We always talk about the importance of providing consistent customer service but isn't making it personal better? Don't we all want to feel validated as individuals?
They might have excellent service, but it doesn't look personal...
For most companies, consistency equates to process, and they, in turn, dehumanise the experience.
Recently, Dennis Snow posted Customer Service Wows - It's About Consistency. I agree but recently I've been wondering about the importance of personalisation.
Now, I'm not criticising Dennis, I appreciate his work and agree with what he says. I believe his point is that we should be making the level of service consistent.
But delivering a "Wow!" experience while allowing employees to connect personally with customers is even better.
If I take Dennis' story and then add that when he returns the hostess remembers that you prefer a quiet corner table away from the kitchen, wouldn't that make the experience better. Won't the customer feel important?
Which is more important? Being consistent or personalising the experience? I think you must deliver consistency but don't define the details, don't turn it into a procedure. And, then allow and encourage your employees to make a personal connection. That's how you create Customer Excellence.
So, have you thought about this? How do you think consistency and personalisation should be mixed? Should they? Is one more important?