Customer Service Through Similarity
One important aspect that seems ignored by many business leaders is the customer service successes found in major chains like Wal-Mart, Starbucks, and other cookie cutter businesses. Such companies grew in part because of their strong brands but also because of the familiarity people found with them no matter where they visit, travel or live. This familiarity helped to sell more products, earn more money, and keep customers happy. This is one of the reasons why you see chains throughout the country.
Let us take Starbucks as an example. Even though you can find slight differences depending on where you are going and which country you are in you will find that the products and services are relatively the same in each one of these places. You might also find that the set-up and processes of each store are the same which further helps these businesses to process customers due to the knowledge these customers have from their organization.
This might lead one to wonder why this is so important. There are two aspects which include efficiency and customer service. In the former the goal is to move customers through the store as quickly and as efficiently as possible while the later is focused on meeting expectations and minimizing confusion. Customers want to know what they are getting and are happy only when they receive the service in a consistent manner.
For the purpose of this writing it is the customer service aspect that takes precedence. Imaging for a moment you were traveling to some exotic land and were worn out from the walking, haggling, and unfamiliarity of the new surroundings. As you are trudging down the street you see Starbucks twinkling in the distance like water in a desert. No matter where you are in the world you know how to order your drink, how it is going to taste and are sure of its quality. No confusion and no hassle.
Customer service is about giving customers the same or more then what they expected as well as avoiding misunderstandings that can quickly explode into dissatisfaction. In essence similarity in stores minimizes confusion and meets customer expectations with the least amount of hassle. As you ponder reforming your organization in order to earn more profits do not ignore the trail blazed by larger organizations in terms of similarity and familiarity. If something works well and reduces cost you should use it over and over. McDonalds didn't spread across the earth just because each store was unique.
