I sent the above tweet over the weekend as I was waiting on the Wendy’s drive-thru attendant to hand me my grilled chicken sandwich (note the chicken for anyone following my Get Fit series).
Actually, let’s rewind just a bit. When the attendant took my order there was this lovely tone in her voice that some might consider to be the, “go to hell I really don’t care if your order is right or not” tone. It was just delightful.
I eventually made my way around to the drive-thru window and greeted her with a smile and said, “Hi, how are you.” She promptly grabbed my debit card and didn’t say anything back. A few moments later she handed me my drink; I said “thanks,” and again she didn’t respond. After scurrying around for a minute and joking around with coworkers she handed me my meal, and I said, “Thanks a bunch.” Guess what she said? You got it, not a thing.
This was a perfect example of how companies underestimate the importance of key frontline staff. Think about what a low cost customer I was for this particular Wendy’s. I didn’t eat inside which means I didn’t use their restroom, I didn’t add to the line inside, I didn’t eat at a table which means I didn’t have to be cleaned up after, etc.
Companies spend massive amounts of money behind the scenes, but at the end of the day, if frontline staff produces negative experiences for customers… you are missing out on a prime opportunity to differentiate yourself from the competition.
For instance, there is a Chick-fil-A in Winston-Salem, NC near my office and I know that every time I visit them it’s going to be a pleasant experience.
It’s possibly the best run fast food facility I’ve ever visited (and I’ve been to a lot unfortunately). Their employees always smile and are just down right pleasant to customers. It’s amazing how far something as simple as a smile and “your welcome” can go.
Imagine what might happen if drive-thru/cashiers attendants were paid a little extra and made to feel as important as they actually are.
