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The second core loyalty principle is
responsibility first we have to have
empathy for how our customers are
feeling then we’ve got to take
responsibility to help them reach their
goals responsible people take personal
ownership for helping others succeed now
earlier I showed this video this is an
example of not taking responsibility for
a simple request frustrating for the
customer but even more frustrating for
the employee how often do the people on
your team say I don’t have a button for
that or I’m sorry I can’t help you with
what you felt was a simple request
TD Bank well-known for their customer
service in America has this policy it
takes one to say yes to to say no in
other words it’s always okay to say yes
to a customer but if you’re thinking you
need to say no please check with your
manager first we love how TD Bank and
Trust they’re people to say yes to
customers whenever possible there are
two practices for showing responsibility
for taking responsibility for our
customers the first is discovering the
real job to be done now what do I mean
by real job to be done Harvard Business
School professor Clayton Christensen
writes that people hire products and
services to do a specific job for them
let’s take an example a man walks into a
hardware store I’m looking for a wrench
well they’re right over in aisle 14
that’s not taking responsibility instead
follow me why are you looking for a
wrench what’s going on well I’ve got
this old fence in my back yard and
there’s these rusty bolts I’ve got to
take out so I can get rid of the fence
Oh sir – the bolts look like any of
these
yeah they look like those hexagonal ones
right there I got to get those nuts ah
to grip the rusty edges of those nuts to
remove those bolts so you can get rid of
your fence you’re gonna need a box
wrench this set should do the trick you
see that’s taking responsibility for the
real job it’s not selling the guy a
wrench it’s helping him get rid of his
fence the second practice of responsible
people is we follow up if you see that
customer in the store a couple weeks
later how did the fence project go it
went great thank you
that sometimes when we follow up with
customers and we ask was there anything
that we could have done better we learn
about problems and this is an excellent
opportunity to earn fierce customer
loyalty Marriott asked two groups of
hotel guests how likely they were to
come back to Marriott in the future the
first group had no problem during their
stay and 89% said I’m coming back to
Marriott in the future the second group
had a problem Marriott followed up
learned about the problem and fixed it
94% of these guests said they would come
back to Marriott in the future so you
seemed following up and learning about
problems it’s an excellent opportunity
to take responsibility and build loyalty
horse schultzy the longtime leader of
the ritz-carlton chain he told all of
his employees we are ladies and
gentlemen serving ladies and gentlemen
this guy cracked the code employee
empowerment he told everybody on the
ritz-carlton team no matter what your
job is you’re responsible for the guests
experience so if you’re filling up the
water glasses on a table and you
overhear the guests complaining about
her bathtub drain you own that problem
you tell her oh I’m so sorry to hear
that I’m gonna call the engineer I’m
gonna get it fixed
horse schultzy told everybody on his
front line you have up to $2,000 at your
discretion to do what’s needed to make
it right for the customer
great for earning customer loyalty even
better for earning fierce employee
loyalty.