SUCCESSFUL BRANDS
EXAMPLES OF BRANDS’ CUSTOMER EXPERIENCE ACTION STATEMENTS
FEELING CARED FOR UNLIKE ANYWHERE ELSE YOU GO
Chick-fil-A has revolutionized its industry by mastering hospitality, unlike any other quick-service restaurant. Its story is remarkable. With over 3,000 locations in the United States and over forty years of double-digit growth, Chick-fil-A is one of the best case studies for customer service consistency. Its customer experience action statement is“ To make our guests feel cared for, unlike anywhere else.” Make their guests feel cared for like no one else does. I love that. They didn’ t say,“ Make our guests feel cared for better than Burger King or McDonald’ s;” they said better than anywhere else customers go. Chick-fil-A knows it is not only competing with other fast-food restaurants. After you go to a Chick-fil-A restaurant, you don’ t drive down the street to one of its competitors. You don’ t need to, but you do go to other places, like running errands and dealing with other businesses.
CARED-FOR-METER
Chick-fil-A has a metaphoric“ cared-formeter” that it uses as a training example to demonstrate how much people need to feel cared for. It demonstrates all the different situations that are going on in its customers’ lives. Besides the personal situations, think about how often people experience subpar service in a day, constantly hearing things like“ No, we can’ t do that” and“ It’ s our policy.” During any given day, a person’ s caredfor-meter could be around a three or a four( out of ten). Then they walk into a Chick-fil-A restaurant, they are greeted with an enthusiastic smile, and they hear words like“ Certainly” and“ My pleasure.” Suddenly, their cared-for-meter spikes to a nine. Something significant happens to a person when they feel cared for. They may not realize it then, but they want that feeling again. They need that feeling again. A few days later, someone is dying for a chicken sandwich from Chick-fil-A, but it might not be only the sandwich drawing them back.
World-class service providers invest in creating their own customer experience action statement and ensuring every existing employee, franchisee, and new employee gets trained on it and can clearly articulate it. Contact us to discover the resources we offer to help companies create their unique action statement. +
JOHN R. DIJULIUS CHIEF REVOLUTION OFFICER JOHN @ THEDIJULIUSGROUP. COM
Have you ever thought how some organizations become the brands customers can’ t live without? Do you think it is possible to make price irrelevant? John will show you exactly how to do both. John is considered the authority on world-class customer experience and the best-selling author of six books on customer and employee experience. He is the president of The DiJulius Group, a consulting firm that works with companies like Starbucks, Alcon, Chick-fil-A, The Ritz-Carlton, Nestle, PwC, Lexus, Schneider Electric, and many more. John also hosts The Customer Service Revolution Podcast. John is not just telling others how to do it, he has built three successful businesses. In addition to The DiJulius Group, John is also the founder of John Robert’ s Spa, named one of the top 20 salons in America with multiple locations( and over 150 employees). His third business, Believe in Dreams, is a non profit that helps make dreams come true for deserving children.
John will demonstrate how you can make customer service your single biggest competitive advantage, become the brand customers cannot live without.
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