When I worked in guest services at The Ritz Carlton, I noticed some employees had a tendency to overuse guests' names. Unfortunately, after a certain point, it worked in reverse. (Especially in conversations under 7 minutes)
Name overkill doesn't just happen in the hotel industry - it's everywhere. Sure, we know people love to hear their names more than any word in the dictionary. But there comes a point where customers are thinking to themselves, "Alright, I got it. You know my name. That's enough!"
Each point on this graph represents a single moment when a customer hears his name in a short (about 7 minute) transaction. Here's how it makes him feel:
A, nada - "They didn't even use my name once. I don't feel valued."
B, once - "Ahhh...the cashier said 'Mr. Lynch.' Man, you gotta love this store."
C, twice - "Whoa! Two times! This salesman has a great memory. Now that's what I call service!"
D, thrice - "Alright (mild chuckle) - I got it. You know my name. Thank you very much."
E, four times - "No, seriously, you don't have to keep using my name. The first two times were enough."
F, five times - "This is ridiculous. And annoying. I no longer believe you are sincere. And now I've become uncomfortable. Please go away."
LET ME ASK YA THIS...
Do you think certain people overuse customers' names more than others?
* * * *
Scott Ginsberg
Author/Speaker/That guy with the nametag
www.hellomynameisscott.com
Wednesday, September 21, 2005
Is it possible to use your customer's name too many times?
7:11 AM
4 comments
4 comments:
I think you make an excellent point, Scott. Of course, the ideal number of uses of the customer's name, Scott, would depend on the length and complexity of the interaction. If the car salesman uses my name 5-6 times during the course of the hour I spend at the dealership, that's probably okay, Scott. But, when the teller at the bank uses my name 5-6 times while she processes my deposit, that's probably too much. Scott, what do you think?
Good point. Let me clarify by saying "average transaction of 7 minutes." At a bank is a good example.
But the car example makes sense. Especially since twice every 7 minutes is average. So, after 1 hour, the name usage gets proportioned out.
Thanks!
Good job Paughnee,
I didn't even notice your use of Scotts name until the third one - that's the one that struck me. So in the short space of your post, you have proven to me that 2 is enough. Of course, it was just a short post... I think you are right about longer interactions.
Dear Scott, thanks for another super article, i just love this site, thanks for the hard work.
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