My wife and I went to the Vesta Dipping Grill in Denver last week for dinner on a recommendation. The restaurant was packed and we had to sit at the bar. I envisioned an uncomfortable evening of patrons standing behind me ordering drinks, money and sloshing beverages passing over my shoulder while I tried to eat.
To my surprise, the bartender got right to us and was happy to serve dinner. In fact, he was one of the better waiters I’ve had. I thought he must be the owner. He treated us so well it was clear he wasn’t just doing his job, he cared about us having a good time and coming back. The bar-back brought a sample of soup which I liked so well I ordered a bowl. His service was excellent too. A food runner brought us our meal, treating us like old friends.
To my surprise, the bartender got right to us and was happy to serve dinner. In fact, he was one of the better waiters I’ve had. I thought he must be the owner. He treated us so well it was clear he wasn’t just doing his job, he cared about us having a good time and coming back. The bar-back brought a sample of soup which I liked so well I ordered a bowl. His service was excellent too. A food runner brought us our meal, treating us like old friends.
None of the staff seemed flustered though they were very busy. It was easy to get their attention, the music wasn’t so loud you had to yell, the food was pretty good, and somehow, they were able to serve those who wanted a drink without putting me in the middle of the transaction. It was a great overall experience but the best part was the service. Everyone clearly loved their job.
There seems to be a rising awareness of the common sense philosophy that if you empower your employees, they feel fulfilled in their work and that satisfaction is passed along to your customers. It used to be that you took care of your customers at your employees’ expense, now we’re learning that you take care of your customers by taking care of your employees.
But, not every business has arrived at this conclusion.
My bank tries to up-sell me every time I walk in the door. The branch manager (always a different person) approaches me while I’m in line with a huge smile and tries to coerce me into sitting down with a banker to discuss a new program. After I decline, the teller usually tries to sell me on another service while asking me about my day.
I didn’t mind at first. I appreciated that they were friendly and they seemed to be trying so hard it was kind of endearing. But now it’s weird and uncomfortable. Behind their smile, the teller’s eyes seem to be begging me to help them escape the charade. The manager’s eyes are more distressed. “I’ve got a quota,” they seem to say, “if you don’t sign up for this, I’ll be fired.” That’s a lot of passive guilt to lay on a guy who’s just trying to deposit a check.
I came across an organization recently called WorldBlu. Their mission is the promotion of democratic companies, meaning those who’s “system of organization is based on freedom, instead of fear and control.” One of WorldBlu’s members calls their management approach, "Employees First, Customers Second."
I think we are only beginning to see the effects of globalization and technology on commerce. Competition is bound to become stiffer as systems are further automated, services are outsourced and supply chains become more efficient. Business managers will react to the increase in competition in different ways. Some will take the short-view and look for ways to cut expenses and increase revenue. Others will take the long-view and invest in their brands, including employee empowerment initiatives.
My prediction is that the short-view will prove short-lived. As consumers, we are drawn to the human face of a brand that is friendly and content and less inclined to do business with people whose smiles seem disingenuous, and even desperate.
