REBRANDING A COMPANY'S CULTURE
Delivering High Touch Customer Service
As published by John DiJulius, The Authority on world class customer experiences.
Client of Sales by 5: Blue Clover, On and Off line branding, San Antonio, Texas
Our client wanted to launch a high touch customer service theme in their company that would set the stage for what High Touch is and make it part of the company’s culture.
During the development stages of their quarterly retreat we developed a High Touch magnetic chart using color industrial magnets to measure when customer remarked about outstanding service provided by the firm. 48 hours priors to the launch the ideas hit on how to put together a genuinely high touch event so the employees could experience it first hand and become truly inspired. Here’s what we did to get a “Wow!” from our client with very little time. The best part was our clients had no idea what we were doing, they just trusted us.
The event was held at our office building, so we asked the Blue Clover employees to park in the back, where they were met by a valet service we hired for the day. The valet had a sign welcoming the client with the Blue Clover company logo and they were all wearing special badges with the logo on them as well. As their car was parked for them, another valet (hostess) personally escorted each employee to the elevator, where there was another sign welcoming them. Once the elevator arrived, the client was sent up to the fourth floor. They were told where to go but also knew because there was a logo next to the fourth floor button. When the elevator doors opened they found a trail of blue clovers leading them to the conference room. Again, another sign welcomed them in. The conference room was decked out with a VEGAS/High touch theme; playing cards and matchbooks on the walls, brochures of the hotels they would stay at, pictures of shows they could see, and dice on the table. Once they all arrived breakfast was brought in.
During the preparation for lunch, we had a game with prizes where they were sent out to find their logos that were hidden throughout our building. The clients were so involved in the game that one of the company partners even held the elevator door open to prevent the other team members from playing! As the team was busy playing, lunch was brought in and a massage therapist arrived. When the game ended and the team returned, lunch was served and each team member received a chair massage. During this entire process, we had the client’s cars washed in the parking lot and took pictures so they could see it! Quickly, we inserted these pictures into the PowerPoint deck. The clients were astonished! They began yelling - “Hey, that’s my car!” and “What’s going on here?!” We then explained that the entire day was to really show them what “high touch” means. The day was completed by hosting a happy hour in the lobby of our building where the entire team was invited. When ready to leave the valet brought back their keys and they all drove off in clean cars.
Did it work? You bet! The magnetic board that measures customer remarks about remarkable service is now filled with magnets. This entire program is tied to their annual goal to go to Las Vegas. A goal of magnets is stressed each month and each time they exceed the goal, Hard Rock casino cash was distributed to each employee for use once they arrive in Las Vegas. They got 4 magnets (remarks) over their goal of 44 for the first Quarter of 07.