This ANGUILLA PRIDE™ discussion focuses on “Names” represented by the “N” in this acronym. The “N” reminds us to learn our customers’ Names and use them with warmth and courtesy. This is the second of the service quality standards that needs to be practised by all to ensure professional performance. In turn, every manager needs to model them to support the staff; to enable all to take pride in their work; earn greater gratuities where given; and benefit from “free” marketing and an unparalleled reputation.

As before, to build prosperity through professionalism, we must attend to customers so well that they wouldn’t go elsewhere, and so they emphatically tell others to follow their lead. No form of marketing, no matter the budget, is more powerful than earning customer loyalty today; so we prosper tomorrow, not merely keep replacing our losses, without growing at all.

Some of us may seem gently reserved, or even considered shy at times. Therefore, we may need to be a little more outgoing in order to learn and gracefully pronounce our customers’ names. Perhaps Dale Carnegie, most famous for writing How to Win Friends and Influence People, said it best: “Remember that a man’s name is to him the sweetest and most important sound in the English language.” He surely would have included “or a woman’s name” if he said it today, but the message is the same for every customer. Everyone feels that same special way as the very first time, as a child, when a friend or relative related to us as Mister or Miss and used our surname. As adults, whatever additional titles may have been gained, such as Mrs. or Doctor or Teacher or Pastor, we cannot help but feel more engaged when someone takes the time to learn our name to politely converse with us.
As a customer, there are times we expect to be called by name; some when we would like to know the name of the person assisting us to address them or follow up later on; and others when we merely expect to be acknowledged with at least “Sir…Miss…or Ma’am” with eye contact and a proper Greeting (which will be discussed further in the next article). However, if someone has access to our name: from a reservation to a cheque or credit card, it presents a vital opportunity to build loyalty whenever the employee takes a moment to read it and then interact on a more personal level.

Occasionally, our shyness may even avert eye contact, much less a confident request for someone’s name, to confirm its pronunciation, or the wit to read and thank the customer by name at the end of a transaction (which we’ll discuss more in Excellent Endings). That failure to connect can make customers feel as if no one values their trade or cares if they come again. Customers would be likely to say, “It seems impersonal. They never remind me of their names or seem to remember mine…” or “When we gave our names on the reservation, she just picked up the menus, said, ‘Come,’ and started walking into the restaurant…” or “They transfer you from line to line without asking your name, telling you theirs, or making sure they understand what you need.”

As managers and service providers, we can begin by using colleagues’ names as an example for speaking with our customers. Similarly, we should remember that customers feel more at ease when we offer or remind them of our names, which they may be unable to read on our name tag without their glasses or perhaps to recall from a previous meeting. We need to challenge ourselves, and rely on one another, to learn customers’ names whenever they visit or call. If not known, it is important to find names as early in the interaction as possible, such as caller ID, dinner or room reservations, a credit card, cheque, or other account records; then use them with poise and respect. And, whenever assistance requires dialogue without such references, we can become skilled at giving our name and discreetly asking for theirs: “It is a pleasure to assist you. My name is Kenneth Richardson. May I ask your name, so I may address you properly?” or “My name is Tamara Smith. I believe we spoke last time you were in, but please remind me of your name. I am so sorry I need to ask.”
Some of us do have difficulty remembering names, but the extra effort to exchange names can be richly rewarded with customer preference. It also raises the likelihood of getting that name right in the future. As a special note for those in the hospitality sector, being able to remember guests’ names from year to year is truly an enviable talent to cultivate. It also ultimately reflects on all of us as an island of friendly people whenever our visitors receive elegant service that begins with their names and a smiling, familiar face. Finally, feeling “known” and comfortable is not only a reason for customers to return and send others our way, but it is also far more gratifying for managers and staff to be appreciated for providing cordial, personalised service to people we know by name.

To learn more about measuring and managing customer satisfaction and ClienTell® Consulting, LLC services, please visit: www.clien-tell.com (© 2010 Melinda K. M. Goddard)

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