Page 69 - Lighting Magazine December 2018

Typically, there are companies on that list that don’t have a checkmark or an X next to their names. “Those are the companies you are indi erent to — and indif- ference kills more business than bad service does,” Sullins stated. “We look at ‘lifetime value.’ A customer doesn’t represent a single transaction, but the start of a relationship with your business. Customers im- pact who they send our way and who they tell to stay away.”
Having a service standard in place at your com- pany provides something you can measure against. “Simpli cation is key,” noted Chris Maslin, SPHR, SHRM-SCP, Senior Director/Talent & Organizational Development at Biltmore, at the break-out session a er the keynote. “Prioritize what’s important — and that’s people,” he emphasized. Biltmore uses the ac- ronym G.U.E.S.T. when training employees.
SGervIce STandard #1 – G
reet guests by name with warmth, sincerity, and a smile. “For us, a guest can be someone using the Web site, or buying a ticket [at admissions], or entering the building,” Sullins explained.
What many businesses forget when evaluating their level of service is how employees treat one another. “Are you instilling a culture of hospitality? That directly translates to how you treat custom- ers,” Maslin said. “We want to deliver warm, sincere service at all times, even if it’s just a brief interaction at the co eepot. Everyone in the course of history has the desire to feel signi cant. Having a compelling Why for your service standards tells your guests they are signi cant.”
No detail is too small. “Everything is delivered with purpose,” Maslin remarked. “The question we want to instill in each employee is, ‘How can I make the person in front of me, or on the phone, or on the receiving end of an email feel signi cant?’”
Sullins and Maslin recommend conducting a First Impression Audit. “Our goal is to move from a trans- actional to a relational service,” Sullins explained. Before your company’s next team meeting, Maslin suggested identifying all of the opportunities your business has to make a rst impression on guests — whether they are on the phone, clicking on a website, walking in the door, or sending an inquiry by email.
This procedure requires you to “take o your blind- ers” in every area that a guest experiences. Maslin described how we all have “an invisible radar system” of how we act when someone is approaching us from 10 feet away, and again at 5 feet. “That invisible radar
Chris Maslin
system is always on, so be aware,” he commented. “Sincerity is key; body language ma ers.” Smile, show acknowledgement, and o er availability. “Customer service is what you do for someone; Gracious Hospi- tality is how you make them feel,” he noted.
A er observing your company’s service from a guest’s point of view, grade yourself on each impres- sion and search for gaps or lost opportunities. “Task your team to nd solutions individually or as a group and report back at the next meeting to build o their ideas,” Maslin stated.
When a guest is approaching, watch for context clues that hint at the level of engagement the guest desires. “Go rst. Approach guests before being asked to help. Don’t make them search for you,” Maslin advised.
Sullins and Maslin invited the audience to relay conversations that have worked well in their show- rooms. Among the suggestions were: “What brings you in today?” and “Tell me about your project.” One retailer said she typically asks on a Monday or Tuesday, “What did you do this weekend?” On Wednesdays through Friday, she asks, “What do you have planned for the weekend?”
Focus on conversation that creates an emotional connection.
“Great salespeople build relationships and solve a problem,” Sullins noted, adding, “Our goal is to treat our guests as a blessing rather than a burden.”
SUervIce STandard #2 – u
nderstand and anticipate guests’ needs. “Occa- sionally, our guests don’t know what they need,” Sullins explained. “The things you don’t know they need are the hardest. Show Gracious Hospitality even when saying, ‘No’ to a guest.”
Biltmore emails past guests, asking them to rate their visit. “People are usually a ered that you are
“Customer service is what you do for someone; Gracious Hospitality is how you make them feel”
— Chris Maslin
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