To start this post, I must first share a recent experience at a popular fast-food drive-through . . .

 

On the way to work, I entered a fast-food drive-through and ordered a breakfast sandwich and a black iced coffee. I’ve learned from other visits that just saying “black iced coffee” doesn’t get the message across. They often add sugar and creamer. Apparently, they don’t understand what “black coffee” is. So, when placing the order this time I specifically said, “Medium iced coffee, black. No cream. No sugar.” Thinking that would guarantee a correct order, I pulled forward to the first window and paid for my order. Then, I continued to the second window and received my breakfast sandwich. Next, the worker tried to hand my a coffee that had sugar and creamer in it. I explained that I ordered it black without creamer or sugar. She eagerly said she’d remake it. From watching them several times “make” my coffee, I know all they have to do is pour it from a big container. It’s simple and fast. While the eager employee was re-pouring my coffee, another team member approached the window and pointed to the designated drive-through parking space and said: “Pull forward and park; we’ll bring you your coffee.” I looked behind me and noticed that there weren’t any cars behind me. I replied by stating that it didn’t make sense to pull forward because it wasn’t going to take longer to get my coffee and because there were no cars behind me. AGAIN, she pointed, raised her voice, and told me to pull forward. I refused. I waited for my coffee and then told them that it was ridiculous to ask me to pull forward when there were not any cars behind me.

 

Honestly, this encounter put me in a bad mood. I was on the way to work, planning my day in my head, and looking forward to a productive day. At my business, my team and I are always striving to make our customers our #1 priority. I started thinking about this fast-food chain and realized that they must have some type of performance standard stating that a customer should only be at the drive-through window for up to a specific amount of time. By me being in the window longer than whatever their standard is, I was getting in the way of them reaching their performance goals.

 

After mulling over that thought for a while, I thought of how crazy it was to ask me to park. That would have required someone to exit their building and deliver my coffee to my car. Because it really was unnecessary to have me park, the person who would have had to deliver the coffee to my car would have wasted time and would have been taken away from providing service to other customers. Further, anytime an employee has to leave the building, pass in the back or in front of cars, walk outside and manage curbs and other potential trip hazards, that person is put at a greater safety risk.

 

 

Guess what the result was of this one frustrating encounter?  First, I looked at my receipt and found that they conduct customer satisfaction surveys. So, I went online to the link provided and completed their survey along with a written explanation of this ridiculous encounter. I even let them know I was not planning on returning to that location. Further, I discovered a great black iced coffee product at the grocery store that I can buy and take to work. It lasts 4 days and it costs me about 75% less than going to a drive through. Put simply, I complained, I will not return, and I am now doing business elsewhere.

 

So, while this fast-food chain is trying to evaluate employees based on this performance standard, they’re really getting in the way of providing good, friendly customer service. 

 

This has made me think . . .  what rules, guidelines or performance standards do we have in our small businesses that may be getting in the way of customer service?

 

Performance standards are important for any business. I would never suggest that businesses shouldn’t have them. However, businesses must allow employees to use their judgment. Every situation isn’t black and white. We live in a world with a lot of gray, especially when it comes to customer service. While being consistent in your performance standards is desired, employees should be able to use discretion based on circumstances. There should always be a Supervisor available to offer assistance and guidance to ensure that customers remain a priority.

 

My philosophy is that if you take care of the customer, everything will fall in to place. In other words, the sales and profits will follow. Sure, this sounds simplified, but without good customer service a business, especially a small business, will not survive. Empower your employees to take care of your customers. If a weird or odd situation occurs, you can always evaluate it afterward and discuss what the best course of action if something similar happens in the future. 

 

Operating a small business and providing excellent customer service can be a challenge. Hopefully, this article will help you evaluate your own rules, guidelines and performance standards. There are many learning opportunities to encounter along the journey that will strengthen your business. Embrace the challenges, learn, adapt and most importantly, strive to excel at customer service. And, make sure your performance standards are not getting in the way of customer service!