So opened Robert Stephens, Founder and Chief Inspector, Geek Squad http://www.geeksquad.com/default.aspx at today's "customer service is the new marketing" http://csitnm.com/ conference in San Francisco. The Ramen reference was one most in the audience can relate to - the meal staple many programmers use to keep energy flowing as - as the the time of ay/night becomes unimportant - as they work on solving a technical glitch or innovate the next "big" idea.
He was an entertaining, genuine and engaging speaker - (highly recommend for any of you needing charismatic speakers for customer care, or brand-related events. Heralding from Minnesota, Robert donned the customary white shirt, black tie, white socks (more here later) and Geek-commissioned shoes with the Geek Squad logo in reverse on the sole (brand impression) . (the average Geek Squad staff walks approximately 7K feet a day - almost ensuring a logo footprint outside of a puddle or in the mud on their way to solve the latest technical challenge" Oh, and don't worry about that water or mud getting on your nice carpet, Geek Squad employees must remove their shoes upon entering your home. (brand impression) If you think this sounds like the good old days - that was part of the inspiration. As Robert admitted, much of the ideas he has - are credited to late night TV. One night, while watching Apollo 13, he watched the "nerdy" NASA scientists - and realized they were in a uniform - that would fit the "Geek Squad" brand.
Looking to innovate? look at another industry he suggested. A company you don't compete with will share how they are improving customer service.
Secrets? there aren't any - anymore, due to social media etc. Robert was asked a tough question in the crowd about Geek Squad employees downloading inappropriate materials from someone's personal computer. He aptly replied that employees of a publicly held company are better in your home that a privately held company (implying that a publicly held company is one that can more easily address grievances..) He also mentioned that when things like that happen - it "hurts" the other "squad" members who take pride in their roles. (which I believed as about 8-10 of them, in full uniform (including badges on their belt) watched their Chief Inspector - beaming with pride from the balconey of the Golden Gate club.
He agreed with CEO of Zappos' comment about the importance of a little bit of weirdness. He also emphasized that "I don't know" isn't an acceptable phrase for the Geek Squad to use. Rather - "I'll find out" it how customer service "agents" need to respond. Back at corporate headquarters 15-20 "public defenders" respond to the especially tough, or unhappy customers. Stephen himself recounted a scenario where he used a program to provide key words or phrases to get the essence of a podcast, and "shocked" the podcaster by calling her and sharing he had heard about her issue. She said "no one listens to my podcast." I do. He said.
Most interesting, was how Stephen, founder of his own company which was purchased by Best Buy - is working to drive innovation within a larger organization. It is too easy he shared, for innvoators, to eschew the trappings of a big company. His goal is to help the larger organization - act a little smaller - when it comes to the quality of care - his "squad" provides. That - he shared, is innovation. And, "it is not about "perfection" it is about "trying" - that means the most to the customer. If they feel you are "trying" to resolved their problem - that will go a long way to improve their satisfaction.