You go to Starbucks and the energy is positive, the service friendly, and experience somewhat consistent from store to store. You go to Bruegger’s and there is no energy to speak of, the service is chaotic at best, and the consistency – let’s say non-existent.
Now if you think that that is bad, and happen to live in a town like mine – try placing an order with Papa Gino’s or Domino’s – it will not only be the chaotic service and low energy or the “I don’t care” attitude you will have to deal with – it’s pure stupidity! Never do I know whether I will fall within their delivery zone or whether some new driver will decide that I am just outside of it, and usually I do not find out until well after I placed my order and have a house full of hungry/angry kids.
So what do you think makes up the difference between those outfits?
One theory, put forth by management consulting guru John Hagel says that too many companies focus on the transactional view of economics instead of the relationship view of economics. Makes sense! The fact that Starbucks employees get more benefits, stock options, and promotional opportunities not only makes them happier employees – it results in an energy that can be “experienced” by most customers who visit their stores.
Another reason is that the marketing execs at those companies who cut corners in customer service are probably not grokking marketing the way Burger King’s CMO Russ Klein does – where every “out of home food dollar” is considered to have a “social component” to it!