Don't Forget to Ask About Dessert

This past Sunday I was having brunch as I often do at one of my favorite spots, Cafe Lago. The waitress recognized me as a regular and I recalled her as well. It had been a while since she served me. The weather was beautiful.....sunny and high 60's.........so the patio was full and it was busy. I placed my order and then sat back to enjoy the view.

My food was delivered promptly and after savoring it I thought dessert would be a nice ending. I waited for my server to bring by the dessert plate or ask what I would like. Imagine my surprise when she handed me the check! She didn't bring the dessert plate, she didn't ask me if I wanted dessert and here was my completed check!

My first thought was to just pay the bill and get a treat somewhere else. But since I really did want one of their special desserts I asked her to add it to the check. It was a good meal and an okay experience. However, it would have resonated more highly in my mind if she had been the one to ask me about dessert instead of the other way around. She was focused on the mechanics of serving: take the order; deliver the meal; deliver the check; etc. She should have been focused on me and what I may have want or needed.

It occurred to me that our credit unions and other financial institutions may be very similar to this restaurant. The staff goes into process mode when it is busy and just works to get the basic job done. They forget about treating each member as a unique individual and discovering what they may need or want. Sometimes it may be that a series of questions need to be asked. Sometimes it may just be one question. Opportunities to expand the relationship and cultivate loyalty are often missed by the failure to ask.

So I wonder how much business is being left on the table? How many member needs are going unmet? How many members are giving us some of their business but going elsewhere to a provider that will ask them about their wants and needs? How many times are our employees failing to ask our members about dessert?

A "Rough" Experience

I just got back from an absolutely fabulous stay at Rough Creek Lodge in Glen Rose, Texas. Rough Creek is a small resort nestled in the Texas Hill Country with just under 60 guestrooms and suites. It was a last minute getaway that my niece and I planned for some pampering and relaxing. I’ve visited this resort on several occasions and my stay is always a memorable experience that resonates in my mind as world-class.

However, this brief stay was different. Because of some recent project work related to service excellence my observations and expectations were heightened. I was pleased to see that on this occasion the bar for service has been raised even higher and it struck me as to how much can be gleaned from this resort by anyone in the service industry.

Make the Introduction an Event
When we checked in it was quick and simple. I was immediately called by name and welcomed warmly. We received an arrival bag with some snacks, bath salts and important information about the resort. Inside the bag was a card addressed to me with a special welcome message from the general manager. What an intro….my only thought was wow!

Provide Unparalleled Value
The room rate is what some would consider expensive but it oozes with value…..value that you don’t see often. A five star dinner and buffet breakfast is included complete with gratuity. Wireless internet is included along with DVD movies. In-room coffee, bottled water and snacks are complimentary. There are also a myriad of activities that come with the room rate. This is a unique feature that you will rarely see at other resorts. Other value-adds, included a special appetizer from the Chef beyond the standard appetizer at dinner. At breakfast, the Chef sent over a special blueberry pastry.

Execute Flawlessly and Consistently
From the moment we arrived until the minute we left, everyone called me by name. Before dinner, the host asked if we would like a complimentary photo in front of the fireplace adding that it would be emailed to us. I received the email with photo before dinner was over on my Blackberry. Now that’s service!

At both dinner and breakfast we were pampered shamelessly. When they said, “we will take care of everything” they meant it. At checkout, we received a departure bag filled with snacks and fruit. This is thoughtful as most visitors drive to the resort and have an hour or more drive back home.

Executing flawlessly does not mean that there will not be snafus. The difference is that when you have these snafus you recover seamlessly and you have systems in place to do it. On another visit, my niece found a small spider on her dessert at dinner. The chef came over to apologized personally, she was given another dessert, a credit was made to the bill and we received a note of apology from the general manager the next morning.

Today as we were checking out, the line of guests became quite long relatively quickly. The cashier immediately called for help and someone arrived promptly. The resort was respectful of the guest’s time and had systems in place to minimize the wait.

So what can those of us in credit union land or anyone in the financial services sector learn from the Rough Creek experience?

1) A transaction or interaction is an event. What can you do to make it a positive and memorable experience?
2) A wow beginning and ending keeps your organization top of mind and leaves an impression. What can you do to enhance your intros and endings?
3) Instead of leading by price consider how you can add value for which your members and customers will pay. Know your market and tailor your products/services to their needs.
4) An experience does not just happen. It is “operationalized” meaning that there are systems in place to ensure that it goes as planned and that it is consistent. Think Disney.

A Rough Creek experience is not easily duplicated. That’s what makes it unique and that is also what makes it one that can demand top dollar. What can you do today to begin making transactions and interactions a positive and memorable experience for your guests (members and customers)?