7 Star Service founder Ruby Newell-Legner is considered one of the leading experts in customer satisfaction in the world. Her clients include 25 professional sports teams, 60 entertainment venues, and the only 7 star hotel in the world. She has trained the guest relation staff for Super Bowl XLI, the Grey Cup, the U.S. Open (tennis) and the 2010 Olympics.
RUBY » Hiring the wrong people. You have to know exactly what you’re looking for. I encourage you to identify three words that describe the most important things that can help employees be clear about what they’re doing and also help you with hiring. For me, it’s three simple words: customer service, teamwork, initiative. During your interviews, ask questions designed to get applicants to offer examples of how they demonstrate the three words.
Kelly » What do you mean by the “new employee brain”?
RUBY » An employee starts the job, they’re energized, and anything you tell them to do, they’re going to do, because they’re so excited about the new opportunity. But many employers don’t take the time to clarify the nitty-gritty stuff. When they come back six weeks later, they’ve lost that new employee brain and it’s a little bit more challenging to get the employee to embrace the expectation. Take the time to communicate your expectations initially, when the new employee is eager to please.
Kelly » What are some key things businesses that have limited resources or perhaps don’t have a formal training process can do?
RUBY » Communicate the big picture about what your company’s about. Encourage new employees, even before their first day on the job, to go look at the website and get all the details. Once again, that’s when they’re eager to learn and eager to please you. Then in the on-boarding process, identify those three things that are important to you, the big picture stuff. Why did you create your company? What do you want to do as a service that you’re proud of, that you’re passionate about? If you can help the employee appreciate the vision of the company and why you’re doing business, they’ll not only understand their role better, they’ll understand you better.
Kelly » Why do you encourage companies to ask potential employees “What reputation do you want to create for yourself here?”
RUBY » Asking that question helps applicants consider that it is a fresh start and that they do have a reputation. If we give them the opportunity to think about their reputation and then reinforce it when you see behavior exhibited, you’re showing that you care enough for employees to help them grow. And it also helps your business.
Kelly » Why is it important for every employee to be part of the customer experience?
RUBY » Inviting each employee to be part of the customer experience creates an opportunity for them to shine. But don’t say, “Ok do this, do this, do this.” You want to nurture a mentality and a desire to shine. Let them know their jobs and their roles, but also let them know you empower them to do extra. Set up two parameters. First, tell them if they really aren’t sure in a customer situation, to ask you quickly in order to help the customer. Second, let them know if they really feel like they need to handle the situation and it’s not a huge thing, do it and then you’ll talk about it later. Of course, you have to be open to the possibility that the situation isn’t handled the way you like. In that case, talk about it and ask, “Is there anything you would have done differently?” Encourage them to think through that. You’re striving to get employees to have the mindset of an owner, and that’s really challenging. Strive to create a relationship in which they’re not afraid to make a mistake, but in which they have some boundaries, so they can really enhance the customer experience.
