The Hot Dog Stand – Customer Service?

At the game I went to the concession stand for some snacks and drinks, to be greeted by a long, slow-moving line. While the second quarter evaporated and the line inched forward, I looked at the hot dog stand operations to see why there was such a delay.

Here's some highlights:

• 8 enthusiastic people - 5 at the counter and 3 doing prep in the back
• the counter folks reminded me of a demolition derby, bumping each other and constantly crossing paths
• the preparation folks were paying no attention - standing and talking
• supplies (napkins, plasticware, cardboard trays) were on the right end of the counter but condiments were on the left end
• the menu and prices were on a banner on the back wall of the stand
• finally, the line was amorphous and confused, people lined up on a server but some also thought it was next available server

If a transaction takes an average of 4 minutes from order to payment per customer per server, a back-of-the-envelope calculation of service capacity is about 75 customers per hour. A person joining the end of this line at its peak can expect about an hour before heading back to the seat, partially due to the absence of training and flow.

From this experience, I saw several general guidelines for improving customer service, based on the pinch points and frustrations of the patrons at the hot dog stand. Consider these 5 items (the examples tie back to my quest of food and beverages):

• inform the customer what you expect from them – in our example, how to navigate the line was unclear and the menu and prices were not visible until at the counter
• design flow for efficiency – the servers bounced around to fulfill orders and customers had to cross the line and go to two locations for supplies and condiments
• train staff on role and assignments – servers were swamped while preparers ignored the chaos while chatting – alternative roles for all staff are required for peak demand periods
• manage customer perceptions – customers get angry while waiting when they see staff standing around - regardless of the reason
• create as positive an experience as possible while addressing the customers' needs – smile, be upbeat when serving the customer and remain focused on addressing the customers' need, NOT on why it can't be done.

It is not unusual to be too close to this issue to see the gaps and over-servicing areas clearly in your customer service operation – and an outside advisor will review and assess how things are actually done, not influenced by how insiders think things are being done.

Customers want to be heard and receive accurate, timely answers to their questions or concerns. Preferences aside, there are several channels to reach the customer – web site information, interactive topic search, Frequently Asked Questions (FAQ), employee blogging, telephone tree with simple questions answered by automated systems with an opt out for a real person who can do more than simply read the same web site screen to the caller. For the complex problems, one-on-one service by phone, in person, or by video call gets satisfying results.

The best approach to customer service is to put yourself in the customer's shoes and proceed the way YOU would like to be served.

Don't come to the game hungry is NOT a solution to the hot dog stand problem, even though you may see the second quarter.

Your thoughts?

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Customer Service For All

Organizations get feedback from a number of sources – email, social media, word of mouth, even from other employees.

There is a strong tenancy to jump into action when a complaint is registered – all in the name of customer service.

The urgency and energy spent to respond is almost obsessive in nature – we gotta fix it; we must change it; we have to overcome it.

It is not a bad thing to pay attention t onegative feedback and work to satisfy the disappointed customer or patron.

In the frenzy of the moment, does the remedy become so large it over shadows all the satisfied and loyal customers and patrons. This raises the question – are you serving your strongest supporters? The satisfied customer.

Top notch customer service addresses problems promptly, but also conveys appreciation to the happy users as well.

To illustrate the point – I was in line at a fast food restaurant behind a couple suffering (loudly) an error in their order. The manager rushed out to sooth the situation, offered some free stuff, and ushered the two to a table. Meanwhile I was waiting to order – which went smoothly. Unfortunately, neither the server or the manager offered a comment about the delay or thanks for patience while they addressed a problem with the prior order.

This is a minor event, of course, but it often occurs on a grander scale with similar results – a little oil on the squeaky wheel and ignoring the downstream effect on others.

Customer service is serving the customer – it's a 360 degree activity.

How would you create exemplary care for the customer or patron? 

Customer Service – Is It An Attitude?

I recently took a road trip to the tip of Florida and stopped at several restaurants and stores along the way. It struck me how differently these retail organizations approached customer service.

At Cracker Barrel, there was always one of the staff in proximity to the front door who welcomed the visitors warmly; the hostess inquired about our trip and introduced the server; the server offered suggestions about the menu, was prompt and attentive to our needs, including delivering the check immediately when we were finished the meal; in parting the cashier addressed us by name wishing us a good trip.

At Publix Food Store there is a staffer just in front of the checkout stations who asks if we found everything during our visit, and walked us to the location of the item we could not find, thanked us for shopping with them, and guided us back to the fasted line for checkout; the clerk was equally as friendly and efficient while scanning the order.

At a roadside stripmall, when we entered a variety store, the cashier hollered “HI - HOW ARE YA!” from her fortress in the center of the store and then promptly ignored us for the remainder of the visit, including talking on her cell phone while ringing up the order - slowly.

In each instance, the staff was following an established customer service procedure of how to welcome and assist customers. In the first two examples, it yielded a positive reaction, in the last one a negative feeling.

The key ingredient in each is the attitude of the staff member – warm and welcoming, helpful and engaged, or loud and detached.

Good customer service is a sales tool, but is effectively delivered when sincere, with the intention of addressing the customer's immediate needs – like realizing wasted time is stressful for travelers. Good customer service in integrated into the business process, not hung on at the end for complaints – like offering a warm and sincere welcome. Good customer service is asking if the customer wants help - like the 'personal guide' into the labyrinth of grocery isles. From my experience, it is successful when the staff actively participates, embraces its goals, and has the right attitude.

Would I go back to Cracker Barrel and Publix? Absolutely! Did their customer service accomplish the goal – it won my future patronage.

Sales is a conversation which ends in a Yes. Customer service is sales. Good customer service is embodied in staff attitude. Attitude is non-verbal communication. This makes a complete circle – each element supporting the others!

What's your experience with customer service making a positive difference?

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