The Easy Button!

by John Kennedy

This past week, Souny and I were invited to facilitate the strategic plan for the Northwest Nursery Buyers Association in Vancouver, Washington. Although we have been working on setting the table since September, the heavy lifting of assigning timelines, tasks and talent were the focus of the three-day event, and there were a few familiar faces of The Garden Center Group members in attendance, which made our time there even more amazing.

The event took place at the Heathman Lodge, a rustic, log-cabin like property with a PNW charm and weather that matched (cold and raining upon arrival).

Upon check-in, we were greeted by a wonderful front desk staff member who informed us that our room wasn’t yet ready; however, she could hold our bags and text us when the room became available.  She suggested we grab a bite to eat at the hotel restaurant and we honored her suggestion…wise move to keep us in house and not send us off property (training).

After our long, cross-country trek, we hopped over to grab a late brunch, and again we were seated by a very nice host who set us up, and then greeted by a delightful server who took great pride and care in her hospitality and service during our meal—the coffee was awesome (we are coffee people) and that coffee set the stage for the next experience ahead.

As we checked in, we were told that coffee was complimentary 24 hours a day---not just coffee—really, really good “One World” coffee…and espresso. We began to look forward to our early day and late day latte...all day…each day…for four days. It quickly became a ritual.

Then came the meeting and banquet staff the following day.

Professional, responsive, helpful, supportive, knowledgeable, and hospitable. Not just one, or a few…all of them (training).

So far, and I came from the hospitality industry, I am super impressed by the experience of the Heathman Lodge—not just the service…the experience.

And then came the easy button (see photo). This device was placed in each room where we were meeting and working (and there were a few different rooms over the three-day event).

This button was used to “summon” a staff member if there were any concerns, needs or questions at all…any.

Need the tech crew to get the mic and projector ready? Push the button.
Temperature of the room too cold? Push the button.
Temperature too hot? Push the button.
Out of coffee, hot water, cookies? Push the button.
Need to-go containers for the left-over food? Push the button.

And within two minutes or less, a staff member was at the door and asking how they could assist—two minutes or less (yes, I timed it!) The Easy Button was next-level service and the most memorable part of my experience.

The team at The Heathman Lodge masterfully combined great service, leveraging technology and a little extra value or “lagniappe” (Lan-Yap) with a lot of lattes for this lad, and created an amazing experience.

The key to driving an exceptional customer experience is each of those three elements—consistently!

And it all seemed…easy.  Not rushed. Not chaotic. Not forced or fake…just easy.

We were there for four total days, and each and every day the entire staff in each of those roles, rose to the occasion and delivered an exceptional, consistent customer experience. If we were to return to Vancouver, Washington, we would return to The Heathman Lodge.

And, so it should be with your Garden Center.

Training up your staff, fostering a culture of ownership in their role, setting standards of success, eliminating barriers that get in the way, and ensuring it is done in a consistent manner are the steps to success in today’s retail and service industries.

Inside The Group's WebSystem is a video series (Delivering an Exceptional and Consistent Customer Experience) I shared a few years ago outlining this exact approach to moving from good to great in your ability to plan and deliver a level of service and experience that is greater than your competition.

With the three economies of price, experience and convenience, the retail garden centers that offer both experience and convenience (The Easy Button) will be able to set a pricing model that is more profitable based on better processes, people and pride in their effort.

I invite you to revisit the video series with your team prior to Spring to ensure you are aligned, engaged and excited about the opportunity to create, delight and deliver an exceptional customer experience—consistently.

And as you watch the videos, I suggest you and your team discuss how you can create the Easy Button for your customer, and offer a seamless and convenient experience each and every step of the way. Those are the customer service standards Danny wrote about last month!

Have an amazing season ahead…