Month: December 2014

The good, the bad, the hungry: travelers need more than great customer experiences

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I think great customer experiences can leave a deeper impression in travelers than locals. Like anyone, locals expect a good experience, but if a local experiences poor customer service at one store, he will either find another store or go somewhere else to get a similar product. He is willing to explore.

A traveler is a little different. Because the traveler isn't familiar with the location he is visiting, every experience is "new," and by nature of being a traveler, he is exploring. The traveler is searching for what is unique to that city, but he is also searching for the familiar feelings of comfort, being welcomed, and the security of "home." Anything that reminds him of feeling at "home" will help him adopt the city he is visiting as a "home away from home." It could be as simple as someone remembering his name, making coffee similar to a coffeehouse he visits daily, helping him find a chopped salad like he is used to eating every day. The hospitality industry has a tough job.

I have 3 stories to share that illustrate this:

  1. The good – loyalty built from a conceirge's memory
  2. The bad – training opportunity to be more helpful to customers
  3. The hungry – this is another loyalty story and I didn't end up hungry, but don't you love the alliteration!

 

The good

I stay at the Hyatt Regency Boston every time I come to Boston. It just seems to work out that way, and I kinda like this hotel. I think part of the charm is its brutalist architecture. Believe it or not, I hold a soft spot for that design style. So much potential, even though the interiors aren't particularly user friendly – lots of split-levels, lots of indirect routes to get around, and an excess of elevators.

I remember when it was the Swissotel next to the Lafayette Mall. The mall had an interesting layout – it was circular inside, almost like the touring experience of the Guggenheim Museum in New York. The challenge of the mall was that it was so dark; however, in the late-80s and early-90s, dark was the trend. I personally liked it, but then again, I like brutalist architecture.

The hotel's location is incredibly central to everything, and since Boston has been cleaning up the theater district (maybe gentrification is a better way to phrase it), it has become fairly safe to visit.

What surprised me this year at the Hyatt is how many people remembered me in general – and how many people remembered that I was there Christmas-time last year. I felt so welcome! And yes, it has influenced me to come back to the Hyatt Boston next year.

I have noticed people in the lobby wearing slippers and now I understand why. I feel like I'm in less of a hotel and more of a home. Sure, I have a bedroom separate from others, but the staff recognizes me as belonging here and I feel like I'm part of the hotel. It makes me feel like I belong in Boston.

Even after a year away, I feel like I'm part of the Hyatt Regency Boston family. 

 

The bad

The other day I had to return my rental car. Usually, I like to fill it up before returning it because I think $10/gallon for gas is ridiculous when it only costs about $3/gallon and I could save $30-40 just by returning the rental with a full gas tank.

I tried to find gas stations near me the night before I returned the car on Yelp, but it just wasn't helpful with figuring out what's really nearby and locations, so I figured I'd ask the concierge (see The good section).

This particular morning, I was so focused on returning the car, I forgot to visit the concierge and went straight to the car. At the car, I figured I'd ask the valet instead. I assumed that because he deals with cars all day, he'd probably know what's around. My mistake was assuming anything.

I drove out of the garage and asked the valet where a gas station was. His response was to tell me to use my phone to find the closest one. 

Seriously. He told me to use Siri to find a gas station nearby.

How is it helpful to tell a customer to use his phone?

I told the valet that yes, I did use my phone last night to find a gas station and it wasn't helpful and I was wondering if he could help me. After some nervous giggles, he admitted he didn't know where there was a gas station, and I just drove away. He suggested one location, but admitted he wasn't sure if a gas station was really there. So there is no suspense – there wasn't one there.

After driving around for 10 minutes, I got annoyed and pulled up to the car port of the Intercontinental Hotel. Usually, staff is well trained at the Intercontinental and typically helpful. A valet reluctantly came out and I asked him where I could find a gas station. He suggested I go to one in Charlestown.

If I am told to use my phone to solve my own problems, how is that like visiting someone's home (the hotel)? I didn't feel like I was asking a trusted source to help me – I was told to solve my problem myself (and my asking for help showed I couldn't solve the problem myself to begin with). How is that providing comfort to the traveler? Or making him feel welcome? Or even friendly? I mean, would you tell a friend that?

If I could give advice, here's what I'd suggest:

Hyatt: Most of your staff is well-trained in this area. What happened? I was unpleasantly surprised that one of your employees would shrug and tell me to use my cell phone. I think he needs training. 

Boston gas stations: There are great opportunities to market yourselves better. Get to know some of the valets and concierge desks – people like me who want to know where to fill'er-up before returning a rental. We want to buy your gas! We just don't know where to find you. 

 

The hungry

There is a new cafe nearby the Hyatt Regency Cambridge, which is a great alternative to Starbucks – Cafe Nero. The coffee tastes awesome – no burned flavor – and the treats are made each day (not from a sealed package as Starbucks now offers).

A few days ago, I went to Cafe Nero to get breakfast. It was morning and I was hungry, but there was someone ahead of me in line requiring complicated coffees and heated treats (complicated coffee to me means anything that needs milk or foam). I only needed 2 iced coffees and a muffin – pretty quick and easy. I decided I would zone out and listen to the music on my iPhone while waiting.

I didn't notice that another barista came by to take orders. As I was staring at the floor, the guy behind me gladly took my place in line. After he paid, the barista asked me what I ordered; I told her I didn't. She apologized for skipping me in line and offered me a free order of coffee and pastries because of the inconvenience.

Yes – she offered me an entire order for free because I was next and she should have helped me next.

I was so surprised that someone would make such a gracious offer for an oversight that could happen to anyone. It told me that Cafe Nero values not just its pastries and coffee, but the experience that customers have in its store. I was very pleased that a business would care so much about my experience in line.

I couldn't accept the offer – it was my fault for zoning out and missing my place in line. I should have told the guy that I was next and pushed my way forward rather than staring at the floor.

The gesture won my loyalty. I now go there multiple times per day for meals and treats, and I can't wait to come back to Boston and experience the hospitality of the store. I felt welcome and that they would go above and beyond what was needed to make me feel at home and welcomed.

 

When I travel, I want to experience a new location, but I want to feel like I'm welcomed and experience some of the feeling I get from being home. When someone in a hotel or restaurant acknowledges me and treats me as if I belong in the city, I feel comfort and want to be more active in my surroundings – going to events and participating in the city. Great customer experiences are so important for cities for that reason – locals and tourists feel more welcome and at home. And feeling welcomed and home builds community. And community creates a better customer experience for locals and travelers – it's all circular. 

The good, the bad, the hungry: travelers need more than great customer experiences

Characteristic #2: Great customer experiences = customers move at their own pace

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Three days each week I attend a gym class, called fit club. We do repetitions of various exercises – from squats to running to crunches to push ups and more. What makes the class unique is that we each move at our own rate – including speed and level of difficulty. We are all doing something different that works for us. 

At first, I moved slowly and took a lot of breaks or pauses, doing the most basic versions of each exercise. As I got into better shape, I started doing the reps faster and required fewer breaks. These days I'll move a little more slowly, but I'll focus on making sure I'm doing an exercise position properly and I'm using the right muscles. For example, I'll go really low with a squat and hold it for a second or two before coming up. 

I'm always moving at my own rate.

Many people I talk to about this class think I'm courageous to attend because I'm working with people who are very advanced. There is an obsession among us to be around people of our own level in a class, where we all move at the same rate. How do you learn anything new if you aren't challenged to go beyond your comfort zone?

I see the more fit classmates as an inspiration to get to that next level. The only pressure I feel in that class is the pressure I put on myself to do better next time. Even the instructor says each class, "Don't compare yourself to other people. Do what you can do."

He has a lot of people coming to class every week and everyone is seeing amazing results. (I know I am.)

What I have learned from this class: the key to repeat customers is that everyone needs to move at their own pace, without pressure to do too much, too fast. Customers should only do more because they want to. 

  

Waiting tables teaches you a lot about customers — how they don't appreciate hovering and eat at their own pace.

I helped a friend of mine with her restaurant by waiting tables on Saturday nights. I would get the tables to buy crazy amounts of food and liquor by simply educating them about the menu (when asked), offer suggestions (when asked) and not hovering. I'd stop by when I noticed empty drinks or empty plates. (For context, I'd have tables with checks typically at about $100 for 2 people, many weeks there were repeat customers.)

Basically, I followed the customer's lead to determine what they wanted next.

I have heard customers complain about waitstaff hovering. They often feel like they are being pressured to finish their dinners or a drink. Customers want to enjoy their meals in their own way – they want to know which options exist and make choices based on their own tastes, preferences and price points. They want to drive the experience.

 

There are times that I've gone to a store to buy new clothes or whatnot, and I'll encounter the over-eager sales person. I kinda love these types. So eager. So willing. So screwing up.

They don't realize that there is helping and there is pressuring. Helping is sharing knowledge. Pressuring is hovering – just being there watching your every move. Sure, these types of sales people are available to help, but at the same time, this type of sales person is pushing me into a sale. The best sale is the customer initiating the buying action.

I think this is why is there a trend for people not to call sales and get a bunch of information online. Customers don't want to feel pressure, so they will research online by themselves at their own rate. It can be hard to tell the pushy salesman to go away tactfully. Sometimes, it is easier to research online and avoid that confrontation.  

When I go to visit the Kenneth Cole store in-person, I like that sales people will be around to help me, but at times I need to find them. Yes, it sounds like a game, but at the same time, when the sales person goes away, that's my time to make a decision to stay or leave. Sometimes, I won't wait and will leave. Sometimes, I want the item and will stay. That space helps me asset my opinion.

Yesterday I went looking at lofts to buy. I'm in the VERY early stages of the process, and I told that to the realtor. She told me that wasn't a problem and I should let her know what I'm interested in so she can show me properties as they are available. I didn't feel the need to buy – in fact, she discouraged me from buying that day. She made a point to tell me that one of the places needed an additional $50K to fix; and the other place was just too big given what I need. That's why I am now looking for a collection of locations and want to call her again. She was helpful – not hovering.

 

How much do people not like to be pressured?

And there is an infographic that confirms this – with reputation management included.

So why do all this research online?

  • Convenience. Someone can research an object any time he wants, 24/7. The Internet is always on and available. It's easy.
  • Varied perspectives. There are a lot of opinions someone can access to determine what each brand offers, how something works, what it does, and in the end, what's right for him. Internet research offers a larger perspective of any situation, from buyers to manufacturers to distributors – not just the perspective of a single sales person or a store.
  • No hassle or hovering. Customers can research and learn about what they really want at their own rate. This is why online chat is awesome – someone can read and ask questions without an obligation to take action. If the chat person gets too pushy, the customer can close down the discussion. Simple. No hurt feelings, no difficult confrontations or conversations. A customer can figure out what he wants without pressure.

 

Making a customer feel relaxed and know that it's ok to take his time to make an informed decision, and do what's best for him is key to a great customer experience. The customer needs to dictate the pace of the sales cycle – it keeps him coming back for more.

 

Learn more: Read the 9 characteristics of Great Customer Experiences.

Characteristic #2: Great customer experiences = customers move at their own pace

“I will what I want” (Under Armour) challenges “Just do it!” (Nike) – and is winning

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Under Armour traditionally has been a male brand. Personally, I like the brand and always found the clothing to be well designed and engineered – right down to the fabric. The clothing lasts forever and either keep the heat in or out – depending on what you choose. They make great clothes!

I also like them because they have innovative beginnings that are product focus, making a breakthrough in athletic wear:

As a fullback at the University of Maryland, Plank got tired of having to change out of the sweat-soaked T-shirts worn under his jersey; however, he noticed that his compression shorts worn during practice stayed dry. This inspired him to make a T-shirt using moisture-wicking synthetic fabric.[6] After graduating from the University of Maryland, Plank developed his first prototype of the shirt, which he gave to his Maryland teammates and friends who had gone on to play in the NFL. Plank soon perfected the design creating a new T-shirt built from microfibers that wicked moisture and kept athletes cool, dry, and light.[5] Major competing brands including Nike, Adidas and Reebok would soon follow in Plank's footsteps with their own version of Under Armour's moisture-wicking apparel.[7]

—Wikipedia

Nike designs and engineers great shoes and makes fashionable athletic clothes. They make some of the best shoes on the market, although Under Armour is now challenging that.

I should also say that I had the chance to meet and workout with Team USA Women's Soccer Olympian (and Under Armour endorser) Heather Mitts recently, who told me Under Armour running shoes were "by far" the best shoe she has ever worn for serious runners and athletes.  I was already wearing UA shoes at the time, so I don't think she was trying to "sell" me. 

—NIKE VS UNDER ARMOUR, TheFitnessChamp.com

 

Products aside, Under Armour has adopted a tag line for a women's ad campaign that is seriously booting Nike in the pants.

"I will what I want."

The model, Gisele, did an ad segment with them. At first, you think she's just a model, does she really work out? Doesn't she, like, just not eat? Like, eat just a carrot for dinner?

I saw the Web site. I dare anyone to hold a plank like she did for that long. I dare you to try it! (Personally, I hold it for a minute at best.) She's a machine and I respect her for that.

 

Under Armour created a site for women that lets us track and share workout activity and performance with others. When you work out, it's key to be part of a community – not to compete, but to watch the actions of others and see what's possible. I get motivated watching other people workout hard and achieve great things. It makes me realize that doing about 100 crunches and squats will get me to where I want to be – body-wise, mind-wise, and endurance-wise. This was brilliant on their part.

Nike's just do it campaign is great and has a ton of variations, and it has grown beyond women achieving more to become a proverb, so to speak. It's excellent. 

However, Under Armour evolved it.  

 

Under Armour won Marketer of the Year for Ad Age. Why? 

The goal was to celebrate women "who had the physical and mental strength to tune out the external pressures and turn inward and chart their own course." They took Nike's story one step further….

At the rate it's going, Under Armour might "just do it." While Nike's sales are still 10 times larger, Under Armour, in the 12 months ending in August, increased revenue at three times Nike's pace, Bloomberg reported in early September. It's "well on its way to becoming the second-largest global athletic brand, ultimately eclipsing Adidas," Canaccord Genuity stated in a Dec. 1 report to investors, projecting the company would surpass $10 billion in sales within five years.

–E.J. Schultz, Ad Age's 2014 Marketer of the Year: Under Armour, Ad Age

 

Their approach is working. What did Under Armour do?

  • They sell a vision and an experience. Nike taught us to do it; Under Armour shows us that in the face of adversity – rejection, illness, any personal challenge – there are women out there who have overcome their problems and succeeded. They show possibility and become role models for breaking through boundaries to achieve any goal. It's a positive message and story – and who doesn't like a positive champion who wins in some way?
  • They are paving their own path to #1. What's the saying – don't compete, stand out? They aren't really competing with Nike because they are taking a slightly different angle. And they have slightly different products. They aren't copying the competition; they aren't using them as a baseline for parity; they are paving their own way using marketing best practices – a great tag line and a new vision for the target audience. It's almost like their ad campaign mirrors how the company operates.
  • They are about the products. That's what I have always liked about Under Armour – you are buying not just stylish athletic gear, it has another function. Knowing that your clothing will keep you dry while you sweat is a bonus; or keep you warm in the cold when you sweat. You don't just look good – you feel good. And their clothes last forever. They use great athletic technology. If you don't have a good product, then you won't go far. This is why UA is going far.

This approach even has the financial analysts roaring:

Under Armour is broadly successful at gaining market participation via high-quality products and a strategy of permanent innovation, and the company has enormous room for growth by expanding into different sport disciplines and geographical markets in the years ahead. 

–Andrés Cardenal, Best Buy in Sports Apparel: Nike, Under Armour, or Lululemon? Fool.com

I can see why they won Marketer of the Year. What are your thoughts? 

“I will what I want” (Under Armour) challenges “Just do it!” (Nike) – and is winning

Characteristic 1 of a Good Customer Experience: Supporting your customers. REI does this well!

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The film [Wild] is based on the memoir by Cheryl Strayed, who has a long-lasting, meaningful relationship with REI. The outdoor gear company earned a special place in her heart during her 1,100-mile hike of the Pacific Crest Trail. She lost her boots midway through the hike, but was able to phone the company—and they shipped her a new pair, no questions asked.

That customer service stuck with her, and made it into her memoir. And now it's in the film starring Reese Witherspoon. And Strayed confirmed to Adweek this week that REI's appearance in the film isn't a paid placement. 

—Kristina Monllos, "Brand of the Day: REI's Great Customer Service Hits the Big Screen in Cheryl Strayed's Wild, These boots were made for replacing, and fast" Adweek 

 

I love the REI even though I'm not an outdoorsy person. I think camping is staying at a Comfort Inn. I don't do well with bugs or dirt. I do like to hike, but I'm new to hiking, so I stick to the trails and I tend not to explore new area of woods with snakes and lizards and furry animals with teeth and fangs. 

But I feel good when I go shopping in REI although I know NOTHING about outdoor equipment. At REI, the staff is passionate about outdoor living – and that extends to how they interact with their customers. Here's an example.

One holiday season I was looking for a solar powered phone battery charger for a friend. I saw a few options online, but I wasn't sure which to choose and I wasn't even sure where to start in the store! 

As I was wandering around in the foyer of REI, trying to get the lay of the land, someone came over to help me get started and asked me if I needed help. I know I looked lost and clueless, so this help was welcomed. She guided me to the right area of the store and gave me advice and options as to what to buy. She didn't know a lot about solar chargers, but she definitely knew more than I did! After her consultation, she left me alone to make my decision – she was around, but not hovering.

At the register, this same woman also told me about their store club and courses REI offered. She was very excited about the class was teaching one in a few weeks. Just hearing her talk about mountain bikes and how they worked got me so excited about them that I was tempted to attend her class. Then I remembered that I don't own a mountain bike, so why would I learn how to fix one?

 

Cheryl Strayed went on a hike to find herself (the movie Walk tells the story). During the hike she lost her boots. REI sent her a new pair.

Yes, they sent her a new pair.

What do you think about REI now, 19 years after its return policy saved you on the trail? 
I am a fan of REI. It’s a great store. It’s such a great go-to place for outdoor equipment. And you walk in there and you get to have a lot of dreams. You can look around and say, “Hey, maybe I could do this.”

That’s where it began for me. I was in an REI and found that PCT guidebook, and I thought, “Wow, maybe I could do this.” You’re surrounded by all this stuff—and I make a lot of comic hay about it in Wild: “If I have all this stuff, that must mean I am a backpacker.”

I bought those things, I dressed the part on day one, and then I became that person. It allowed me to fulfill this vision I had of myself in a time in my life when I really, really needed to have a different vision of myself than the person I was at that moment.

We can remake ourselves in the wild, and REI, like any number of stores that sell those products, teaches you how to do it.

–Joe Jackson, What Gear Did Cheryl Strayed Use While Hiking the PCT?, Gear Shed

 

So why is REI so awesome and supportive of their customers and give a great customer experience? It starts with the employees. 

  • They have passion – and they understand your passion. The employees are passionate about their own outdoor experiences. That passion is so infectious that it rubs off on you. You can feel it when you walk into the store, based on the entire experience. You feel like you are already in the outdoors and you are finding what you need for your passion mission.
  • They care. REI wouldn't have delivered new boots to Cheryl if they didn't. That REI salesperson wouldn't have tried to help me figure out the right solar phone charger to get if she didn't care. She wouldn't have let me know that they have classes in case I was interested if she didn't care. REI takes an interest in their customers and care about what they want to do – and it is that caring that makes a customer feel special, welcomed and begging to come back.
  • They educate. Every time I go to REI, I learn something new about the outdoors and outdoor equipment. I still need to go to one of their classes or events (not to fix a mountain bike, of course, but maybe a hike or a movie about the outdoors). I learn from the site, sales – I get insights into everything, everywhere.
  • They are helpful. You could say that the definition of being helpful is caring and providing education, so in a way, this isn't a characteristic of supporting a customer. But what does make it a characteristic is going the extra mile with the logistics to help you solve your problem or challenge – like delivering shoes to a stop along a hiking trail.
  • They are open and friendly with a positive, can-do attitude. I know, it's like I'm describing a Boy Scout, but it's true. I feel like I could ask for a grilled cheese sandwich and an REI employee would tell me where I could find one nearby. In some stores, the salespeople don't have a can-do attitude; many have an I guess attitude. I guess you can get this sweater, doesn't matter to me. I guess I can ring you up, I don't really want to help you and would rather hang out doing nothing for a few more hours collecting $10+/hr. REI employees are ready and willing to help. it's awesome!
  • No hovering. Each time I went there, salespeople were around and available to help you, but they weren't hovering over you like a vulture waiting for an animal – Are you ready to buy yet? Ready? Want it? Yes? Ready to buy?
  • Confidence. Confidence comes with education – if you know some thing and feel secure about the answer, usually you are confident about what you are saying. I get that impression from REI salespeople. And if they don't know the answer, they find out or tell you that they aren't sure (but usually they find out). You aren't left hanging.

Other companies do this as well, but REI is a great example of a company that supports its customers. This is one of the main reasons why customers have a good experience going to the REI store – ok, maybe more like a great experience. 

 

Learn more: Read the 9 characteristics of Great Customer Experiences.

Characteristic 1 of a Good Customer Experience: Supporting your customers. REI does this well!

9 Characteristics of Great Customer Experiences

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We all talk about what it means to have a great customer experience, but what are the characteristics of a solid experience? What do customers and prospects need to feel in order to make a purchase and keep coming back to a business for more?
I’ve been thinking about this a lot lately and came up with a list that I will be exploring in coming days with examples as to why meeting these needs can help drive purchases.
9 Characteristics of Great Customer Experiences
  1. The customer feels supported. If someone goes to a site and doesn’t feel guided or receive help to make decisions along the way, he won’t feel that he is having a great experience. There is a fine line between hovering over a customer, being in his way and hoping he will talk to you and being available to help – if needed – to make a decision. And prospects and customers need support and guidance to make a decision. Always.
  2. The customer doesn’t feel pressured. Companies always want to get sales – but there is a way to get a sales that isn’t pushy. We all know that someone goes to a store to buy something, but we also know that there are different stages of a sales cycle. Assume that the user is maybe one step behind where you think he is to keep the sales pressure off. More on this in another post.
  3. The customer feels secure and confident in his or her decisions throughout the process. People want to feel that they made the right decision. A great customer experience will allow for that, with checkpoints along the way so people feel that they are doing the right thing, even for a small purchase.
  4. The customer feels that he is experiencing progress – whatever that may mean. Progress can mean different things to different people. For example, during the sales process online, that could be going from a shopping cart to purchasing a product. Or it could mean that someone made a decision as to what to buy in his cart. In a store, this could mean that the prospect narrowed down his options to 2 washing machines rather than 10. There is a way to show progress on the screen or in the experience that flags to the individual that he is making progress to a final decision. And that decision could be no purchase. But more on this later.
  5. The customer feels a sense of accomplishment for an activity. This is why there are steps in an online sales process. People like to feel that they finished something. This is similar to the step above – but it is slightly different. In this case, you feel like you finished an activity and you are onto the next step. You clearly know what is expected of you to achieve a goal. You can always be doing things to progress along a path, but those activities may not include any sense of finality.
  6. The customer feels informed – knowing all of the options available and understand that there are choices. Great customer experiences include a strong education component. People don’t want to feel that they don’t have a choice – they need to see a number of options. Not too many options to be overwhelming, of course, but it is comforting to know that there are different ways to solve a problem and you are going with the best solution for you.
  7. The customer has a pleasant experience with it. Looks matter. If a site or a store isn’t attractive, it won’t get much traffic. I’ve witnessed usability studies where the user was completely lost on a page, but if it looked good, he wouldn’t treat it as harshly as if it looked ugly. The same is true for a store – we do judge stores by their looks. We determine what the experience will most likely be. It’s part of life.
  8. The customer feels it is easy to conduct business with this company. If you go to a store and its hard to find anything, its hard to check out, it’s hard to return an item – would you go there again? People want to interact with things that are easy to get along with.
  9. The customer feels he can trust the store/site. This is last – but it’s the most important on the list and all of the other feelings lead to this big one. If a prospect or customer doesn’t feel that he can trust the store, he won’t buy from it – or will buy with reservations. And all of the other aspects build trust with the customer.

More posts will be coming that will provide more detail for each feeling that a customer needs to have to make a great customer experience.

Feel free to share your thoughts and opinions. Curious to hear!

9 Characteristics of Great Customer Experiences