My Pleasure! Delivering Second Mile Service

How many of you would say you're highly satisfied with the customer service experience in your hospitality organization? We know that customer satisfaction is at its lowest level in the last 17 years, so I believe it’s safe to say we are all focused on elevating customer interactions beyond basic expectations, and creating memorable experiences that foster loyalty and set our brands apart. Here are some core principles from our model at Chick-fil-A that are designed to train staff in customer engagement, emphasizing fundamental actions that provide an exceptional guest experience.

Acknowledge and Greet

It’s basic, but the first step is acknowledging and greeting customers promptly. Simple but impactful gestures, such as making eye contact, smiling, and using a warm tone are the foundation. Prompt greetings, and responses like "My pleasure" when thanked, make guests feel seen and valued, reinforcing positive customer relationships from the moment they enter the establishment.

The "first mile" refers to mastering the basics of customer service, which Chick-fil-A employees are trained to perfect. This includes acknowledging customers and responding with courtesy and warmth. Our team members are encouraged to go beyond simply saying, “What’s up?” Instead, they should thank customers for their patience and offer assistance enthusiastically. It's these small but essential behaviors that form the foundation of our service model.

Going Above and Beyond

The “second mile” builds on these basics, aiming to create delightful and unforgettable moments for customers. This concept involves recognizing opportunities to exceed expectations through personalized service. For example, we have a customer who loves the fried crumbs at the bottom of a food basket, which are typically not served. A staff member took the initiative to collect these crumbs in a separate box for the customer, creating a delightful surprise for the guest. This kind of personal attention, anticipating needs, and adding a special touch is what defines Chick-fil-A’s second-mile service.

Key takeaway: Implement a comprehensive training program for new team members, lasting 3-6 months, with a focus on modeling and reinforcing customer service fundamentals.

Personalized Service and Empowering Employees

Our model emphasizes personalized interactions, where employees are trained to recognize and remember individual customer preferences. Employees are empowered to create “wow” moments, whether through thoughtful gestures or resolving issues in real-time. This involves listening closely to customers, understanding their needs, and taking proactive steps to enhance their experience.

Our team is encouraged to share stories of exceptional service internally, recognizing and celebrating employees who go above and beyond. This fosters a culture of excellence and motivates the entire staff to maintain high standards.

Surprise and Delight Moments

Another focus of our service philosophy is creating “surprise and delight” moments; small acts of kindness that leave a lasting impression. For example, an employee might remember a customer's special request or preference and proactively act on it. This not only makes customers feel appreciated but also builds a strong emotional connection with the brand.

Key takeaway: Incorporate surprise and delight moments into the customer experience, such as personalized gestures or small gifts, to create lasting impressions.

Guest Recovery

Handling service failures is another essential aspect of the second-mile service. When something goes wrong, Chick-fil-A’s approach is to treat it as an opportunity to win back the guest’s trust. Employees are trained to listen, empathize, and resolve the issue, while also offering a sincere apology. The goal is not just to fix the problem but to go beyond what’s expected, leaving the guest feeling heard and cared for.

Key takeaway: Develop a formal guest recovery process that emphasizes listening, understanding, empathizing, authentically apologizing, resolving the issue, and going above and beyond.

Leadership and Culture of Service

For us, excellent service is not just what we do but who we are. This mindset is instilled in every employee, from summer interns to long-term staff. By fostering a strong internal culture based on care and attention to detail, we aim to ensure that customer service is genuine and consistent across all locations.

Key takeaway: Foster an environment where team members feel empowered to have crucial conversations and provide feedback to improve the customer experience.

Leveling up the skills of the leadership is key, and it starts with extreme ownership and emotional intelligence. Drawing from the book Extreme Ownership, managers should focus on asking the right questions, such as "What can I do?" rather than "Who is to blame?" Ownership means taking responsibility for team outcomes and identifying personal contributions to issues. We encourage leaders to identify what part of conflicts they own and can work on improving. We emphasize treating the employee and candidate experience with the same level of care as customer service, ensuring that potential hires have a positive interaction from the start.

Key takeaway: Prioritize the candidate experience by streamlining the application and hiring process, ensuring timely communication and a positive impression from the initial interaction.

Key takeaway: Utilize assessments and resources to develop emotional intelligence and ownership within the team. My favorite leadership resources are:

• Extreme Ownership: How U.S. Navy Seals Lead and Win, by Jocko Willink and Leif Babin
• Unreasonable Hospitality: The Remarkable Power of Giving People More Than They Expect, by Will Guidara
• Love and Work: How to Find What You Love, Love What You Do, and Do It for the Rest of Your Life, by Marcus Buckingham
• Enneagram: A personality test used to foster better self-awareness
• Working Genius: An assessment that helps leaders understand their strengths and weaknesses in project work
• Multipliers: A book that highlights how leaders can multiply or diminish their team's potential, often unintentionally

The "Second Mile Service" philosophy is about cultivating a magical aura around the business—creating an experience so exceptional that customers can't help but return. By focusing on personalization, surprise, and empathy, you too can create a lasting impression that elevates the customer experience beyond the industry standard.