Ask students to take out their homework assignments, an article on why Chick-fil-A makes 3 times more than KFC.
We begin with a journal: "Which business(es) do you think have the BEST customer service? What makes them so excellent? List all of the things you can remember."
This is what the students came up with:
Then, we watched a short video on Chick-fil-A, and reviewed the latest Temkin's ratings for Customer Service.
Then, we did a short note-taking activity on "The Chick-fil-A Toolkit."
I love this, because it has so many great points.
1. A baton -- "success is about succession." Chick-fil-A's CEO states that everyone needs to think about who's going to carry the baton after us.
2. Oxygen mask - "remember to put your oxygen mask on first in case of an emergency." Remember to take care of yourself. Leaders have to take care of themselves if they're going to help others be their best.
3. Jar of JIF Peanut Butter -- when you break the freshness seal in JIF peanut butter, you get a wonderful aroma. That fresh aroma emphasizes how we need to focus on staying fresh in our thinking.
4. Roll of Toilet Paper. Little things can make a big difference. Think about the toilet paper in a fancy hotel and how it's always folded up for you there on the roll. It's always such a pleasant surprise when you see that. Build your own repertoire of little surprises.
For homework, students are working on a "Second Mile Service" Handout on how they can create "little surprises" for customers in different scenarios. I think "second mile service" is such a basic, but important idea about customer service. CEO Dan Cathy of Chick-fil-A said that employees are coached to go "the extra mile" for customers. Because that "extra mile" is where the magic happens.
As students walk in, I played "A Dream is a Wish Your Heart Makes" and other Disney parodies. I have some Disney stuffed animals on a desk at the front of the room.
Students begin with a journal prompt: "What makes someone a customer service superstar?"
We discussed their findings and then went over some quick background information about Disney as a company.
We listened to the 10-minute introduction to "Be Our Guest", a novel put out by the Disney Institute reviewing their method of Customer Service. It's a great read if you ever have a chance to read it. Now, I can't wait to go to Disneyland again to spot all of the details that Walt Disney imagined would make the park what it is.
We reviewed and took notes on "10 Ways to Create the Disney Experience."
1. "Always be show ready." Every day, thousands of people visit Disneyland. But Disneyland is also notable for what you don't see -- wrappers, gum, spilled popcorn, garbage. At night, custodians work meticulously to clean the park for the next morning. During the day, custodians are also hard at work. Employees are also trained to be meticulously neat.
2. "Greet and welcome very guest." Disney team members are trained to actively seek out contact with every guest. For example, they often approach guests who look confused instead of waiting for them to ask for directions. Disney also teaches its team to exercise the right tone in everything they do. A common litmus test question: "What time does the 3 o'clock parade start?" This has been such a common question. The best hire answers it proactively: "You're in luck! It should be passing by in 5 minutes! Shall I show you the best spot to watch the parade?"
3. "Customer service is a process. Everything affects the customer experience. Everything speaks." Think of process like a train engine. If one part does not work the train will still not move. Everything in your place of work is connected. What happens in one area affects every other area to some degree.
4. "Everyone's a princess." Disney personalizes each and every customer's experience at its theme park. Disney teaches its cast members to treat each customer as if they are the most important person in the world. At Disney Institute, it is rumored that each cast member must sincerely greet a customer if they are 10 feet away or less.
5. "Never say 'No.'" No matter the question, a Disney cast member is never supposed to say "No" or "I don't know" to a guest. The reason? "No" is a trigger that can create negative emotions in a customer. "No" is a hope killer.
6. "Create moments of WOW." All of the little "WOW" moments add up! Customer loyalty is consistently built on creating these "WOW" moments for your customers. If you are not memorable, customers can forget you easily and could go with another option. It is effective because it gives customer something positive to talk about to their friends. Many times, the only cost to you is kindness!
7. "Pay attention to the details." Every detail of the customer experience adds or subtracts from the Disney brand. This includes the friendliness of the employees to the cleanliness of the park, to how the physical space looks like.
8. "Treat every customer like they're a regular." Familiarity breeds business. In short, do whatever you can to make regular customers feel like family and new customers feel like regulars. We all like to be treated as if we are someone special.
9. Serve to WIN = "What's Important Now". It is easy to get caught up in task and unimportant work. Most things can wait. Customers should not wait.
10. "Never, ever argue with a customer." There is no upside to arguing with a customer. An angry customer's money is worth as much as a happy customer's money. You will definitely lose the customer and possibly your job. No one is perfect -- but the way you handle difficult situations will make or break your customer service reputation.
Students LOVE this topic! All materials, lecture notes and slides can be found here.
Students worked on a Self-Advocacy Vocabulary Sheet and Self-Advocacy Famous People Matching
Students watched clips of the movie "Coach Carter." Every year, I choose some motivational films to show clips of. I had to be out on Wednesday for professional development so the students watched some clips from Coach Carter.
Students worked on a quiz with content from the week (2 tools from Chick-fil-A) and (2 steps to create the Disney Experience). Then, we finished the clips from Coach Carter.
This blog is about my journey supporting students through transition. The focus is on career development, job readiness and customer service. My name is Kristine and I teach SAI (Specialized Academic Instruction) in a public high school in the Bay Area. I love finding new ways to recreate the "real world" so students feel inherent purpose in what they do in the classroom.