Customer Experience

You’re lucky in life if you get to know some people who make you a better person. The best part of my career is that I get many opportunities to build relationships with inspiring people who lift me higher.

One of those leaders is Jim McIngvale, known throughout Texas as “Mattress Mack.” Mack and his wife, Linda, started Gallery Furniture in Houston in 1981 with $5,000, a dream, and an extraordinary work ethic. Today, Gallery Furniture is the most profitable furniture store per square foot in the U.S. And Mack doesn’t forget the local community that helped him achieve his dream.

Mack made national news in August of 2017 when Hurricane Harvey brought 70 inches of rain to Southeast Texas. Mack opened his stores as shelters for hundreds of families who had been flooded out of their homes. When reporters asked him why he was so generous, Mack replied: “How can I not be? We’re Texans and we take care of each other.”

Mack is at it again this week as the people of Texas battle an historic cold and ice storm that’s knocked out power to millions across the state. Within hours of seeing the need, Mack rushed into action and opened his galleries for anyone who needs shelter. He delivers the message on Facebook and through local media. What he doesn’t say often say publicly is that he also pays for everything out of his pocket — clothes, warm meals, and any other materials that people need to take care of themselves and their families.

During my time with Mack, I helped him craft his story to share with a broader audience through TED talks and other platforms. I saw first-hand how beloved he is in the city of Houston. Everywhere we went, people would greet him with a smile or a hug and shout “Mattress Mack!”

We attended a banquet in his honor, one of many requests and awards he regularly receives. On the drive home after he had received a standing ovation at one ceremony, we talked about his deep catholic faith and his servant attitude toward leadership.

Mack then turned to him and gave me a lesson I’ll never forget. Mack said,

“It’s our obligation to take care of the last, least, and lost in our society.”

As a business leader, what are you doing to give back to your community and to make the world a better place? Mack told me that he has a simple criteria to judge a company’s impact. He asks, “Will the customer miss you?”

Thousands of Houston residents would miss Mack, but thankfully he’s still giving back to help others achieve their dreams, too.

Looking back at a photo I posted to Facebook reminds me of a new area of research in the area of customer service. Your customers don’t recall every aspect of an experience–they remember moments instead.

On a trip to The Ritz-Carlton Amelia Island, I bumped into the hotel’s general manager. I casually mentioned that I was there to speak at an event and how impressed I was with the hotel’s service staff. He thanked me, asked my name, and ducked into a meeting.

Two hours later, I went back to my room. On the desk I found a bag and a handwritten note. Inside the bag, the GM had given me a gift of a package of rare salts sold in the hotel restaurant. The photo below is the picture I posted to Facebook and Instagram.

RitzCarlton2

According to Dan and Chip Heath in their book, The Power of Moments, “Research has found that in recalling an experience, we ignore most of what happened and focus instead on a few particular moments.” What are you doing to create wow moments for you guests or customers?

A popular local restaurant in my community sits in the middle of a winery and a stunning golf course. The Wente Vineyards winery has long reputation in the Livermore Valley, having started in 1883. Wente introduced chardonnay to the region and is associated with the California style of chardonnay that’s popular around the world.

The restaurant at Wente Vineyards is elegant and Chef Mike Ward excels at courses that make the most of Wente’s local garden, wines, and even its own cattle ranch. But the staff (called ‘Ambassadors’) also excel at creating moments.

Recently, when Chef Mike heard that it was my wife’s birthday, he walked out of the kitchen with a large, exotic black truffle that he sources from Italy. He made a show of shaving the truffle onto her risotto entree. The dinner included fabulous wines and great food, but what do you think Vanessa chose to Facebook? The moment.

Wente_Truffles

Earlier in the week, a group of parents from a local school visited the same Wente restaurant. I know some of the parents and follow them on Facebook. I wasn’t at the dinner, so I don’t know what they ordered or anything else about their experience–but I saw a moment that stuck with them. The restaurant staff had a prepared a menu with a customized greeting. Again, a small gesture, but a great moment one of the parents chose to post on Facebook.

Yes, they say make each moment count. But when it comes to customer service, some moments are remembered more than others.

Carmine Gallo is a keynote speaker and bestselling author. His new book, Five Stars, shows readers how to master the ancient of communication to thrive in the age of ideas (On Sale June, 2018, St. Martin’s Press)