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Extra Features and Video Online FloristsReview.com R E A D O N L I N E 59 c | 1 | c TECHNOLOGY REDUCTION In today's world of technology immersion, the human touch matters more than ever. Each escalation of technology reduces human interaction. Each reduction of human interaction is a missed opportunity to earn a lifetime customer who judges the value you provide by metrics that you define—not just speed. When someone takes real time to provide personal enhancements to an individual experience, it's impressive. You can't cut through the white noise with more white noise. Remember, innovative technology is usually meant to optimize our lives; therefore, you can purchase service optimization but not service innovation. Real service innovation comes from the people within an organization, which brings us to No. 2. c | 2 | c FOCUS ON FRONTLINE STAFF Your frontline staff who interact directly with your customers are the most important people in your organization. Not the owner or the manager; it's the frontline employee who is friendly and patient, who smiles all the time, and who remembers the customers' names and business needs. at person will ultimately make or break a company. Make sure your culture emphasizes treating them with the time and attention they deserve, and they will treat your customers the same way. c | 3 | c HAVE A REAL RELATIONSHIP WITH EACH OF YOUR CUSTOMERS Recognize that the relationship you have with each of your customers should not be transactional. Of course, it's important to look for opportunities to make transactions simpler, easier and more pleasant for the customers, but it's also imperative that you add value to their lives in ways that are unrelated to the transaction. Look for ways to be a resource—not just a provider. c | 4 | c DEVELOP A CUSTOMER-FIRST CULTURE is starts with a slow and methodical hiring process. e time, money and productivity lost on a hire who is inconsistent with a company's culture is immeasurable. Take your time, and hire the right people. en, focus on their development. ey, in turn, will grow your business. Customer loyalty is built by people—not in spite of them. c | 5 | c CULTIVATE "RECIPROCITY" We are hardwired to do more for those who do things for us. One example is Chick-fil-A. When it rains, Chick-fil-A employees wearing ponchos run to people's cars when they pull in and hold an umbrella over them while they walk inside. And they also escort the customers back to their cars when they have finished their meals. is is just one reason that Chick-fil-A's average unit volume is three times the average of most QSR's (quick-service restaurants) while being open only six days a week. c | 6 | c ELIMINATE POLICIES "I'm sorry, Ma'am. at's just our policy." ese words should never be uttered in business. ey reveal to customers that your culture values adherence to arbitrary rules more than customer satisfaction. You should have only one policy: Do everything within your power to exceed your customers' expectations. c | 7 | c EMPOWER YOUR TEAM If you've followed Commandments No. 2 and No. 4, then this one should be easy. Every team member should be empowered to do what is right in each specific situation. "Let me ask

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