A couple I know recently went to a large electronics store to buy a hot new gaming system that was just about to be released. They arrived before the store opened and lined up with other game aficionados. Because the wife had health problems and was in a wheelchair, they asked a security guard if they could wait inside the mall instead of outdoors in the sun. The guard went inside to check. Twenty minutes later, she returned and told the couple they would have to wait outside with everyone else. They asked to speak to a manager. Impossible, they were told. There was nothing a manager could do. Rules were rules. End of story.
Common sense would suggest that the guard should have been able to make an exception for a handicapped customer. But clearly this guard had not been given the authority to make an autonomous judgment, even for something this obvious. The result was an extremely irritated customer and a lost sale of a high-margin item.
One company that knows how to empower its employees to make decisions is Amazon. I remember when Priscilla called customer service because she had a problem with a set of china she had ordered. Instead of putting her on hold while he checked with a supervisor or manager, the phone rep immediately offered to credit Priscilla’s card or send her a replacement. Priscilla was so impressed that she told the agent her husband was writing a book on customer service and would be interested to know more about the company’s policies. “It’s simple,” the agent said. “We have the authority to make our customers happy.”
Every employee who deals with customers should know that their number one responsibility is to make those customers happy, and they should be given the authority they need to ensure that outcome. Of course, there are always limits to that authority, but those limits have to be accompanied by solid procedures that guarantee that the person who does have authority is always accessible. As you probably know from your own experience, it’s agonizing to be told you have to speak to a supervisor and then be kept waiting forever.
Research clearly shows that it is not the problem itself that drives customers away, it’s how poorly you resolve the problem and how slowly you resolve it. These days, consumers want what they want, and they want it now, hassle-free. With every minute they have to wait to get an issue resolved, and with every irritation they have to endure along the way, the odds increase that they’ll find another place to do business next time. Plus, the more authority frontline employees have, the fewer times managers will have to be called away from their other duties.
One reason Disney World has a worldwide reputation for excellent service is that the company keeps careful records of all problems and mishaps that occur at the park, then trains and authorizes employees to take care of those problems right on the spot. I strongly suggest that you do the equivalent in your area of responsibility: survey both employees and customers on a regular basis, so you know where problems typically arise. Then equip all employees with the training they need to handle any issue that might crop up, and give them the authority to take action.
A friend of mine once told me about the time he arrived at an airport only to discover that he had accidentally made his reservation for the wrong day. When he learned that his flight had left twenty-four hours earlier, his heart dropped into his shoes. He was flying to a business meeting, and if he couldn’t get on another flight, he was in big trouble. “Let me see what I can do,” said the ticket agent. As my friend sweated it out, the agent simply tapped a bunch of computer keys. A few short minutes later, she said, “You’re all set. Your flight leaves in forty minutes.” He thanked her profusely and whipped out his credit card to pay the penalty for changing flights. She waved it away. No charge.
Obviously, this agent had been given the authority by her company, Southwest Airlines, to do whatever she could to help a customer. Organizations that adopt a similar policy will be rewarded with loyal customers and a nice bottom line.