There’s an entire set of photos lovingly posted to Flickr by employees at the 87th & Sunset Starbucks location in Miami Florida. Here’s a sample:

The reason for the photos of customers? (view them here) To quote the poster:

We get a lot of skanky hoe types around these parts; it is Miami.

The rest of the photo set isn’t much better. Beneath a photo of a badly-parked SUV:

I took this photo for all the people who think the stereotype of SUV-driving soccermoms who have no regard for their fellow human is a stereotype at all. Believe me, I work at Starbucks. I see them every day.

Classy move, Starbucks.

Starbucks has a bunch of Twitter followers but very little in the way of an aggressively vibrant social media presence. Searching major social media platforms and solving issues that tarnish your brand is one of the most important parts of a corporate social media effort.

Starbucks fails at this.

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How long has it been since you enjoyed a truly remarkable customer service experience?

At the time of publication, it’s been exactly 71 minutes since I enjoyed a remarkable customer service experience. What do I, a wholly unremarkable individual, do to garner such glowing responses in spite of my limited resources and mediocre personality?

I’d like to share two keys with you that I use to unlock the best in every customer service interaction.

1. Acknowledge your species

Customer service need not be just about a consumer interacting with a company representative over a product or service. It can be about humans recognizing each other as valuable and worthy of attention. If that’s too much to ask, go with the base model: don’t ignore others. If the beasts of the field can take time to acknowledge each other, how much more should we be capable of?

How to use the key:

• Introduce yourself – This doesn’t mean you need to start every interaction with, “Hello, my name is…” There are many situations, such as in a busy coffee shop, where insisting on formal introductions will make you a burden. Rule to live by: If your conversation is going to be less than 15 seconds long, a smile is a sufficient introduction. If you have bad teeth, just use a pleasant look.
• Punctuate with names – Everybody has a name. Get the most out of your interactions by finding out the name of the person you’re talking to and using it during the conversation like you would a punctuation mark that says, “I still remember that you’re a person.” Rule to live by: Remember in that Harrison Ford movie when he’s walking down the steps, the detective yells his name, and he can’t help but respond and has to run like crazy to get away? People can’t help but respond to their name. If you’re using names, they’ll feel compelled to respond to you!
• Express gratitude – This one should be obvious. Unfortunately, many of us slack off on expressing gratitude for the time, energy, and goodwill others invest in us. It doesn’t matter that you’re a big shot customer who spends ones of tens of dollars at The Olive Garden. Rule to live by: Showing appreciation and giving thanks, even for small things, will make you stand out as a customer and put you on the fast track for remarkable customer service. Saying “thank you” also presents another opportunity to punctuate with a name. Make the most of it.

This key unlocks:

The chance for you to interact with company representatives on a personal level and discover the joys of having somebody go the extra mile just for you!

2. Clearly state your needs

Company representatives aren’t mind readers. Don’t force them to guess at your needs or dig to discover your expectations. People–and we’ve established that most company representatives are indeed people–hate guessing games. Don’t make people guess at what will make you happy. Tell them.

How to use the key:

• Know what you want – This should be a no-brainer, right? It’s not. Here’s a quick example: When I take a date out for coffee or really splurge and have a sit-down dinner at the Burger King, I make a point to know what I want before I step up to order for myself and the lady friend. By knowing what I want out of a conversation before I enter that conversation, I put myself in a prime position to have things my way. Rule to live by: If you don’t know what you want out of an interaction, don’t ever, ever, ever get frustrated when a complete stranger has trouble making you happy.
• Don’t assume to know the entire situation – It’s good to know what you want. Yes, yes! Just know that your desires can often be met in a variety of ways. Stay flexible. Rule to live by: If you stay open to new ideas and allows room for creative solutions, you’ll find many more surprising delights in your future.

This key unlocks:

The chance for you to have your needs met in a timely fashion by people who understand what you want. If you communicate your needs clearly and enter conversations with an eye for abundance, you’ll find your positive outlook flows into remarkable results.

Now that you have the keys, get out there and start unlocking!

Have I missed anything or would you like to add a few pointers of your own? Thanks for your contribution!

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photo: pulpolux

When you complain about a product or service you’re unsatisfied with, do you make a point to sound different from all the other unhappy customers?

There’s a certain structure and tone that every customer service representative expects to read in a complaint. (Because most of the consumer-corporate conversations that happen online occur in writing, I’ll focus primarily on written complaints here.) Color within the lines and you’ll be treated like any other unhappy customer. You’ll be at the mercy of inane procedures and quickly transform into the punching bag for Customer Service Associate #3762, Jennifer, who is having a bad day. Not interested in that? Learn what Jennifer expects from you and put some effort into surprising her. The results can be spectacular.

How do customer service representatives expect you to complain? Keep reading.

Here’s a complaint I received via email yesterday:

Hey Seth,
I am following you on Twitter and have been for a while but have not gotten a follow back from you. I am going through my account today, doing a little house cleaning. I don’t want to un-follow you so, please, begin following me so we can keep communicating.
Thanks,
(Let’s call him Mike)

I was spittingly incredulous at first. I’d never interacted with Mike on any level before and yet here he was, telling me how to behave? I wondered if the email was some sort of joke sent by a mischievous colleague. It turned out to be a legitimate email.

My first impulse was to write a nasty (nasty–the kind with mean words) reply telling Mike just what I thought of his approach to social networking.

Then I took a moment to reflect on the situation.

I decided to break the email’s message down into its basic parts:

• “Have been for awhile–not gotten a follow back” — Mike remarks on his investment in our relationship. He reminds me that he’s not acting on a whim and feels that he gave me ample time to hold up my end of the bargain.
• “Doing a little house cleaning” — Mike lets me know that he’s serious about unfollowing me. So serious that he conjures up images of dust bunnies fleeing from a hungry vacuum in order to make his point.
• “I don’t want to un-follow you” — Mike makes it clear that he’d prefer not to carry out his threat. He’s only unfollowing because I’m forcing him to.
• “Begin following me so we can keep communicating” — Mike presents me with a single-option road map to success and a reminder of how much I’ll miss if I don’t follow his instructions to the letter.

As I considered reasons why this particular email annoyed me so much, I realized something: I’d encountered this sort of letter before! Many times in fact. The note about my Twitter behavior followed the same format as every other complaint letter I’d ever read. Many of the written complaints customer service professionals deal with on a daily basis can be outlined as follows:

1. [Listen to me] – “I’ve been a customer for years” – The customer qualifies the complaint by remarking on a history of patronage.
2. [Don't think badly of me] – “I’ve never complained before“ – The customer makes a point to soften the tone. (Most people don’t want to be seen as rabid curmudgeons.) The level of softening varies depending on the personality of the customer. You can usually find at least a few apologetic words in each letter.
3. [Here's my side] – “Something went wrong” – This is usually the long part of the letter. It tends to start with a discussion about a problem with a product or service then quickly turns into a narrative about various people and the things they said. Your average customer doesn’t view writing letters as a first option. In my experience, a written letter of complaint only appears after at least three failed conversations have taken place between company representatives and the customer. Most customers regard a failure to connect (hours on hold, lost emails, rescheduled meetings, etc) as a failed conversation.
4. [The threat] – “I’m rethinking my decision to be your customer” – The customer states a desire to find satisfaction. As that satisfaction has not been found under the current circumstances, the customer is looking elsewhere. Personal anecdotes are often mentioned at this point. For example, “My friend, Marcie, bought her blender from [competitor] and never had a problem like this.” The word “respect” often comes up at this point. It doesn’t always mean what you’d expect it to.
5. [The offer of resolution] – “Please do precisely this and such in order to make me happy” – At the end of the letter, the customer often lays out a plan through which satisfaction can be found without the the provider “losing” the customer’s business. This is the part where expectations sometimes run wild and requests that would have been unimaginable before communication broke down seem like realistic expectations.

While you still have the outline in your mind, lets take another quick look at Mike’s email to see how it compares to the stereotype:

Hey Seth,
I am following you on Twitter and have been for a while but have not gotten a follow back from you. I am going through my account today, doing a little house cleaning. I don’t want to un-follow you so, please, begin following me so we can keep communicating.
Thanks,
“Mike”

Aside from a lack of narrative, which makes sense because Mike and I have never interacted before, Mike’s email follows the expected outline completely. His message is short-sighted, one-sided, demanding, and fails to recognize my side of the story or even ask for my thoughts.

Now that you know how Jennifer expects you to complain, what’s a simple way to surprise her? By turning the outline on its head and expressing your concern in a remarkable fashion.

How to complain with class? Try these:

1. Start by seeking a solution — NOBODY expects you to be patient, listen, and take a proactive approach. Use this to your advantage.
2. Take notes – From jotting down an action plan to brainstorming for alternate solutions, note-taking is a tried and true method of adding clarity to a situation.
3. Avoid threats — It’s common knowledge that you’ll probably go elsewhere if things don’t work out. No need to rub it in anybody’s face.
4. Minimize narrative — Present your story with an eye for needed facts only. Using harsh words and a sharp tone serves only to bring more emotions into the situation.
5. Proofread your letter/post – Have a smart friend read your complaint over and suggest edits for clarity and tone.

Whenever you make an effort to improve communication, chase solutions instead of people, and listen first, you’ll find that positive results have a way of seeking you out. Sound good? I thought so.

Now, two questions.

• Have you ever written a letter of complaint? If so, did it follow the stereotypical outline? What was the result of your letter?
• What do you think I should say in my reply to the email from Mike?

Thanks for your thoughts. Stay classy!

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Photo credits: Adam Selwood, trodas,

“Free” is a word we’re passionate about. We fight for it, die for it, and when Starbucks makes it from coffee and heavy cream we eat it.

According to some marketers, (ala Seth Godin) “Free” is the way of the future. Until people get tired of enjoying products and services at no cost–which is unlikely–we’ll continue to see products and services promoted through giveaways and free trials.

This brings me to the question I’ve been stewing over for the past few days: What sort of support should we expect to come along with free products and services?

If your pint of Starbucks tastes bad, should you expect to get a replacement without hassle? Yes! I think you should get another free pint. The savvy employee will even go so far as to check with a manager and get clearance to give you coupons for free coffee, etc. It’s important that Starbucks treat you just like a paying customer because their entire promotion is about creating more paying customers.

What about all the free services we enjoy online? Twitter, Gmail, Flick’r, Youtube, etc. Should we expect prompt and courteous responses to our concerns just as if we were paying customers? I think so. I see customer service and tech support as a big part of what makes a product or service unique.

It’s expensive to take this approach to “free.” But the benefits can be dramatic and long-lasting. Consider:

• Starbucks, if they planned their promotion well, has extra staff scheduled to keep lines short and service brisk at retail locations that carry the ice cream. The cost of the promotion is much higher than just the cost of the product because the savvy promoter carefully presents the complete product experience to potential customers. In this case, a short line, quality product, and friendly barista.
• Twitter, if they invested in a “welcome team” that greeted new users and helped them figure out the service, would not be losing users at such a high rate. (Remember Myspace’s Tom? He made a difference. Having a suggested user list of accounts that don’t reply to “normal” people is a recipe for disaster.) Would it be expensive to develop an effective team? Sure. Worth it? I think so.
• Moonfruit, had they assigned a team to Twitter during their weeklong promotion, could have generated a dramatic increase in value-added awareness (sales) just by responding to the question: “WTF is moonfruit?” popping up all over Twitter. By focusing on just building buzz they missed out on a lot of honey.

“Free” is not a new concept to those with experience in the gratuity-driven parts of the hospitality industry. “On the house” are a patron’s three favorite words. But the staff charged with distributing the free good or services rarely feel the same way. Why? Because people who get free food, drinks, massages, etc. seldom remember to tip. In the moment of “free” they fail to behave like paying customers.

A departure from normal behavior often takes place on both sides of “free.” Consumers, given the chance, take advantage (in the pejorative sense) of promotions. Producers and service providers give a lower level of service because they think it’s enough to simply give something away for nothing.

I don’t think it is enough.

What do you think?

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photo: kevin dooley

Update: Since we’re talking about “Free” I should note that I didn’t lift any portion of this article’s content from Wikipedia. =)