About 6 years ago I read a great book while sailing on my dad’s boat. It was Zingerman’s Guide to Good Leading, Part 1: Building a Great Business. At one point, my dad picked up the book. He read a few paragraphs I had highlighted when I went below. When I returned a few minutes later, he said, “Good book. They know what they are talking about.” Wow. Coming from my dad, that meant a lot.
Zingerman’s is an institution in Ann Arbor, Michigan. Hailed by Inc. Magazine as “The coolest small company in America,” the original business was founded in 1982 with Zingerman’s Delicatessen. Since then, Zingerman’s has expanded to 11 food-related business, 724 staff members, and sales of over $62 million.
Service is a cornerstone of Zingerman’s success. Zingerman’s has earned its reputation for great service by intentionally creating a culture that nurtures amazing service. They teach every one of their team members system “recipes” which are at the heart of their extraordinary service.
I was so impressed with the book, I ordered copies for all my team leaders!
At Whiskers Resort and Pet Spa, we really rolled up our sleeves. We took the summer to read the entire book together. Once a week we met to review, strategize, and implement what we learned from the pages.
When we started Zingerman’s training in 2011, we were earning about $655,000 in annual gross sales between overnight lodging, daycare, and grooming. Last year we grossed just short of $2.25 million. And the real kicker – we spent virtually nothing on advertising! Our growth has been fueled by stellar customer service from an amazing team of enthusiastic, pet-loving staff.
I know the Zingerman’s training isn’t totally responsible for the growth. However, I’d like to think it helped us formulate a positive culture for our Whiskers team.
Recently, we learned ZingTrain was coming to Grand Rapids for a half day of service training. We could not sign up fast enough. We had 13 team members there from all facets of my companies taking up two corporate tables. We all walked away pumped up and energized! Some of what we learned was a refresher for some of us – for others is was all new. Plus, it was refreshing to learn new service ideas the Zingerman team had formulated since we read the book. The concepts are all easy to implement, too.
I’d like to share a few of those with you.
Zingerman’s 3 Steps to Great Service
- Ask questions. Listen to what they really want. Give choices. Repeat questions back to the customer for clarity and understanding.
- 10/4 Rule. When you get within 10 feet of either a customer or a coworker– make eye contact and smile. Once you get within 4 feet of a customer or coworker, verbally exchange a positive comment. (I’m not talking about those that you work with side-by-side all day long – however a room full of smiles and positive interaction is energizing).
- Spend as much time as necessary to positively impact the customer. For repeat customers, it might be a quick exchange. For new customers, it’s going to take longer to help build a relationship, form a bond, and build trust.
#2. Get it – or do it – for them…
- Let people know realistic deadlines, cost estimates, and realistic outcomes. Be specific. Under promise and over deliver.
- Always say please and thank you. Avoid industry jargon.
- You want the customer to leave feeling like the interaction with you was the best part of their day.
#3. Go the extra mile.
- Do something the client didn’t ask for and didn’t expect. It doesn’t have to be elaborate. It doesn’t have to be costly. Even simple things can delight and pleasantly surprise your customers.
Within this framework, employees use their own best judgment about how to serve each individual customer.
If you’ve never heard of Zingerman’s or ZingTrain, I encourage you to look it up. If you want to dig in deep, grab the book and apply its principles. If you need a quick pick me up, participate in one of the mini sessions like we did today. Their systems approach is applicable to businesses of varying industries, organizational structure, and size. They are committed to helping others succeed.
My entire team left energized and ready to implement many ideas immediately. We were all impacted by the training we received. Hats off to the Zingerman team of Elnian Gilbert and Tabatha Mason and to the Grand Rapids Chamber of Commerce for sponsoring the program!