Two Powerful Ways Customers Can Work For You

Five Star Customer Feedback Story Rating

One of my favorite sayings when it comes to customer service is this: “The best customer service companies are the best storytelling companies.”  All companies should strive to share stories that paint the picture of the great things their team members do. But, collecting those stories can really pose a challenge. Here are two ways to have your customers help in the process:

1. Ask Them To – And Make It Easy

Customers are typically the best source of fantastic stories about our employees going above and beyond, or simply meeting expectations. When a customer has been treated well, many typically want to share. Unfortunately, all too often, sharing that information seems to be too much work, or is actually a cumbersome process. Companies should strive to make it as easy as possible to share the good stories as well as the bad.

One of my favorite examples of making it easy is from our sister company, John Robert’s Spa, in Cleveland, OH. In this example, company owner (and my boss) John DiJulius, not only asks customers to share both their great experiences and those that did not live up to expectations, but he also includes his cell phone number to make it as easy as possible. You don’t have to type in an e-mail address, log into a website and search for a link. You can simply grab your phone and tell him about it.

Example of a Customer Feedback Request from John Robert's Spa


*Related – Are You Getting Enough Complaints?

2. Give Them Tools

I’ll never forget the first time I received a “kicking tail” letter from Southwest Airlines. I remember opening the envelope thinking I was about to see a re-stocking of free drink coupons. Instead, it was a letter from Southwest’s Customer Care Department asking me to help recognize their team members when I see them “kicking tail.”

Quite simply, SWA was asking their A-List and A-List Preferred member, their best and most frequent fliers, to help them recognize their top performers with an easy to execute system. This system helped expand the eyes and ears of the organization. Now, brand advocates are on the lookout for great service so that they can reward it on the spot and do their part to keep the culture they enjoy going!

Southwest Airlines Kick Tails Program Requesting Customer Employee Recognition for Kicking Tail


What are some communication channels you can use to engage your best customers, and have them help you reward your best team members?

* Check out John’s TEDx Talk Meet as Strangers Leave as Friends



Get Your Masters In Customer Experience

John DiJulius, speaking at the 2018 Customer eXperience Executive Academy ClassWe are now accepting applications for the 2019 Customer eXperience Executive Academy (CXEA). Having worked with the top Customer Service organizations in the world, The DiJulius Group’s Customer eXperience Executive Academy (CXEA) gives you both theoretical and practical eXperience on how to elevate the levels of service at your company.

With the need for rapid growth of the Customer eXperience Executive in businesses today, the Customer eXperience Executive Academy uses the X Commandments Methodology, which covers all facets and responsibilities that fall under Customer eXperience.

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About The Author

Dave Murray

Dave is the Senior Customer Experience Consultant for The DiJulius Group and has helped dozens of companies create incredible systems that allow them to consistently deliver superior customer service. Dave’s experience has varied from leading call centers and front-line team members, to working closely with key partners and stakeholders.