It started, as it usually does, with an unusual customer request.
In the case of Jia Jiang, the request was made at Krispy Kreme for a set of specialized donuts fashioned to look like the five interlocking Olympic rings from the store employee, Jackie. Unbeknownst to Jackie, Jiang was secretly filming the entire time, as part of a project called “Rejection Therapy” – 100 days of making unusual requests everywhere from The Cheesecake Factory to Costco as a means to overcome his fear of rejection. But as Jiang went on to further request that the donuts be ready within 15 minutes and even listed the wrong colors of the Olympic rings, Jackie remained determined, enthusiastic even, to fulfill the need for glazed goodness.
15 minutes later, the donuts were carefully arranged into an Olympic ring shape (all colors correct, from Jackie conducting a quick Google image search), boxed up, and given to Jiang free of charge, wowing Jiang completely. “I’m a fan!” Jiang told Jackie who grinned back and replied, “You are way too kind.”
Since that moment, this act of excellence in customer service has gone viral. The YouTube video has been viewed over 2,300,000 times and Jiang even created a “Give Jackie at Krispy Kreme a Raise” Facebook page, as a means to “make sure Krispy Kreme reward her for her extraordinary act.” But while this moment received plenty of well-deserved online recognition, each and every day there are companies everywhere that work to provide their customers with the best possible customer service in every possible industry. The only question now is how do you go from good or great customer service to eliciting a “wow!” moment?
Never Say No
“I was actually just hoping for a NO and go home.” This was one of the early captions that Jiang used in his video to convey his inner thought process. Why would he ever hope to have his crazy request denied so soon right after making it? Because we’re all used to it by now. Saying “no” is easy and while it does dash dreams fairly often, sometimes circumstances will prevent a business from saying yes, even if they truly want to.
But even if circumstances seem to be working against you, don’t n-o your way out of it. Say yes as much as you can. When you can’t, offer as many methods to try and help out and fulfill the need as much as possible. Customers will expect to be told “no” or “I’m sorry” or turned away which makes it all the harder to expect them to return and hold your business within high regard. The more you work to help them out and cater to their needs, the more they’ll not only recognize this but deeply appreciate every effort made just for them.
Go The Distance – Literally
This is a little something that my own company, MyCorporation.com, does for its customers. As a document filing service, we realize that paperwork takes time to deliver. So we drive documents to local customers in need of quick service and will also overnight paperwork to customers who need it the next day. If a customer can’t physically come to you and needs to and is fairly local, go to them!
Tweet At ‘Em
Krispy Kreme didn’t go without acknowledging Jackie’s work in a tweet (though I’m not sure what they thought of the Facebook group devoted to giving Jackie a raise) and if your business has a Twitter account, this is your time to encourage customers to visit it and @ mention you with any questions, concerns, or Instagram photos they’ve taken of your products to show off. Check your @ mentions daily to see if anyone needs extra help and once you start a conversation with another Twitter user who needs help, keep it up and going until the problem is solved in as timely a manner as you possibly can.
Remember – Great Customer Service Is Every Day
It’s not just for the holidays or the summer months or during times when you’re launching a new product or working a promotion. Thank your customers often, be a problem solver as much as possible, get creative, and work to go above and beyond in everything you do when it comes to your business.
Rosanne D’Ausilio, Ph.D.
President – Human Technologies Global Inc
3405 Morgan Drive – Carmel, NY 10512
845/222-2455 fax 928/223-6165
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