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Heroism is a misunderstood concept.
Countless customer service employees have told me they can't be a hero. According to them, their job doesn't allow it.
"I'm a cashier/receptionist/call center rep/etc.," they say. "There's hardly ever an opportunity to be a hero to customers. Most of my interactions are routine."
Customer experience expert and keynote speaker, Adam Toporek, believes all customer service employees can be heroes. He's the author of Be Your Customer's Hero, a book that shows anyone how they can be a hero to their customers.
Toporek and I recently discussed how to apply the concepts from his book.
Here are a few of the topic we discussed:
What is a customer hero?
Can you be a hero with every customer?
What is the difference between proactive and reactive service?
Why are high-intensity experiences so critical?
How can employees be heroes when they aren't empowered?
You can watch the full interview of scroll down to read some highlights.
What is a customer hero?
"A customer hero is someone who is there when you need them," says Toporek.
I once left my iPad in an airport restaurant. The server found my device and sprinted through the terminal after me, handing me the iPad just as I reached my gate.
That was definitely a hero moment. Toporek explained that same server likely has many more hero moments that just aren't as recognizable.
For example, airport restaurant servers often wait on guests who have a tight timeline to eat before catching a flight. "The hero," says Toporek, "is the waiter or waitress who actually takes note of that, speeds up your order, makes sure they expedite it in the kitchen, checks in with you multiple times, and then proactively brings you the check at the same time they bring you the food to make sure that you're ahead of the curve."
Toporek is right. As someone who has eaten in a lot of airport restaurants, I see servers who provide that type of heroic service that all day long.
Think about situations where you can anticipate a customer's needs, and proactively address them. It doesn't have to be a major moment or a rare occasion. All you have to do is be there for someone when they need you.
Go to the 3:56 mark in the interview for Toporek's explanation.
Can you be a hero with every customer?
Realistically? Probably not. But that shouldn't stop you from trying.
Remember that a hero is someone who is there when they are needed. We have the ability to do more for our customers than we realize.
You can be friendly.
You can be attentive.
You can anticipate issues.
You can use your expertise to guide customers.
You can follow-up and close the loop.
Toporek explains the concept of closing the loop at 17:54.
What is the difference between proactive and reactive service?
Proactive service means doing things to anticipate problems and avoid them, something Toporek calls "forward resolving." Reactive service involves reacting to a customer's request.
I love M&M's candy. Here are two experiences that illustrate the differences between proactive and reactive service.
The first one happened in a candy shop. The cashier noticed I was looking at M&M's and proactively mentioned that the store had just stocked some new flavors. "I like the jalapeno M&M's," he said. "They're a lot better than you think."
He was right. They were delicious. That cashier was a hero.
A few weeks later I was in my local drug store searching for more jalapeno M&M's. There was a candy display right in front of the cash register that looked pretty bare. The cashier saw me searching but said nothing until I went to the counter and asked if the store had any jalapeno M&M's.
He reacted by bringing me the last bag the store had in stock, which for some reason had been put behind the counter. I never would have gotten what I came in for if I hadn't asked.
Go to the 5:30 mark to hear Toporek talk about proactive service.
Why are high-intensity experiences so critical?
Toporek spent some time in the interview talking about the importance of being a customer hero during high-intensity experiences.
These are situations when emotions are running high.
People remember experiences based on the intensity of the memory. That makes high-intensity experiences extremely memorable, whether it's good or bad.
Leaving an iPad in an airport restaurant is a great example. I had no idea that I had left my iPad behind until I saw the server running toward me with it. As soon as I saw her, I instantly understood what had happened and felt an overwhelming sense of relief.
Relief is the most important emotion in high-intensity situations.
The challenge with high-intensity situations is many of us don’t encounter many. And when they do happen, we might be so caught up in routine or policy that we miss the opportunity to come to someone's aid.
Go to the 8:42 mark to listen to Toporek explain high-intensity situations.
How can employees be heroes when they aren't empowered?
Employees definitely face a lot of barriers when serving customers.
They might lack resources and training, or have incentives that encourage them to work against a customer's best interests. But Toporek suggests employees can still be attentive.
"A lot of being the hero is personal accountability and personal awareness," says Toporek. "You can always do that."
According to Toporek, being attentive frequently uncovers opportunities to serve that might otherwise be missed. "Do as much as you can, up to your level of empowerment."
I can relate. The cashier who pointed out the jalapeno M&M's was attentive. He did something simple to create a better experience for me just by paying attention.
Hear Toporek discuss some solutions at the 11:53 mark.
Additional Resources
Be Your Customer’s Hero is on my recommended reading list, and I encourage you to pick up a copy for yourself and your team.
Toporek is also an outstanding keynote speaker, and I frequently recommend him to clients when I'm already booked on the date of their event or they want another customer experience speaker for their next event.
Finally, check out Toporek's outstanding Crack the Customer Code podcast that he co-hosts with Jeannie Walters. It’s the podcast that got me to listen to podcasts.