Interactions between people produce perceptions of customer service, and a significant part of those interactions are questions and answers. There are classic information gap (I need A, do you have it?), but the issues can be clouded by a myriad of factors from a sense of entitlement (I am the customer here!) to mismanaged expectations (What do you mean you don’t have it in stock!) to negative experiences (for an ongoing saga, please see Rob Kozinet’s Q&A session with Costco.ca).

The extent to which you get the “benefit of the doubt” from another person can be a fluid process: less benefit of the doubt means more scrutiny and “reading into” your wording. When you have no benefit of the doubt, you have to bulletproof your wording. Recently, I was the recipient of one such question from one of the barristas at a local Starbucks.

Full disclosure: I was recently recruited to be on the Starbucks Passion Panel. I have no idea to what extent this is a distinguishing an honour.

“Do you need room for milk or cream?” was the question following my ordering coffee in my own (Starbucks) mug. The reason that this stood out for me so much is the headaches that I have been through in my quest to get a full mug of coffee (I drink it black, so I don’t need room.) I have tried to tell people that I take it black so, “Fill it up,” but they are often already away from the counter so don’t hear me. I have even, on occasion, asked for a “top-up,” explaining, of course, that it is only because I like the coffee so much, and not that I a cheap value-for-money coffee drinker… when really I am.

Long and short, that simple question equated to real customer satisfaction from me. I have no idea if it was deliberate or lucky, nor can I comment on whether such a question delivers universal customer experience value.

In contrast to the bulletproof question, here is another example. I was asked if I was “OK with stairs?” by someone who was a potential client of mine as we were about to move to a second floor meeting room. I noted and genuinely appreciated the query. To me it showed interest and empathy toward me. Upon further discussion, I learned that the individual had recently had back problems that allowed him to walk normally, but not climb stairs.

Had I been in a different frame of mind (offering less benefit of the doubt), I could have easily read into that question. Do I look that tired? Do I somehow seem ill-prepared to climb stairs? What exactly do you think is wrong with me? Verbalized or not, these are the potentially sensitive issues that we can rub up against when people find a reason to question our motives.

I recall witnessing a quickly deteriorating exchange between a friend of mine and a woman when I was a student. The question sought to identify her hereditary cultural definition. It was the wording “where are you from?” that caused the spiralling problems. That particular question is a tough one to bulletproof, so, when dealing with people where my “benefit of the doubt” is uncertain, I find myself asking about languages spoken in order to get around to this topic. Sometimes the ounce of prevention is well worth it!

Tagged as: Customer Service, Questions, Starbucks

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