Firstly, let me say, that I am actually a big fan of Biscuitville. I try to stay away from cooked breakfasts, but when I do give in to temptation, they really do have excellent biscuits which you can watch being made from scratch. Sometimes, I will just get an order of scrambled eggs, which are always hot and moist - yum.
However, there is one thing that diminishes my pleasure a degree or two. Every time my daughter and I go through the drive thru they start the conversation by saying 'do you want to try a combo?' This statement, not only seems vaguely meaningless to me, but also very impersonal. We go through the drive thru at least 1-2 times a week and they know us personally at this point. When we actually get up to the pick-up window, they are always very welcoming and cheerful. They even recognize my voice - which I guess isn't too hard because of the British accent. So why still inflict the robotic 'do you want to try a combo' on me every time I go there? How about asking something a little more personal such as 'what looks good to you today?'
When I went through the drive thru most recently, I couldn't help myself asking the women at the cash register why she had to say 'do you want to try a combo?' every time anyone came through. She admitted that she hated saying it, but that Biscuitville management would really have her butt if she didn't say it. Yikes!
The whole experience left me feeling how out of touch with consumers many companies really are. Trying to force a combo down my throat - "if you don't get one this time, by golly we are going to keep asking until you do" - does not make me feel like a valued and special customer to them. There are so many things that they could ask their customers that would feel a great deal more personal and interested in providing the food that will deliver exactly against each individual customer's needs.
I don't think that it is possible to approach service in any category from a 'one size fits all' perspective - or at least that's how I see it. Hmmm.....maybe it is time for some scrambled eggs......
1 comment:
Yes, I completely agree with your Biscuitville rant and have tired of that same confrontational approach. While I certainly understand that this is "fast food," where employees are required to "upsell" while keeping customer orders accurate and moving along, I do believe their brief contact with a customer can prove more satisfactory and beneficial to both.
My suggestions:
1)At minimum, welcome the customer, let her speak and order, then--based on her order--invite (rather than confront) her to try something new/more/etc. Use language such as, "Would you like to..." rather than "Do you want to..."
2) Even better, since answering "no" is often the quickest way out of that dilemma, take 5 seconds to describe the particular enhanced offering in a way that appeals to the senses or pocketbook. Train the worker with brief scripts, such as: "Might I suggest a combo (or other product), which offers our delicious/ice-cold/freshly made/... ________ to complement your ________ (or "... to save you $___?")
Especially in today's fast-paced world, a little courtesy goes a long way. Proof? Next time you're in Chick-fil-A notice how their employees reply to your "Thank you" with "My pleasure" and a smile. And they sound sincere. What a pleasant way to close a conversation and solidify a customer relationship!
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