Use information to make the experience better.

Golf_Cart-2seat In part of my constant travels, I was at a high end country club last week. Country clubs are a great place to be if you want to learn about customer service.

A surprising amount of country clubs don’t actually have very good customer service – it is usually acceptable (sometimes a small step above or below that).

Their customers often have very high expectations and can be extremely demanding. It is a tough place to work as a frontline customer service provider as well as a manager. There is a lot to deal with and it is very different than working as an inbound customer service representative for a technology company.

As I was walking by the pavilion where members drive their golf carts after a game of golf to get their clubs cleaned and such, I heard an interesting exchange. The member asked the attendant what the score was for the sports game going on at the time (I think it was a football game). The attendant knew it and told the customer. They started a conversation about sports and discussed a few other scores and games. 

The attendant having this information not only provided the customer with a quick, correct answer about the score, but also a way to start a conversation. Starting a conversation and building a rapport with a customer is extremely important to great customer service.

If you have things that you know your customers are interested in (like sports at a country club) and you can use that to relate to your customers, do it. Have your attendants, waiters, etc. know the sports scores and know the general rules about the sports offered. It is little things like that that will end up making a big difference in the long run.

Logistically, this isn’t hard to make happen. Employees don’t have to memorize and know everything, but a general knowledge is definitely useful. It is not hard at all for employees to look at the television screen when they go for a break and check out the scores.

Various companies can do various things to relate to their customers. Chances are that there is at least one common interest shared by a majority of your customers. It is your job to find out what that common interest is and start relating to it!

2 Responses to “Use information to make the experience better.”

  1. Ankit said:

    Nov 15, 07 at 2:29 am

    This is a good example of speaking the language of your customer. It might not be the original intent of that phrase, but if you know your customer likes sports, then use that to grab their attention with a good discussion.

  2. Service Untitled said:

    Nov 20, 07 at 6:17 pm

    Thanks for your comment, Ankit. You’re 100% right. You want to use any information you have to customize the experience. 🙂