I don’t always notice a charge of $86.99 still processing in my checking account. But when I do, it’s for an auto-renewed subscription for a computer-related service I stopped needing when I stopped using the computer I purchased it for.
Already slightly frustrated after they slipped the automatic renewal thing past my five hole, I called to rectify the situation. Death, taxes and being greeted by a recorded voice on a 1-800 number. I think I pressed 3 or 4 buttons before I was eventually routed to a homo sapien. A few minutes before I spoke with him, the robot lady told me how much her company “appreciates my patience”. She sounded like she was wearing a cardigan and keeps a daily planner.
Appreciate literally means to be thankful for or to value in high regard.
You can hear the crew-cuts at the conference table all the way from here. “Just say some nice things while they wait so they know we care.” (I can say that because I used to rock a buzz-cut; a close blood relative of the crew-cut.)
Then I called a different big company and only waited 37 seconds before I heard a human voice AND they even offered me a joke of the day while I waited. Turns out millions of people know Zappos for its customer service. They never made a comment about serving me, though.
In Kindergarten they have a phrase. “Actions speak louder than words.”
Lot’s of people say things about themselves but few people act in such a way for you realize it yourself.
It’s not about Zappos and it’s not really about “customer service”, either.
If you want people to believe you hold them in high regard, you’re going to have to show them. And if your way of doing it doesn’t cost you much (in time, money, resources or just caring), it’s probably not going to buy you much, either.
Still, I don’t think the guys who get it right see it as a major cost. Partially because it doesn’t cost much to do a joke of the day.
And also because it always comes back.
Show it and you’ll never have to say it.
P.S. I’m trying to think of a clever way to close this using the word “appreciate” but I’m coming up empty. I hope you can appreciate that.
Photo credit: kenteegarten
