Spontaneous Empathy – Addressing Concerns Before the Customer Raises Them

Spontaneous Empathy – anticipating concerns and addressing them before the customer raises them. I recently observed a server at a national (and very popular) coffee shop chain use this technique to great effect. It was a few weeks ago and I still reflect on the value of the gesture.

A friend and I were heading to northern Ontario for a few days of fishing. We started driving at 6:00 am and by the time we took our first break at 10:30 we were more than ready for a coffee. We were delighted to see the unmistakable sign of our favourite coffee chain ahead, conveniently located near some gas pumps. I dropped my friend off at the coffee shop to get our order to go and headed next door to fill up. The plan was for him to pick up the coffees and meet me at the gas pumps. When I finished filling up, my friend was still nowhere to be seen so I pulled up to the coffee shop and went inside.

I was surprised to see him still in line. “Haven’t you ordered yet?” I asked? “No, it’s pretty slow”, he observed. We waited for another couple of minutes. Now I must tell you that my friend is one of the easiest going people I know. Nothing seems to rile him and, although we were anxious to get on our way, he seemed to be taking it in stride. Me? I was getting irritated but held myself in check. I started thinking about what I would say to express my frustration. Finally the server shouted “Next!” Before I could say a word, the server said, “Thanks for your patience! I am so sorry about the wait. It seems like everything that could happen to delay things this morning has.” Her words and her tone were disarming and my frustration began to dissipate. I decided not to say anything. Besides, what could I say? She clearly understood our position.

She took our order and poured the coffee in the cups. Then, with the change she handed over a small certificate. “Thanks again for your patience. Here is a coupon for a free coffee on your next visit.” It was a small gesture to be sure, but one that had a big impact – at least on me. We had not complained or even indicated our frustration for the wait. She anticipated our concern and demonstrated her empathy in both her words and her actions. Through her “spontaneous” empathy, she took a potentially negative situation and turned it into a positive.

She did not cause the delay. It was due to a series of consequences outside of her control. Many would have mumbled an apology and become defensive to any criticism, blaming the circumstances beyond their control. Yet, although this server was not personally responsible for the delay, she took responsibility for our experience.

It got me to thinking that in the technical service business, circumstances beyond our control often occur to cause us to deliver less than ideal service. A serious traffic delay on a major road or a severe winter storm preventing the delivery of the needed part are just two examples. When those things occur, are our field service teams, dispatchers and other front line staff trained and ready to demonstrate “spontaneous” empathy? Are they aware that, although they may not be responsible for the circumstances that have caused the problem, they are responsible for the ongoing customer experience? Do they know how to communicate this through their words and actions? As our example illustrates, even the smallest of gestures can have a significant impact.

For more suggestions and ideas on successfully dealing with difficult customer service situations, check out my book or some of the articles on my website.

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Jim

“Customers don’t expect you to be perfect.
They do expect you to fix things when they go wrong.”

– Donald Porter