Perception transfer is a consumer’s tendency to take the input from their five senses of sight, touch, hearing, smell and even taste, and transfer them to the quality of the services they receive. It is critical to delivering an exceptional experience they won’t forget.
Another critical component is emotional transfer. ET is a consumer’s tendency to take the energy and attitude they feel from the employees and use it to make their decisions on services, and even whether they’ll be back for another visit.
Attitude is contagious. If the employee is not sincerely happy to see the customers, they will sense it like a dog smells fear. On the flip side, a warm, welcoming attitude will keep that customer coming back for more.
This great quote from Charles Swindoll, reinforces this fact:
“The longer I live, the more I realize the impact of attitude on life. Attitude, to me, is more important than facts. It is more important than the past, the education, the money, than circumstances, than failure, than successes, than what other people think or say or do. It is more important than appearance, giftedness or skill. It will make or break a company, a church, a home.
“The remarkable thing is we have a choice everyday regarding the attitude we will embrace for that day. We cannot change our past. We cannot change the fact that people will act in a certain way. We cannot change the inevitable. The only thing we can do is play on the one string we have, and that is our attitude.
“I am convinced that life is 10 percent what happens to me and 90 percent of how I react to it. And so it is with you. We are in charge of our attitudes.”
There is probably no argument here; we all agree attitude is key. In fact, most studies on the issue of consumers who leave a business cite employees’ attitude two-thirds of the time. But how do you improve the attitude of your employees?
Do they approve the basic value proposition of your business? You usually have the highest price for an oil change; do they believe that your, and their, service is worth the price. This is a simple training exercise; do they understand what you really have invested in your business to make it work? Often they don’t have a clue.
Do they believe in the value of your add-on services? Are they convinced they are needed? This is another simple training project. Here you should call on your vendors to give them the confidence in the product and service offering. Without it your people will seem unenthusiastic or even negative. The customer will sense it and say no.
Fake it until you make it. If you call my office, you should hear happiness and enthusiasm. My people are not really much different than yours. The truth is they are not all happy, but if you say it enough you start to believe it yourself.
Good, or bad, your customers can sense the attitude of your employees. What are they going to feel? Well I feel great, and I hope you do too!
David Prange is with ITW, suppliers of Full Throttle and Heartland products to the fast lube industry. He is available for training on a wide variety of topics and can be reached at 800.378.7891 or: email@example.com