![\"Airline](\"https:\/\/www.customerservicemanager.com\/wp-content\/uploads\/2022\/12\/fp-373335.jpg\")
\nFor most of us, one of the sweetest word we can hear is our name. When someone calls us by name, it connects us. That is true no matter the situation. It\u2019s especially true when we are making a purchase, whether it is a cup of coffee or a car. The price we are paying is incidental to the transaction.<\/p>\n
Only a handful of U.S. companies, however, understand the power of calling customers by name. Three that come to mind are Amazon, Apple, and Delta Air Lines. There is no reason for other companies not to do so, too.<\/p>\n
I have found that there are three reasons that employees don\u2019t use customers\u2019 names. First is fear; they are afraid they will mispronounce the name. Second is indifference; they tell themselves that it isn\u2019t important and that they are too busy to learn and use a customer\u2019s name. Third is a lack of training; they don\u2019t understand the importance of using customers\u2019 names and don\u2019t have the tools they need to do so.<\/p>\n
You can help them by training them and by including several role-playing scenarios in that training. When meeting a customer for the first time, an employee should smile and introduce himself by saying, \u201cGood, afternoon. I\u2019m Charlie, and I\u2019ll be helping you today. What is your name?\u201d As Charlie goes on to talk with the customer, he should use the customer\u2019s name during the conversation, which cements it in his mind.<\/p>\n
If you are greeting a returning customer whose name you remember, you can say, \u201cIt\u2019s nice to see you again, John. What can I help you with today?\u201d It\u2019s also important to use customer\u2019s name when they pay for their purchases. Most people pay with a credit card. Look at the name on that card, and then thank the customer. Say, \u201cJohn, thanks for your patronage. I hope to see you again soon.\u201d<\/p>\n
When an employee greets loyal customers by using their names, it makes those customers feel valued and increases their loyalty to your business. It also differentiates your business from your competitors, something that is of increasing importance, especially given the state of our economy today.<\/p>\n
Let\u2019s say you own a restaurant. It\u2019s not unusual to have at least 10 restaurants within a 1-mile radius, which means customers have several choices when dining out. Deciding factors for customers include the quality of your food, price, good service\u2014and employees who address customers by name.<\/p>\n
Much too often, customers feel as though they are just numbers. The last time you checked in for a flight with an airline, did the agent hand you your boarding pass and thank you by name? It\u2019s a simple thing to do since your name is clearly printed on your ticket. The same is true when you go through security at any airport. You are required to present your identification, yet no one calls you by name.<\/p>\n
I\u2019ve been flying around the world for business for more than 45 years\u2014usually in business class\u2014and spend approximately $200,000 a year for those flights. And yet I recall only four times that the lead flight attendant has called me my name, which is readily available by looking at the passenger manifest.<\/p>\n
On the other hand, while flying from Germany to the United States on Delta Air Lines, the captain came out of the cockpit, stopped by my seat, addressed me by name, and chatted for a few minutes. It was the first\u2014and only\u2014time that has ever happened, and it made me feel important and valued.<\/p>\n
Using a customer\u2019s name adds a personal touch to the service you are providing. It gives you a competitive advantage\u2014and it doesn\u2019t cost you anything. When you use customers\u2019 names, you are showing respect and letting them know that you value them.<\/p>\n
About the Author<\/strong><\/p>\n![\"John](\"https:\/\/www.customerservicemanager.com\/wp-content\/uploads\/2015\/04\/john-tschohl.jpg\")
John Tschohl is the founder and president of the Service Quality Institute\u2014the global leader in customer service\u2014with operations in more than 40 countries. He is considered one of the world\u2019s foremost authorities on all aspects of customer service and has developed 17 customer service training programs, including Remember Me, that are used by companies throughout the world. His monthly strategic newsletter is available online at no charge at www.customer-service.com. He can also be reached on Facebook, LinkedIn, and Twitter.<\/p>\n