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Milk and No Sugar Please Sir Richard

Milk and No Sugar Please Sir Richard

Michael Heppell
Michael Heppell
November 28, 2024

Milk and No Sugar Please Sir Richard

I’m currently writing a new edition of my book 5 Star Service, so naturally, senses become heightened and my service radar goes into overdrive.

If you’ve read 5 Star Service (if not, why not?) then you’ll know I’m mainly looking for positive examples of great service.

5 Star Service is about leading by example rather than what to avoid.

But there’s a challenge:
90% of the people who really should be better at providing service actually think they are already good.

Virgin Trains and Stagecoach have just taken over the running of the East Coast Rail Franchise. As someone who uses that track like a commuter, you get to know the staff and their levels of service pretty well.

A perky Richard Branson was seen during launch week serving teas and coffees and chatting to travellers. Then with a fanfare, they published their targets for the next 5 years -- including their goal for customer satisfaction.

I’m not really a fan of the term ‘customer satisfaction’ as it can promote a mind-set of ‘just make sure they’re satisfied’ rather than aiming for loyal, devoted, enthused evangelists.

And here’s where Virgin East Coast has created a challenge for themselves -
Even if they improve their levels of customer satisfaction they still won’t hit their target. This is because the level of expectation from customers is rising too.

Think about it:
Your customers are more demanding. They want it bigger, bolder, and faster than ever. And they’d like to pay less!

The only way Virgin East Coast is going to hit their target is to:

  • Have a revolution in customer service
  • A massive investment in training
  • Zero tolerance to poor performance

And

  • Massive recognition for those who over-perform and genuinely put their customers first

As a regular customer, I really hope they do it.

Be Brilliant!

Michael

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