Every Detail Matters: Companies that set the Bar for Customer Service

You will be hard pressed to find a consumer company that does not claim to place an emphasis on customer service. Yet somehow, only a select few can distinguish themselves from the pack when it comes to providing an outstanding customer experience. The difference tends to lie in the not-always-obvious details that these companies execute on better than anyone else…

The Chicken Sandwich We Didn’t Know We Needed

No one expects superior customer service at a fast-food joint. There is no concierge waiting to take your coat or valet to park your car. You get in, order your machine-made food, and get out. No frills, just a quick meal that satisfies your energetic kids in the backseat.

Chick-Fil-A changed this perspective. In the background, they focused on delivering delicious food and being the first major chain to follow the FDA’s NAE rule (no antibiotics ever) in their products. But the subtle way they prioritize customer service makes the most significant difference.

Instead of the typical “your welcome” you would get from most drive-thru windows, every member of Chick-Fil-A is trained to look a customer in the eye, put on a smile, and say the phrase, “it was my pleasure.” This tiny shift in communication is all it takes to make a massive positive difference not only in customer interactions, but also in the team workers' psychological makeup. This subtle nuance reflects the customer-oriented culture the company is famous for.

Of course, just saying the words is not enough if it does not comes across as authentic which is why employees are hired primarily based on their positive and outgoing attitudes. This standard also applies to the owners themselves, as Chick-Fil-A has a reputation for one of the most difficult franchise selection processes in the industry with thousands applying each year, but only a few being selected.

The result is also seen in the unmatched cleanliness standards in their stores and a reputation for the fastest drive-thru experience in the industry with some locations serving close to one car every 30 seconds during peak hours. Chick-Fil-A's drive-thru experience is designed to be quick and efficient, but still welcoming and friendly. Combining both technology and a personal touch, during high traffic times team members will personally take orders on wireless tablets right from the window of cars in line, turning the typical “drive up to the window” experience on its head.

From a small phrase, to a selection process that focuses on attitude above all else, to the industry leading standards in in-store and drive-thru service, it is no wonder that Chick-Fil-A stands in a league of its own when it comes to quick dining customer experiences.

Staying Relevant in Retail

The battle between e-commerce and brick and mortar retail stores is not likely to slow down anytime soon. The convenience of ordering your favorite pair of shoes on your phone while waiting for your partner to meet you for coffee is way too attractive to most consumers. This makes retail shopping highly competitive, but that hasn’t stopped one brand from focusing on the little things.

Nordstrom uses two primary factors to rise above the fray. The first is unstoppable customer service. If you have a question about something in the retail giant’s store, a salesperson will walk you there instead of pointing. The team members are taught to walk your bagged items around the counter instead of impersonal passing them over a counter. They are even encouraged to never let a phone call go beyond two rings before answering. 

The second little thing Nordstrom does to stand out is a phrase embedded in their employee handbook – Use good judgment in all situations. They empower their staff to make judgment calls on pricing, interactions, and other customer service-related situations. 

Nordstrom has a policy of always saying "yes" to customer requests. If a customer wants to try on a pair of shoes, even if the store does not have their size in stock, Nordstrom will do everything in their power to find the customer a pair that fits. This level of customer service has earned Nordstrom a reputation for being one of the most customer-friendly stores in the country.

Showing this trust with their employees pours over into a sense of ownership. Whenever they interact with consumers, it is like they are the classic shopkeepers thrilled to help someone out with the many wares they have collected. Sometimes, that sense of belonging is extended into an immersive brand experience, like our final example of companies that stand out.

Bow Down to the Power of the Mouse

Love them or hate ‘em, the Walt Disney Company is one of the most successful brands to ever exist in the world. While there are plenty of issues we could point out, one undeniable fact that is celebrated in business schools around the world – the customer service at the parks. 

From the moment a new “cast member” is interviewed to work at any of the Disney Parks, they are taught they are “on stage” while in costume. It doesn’t matter if they are sweeping up trash on Main Street, USA, or operating the latest Avatar-themed ride. Their job is to maintain the “magic” and try to make every single visitor interaction a memorable one. They are encouraged to look in the mirror before starting their day and “check their smiles.” It may seem dystopian at first, but that small act can make a huge difference in how employees approach their day and see their roles as creating unforgettable memories for the park’s guests. 

“Cast members” are the employees who directly interact with guests. They are expected to be friendly and helpful, and to have a strong knowledge of the park and its offerings. They are also trained on how to handle difficult situations, such as lost children or complaints, in a professional and respectful manner. Cast members are easily identifiable by their uniforms and are stationed throughout the park, including in high-traffic areas and near popular attractions so park guests can always find someone to assist them. When your kids are wiped out from walking all day and that Mickey ears ice cream you just bought hits the pavement, it can make a massive impact to have a cast member close by to help guide you to the nearest seating area and where a replacement treat can be bought!

The subtle difference of seeing themselves as part of a cast, versus simply theme park attendants, makes all the difference for Disney.

Why the Little Things Matter the Most

The point is these little differences make a significant impact on the way we view brands, but the only way to make it work is by backing up those ideas with quality products. That could be a delicious chicken sandwich, the sweater you’ve wanted for a while, or a magical family vacation you’ll never forget.

Focusing on the little things that give customers a warm feeling and brand association boosts sales. It makes everyone involved in the company feel like they are making a difference in the lives of the people they serve. By offering a best-in-class product and combining it with exceptional little details everyone can appreciate, a business can thrive and remain timeless in the eyes of consumers everywhere.

That is precisely what we strive for at IF… THEN WELL. We have a best-in-class line of products with our men’s Pima cotton t-shirt bundles, but we knew that would not be enough to establish a long-lasting brand. That is why we offer some smaller details we hope will make a difference in how our customers see our company.

Our goal is to always exceed the shipping timelines that we communicate on our site, which can involve personally dropping off shipments same-day as ordered and often paying for higher shipping services than promised at check-out. Our return policy is designed to be the most generous across our peer group as we make it a point to ensure that every customer is 100% satisfied with our product or can return it without any hoops to jump through. Our co-founders also try to make it a point to, whenever possible, include a hand-written note with any order placed by a new customer to express their appreciation and genuine excitement that hopefully the recipient will feel the same joy that we do when putting on one of our Ts.

We are not ashamed to say our goal is to be in the same ranks of companies like Nordstrom, Chick-Fil-A, and Disney when it comes to customer service. There is an unmistakable value in delivering little details that make a business stand out and that is what we strive for every time we wrap up our t-shirts for delivery.

Yes, we also want to make a profit. We would not be in business long without it. In the long run, however, we believe that the added attention to detail will create a stronger bond with our customers. After all, a rewarding experience is priceless and the best reason to continue shopping with the brands we love.