad customer service at one time or another.  How did that make you feel?  Did you complain?  Was your issue resolved? Did you tell others about your bad experience? Would you be willing to use that same service in the future?

Now think of those same questions in regard to a positive experience you’ve had.  How did you feel?  Did you compliment the person giving great service?  Did you tell your family & friends? Do you look forward to using that service again?

The conversation around how you talk to customers could be a lecture entitled “The Chick-fil-A Difference.” In the drive-thru, when you say “thank you,” the Chick-fil-A employee always replies “my pleasure.”
The “my pleasure” policy instituted by the company’s founder, Truett Cathy, was inspired by a visit to the Ritz Carlton. When Cathy said “thank you” to the man behind the counter, he responded, “My pleasure.” Out of this exchange, Chick-fil-A’s novel idea was born: treat customers as if they’re at a luxury establishment.
This model continues to distinguish Chick-fil-A from its competitors, highlighting the importance of the little ways you communicate with customers. Below are a few words and turns of phrase that will set you apart from the crowd.

At least one of these six words should make their way into every conversation with a customer:

·         Delighted

·         Absolutely

·         Pleasure

·         Happy

·         Sorry

·         Yes

The positive triggers common to these six words are that they are active, genuine and upbeat. They’re not noncommittal, and won’t be misconstrued as the robotic delivery of a company script.

The phrase “let me see what I can do” sets customer expectations somewhere between low and zero.  Amend your company handbook and ban that one immediately.

Set the bar much higher using one of the phrases Entrepreneur magazine says embody the magic words customers want to hear from you:

·         "How can I help?"

An open-ended question that invites the customer to tell you, in detail, what they want and need.

·         "I can solve that problem."

This direct, actionable response is just what a customer wants to hear from you.

·         "I don't know, but I'll find out."

You are a problem solver, but you don’t have to know all the answers. Customers will appreciate your honesty and find a correct answer worth the wait.

·         "I will take responsibility."

Step up and let a customer see that you, a real human—not some faceless company agent—personally cares about the outcome of their issue and will make sure they’re happy with how it gets resolved.

·         "I appreciate your business."

Say this genuinely and clearly before you part ways. This reminds customers that you never take their business for granted.

See the connection in these five phrases? Always use “I.” You are not a “we,” even though you are representing the company in this interaction. The more personable you are in your communications, the better.

If you noticed I didn’t say the customer is always right. That’s because they aren’t. Customers are human and they do make mistakes.  However, if you find a way to make them feel as though it wasn't their fault then you may just have a happy fan for life.