Susan Boyle

If you have not seen the videos or heard about the incredible voice of Great Britain’s Susan Boyle yet you must not come out very often!

Most have heard because her story has been all over the internet.  But more importantly its what her story of ‘most unlikely to succeed’ has done to touch the heart of millions of people around the world.

Susan looked the part of an average person (like most of us) but when she appeared on TV show Britain’s Got Talent and she begin to sing, the greatness that has always been in her came out to woo the world over!

I think her story is a lesson those of us in business would do well to heed. The fact is, every one of us have the need for significance, for being treated with respect and acknowledged by others. And we all deserve that because we are were uniquely and wonderfully made and there is greatness in each everyone one of us.

Today’s business must have a ‘soul’ and walk their talk. Everyone says “we are customer centric” (or something on those lines) but this can only be done genuinely when you begin to see your customers or clients in the light of their uniqueness and individual value.

I’m not trying to be corny nor am I saying you have to be a psychologist to succeed in delivering exception customer service and experiences. We don’t have to have a degree to know how important it is to not judge a book by its cover. You are in business and also a consumer. Think about it. When is the last time a business you spend your money with really made it clear to you they value YOU?

21st century businesses understand … business is about human beings. Human beings are creatures of emotion and one of the greatest driving emotions we have is the need to be valued. Just everyday average you and me. So…like Susan showed us…treat others (your customers included) the way YOU want to be treated and valued and people will flock to your business. Your customers are real gems.

Living in California for many years and having two family members that work there for 6-8 years I can attest firsthand they are amazing from the customer perspective. They beat any fast-food chain out there hands down when it comes to the service, the quality and those yummy burgers!! (I’m thinking right now how great it would be to have a #2 animal style with a lemon-up…wow!).

However, even though they still are THE best in fast-food anywhere in the U.S. (even though they are only on the west coast currently…please come to Tennessee!) they have begun to lose their edge in my opinion because the vision and passion built by the Snyder family has begun to slip away since they are no longer around to run the company.

The first place this is showing up is in the stores with the treatment of the employees. I’m not saying they are mistreating all the employees…what I am saying is they have become more focused on the bottom-line than the employee and if anyone went underground (people are concerned about being black listed there just like in any company) and interviewed employees who were there in the Snyder years, they would see the huge changes that have occurred inside the In-N-Out Burger culture. The emphasis on the training requirements and the value of the important role the employee plays is waning. Many simply stay because they are one of the better paying jobs around.

Sadly this is nothing new. It has happened in most companies and continues to be the case. What’s my point? Well first off, I’m not picking on In-N-Out Burger (I love their food!) I am just making the point employers looking to be a leader in this new 21st century marketplace must embrace and utilize the asset of having great employees if they want to deliver great customer service.

In-N-Out Burger did this so well! When I taught classes on marketing I would use them as an example of the importance of excellent leadership and training to set your business apart from competitors. Think about it. Every where they had a store there was a McDonald’s, Taco Bell, Burger King right around the corner. These places would all pull from the same local labor pool (mostly high school age kids) yet…In-N-Out Burger’s customer service was so superior they were not even in the same universe as their competitors. The “associates” were always, super courteous, clean, attentive, team players, and excellent in every way. In all my years I never ever got a moody, unfriendly, uncaring associate wait on me. It was always the best service!

How can that be? What is the difference? What is the In-N-Out Burger’s secret?

I believe the factors that attributes to this amazing difference is really very, very simple.

In-N-Out Burger’s philosophy was founded on the principles of excellent, accountable leadership (not a lot of lip service leadership), the customer is the reason we are here and treating our employees as esteemed partners (i.e. associates) will accomplish our daily goal to deliver the very best in what we do. Not rocket science! Just be good to people and it will pay off.

Exceptional customer relationships is the only platform a business has left to make their mark and succeed in my opinion. You can have all the bells and whistles going for you but in the end after the parade has passed it all boils down to…

do people really enjoy the connection with you?

If you have employees…they are your personal representation of your connecting…or not.