Function, Purpose and Intention

This quote comes from Theo Gilbert-Jamison, of the world famous Ritz-Carlton Hotel Group. He makes the point that service providers can become obsessed with completing their allotted tasks and forget that their purpose is to look after the customer.

As we say to our clients, “your task is to process the transaction, in doing this you must connect with the customer”. Too often, we witness retail staff and other service providers processing the transaction and the customer. It becomes robotic and lacks the personal touch.

In really connecting with your customers it pays to move beyond your purpose and focus on your intention. Let’s illustrate this with the Ritz Carlton situation –

- If your intention is ‘to ensure that customers are checked in accurately and efficiently’ then you will be task focussed.

- If your intention is ‘to ensure that customers are welcomed and checked in accurately and efficiently’ then you will be focussed on greeting the customer warmly as well as completing the task accurately and efficiently.

- If your intention is ‘to make the customer’s day’ then you will be focussed on making the customer feel good about having chosen Ritz Carlton and this will include welcoming customers and ensuring they are checked in accurately and efficiently.

As you see in the third scenario, if your intention is to make the customer feel good about having chosen to contact your organisation then you will find ways to do more than carry out the required tasks associated with your customer service role.

Then your service will stand out in the eyes and mind of your customers.

This 'Terrific Tip' is an excerpt from the 'Terrific Tips E-Newsletter'.

For more 'Terrific Tips' contact:
Jurek Leon
Terrific Trading
em: tips@terrifictrading.com
ph: (08) 9312 1075