Lessons in Extraordinary Customer Service from an In-Flight Napkin

We all fall into the daily grind. We are susceptible to accepting the status quo as good enough. For decades, companies have tried to get ahead, gain the competitive advantage and have the upper hand in providing superior customer experience. Seemingly endless, futile, attempts are made by corporations around the globe each day in an effort to think outside of the box. Hundreds of thousands, even millions of dollars are spent regularly on trying to create exceptional customer experiences. At the end of the day, what are the ideas we remember most?

Having spent time working with brands of all sizes--both in the US and abroad--I find myself constantly challenging companies to create experiences worth talking about. Immediately, the CFOs squirm. In their mind, exceptional customer service equals hefty sums of cash. That could not be farther from the truth. When I speak and share about customer experience, I often share of several brands that cease to go the extra mile: Chick-fil-A, Delta, Ritz Carlton…

This past weekend, as I was traveling out to a conference, at which I had the opportunity to present, I boarded a Delta Airlines flight. As we were airborne, the flight attendant, with an enormous smile on her face and gladness in her words, was taking drink orders. The passion she had for her job was contagious and evidently overflowed through the way in which she interacted with her passengers before disappearing to get my beverage. Next thing I know, she was back, smiling, with my simple order of black coffee in her hand.

Now, most years, I sit on nearly a hundred different flights—so I’ve seen a lot. But this one was new. Under my coffee was a napkin with a hand-written note from my flight attendants thanking me for choosing Delta. There are tons of airline choices, all of which will get me from point A to point B, but experiences like this is why I unequivocally choose Delta Airlines. I am constantly amazed with the high-quality team members they bring on board that continually provide an exceptionally experience. Whether it be checking a bag before security, warmly welcoming me to the Delta SkyClub, greeting me by name as I board my flight or serving graciously as at 30,000 feet, Delta rarely ceases to amaze. Heck, they’ve even escorted me off a plane to an exclusive Porsche ride and walked me onto my connecting flight so I would not miss an awards banquet.

Like many good ideas, including one of my favorite companies I’ve personally launched, they start on napkins. While the idea of exemplarily customer service did not start on a napkin, transforming an ordinary experience into one that is extraordinary, did. We each have opportunities every single day to break the mold of the mundane. And guess what, it does not have to cost you a dime.

My challenge to you is to analyze what you do each day. While it may seem routine to you, what can you do to make a difference in the lives of the you come into contact with? Whether it is flashing a simple smile to all with whom you interact or penning a five word note on a napkin, consider all of the things that you do each day. What can you do to turn an ordinary experience into an extraordinary one for your team and your customers?

To Gina and Helen on Delta Flight 6257, thank you for the excellent reminder in having an outstanding attitude and the inspiration to turn ordinary moments into extraordinary experiences.