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It was Mother’s Day last week, so I, like millions of others, ordered flowers. So I wasn’t all that surprised to get the phone call saying "The flowers are beautiful, thank you."
I was surprised however at the next sentence. "Did you mean to order two identical bouquets?"
Uh no.
Two identical bouquets were delivered. Identical cards. Actually delivered by the same person at the same time. And apparently no one along the way stopped to ask why.
When I called the florist to see what was up — the customer service rep checked. Their records showed only the one order. She couldn’t explain the duplication. Her response — "I have no idea how that happened. Tell her to enjoy both bouquets."
Think of all the people who touched the order. The person who created the bouquets. The person who wrote out the cards (I ordered online). The person who scheduled the deliveries. The person who packed the truck. The delivery person.
Not one of those employees stopped to think how odd it was that the same person would get two of the exact same bouquets, with identical cards, from the same person.
So the florist is out a $75 bouquet. They look like their systems and delivery process needs some work and this story will be told and re-told.
All because an employee didn’t stop to wonder why. Or pick up a phone to double check.
The most important audience your business will ever have are your own employees. If they don’t get it — no one will. They deliver the brand every day. Or not.
Do a spot check today. Create a "what if" customer problem scenario and ask around. How would your employees handle it? Is it true to the way you want your customers to experience your brand?
How often, without you even knowing, are you creating a talkable moment by delivering two bouquets?