Jennifer was witnessing a horrible customer experience first-hand – she was at the Department of Motor Vehicles. Luckily she’s at the point where she only has to go to the DMV every 8 years, but when she does go, her expectations for timeliness, attitudes, process, facility – everything – drop.
After waiting in line for 45 minutes and now having finally entered the office, Jennifer was in shock. Now remember that her expectations were rock bottom, so could the experience be worse than even she anticipated?
Sure the waits were horrible; the stark room with a barely functioning television and hard metal chairs were pretty lousy, too. The employees with the glazed stares or the monotone voices didn’t impress either. But the shock wasn’t the result of any of that; the shock was that amidst all the mediocrity, Jennifer saw a flash of brilliance. It was like a light – literally – like there was a brighter light around one person. Her name was Marie.
Marie was a DMV staffer who was administering a test, and Jennifer noted that Marie smiled ear-to-ear almost non-stop. She stood and introduced herself every time someone walked up to her work station to take a test. Her voice made her sound excited to see the customer. Marie even sounded encouraging during the test (“I hope this goes well for you” and “I’m sure you’ll do fine” and “You did great!” after the test was done).
It was as if Disney had transported one of its cast members to Jennifer’s DMV, but Marie was real, and she was sincere. Maybe Marie stood out because she was in the midst of mediocre customer service, or maybe she stood out because she conveyed she cared about the person. She did the same task as the co-workers sitting around her, but she did it in such a way that most of her customers smiled as they left. Most of her customers seemed to have more energy. Most of her customers fed off her positive nature.
We all do tasks, but no matter how good we are at those activities, we can always bring brilliance to the interaction with our customers.
Be brilliant, and watch your brilliance get reflected from your customers.
