REALLY Making the Customer Feel Valued
While working in a retail store, I was responsible for taking the deposit to our bank. I generally worked regular hours, so I took the deposit Monday-Friday, usually around the same time, to the exact same location. It never ceased to amaze me, but when I walked in, some “greeter” would ask if I had a cash transaction, and informed me that someone would be with me in just one moment. Now, I realize that they were trying to make me feel welcome and valued, etc. etc., but let’s look at a few reasons why I saw through their “sincere” welcome.
They followed a script. Almost to the letter, every greeter said the exact same thing! I came into the bank every single day of the week, so if you REALLY want to make me feel valued, quit giving me the spiel. The person who made me feel the most valued and welcomed was the teller who called me by name, asked about my weekend, and didn’t talk from a classroom assignment.
They didn’t recognize me. Clearly, if I’m in the bank every day, I know the routine. Why don’t they know the routine? I don’t need to be directed where to go, told that my wait time will be “just one moment” every 5 seconds, and asked if there’s any other services that I need. If you REALLY value me, you’ll know me, and treat me like we’re old hands at this whole make-a-deposit game. Again, the teller who made me feel most valued never had to ask about how to handle the transaction, she just remembered what she did the day before.
They were over-compensating. Apparently, the perceived wait time in banks is a huge problem, so they attempt to mitigate this problem by giving you an update about the wait time every few seconds. I understand what they’re trying to do, but I can clearly see how long the line is, how fast the tellers are moving, and when the next teller is available. You can be sincere about giving an update, but don’t over-compensate to the point that it is annoying.
Do we see a trend here? The person at the bank that I feel values me the most is the person who remembers me, and treats me like she knows me. She gets me in and out in a timely manner, and mitigates my perceptions by ACTUALLY doing her job effectively. If you really want to making the customer feel valued, REALLY value them! You can’t fake it, and you shouldn’t have to. Customers make you or break you, so find ways to make your interactions sincere.