There are three practical principles we can use to create more moments of pride: (1) Recognize others (2) Multiply meaningful milestones (3) Practice courage. We feel our chest puff out and our chin lift. “Moments of pride commemorate people’s achievements. In the service business, a good surprise is one that delights employees as well as customers.”ġ71. In an industry where rules tend to govern every employee behavior, it’s a relief for employees to be given some discretion: Hey, every week, give away some stuff to whomever you like. Note that the giveaways are satisfying for the staff as well as the customers. Pret A Manger has restored the surprise and humanity to perks that, in a loyalty card scheme, would have been systematized. (Probably more than once, if they have dimples.) Other retail chains provide discounts or freebies to customers who use loyalty cards, of course, but Schlee told the Standard newspaper he rejected that approach: “We looked at loyalty cards but we didn’t want to spend all that money building up some complicated Clubcard-style analysis.” This is ingenious. Almost a third of customers have gotten something free at least once. Pret CEO Clive Schlee said of his staffers, “They will decide ‘I like the person on the bicycle’ or ‘I like the guy in the tie’ or ‘I fancy that girl or that boy.’ It means 28% of people have had something free.” Think on that. Pret A Manger employees are allowed to give away a certain number of hot drinks and food items every week. This makes me feel valued as a customer, puts a smile on my face and encourages me to visit again.” These “spontaneous” gifts are only half-spontaneous, as it turns out. One service expert wrote, of getting free coffee, “It has happened a few times over the last few years, too often for it to be a coincidence, yet so infrequent that it is unexpected. “At the café chain Pret A Manger, for example, regular customers noticed that, every now and then, they’d be given something for free with their order.
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