{"id":31967,"date":"2019-07-10T00:00:00","date_gmt":"2019-07-10T00:00:00","guid":{"rendered":"https:\/\/hyken.com\/what-signals-are-you-unintentionally-sending-your-customers\/"},"modified":"2024-01-18T19:51:09","modified_gmt":"2024-01-18T19:51:09","slug":"what-signals-are-you-unintentionally-sending-customers","status":"publish","type":"post","link":"https:\/\/hyken.com\/customer-service-strategies\/what-signals-are-you-unintentionally-sending-customers\/","title":{"rendered":"What Signals Are You Unintentionally Sending Your Customers?"},"content":{"rendered":"\"\"<\/a>I first came across this idea in the book Moments of Truth<\/em> by Jan Carlzon<\/a>, which I consider one of the most important books written on customer service. By the way, Carlzon\u2019s definition of a Moment of Truth<\/a> in business is, \u201cAny time a customer comes into contact with any aspect of your business, however remote, they have an opportunity to form an impression.\u201d That\u2019s every contact and interaction with the company. Carlzon used the example of a coffee-stained tray table. How does that affect the customer\u2019s opinion of the rest of the plane? What if the landing gear is as poorly maintained as the tray tables?\r\n

Okay, maybe that seems a little farfetched. Or, does it?<\/h3>\r\nI was reminded of the tray table anecdote on a recent flight to Mexico. My flight attendant told me that earlier in the week, the same flight had been delayed more than two hours. Why? Because the captain had forgotten to bring his immigration documentation and had to retrieve it from his hotel. I joked with her and said, \u201cI hope he hasn\u2019t forgotten how to fly the plane!\u201d We both laughed because that example, like the landing gear, is a little farfetched.\r\n\r\nHere\u2019s an example that\u2019s not so farfetched. Say you\u2019re going to the grocery store and you notice a produce truck behind the store. What really catches your eye is how dirty the truck is. You might wonder if the produce on the inside is dirty, too. You might have second thoughts about buying your fruits and vegetables at that store.\r\n\r\nOr what would happen if you went to a restaurant and you noticed dirt and grime under the server\u2019s fingernails? Might you wonder \u2013 or worry \u2013 about him touching your food?\r\n

I think you get the idea.<\/h3>\r\nThere are plenty of silent signals we send to our customers, both positive and negative. I\u2019m not as worried about the positive ones, although it\u2019s important to know what they are so you can repeat them with more intention. What I\u2019m really worried about are the negative signals, as they are often overlooked. The problem is the potential erosion of confidence created by these negative signals. That can turn into lost business.\r\n\r\nThe tray table isn\u2019t always stained. The produce truck isn\u2019t always dirty. The server doesn\u2019t usually have dirt under his nails. That\u2019s why this isn\u2019t an easy fix. There\u2019s no one-time solution because these negative signals, while they hopefully don\u2019t happen consistently, do occasionally happen. The way to avoid them is to become aware of them. If you catch a potential negative signal, fix it quickly and make note to share the experience with your team. Make a list and update it as you notice new ones. That\u2019s a good start. Once you and everyone on your team are aware of them, you are already on your way to eliminating them. Awareness is the first step. Vigilance is the next.\r\n\r\n