Creating Raving Fans

I'm about half way through reading Ken Blanchard's Leading at a Higher Level and recently experienced a few instances of the "raving fans" at Bed Bath & Beyond, where I'm a front end supervisor.

The company's focus is customer service. That is drilled into every employee. If you are at the point where you have to say "no," send it higher up the management chain. If we can help a customer, we will. That may mean ordering online or from another store. Or calling the vendor for a specific item for a customer. We are trained to do whatever it takes to satisfy our customers.

The first instance was a simple merchandise return. A gentleman came in to bring back a rug, which we completed with little fanfare. When the customer mentioned that he had used a 20% coupon on the item, the customer service associate offered a replacement. The gentleman was delighted. He had bet his wife that he could get the coupon back, and won the bet. He told us that he appreciated it, and gushed over the "great PR move." Of course, at Bed Bath & Beyond this is business as usual.

The second instance was a customer shopping for a bridal shower gift and a wedding gift. As I explained her options to her, I mentioned that we could have an associate shop with her or she can just request help from associates on the floor. She chose the latter. When she completed her shopping, she waited for her gifts to be "packaged" (our version of wrapping). She complimented me on the staff and their willingness to help. Several associates approached her to assist as needed. The customer appreciated the help to assure that she was purchasing the items on the couple's registry. The customer did shop during non-peak hours, but this is normal for the store.

We often get customers telling us how much they appreciate our service, and our coupon policy. But these two customers will tell their friends about their experiences. We've created two more raving fans. It's a team effort at the store. Had just one of the associates not addressed the gift-purchasing customer positively, her experience would have been totally different.

Obviously, it's imperative for a retail store to create raving fans. However, no matter what industry you work in, you have a part in assuring that your customers become raving fans. Each contact, whether direct or indirect, impresses the customer positively or negatively. In retail I have a direct effect on customer service, but as a technical writer that effect is indirect. If my writing isn't clear or accurate the company is viewed negatively. Although I may never get the feedback as a writer, I always strive to excel in my portion of creating those raving fans.