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Alto invoice for Customer Support

now you talk about the Ultimate Experience I talk about the extraordinary experience listen to this I have a client in Columbus Ohio she is the president of a bank she was on her way to meet with a client in Cincinnati two hours away and on the way about 20 minutes outside of Columbus Ohio the the birthplace of BDubs she has a flat tire now she's got a dilemma because she's got a cell phone and the cell phone only has one little charge of juice she can call the client to say she'll be late but then she won't be able to call for assistance or she can call for assistance but then maybe the battery will die and she can't call the client so she does Nei she calls the general manager of buyer Imports if you're from Columbus you might know about buyer Imports and she gets him on the phone and she says here's my dilemma he said don't worry what mile marker where are you and about 15 minutes later he shows up with a charger for her cell phone a hot cup of coffee and a loner car she says well what should I do about my car he says don't worry about it I'll take care of it she goes and she makes the call on the customer in Cincinnati when she comes back she calls buyer import and says you want me to bring the car in he goes no just go home you've had a tough day park it in your driveway leave the keys on the tire we'll bring your car back and we'll switch it out and when she got her car back the tire was fixed she said how much do I charge or how much do I owe you he said nothing it's free it's on us and he said by the way we washed your mats and they're drying in the trunk and she said at that point now you're showing off and she told me that story a year ago and I wrote about it in the new book Fred 2.0 and I've told no less than 20 audiences about buyers Imports because you see I don't even know the people at buyers I don't know what brands they represent I don't know if they got the best price or the highest price in town but I know this buyers elevated her experience and I'm going to give you the four ingredients of an elevated experience today four things that you can do and one of the four things there is nobody that I currently in the business that is consistently doing here are the four things number one the guest always receives value you say well Mark what does that mean it means the guest got what they expected even if their expectations weren't right think about it sometimes we hide behind the excuse we say well we did what we were supposed to do we delivered what we always delivered the question is what did the guest expect if you cannot meet the guest's expectation you only have one other alternative what is it to educate them you say you know I understand why you might expect that but I wish we could let me tell you why we can't and I apologize but let me educate you so that we can bring your expectations into alignment with our brand value proposition because if the guest doesn't receive value all bets are off the second thing that happens is that they're pleasantly surprised I think it's brilliant that you have a guest experienced captain and I I talked to several of you about what is a typical shift luck like for a guest experienc Captain here is my two cents for what it's worth try to surprise as many people as you can during a shift if you're a GE find something that somebody didn't expect see if I expected it it's just value it's when I get something I didn't expect that I'm surprised what's the pleasant surprise doesn't have to be the same thing every time matter of fact it should be something a little bit different but get creative and brainstorm with your gecs and say what can we do to pleasantly surprise every guest or at least as many as possible here's the third part if you take one note today it's this your job as a GM as an owner operator franchise corporate field sales whatever you do your job is the management of guest emotion and the million-dollar question to me isn't what was the average bab what did they order what did they eat the question is this did they leave your restaurant happier than they came in and if they did they will tell others and that is the lifeblood of a brand if they had a bad experience they tell others too you know what they say they say don't go there terrible bad service bad food they have a great experience they go man you they here's the difference they don't just say go they say you have to go do you know what happened when I was in with the kids the other day and they tell a story see what you want to do is you want to give them a story I could analyze what Fred the postman does delivering the mail and you wouldn't remember one sentence but 5 years from now I meet you in an airport and and you say hey I heard you in Orlando if I say what do you remember you remember not the points I made you remember the story you got fanatical fans you got people that are passionate about sports and they love stories men and women alike will sit around and tell stories about their favorite sports teams what stories are you giving them to tell about your favorite restaurant we all we all want to be insiders I love Starbucks Coffee you probably picked up I'm pretty caffeinated I I think caffeine is the last great legal performance enhancing drug I drink a lot of caffeine but my Starbucks store in Highlands Ranch Colorado you know what I love about them I mean the coffee is the same doesn't matter what Starbucks you go to they freaking Know My Name They call me by name and it's embarrassing because there's so many of them I don't know all their names but they know me we want to be insiders folks we don't want to be we we don't want to be in the audience we want to be behind the curtain we want to be part of the production we want to get credit for being loyal passionate sports fans who happen to take their Sports fix at a Buffalo Wild Wings restaurant now here's an extra half principle at no additional charge I said I was going to give you four I'm going to give you four and a half here's the half principle work together