I had the chance to visit France recently, including a few days in Paris. There is much to admire in this magnificent country of refined and vibrant culture. But after several previous trips and all the stereotyping, I must admit I did not expect how much I would learn to admire French service.
On a cold and damp Wednesday afternoon we sat down at a small outdoor café with a view of a Cathedral. When the waiter arrived, my wife ordered a glass of Chablis from the menu. The waiter thought about her request for a second, and then politely said “Non. Perhaps you would like something else?”
Thinking it a translation failure, I repeated the order for her and was also refused. Scratching our heads, we ordered something else which the waiter eventually brought out to us. We spent an hour or so talking and people watching.
Later when I paid the check, I asked the waiter why he refused us. “Did you run out of the wine?” I suggested.
"Non, Monsieur”, he replied. “That was the wrong wine.”
As he rushed along to the kitchen, I was even more confused. How did he know it was wrong? Isnt the customer always right? Before leaving the restaurant, I cornered the waiter one last time. Feeling patronized, I insisted he explain further.
“Please understand,” he relented. “The Chablis was the wrong choice. Its damp and cold out. You didn’t order any food. The 2007 was not a very good year, and its overpriced.” Despite the delivery, the waiter’s advice was good. Sometimes the customer (even me) is wrong.
The need for more consultative service increases with the complexity and cost of options available to the customer. From a 10 page wine list to health care insurance options, there is a value to an informed service provider who can help to choose the right option by pairing customer observation with subject expertise.
That said, there is a way of delivering this type of message that avoids the consternation I felt that day in Montmartre. Here are some tips to redirecting a customer who may have made the wrong choice:
On a cold and damp Wednesday afternoon we sat down at a small outdoor café with a view of a Cathedral. When the waiter arrived, my wife ordered a glass of Chablis from the menu. The waiter thought about her request for a second, and then politely said “Non. Perhaps you would like something else?”
Thinking it a translation failure, I repeated the order for her and was also refused. Scratching our heads, we ordered something else which the waiter eventually brought out to us. We spent an hour or so talking and people watching.
Later when I paid the check, I asked the waiter why he refused us. “Did you run out of the wine?” I suggested.
"Non, Monsieur”, he replied. “That was the wrong wine.”
As he rushed along to the kitchen, I was even more confused. How did he know it was wrong? Isnt the customer always right? Before leaving the restaurant, I cornered the waiter one last time. Feeling patronized, I insisted he explain further.
“Please understand,” he relented. “The Chablis was the wrong choice. Its damp and cold out. You didn’t order any food. The 2007 was not a very good year, and its overpriced.” Despite the delivery, the waiter’s advice was good. Sometimes the customer (even me) is wrong.
The need for more consultative service increases with the complexity and cost of options available to the customer. From a 10 page wine list to health care insurance options, there is a value to an informed service provider who can help to choose the right option by pairing customer observation with subject expertise.
That said, there is a way of delivering this type of message that avoids the consternation I felt that day in Montmartre. Here are some tips to redirecting a customer who may have made the wrong choice:
- Clarify the customer’s objective, what are they looking for?
- Share why you think the choice may not be appropriate
- Suggest alternatives with specific reasons why they might be better options
- Provide product details
- Share related opinions and stories including from other customers
- Discuss comparative value
- If possible offer a trial
great stuff Derek!
ReplyDeleteLove it Derek...it's such an American stereotype to think the customer is always right...
ReplyDeleteThe difference between the service we get here and the European one is that, here people don't want to offend the customer, so whatever the customer says, goes but in Europe they don't care..they will tell you like it is. See, you had to insist to get an explanation...
Love the blog!!!