3 Pillars of Great Service: Trust
Now, our next pillar we've talked about a little bit. But trust. Now, trust is incredibly, incredibly important. Now when, I love looking up the origination of words. So, my favorite app is a thesaurus, right? But, similarly the dictionary gives you so much information about words. So when I was looking up trust, I looked up their synonyms. So trust includes confidence, belief, faith, certainty, assurance, and conviction. Who doesn't want someone to feel those things in your business? I want someone to feel that in my business. I want them to feel all these things. Now do we always feel these things, when we go to a business? Does it even occur to us that we should feel conviction? You feel conviction with your bank. Other people around you, who see that you're part of the tribe, they feel conviction for this bank. That's an incredible thing. But do we always feel that? Mm, we may feel up and down, with that. We might have levels of confidence. Occasional belief. Wavering faith. Some c...
ertainty. Hopefully assurance. But conviction, wow, he has conviction. I don't know that I always have conviction. But when we look at the antonyms, the things that go against it, now we're getting into customer service territory, right? In terms of what we sometimes expect. Distrust. It cannot be relied on, when we define that. It cannot be relied on. Mistrust. To be suspicious of. Ooh, getting dark and cold in here. Doubt. I've referred to doubt a couple times. And that is a feeling of uncertainty. Now have we felt that we've gone to businesses that cannot be relied on, that we're suspicious of, and give us a feeling of uncertainty?
Certainly, yes. Exactly. Unfortunately, it does happen, right? We feel distrustful, mistrustful, or doubtful, of the businesses we're in. Now, as a business operator, as a business owner, we must try to focus on this side. We must try to bring our clients into a feeling of confidence, belief, faith, certainty, assurance, and conviction. Okay? And that is fully within our power. As business owners this is something we are able to do. So what we have to focus on is dispelling distrust, mistrust, and doubt, okay? Now back to consistency. We can dispel them through being consistent. We can dispel them through thinking about the experience, and considering the customer service experience. We can think about service as a conversation, and not a lecture. And these are all gonna help dispel distrust, mistrust, and doubt. But that's on us. We have to make sure that we're doing that. Let's see. So, trust is assumed. We talked about this before. So you have to ensure that doubt never enters your customer's mind. It's incredibly important. Now, consistency builds trust. So how do we build trust? How does a client, or how does a company, build trust with you? Have you had an experience of that? When do you know you can trust a company?
When they provide you with what you expect.
Okay. When they follow through, right? When their promise is made true, right? How about when, when do we distrust them?
When they don't do that.
When they don't do that, exactly right. When they don't follow through. When the timing is off, right? When there is some sort of inconsistency. So we need to make sure that consistency and trust go together. So they're gonna trust in your word. What you say. They're gonna believe that, or they're not gonna believe that. So we have to give them every reason to believe they can trust what we say. They are gonna trust in our actions. We're gonna talk about actions in the next course. So, trust in your actions. What are you doing? So, back to the, we believe in you, and we want you to have this experience, and they call you back two days later, right? No, the actions weren't there. What they were saying was there, but not really, because the actions did not support what they said. So we need to make sure that we build trust through the actions that we use. And then trusting your intentions. Intention is a very important thing, because we do believe people. This is a human experience. We do believe when someone has the right intention for our business, or when someone is really working on our behalf, even when things are going wrong. Have you ever had an experience, and I'll bring it back to restaurants, that you're in the restaurant, and the food's not coming out right, and your waiter is like, "I am really sorry. Let me find out what's going on." And then they go back and they find out that the ticket went missing or something. The manager comes over, and they immediately talk to you, and say, "We are really sorry. We screwed this up, and we're gonna make it up to you. Can I get you another round of drinks." Sure, you get us another round of drinks. And then the food comes, and the waiter is like, "I am so sorry. We're doing the best we can to get this back on track, and let me know if I can bring you something else." And something about their intention is felt. We feel that they honestly feel badly about what's going on. We honestly feel like they're working on our behalf. And that makes a really big difference. Because if on the flip side, they came over and said, "Well, the kitchen screwed up, and I don't really know, because, I put it in, and this place is going nuts right now." You know, that would be a very different thing. We wouldn't trust their intention. We would feel like they're out for themselves, and they've had a bad day. And they're not worried about us. So we have to be careful about the intentions. So when our intentions are good, generally people will feel it. But, intentions are only one piece of the puzzle. Our word and our actions are also incredibly important. The most expensive thing in the world is trust. It can take just years to build, and just a matter of seconds to lose. This is very, very true. We see this in our world again, and again, and again. Trust happens, happens, happens, happens, and then it's dispelled and gone. So it's the same thing with your business. We've seen businesses rise and fall, again, and again, because they have lost trust in their clients. You mentioned Chipotle before. They've had a tough time lately, because they've had issues with food-borne illness. And, they had trust, and now they're trying to build trust. But, trust is something that can happen vis a vis problems. Sometimes problems will happen, and it allows you to secure trust with your clients. So trust is ever ongoing. So we need to make sure that we're constantly working to build it, and dispel doubt when people come in contact with our business.