A couple of months ago I shared with you my thoughts on the shining example of customer service that has made Southwest Airlines the leader in a hyper-competitive industry. As I said then, I travel a lot and book with Southwest at every available opportunity. I also pointed out how their example may well apply to the eyecare practice with regards to excellent customer service. The column was published in the December 2009 edition of Vision Care Venture where it is available to 40,000+ persons in the optical industry, not exclusively, but certainly targeted to our little corner of the world. That was that, I thought.
A Personal Letter from the CEO Sometime in late December, I got a letter from Southwest Airlines. It appeared to be just like dozens of other mailings I frequently get from them, so it wasn’t a priority to open right away. But when it was opened it certainly wasn’t your typical pitch letter. There was a personal note thanking me for saying the complimentary things I had written about Southwest Airlines in the Vision Care Venture article and signed in ink by a Gary Kelly. Who is Gary Kelly, I wondered? I looked again at the banner of the stationery the note was written on and I wondered no more; Gary C. Kelly is Chairman of the Board, President & Chief Executive Officer of Southwest Airlines.
OMG! You could have knocked me over with a feather. This was no form letter sent to hundreds of SWA customers. It was a personal, three-paragraph letter. I was astounded that not only did Gary C. Kelly (or one of his charges) see the article but took the time to write a three-paragraph personal note thanking me for the kind words.
No, there were no free tickets, upgrades (they don’t have them), or drink coupons enclosed as compensation for the good press. It wasn’t necessary. I got a personal letter from the top dog at a company I already love. This made me feel warm and special about being their customer…for life. I will feel guilty for ever using another airline.
The Eyecare Connection Here is the eyecare and eyewear customer service moral to the story: I am sure I would also feel pretty good if I had received a personal note from my banker, barber, insurance agent, mechanic, or eye doctor. To be sure, they are not the CEO of a company with 35,000 employees, but they do provide me with essential products and services, and I have a relationship with them. Outside the month of December, I can’t think of a personal note I have received in the mail in the past year. You just remember those things.
The signed note is such a thoughtful, personal, and rare gesture. Of course this may be prohibitive, time-wise, for each and every patient, but how about five a day? The personal note can have a powerful impact on your patient/customer relationships and huge returns on your business. It certainly did for Southwest.
A couple of months ago I shared with you my thoughts on the shining example of customer service that has made Southwest Airlines the leader in a hyper-competitive industry. As I said then, I travel a lot and book with Southwest at every available opportunity. I also pointed out how their example may well apply to the eyecare practice with regards to excellent customer service. The column was published in the 