The Power of Personal Touch

Hello from the other side, I must have called a thousand times. —Adele

Adele's performance isn't designed for massive stadiums, and even she seems to understand this. Her show is not on the same level of performance as Taylor Swift's elaborate productions with dancing and costumes, nor does it match the wild sounds and energy of a rock band. And it does not have to be...

Adele has the unique ability to captivate audiences with her incredible voice, unforgettable songs, and, most importantly, her personal touch.

At her performance in Munich (which I attended last week), she managed to create an intimate atmosphere for tens of thousands of attendees. Adele engaged with the audience, bringing people on stage, sharing stories, and infusing her performance with personal tones and eye-level jokes. She even left a personal memento for each visitor—a cannon shot with tens of thousands of photos of her, with the lyrics of one of her songs handwritten on the back—making everyone feel a close connection to her.

It was incredible. It was very personal.

Adele’s approach reminded me of numerous stories about exceptional and unmatched customer care stories. Take, for example, Zappos, the online shoe and clothing retailer. One particular incident highlights their dedication to the personal touch. A woman had ordered several pairs of shoes for her mother, who was in the hospital with severe foot problems. Unfortunately, the mother passed away before the shoes could be tried on.

The woman called Zappos to arrange for the return of the shoes, explaining the situation. The customer service representative took care of the return process immediately, but Zappos went a step further. The next day, the woman received a large bouquet of flowers with a note from the Zappos team expressing their condolences for her loss. This unexpected and heartfelt gesture showed genuine care and compassion, making a lasting impression on the grieving customer.

Another heartwarming story involves a passenger of Southwest Airlines named Stacy Hurt, whose luggage was lost during a flight. Stacy was undergoing cancer treatment, and her luggage contained vital medications and other items for her therapy.

When Stacy explained her situation to Sarah Rowan, a Southwest Airlines employee, Sarah took it upon herself to find the luggage. She stayed late after her shift, tracked down the bag, and personally delivered it to Stacy’s home at 3 AM. Stacy was profoundly grateful, and the story quickly went viral, demonstrating extraordinary effort (far beyond the call of duty) and a deep commitment to customer care.

*******

These and other stories highlight a common theme: the personal touch in customer service is about recognizing and responding to the unique needs and preferences of each customer. It’s about creating connections, showing genuine care, and going the extra mile to make customers feel valued.

Incorporating a personal touch doesn't require grand gestures; often, it’s the small, thoughtful actions that leave the most lasting impressions. By paying attention to details, remembering names, and showing genuine interest in customers' lives, businesses can cultivate loyalty and foster positive word-of-mouth.

How to Implement Personal Touch in Business?

• Listen Actively: Train your staff to listen more than they speak. Understanding customers' needs and preferences is the first step in providing personalized service.

• Record Details: Use customer relationship management (CRM) systems to record and recall important customer details and preferences.

• Follow-Up: A simple follow-up call or email can show customers that you care about their satisfaction and are there to assist them even after the sale.

• Personalized Communication: Use customers' names in communications and tailor messages to their specific interests and needs.

• Empower Employees: Encourage and empower your employees to make decisions that enhance the customer experience.

To Sum Up…

By integrating these practices into your business operations, you can create a customer experience that is not only efficient but also deeply personal and memorable. The personal touch is more than a service strategy; it's a philosophy that puts people first, ensuring that every customer interaction is meaningful and impactful. In short, you don’t need to be an incredible singer to be like Adele.