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Customer as Number Two

The Customer as Number Two

A few years ago, I was sitting and eating lunch while reading the
overseas Jamaican paper (name?), when I had to drop what I
was eating in disgust. I was stopped in mid-meal by a picture
of a mad-man, his head full of live maggots.

I happened to know the editor of the paper and I immediately
called. She was not in office, and I was put onto the head of
advertising, who I also knew, as I had recently placed several
ads.

I complained vehemently.

She exclaimed – “Mi know how you feel! When I went to the
printers and dem show me de picture… dat was when I know dat dis
week’s paper wasn’t coming anywhere near me!”

I was flabbergasted.

I had expected her to explain, or defend, and not to react as if she had nothing to do with the paper. The best that I could do was to ask her to pass on my complaint to the editor, and hung up — but I have never forgotten her reaction.

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Waiting Research

On a recent project, I found some research on waiting psychology that I believe that I can trace back to some work done by David Meister.

He recently reproduced the content of the original paper in his blog: http://davidmaister.com/trackback.php?id=201

The thinking is original, and brilliant and speaks volumes on how easy it can be to satisfy customers, even when they are waiting, by being in their world.

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A Real Blitz

For the past month or so I have been trying to call Cable and Wireless here in Jamaica to cancel my DSL service.

It happens to come at a time when the competition is heating up, as a new service called Flow is about to offer cable, DSL and local phone service bundled in one. In anticipation, C&W has been ramping up its advertising, with full page ads in the press and online.

When I say, I have been “trying to call” I mean that I have been calling their lines to try and reach someone. Anyone.

I can reach no-one. Once I spent 120 minutes on the phone, with headset on … determined that I would get through. A pre-arranged phone appointment forced me off.

At other times I have called only to hear from a pre-recorded voice that “our circuits are busy.”

This last time, the phone just rang without an answer.

Is it any wonder that I am going to try a different company?

I wonder if the people doing the advertising have any idea that they are producing more and more upset customers with their slick ads convincing customers to call their 888 number?

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Swimming, Mastery and Customer Service

It struck me while swimming this morning that the method I have been using for the past 8 years or so is all about mastery.

As a triathlete, I spend a great deal of time practicing the three sports — swimming, cycling and running. Running and cycling share one thing in common, which is that a good athlete in decent condition can do well in these sports, especially when they are blessed with some degree of physical speed and power.

Swimming, however, is quite different.

Water is 80 times as dense as air. The reason that good swimmers are not muscular is that being a good swimmer is all about technique. In particular, poor swimming technique is punished severely in the form of resistance or drag.

By contrast, poor cycling and running technique are not as important as stamina, speed and power. The movements in both these sports are much more constrained, or limited, and the air is much more forgiving than water as a medium.

This makes swimming unique — and the repetitive drilling that goes with mastery all the more important.

At my level of swimming it is ALL about technique. In fact, the books I have read say that someone with my (slow) speed should not even worry about trying to go faster. Instead, the emphasis needs to be on cutting resistance by using better techniques.

This particular insight is one that is pioneered by Terry Laughlin, the inventor of the Total Immersion approach to mindful swimming.

Someone watching me practice would wonder what the heck I am doing… it would look like a bunch of half-swimming exercises, repeated over and over again. They might think I am trying to get my body fitter and fitter by doing different things.

The truth is quite different, however.

Whereas the typical swimming workout, and the typical swimming coach focuses on quantity — doing lots and lots of laps with variations in length and speed and stroke, Terry’s focus is on using your mind to emphasize, isolate and improve different actions of the arms, legs, torso and head and the resultant bodily sensations.

For example, he would have you swim while focusing on creating a sensation called “weightless arm” which is created by pressing the chest into the water.

Why?

It turns out that these sensations allow for a more streamlined approach that cuts resistance and improve speed. However, the speed comes when the technique is right, and the technique is right when the sensations are right, and the sensations comes when the various appendages are doing more of the right things than not.

So, there I was this morning, swimming back and froth, trying to accomplish better and better way of keeping that feeling, especially when I am fatigued.

I recognized a parallel between this kind of thinking and providing good customer service.

A company that sees the need to deliver good customer service might invest in actions such as training employees to smile, say hello and ask “How can I help you” every single time a customer walks in. However, the result might be the opposite of that intended.

In The US, for example, I got quite used to the “fake friendly” service that is delivered in stores by people who would do all of the right things, but five minutes later would ignore me outside the store as if they never knew me. I have even gotten the same greeting from the same person only minutes apart, indicating to me that they are not really meaning to be friendly — they are meaning to do their jobs.

If the company does not focus on the experience that the customer is having, versus the one that is intended, they could well deliver something very different.

It stands to reason that the way to focus on providing the desired experience with customers is to create practices for each employee of the company in producing the desired experience with other employees — the people that they interact with most frequently.

And this is where the analogy fit — practicing one thing can give you another. In my swimming training, practicing fast swimming comes from focusing on becoming more streamlined in the water.

In companies, producing excellent customer experiences comes from focusing on creating superior employee experiences.

When it comes to thinking about creating the right kind of experience with employees, executives have a tremendous blind spot, and start to think immediately of how much it will cost them. Often, the assumption is that the right kind of experience equates to giving them more money, which mostly comes from the point of view that employees are merely economic animals to be “inventivized” one way or another.

Well, it does come down to that — but only in the very worst companies.

In the better companies, employees do not retreat into monetary rewards as their sole or even most important reward. Research shows employees want much more than that, and are not so easily bought and sold.

Instead, in the case of the Jamaican worker, research from Why Workers Won’t Work by Kenneth Carter shows that respect is much more important.

In some companies that we have consulted with across the Caribbean region, workers have said over and over again that an executive that does not say “Good Morning” to each employee that he/she passes is guilty of disrespect, and insulting behaviour. While this may sound extreme (and it seems so to me with my American hat on) it nevertheless is true.

These feelings are then passed on wholesale to customers, as that same employee (without necessarily being vengeful) reproduces the same treatment that they received.

My sense is that executives can get away with this kind of behaviour to some degree in North American countries, as that “fake friendly” service can continue to some degree, perhaps due to the Protestant work-ethic that the US is so famous for.

In the Caribbean, however, a worker “dat not feelin’ it, not gwine give it.” Transl: “a worker that is not feeling it, will not give it.” Workers in our region are particularly unforgiving of such slights.

Mastery of the customer experience in our region may well start with executives mastering the kind of keen listening and sensitivity that they want employees to demonstrate.

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Service Standards — no more

The days are gone when employees will be trained to follow customer service standards.

Obviously, there is nothing wrong with the idea of creating standards.

While the intention of creating standards for employees to follow is an honorable one, the very idea of standards can devolve quickly into “doing what the company wants so that I can avoid being fired”.

This is not the best frame of mind to be in when it comes to trying to create a particular experience in the mind of customers.

However, it is quite easy to shift the focus from the internal need to “follow standards” to engaging in “Experience Practices” that are designed to produce a particular experience in the world of the customer. The term was recently coined by my colleague, Scott Hilton-Clarke, after some research that he did on the most recent thinking in the field.

I thought this was particularly brilliant innovation, as it changes the focus completely from compliance to creation.

These Experience Practices (or ExP’s) can be designed for an entire company, a business unit and even for individual job functions.

But that is not even the beginning.

The first step is that a company must define the Experience it is trying to create in explicit terms. It is just not enough to say that the Experience should be good, or excellent or top class. These mean nothing anymore, especially in the Caribbean when the average employee has not experienced anything more than the best of “Frien’ Service.”

Instead, the Experience must be defined, and here I use my own firm as an example. Early in 2005, I decided to create a particular experience for my clients:

  • bring sunshine and hope to dark places
  • create new thinking and innovations
  • be relentless
  • speak truth to power

In short, I wanted my clients to experience all the above, and to do so at the major points of contact with the company or any of its representatives. The best way to do this would be to create Experience Practices at each point of contact.

In a larger company, this would mean training employees in the following:

  • what the experience is
  • how to recognize it
  • how to use the Practices to create them in the customer’s experience
  • how to depart from the Practices when necessary

We know that the initial training could be modelled on the video-based feedback training outlined in our white paper available for download from our site: Lights! Camera! Action! During this experiential training, the employee would learn how to create the experience by being coached by a facilitator and his/her peers based on a handful of difficult cases or scenarios.

On an ongoing basis, however, the biggest difference would come from the kind of coaching that the employee receives from his / her manager in whether or not the experience is being created.

Customers that come into contact with employees that have been trained to “follow a customer service standard” often complain that the employees are robotic, and do not show the respect or flexibility that is necessary when the customers are real people with real needs that do not fall in line with a company’s pre-planned process.

However, when the purpose is to create a particular experience, employees are able to focus on the right thing, and can then be trusted to create the right outcome for their customers.

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The Customer-Supplier Fallacy

The time has come for the business world to retire the customer-supplier model, and this is especially true of Caribbean companies.

There was a time when companies were more interested in making short-term profits, than they were in serving customers.

Until the early 1980’s, Western companies were quite complacent in the way in which they served, or did not serve customers. The rise of the Japanese manufacturer, however, forced a level of competition that created an entirely new paradigm of customer focus. The Quality Movement was born, with gurus such as Deming and Juran taking the lead in helping customers to create a new focus on serving customers.

However, as useful as the model was when it was introduced, it had its limitations. It was primarily created as a way to transform the relationship between the paying customer and the employees of the company. By thinking about the customer differently, employees could begin to put their needs at a higher priority than before, and therefore ensure that the company’s efforts were focused on the end-customer needs.

Problems arose as the model was stretched beyond its limits when it was applied to internal relationships between departments, and employees within departments. The “customer-supplier” model was applied to all kinds of relationships, and to this day it is still being mis-applied.

The mistake came when two departments or employees that are interdependent were forced into the model’s relationship and one party had to be seen as the customer and the other seen as the supplier. In a neat, artificial world of linear processes it was possible to force the distinction to apply, but in most real-world working relationships the optimal way to achieve combined goals is not to think of the relationship as linear.

Instead, the relationship should be seen as more of a partnership between equals, where an objective is shared, as are the means to accomplish it. In this kind of relationship, the customer – supplier model is not useful, and can even be damaging.

For example, in some companies in which my colleagues and I have worked, we have observed individuals fighting over who should assume the role of supplier versus customer. The fight would typically take place over who the customer is, and therefore who had the power to set the precise terms of the relationship.

In other companies, there has even been a struggle to turn a productive, non-linear relationship into unproductive, linear relationships with an emphasis on formality and bureaucracy. Attempts to turn the New Product Design process in numerous companies into something that resembled an assembly line are good examples of trying to force a creative process into a mould that it should never be forced to fit.

Thankfully, the newest thinking from the marketing world related to the customer’s experience offers a way out.

In our work here in the Caribbean we face a situation that is not unique, but is quite pronounced relative to that of developed countries. In short, the average customer service professional in the region has at most an idea of what excellent service is. At the same time, they have very little direct experience of excellent customer service.

In other words, they have heard about, read about and seen excellent customer service in the movies and on television and from those who have traveled. However, they have not actually experienced it themselves on a systematic basis.

This is quite different from their counterparts in the North America, for example, who are much more likely to have experienced service that is consistently professional through a variety of national chains or nationally known companies. In the Caribbean, the regional examples such as KFC, HiLo or local public transportation companies for example, are not examples to emulate in the least.

The new employee, therefore, enters the workplace with this lack of experience serving as their only point of reference.

Furthermore, they enter workplaces that are characterized by a deep mistrust, if Jamaica is an example through which region-wide behaviours can be broadly understood.

Studies by Carl Stone in his 1982 study for the Jamaican government entitled Worker Attitude Survey, and the book Why Workers Won’t Work (1997) by Kenneth Carter show clearly that most workers are demotivated, and that their de-motivation has its roots in distrust of management.

It can be argues that this distrust has its roots in slavery, and the perverse worker-management relationships that prevailed in that institution for almost 400 years.

Regardless of the source, this lack of mistrust in today’s workplace begins with worker-manager relationships and continues in the employee-customer relationship. There is an old axiom: “an employee will never treat their customer better than they themselves are treated.”

I would update that axiom to say that an employee will never provide an experience for their customer that they themselves are not experiencing on the job. I would even go further to day that an employee will show no more interest in the customer’s experience, than their manager is demonstrating in the employee’s experience. In other words, a manager who does not care will produce employees who do not care.

I cannot say to what degree the above “updated axiom” is true of companies based outside the region. However, I am confident in saying that our background of workplace de-motivation and distrust makes it more (not less) likely that an unskilled manager will do serious damage to the customer’s experience by mismanaging employees.

The symptoms are rife across the region. “Res a Dem” treatment, sullen faces, workers standing around waiting for something to happen, “service with a scowl” according to a colleague of mine.

The enterprising worker is unable to rise above the norm, and quickly learns to do as little as possible to keep the job, without being committed to a high standard of anything. Eventually, he or she moves on to a different job, hoping that it will be different, and generally encountering the same situation.

While I have no empirical evidence, I believe that there is a difference when that same worker migrates to North America and encounters very different management style, in general. The change in behaviour may not be immediate, but it does take place. If this could be investigated with actual research, it might show that the worker himself is not the problem, as they are quite able to adapt to the demands of their new job.

Instead, the problem would seem to be one of management, and ownership. Company leadership takes the primary role to create the environment in which the workers serve customers. In other words, the onus is on them to create the experience that is desired, provide an environment that is abundantly manifests it, and train themselves and employees to produce it consistently.

This focus on producing experience is the gift that the marketing world has given to those who must transform their companies to be customer-oriented. These experiences go beyond the mere meeting of needs and the provision of outputs, and include as well the psychological feelings that ensue from good service.

For managers, this is a far departure from the old customer-supplier model, and for Caribbean managers it means finding ways to overcome destructive relationships and experiences that damage the bottom-line.

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Top Class Caribbean Service for Every Class

At my first stay at Sandals back in January I was amazed at how they were able to take the best of Jamaica, and deliver it in a way that not only a tourist would appreciate it, but also in a way that a local Jamaican would.

I could see them shift gears. When they realized that I was Jamaican, the accent would disappear and they seemed genuinely happy to see me there, and several times went the extra mile to make the stay a memorable one.

And they succeeded fabulously.

However, Sandals is the exception to what I perceive to be a general low level of customer service afflicting the region.

This is not to say that the service delivered to tourists is not different. In fact, in a prior blog I spoke about the three levels of service: Tourist Service, Frien’ Service and Res’ a Dem Service.

Tourist Service is rendered to foreigners, and the more foreign-looking, the more likely the service is to be polite, helpful and solicitous. It does not apply to locals.

Frien’ Service is the best service a Caribbean local can expect to receive. It is warm, connected and intimate, and comes when the server recognizes the customer from some prior acquaintance or connection.

Res’ a Dem Service is the cold, indifferent, mash-up-face service that is given to the general public, and I have seen it in every CSME island that I have visited in the region (and also Bahamas).

Our people often cry racism when they see tourists being treated better, but the cause is not racial hatred… it is more like a welcoming nature to outsiders.

While these are gross generalizations, I have found that they have a spark of truth deep inside. The reasons Sandals has been able to be so effective, is that they are able to create an environment in which their employees deliver Frien’ Service to people that they do not know, but act as if they know. Also, they expose their new recruits to an extraordinary level of service that they themselves have never personally received before.

Here is a sample of some of the guests’ reports.

The fact that makes this remarkable, is that there is not a single island I have visited in which there is a local company giving excellent service to local people, unless they are consuming a very high end, and expensive, service.

Regular, everyday service is consistently delivered as Res’ a Dem Service.

In a project I once studied, I noticed that the North American consultants that were used never did define what they meant by “excellent service”. It seemed self-evident and self-explanatory.
When they spoke to upper managers, they too understood what “excellent service” meant. After all, many of them had studied in a First World country, and had taken trips to visit Macy’s, Harrod’s and DisneyWorld.

However, what they failed to realize was that they knew what excellent service was because they had received it first-hand from a consistent service provider. Having a good impression of Disney service comes from multiple first hand experiences that are mutually reinforcing. The consultants and senior managers had all had the very same experiences.

However, the average Caribbean person has not had that kind of experience. Instead, they know Frien’ Service and Res’ a Dem Service. The latter is the default, delivered when they have no connection to the person in front of them.

Companies and consultants need to be very careful to not just define the experience, which is a cognitive requirement, but also to create opportunities to give employees an idea of what consistent, high quality service feels like when the recipient is not a tourist or a friend.

This can be done in several ways, and I think that Sandals does this by immersing their employees in a culture in which it is easy to give good service, as a function of the way they are themselves treated by their management.

I cannot say with certainty that this is so — I have no first-hand knowledge of what happens on the inside. But when I read the remarks in the link given above, and reflect on my experience I know down deep in my bones that the smiles are not faked, and the extra mile that employees go is not just done in order to get something in return (indeed, there is no tipping allowed.)

The fact that Sandals has been able to do this on a large scale across several properties on different islands (presumably effectively) tells me that it is built into the Sandals system.

And this is what our public services, banks, retail stores, food shops and mini-buses across the region have not begun to do — develop a way to systematically deliver a positive customer experience, starting with their front-line staff.

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Doing What is Loved

A friend of mine from overseas was working in a client bank in Jamaica as a consultant on a major project. He needed to open a local account to do some transactions, and decided to open an account at the local branch of the bank.

He found a branch and tried to open the account, but ran into such poor service that he had to return several times, after which he just gave up in frustration.

He mentioned his experience as a matter of urgency to one of his colleagues in the bank, a vice president.

Her response was: “You mad or what? Why you never come to me first? I would never go into one of our branches to do any of my banking! And deal wid dem people deh? No sah, I only go to the branch manager. Here, next time come to me and I will take care of it for you.”

On a quite different occasion, I was eating my lunch while reading the Jamaica Overseas Gleaner, while living in New Jersey. As I turned the pages, I came upon a picture of a mad-man with his head full of live maggots eating his scalp alive.

That was the end of lunch.

I was so disgusted that I felt compelled to call the editor, who I happened to know because I had placed several business ads in the past. The editor was not in, but I did reach the Advertising Manager, who I also knew. Let’s say her name was Mary. She was second in command.

I made my complaint, including the part about the effect the picture had on my lunch. Mary said “Let me tell you something – when I went to pick up this week’s edition from the printer, one of the guys drew me aside and asked me how we could print this. I looked at it for the first time, and that was when I knew that this week’s Gleaner was not going to reach me!!” (In other words, she would not be reading it).

I was flabbergasted… and momentarily speechless and could only recover to ask her, quite weakly, to pass the message on to the editor.

The stories might be different, but the underlying theme is one that I find in too many companies in the Caribbean — too many people doing work they either do not believe in, or do not even like. At times, it seems to me as if all the people who love to serve customers were somehow secretly switched with workers in factories, and on farms, far away from people — while the ones who hate people are stuck in front-line service jobs.

Many Caribbean workers seem to be in jobs they either vehemently or passively dislike. Converely, very few seem to be enjoying what they are doing for a living.

And, we are not very skillful at hiding this fact from each other.

I don’t know yet what the cause of it is yet, but there is at least some lack of care that takes place when people are hired — managers and executives do not seem to be smart about hiring people who even care to use the products and services that the company offers.

In a sports store the workers don’t play the sports. In a shoe store, they don’t wear the shoes. In a health-food store, no-one knows the products because they don’t consume them. In a bank, no-one actually uses the branches if they can help it.

This is just bad for business, and worse for both the employee and the customer, who must now suffer in each other’s presence, while trying to get work done.

I do know that in a tight economy people are just plain afraid to pursue what their heart tells them to pursue. Some use the opportunity to migrate to finally free themselves of these mental chains, but sadly, many are not able to undergo the transformation required. It takes courage to believe in one’s ability, in the face of the culture that is screaming out the stupidity of doing so.

Yet, those who do are the ones who can make up the new Creative Class across our region.

If there is any fault, it lies in our education system, which asks a 16 year old to restrict his or her education to at most 4 subjects for A-levels/CAPE. I will never forget my own junior semester at Cornell in which I did Photography, the History of Art, Government and Philosophy — for full credit — even as I majored in Engineering. Doing these courses (which stand out in my mind as critical to my personal development) sounds bizarre to the Caribbean-trained professional, for whom education has been reduced to a mere instrument — starting at age 16.

This instrumentalism is a travesty, and as I type this I think that there is a certain sadness to see that a decision to pursue training in a career, will end up keeping someone locked in a job for which they have no passion.

One of my favourite authors, Kahlil Gibran says it quite well:

Work:

And what is it to work with love?

It is to weave the cloth with threads drawn from your heart, even as if your beloved were to wear that cloth.

It is to build a house with affection, even as if your beloved were to dwell in that house.

It is to sow seeds with tenderness and reap the harvest with joy, even as if your beloved were to eat the fruit.

It is to charge all things you fashion with a breath of your own spirit,

And to know that all the blessed dead are standing about you and watching.

Often have I heard you say, as if speaking in sleep, “he who works in marble, and finds the shape of his own soul in the stone, is a nobler than he who ploughs the soil.

And he who seizes the rainbow to lay it on a cloth in the likeness of man, is more than he who makes the sandals for our feet.”

But I say, not in sleep but in the over-wakefulness of noontide, that the wind speaks not more sweetly to the giant oaks than to the least of all the blades of grass;

And he alone is great who turns the voice of the wind into a song made sweeter by his own loving.

Work is love made visible.

And if you cannot work with love but only with distaste, it is better that you should leave your work and sit at the gate of the temple and take alms of those who work with joy.

For if you bake bread with indifference, you bake a bitter bread that feeds but half man’s hunger.

And if you grudge the crushing of the grapes, your grudge distils a poison in the wine.

And if you sing though as angels, and love not the singing, you muffle man’s ears to the voices of the day and the voices of the night.

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Brilliant.

Maybe the new freedom for our people, hopefully including our Creative Class, will be about a personal courage that transcends the culture’s rules.

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Delivering a Custom Experience

I’m staying at my favourite hotel in Barbados, the Accra Beach Hotel. What makes it my solid first choice is the very warm welcome I receive after 30 visits, and the high level of service delivered relative to other Bajan hotels. The service is on par with a Jamaican hotel such as the Pegasus and a Trinidadian hotel like The Kapok.

On the other hand, it comes on the heels of my visit to the Marriott in Miami’s Dadeland area (my third or fourth overall).

There is just no comparison between the standards of the two hotels – the Marriot operates at a level that is clearly higher.

For example, I am sitting at my computer in my room at the Accra, and as I scan the room I can enumerate the service defects in my line of sight:

  • the balcony door has putty spots on it
  • there is a black mark on the wall
  • the light fixture needs to be painted
  • the light is blown
  • I had to move my desk to the other side of the room, where the hi-speed access Ethernet port is located
  • the baseboard is dirty
  • there are marks on the ceiling

The overall furnishings are clearly of much lesser quality than the Marriott (or even the Hilton here in Barbados for that matter).

But that is not what got my attention initially. As a runner, I often enter a hotel after a morning run by walking through the lobby, looking like someone who just ran 6 miles or so in 80 degree weather. As I entered the Marriott’s lobby yesterday, the bellman literally ran to his desk, and pulled out a bottle of water for me to drink. This is perhaps the third time he has done so.

In my 5 or so years of staying at the Accra Beach Hotel, that has never happened; nor has anything close to it happened.

I use this example to illustrate the example of a bellman who operates to extremely high standards, although his actions are typical of the staff at the hotel.

The question I have been asking myself is, “What would it take for the staff at The Accra to meet that kind of standard?”

Incidentally, I ask myself the same question. In my career, I have had the fortune to work with and for McKinsey & Co., which is seen by many as the premier management consulting firm in the world. Working alongside some of the brightest people in the world hired from the best schools in the world was an eye-opener.

What remains is a personal goal to operate my company at the standard I witnessed at that firm. This has proven to be challenging!

It seems that the first obstacle that The Accra would have to face is how to very quickly create the standard in the first place. The average Caribbean employee in the service industry is not surrounded by the high standards of service that their colleagues in the First World are privy to. There is no mass-market company in the region that is known for excellent, world-class service (except, perhaps, in their own minds). By mass-market, I mean companies that serve the general public, therefore excluding hotels like the Ritz Carlton or Sandy Lane.

Therefore, it is impossible to tell an employee of The Accra that the service they deliver should be “world-class” like Sandy Lane’s. The truth is that the average employee would have no idea what that experience is like.

Instead, The Accra would have to start by defining the precise experience they wanted customers to have, and allow employees to create it for themselves for the customers. In other words, instead of delivering “world-class service” they would have to deliver an experience equivalent to that delivered to “my best friend” or “my favourite teacher” or “my team-mate.”

Once the desired experience is defined, then the hotel could move on to defining standards of new behaviour that match the experience.

However, there is a limit to what standards can do. The bellman who runs to give me water after a long run is obviously not following a written standard.

Instead, it strikes me that there are two requirements for service to be delivered at this level.

The first requirement is that there must be an inner motivation to deliver the experience. The easiest way to ensure that the right staff is in place is to hire people with a predisposition to serve from the very beginning. For the majority of existing and operational hotels, this is not an option as the staff would be very difficult to change wholesale.

The Accra would have to find a way to directly address and transform the culture of the existing organization.

The second requirement is that the staff would have to be trained to recognize the customer’s experience, and how to produce the desired experience at will. These are tall orders, but they are required capacities that may take a significant investment to perfect.

Interventions to produce these capacities must be developed with an understanding of the region’s peculiar realities, both historical and sociological.

With these ingredients, The Accra could improve its standards, and maybe even deliver a distinct experience that the Marriott could not duplicate.

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Waiting and the Customer Experience

One of our recent clients is a financial institution serving Caribbean customers. Their interest is in boosting customer service levels, and hopefully gaining a competitive advantage that will result in greater market-share, margins and profits.

This shouldn’t be too hard.

The service rendered by the financial houses in the region is seen by most as mediocre at best, and no company stands out in either the research or in anecdotes in the level of service provided. Our job is to find clues that will assist the client in gaining all that it can to break out of the pack.

One clue that we have found has to do with waiting.

Waiting times, according to the research conducted by De Man, Vandaele and Gemmel of the University of Gent, can be seen to be made up of two parts that seem to be approximately equal in weight: the actual wait, as measured in minutes and hours, and the perceived wait as determined by the experience of the customer. It is becoming clear from the research that if a company is committed to providing better service in this area, then it must become skillful in reducing both kinds of waiting time simultaneously.

To put it simply, at the end of the day it is the customer’s experience that counts, and little else, in defining the level of service delivered.

As a formally trained Operations Researcher, I learned a multiplicity of of tools that can be used to tackle the problem of reducing measured waiting times, ranging from queuing theory to digital simulation, to stochastic modeling. Fortunately for me, I have completely forgotten how to use them!

These tools are helpful, but when used in isolation they are less than useful. Millions of dollars can be spent on process changes that end up making no difference to the customer’s perception.

On the other hand, a company that systematically addresses not just measured times but psychological waiting time is marching more in time to Einstein’s tune, in which time (and space) are relative phenomena. His theories were proven decades after he developed them when empirical evidence was gathered that showed that he was correct in his thinking.

The University of Gent researchers conducted the first empirical study to prove what many researcher have been saying since the early 1990’s — there are specific techniques that can be used to improve customer satisfaction. Some of the techniques include:

  • telling the customer how long a wait is likely to be
  • explaining why the wait will be as long as it will be
  • advising and updating the customer on the progress of the activities on which they are waiting
  • providing effective distractions for the customer that occupy their attention during the wait

Each of these techniques has been found to be useful in changing the customer’s perception of the length of the wait, and their overall perception of the quality of service being received.

Here in the Caribbean, banking is seen as one of those exceedingly time-wasting activities, moreso than many other activities that take less measured time. People carry books, radios and family members to their lines at financial institutions — anything to alter what for many is often a mind-numbing experience.

Most banks provide little more than an extremely sterile and secure environment, free of amenities such as bathrooms, and distractions of any kind. Many are quite proud of this fact. Some are even intent on making it hard for customers to stay in the establishment for too long a time, and are quick to usher them out the door, or encourage them to go elsewhere.

The first financial insitution in the region that is able to change this important aspect of the customer’s experience would win my business, and probably that of many others.