While working in Asia, I met Ron Kaufman, a NY Times best selling author and a globally recognized expert on customer service. At the next Chamber Master Class on October 7, we will be using several of Ron’s service models. Here is a sample of his work.

First, what is a mindset? An example is how we often describe people as either “glass half full” or “glass half empty.” What we are referring to is a mindset, a fundamental way to view the world. A mindset includes assumptions, values, beliefs, preferences, and standards. Creating a new or changing an existing mindset is not easy and requires commitment. Ron put together the 4Es to assist with cultivating a better service mindset.

The "4Es" for cultivating a service mindset is a simple but profound idea that can be a game-changer for every business in our town. Kaufman’s 4Es are Engage, Empathize, Enhance, and Evolve. They provide a clear roadmap for moving beyond just being "nice" to actively providing exceptional service that keeps people coming back.

1. Engage: This is more than just a hello. Engaging means being fully present with the customer. It's making eye contact, smiling genuinely, and showing that you’re happy they chose your business. For our local businesses, this could mean remembering a customer's usual order, asking about their day, or simply listening attentively to their request. In a small town, this is our secret weapon—we already have a foundation of personal connection; we just need to be more intentional about it.

2. Empathize: This is about understanding the customer's needs and feelings. It's putting yourself in their shoes. If a customer is frustrated because an item isn't in stock, empathy is acknowledging their frustration and offering a solution, like ordering it for them or suggesting an alternative. It’s not just about solving the problem; it's about making them feel heard and valued. This builds trust and loyalty in a way that transactional interactions never can.

3. Enhance: This is where we go above and beyond the basic expectation. What small, thoughtful things can we do to surprise and delight our customers? Maybe it's a free coffee refill, a hand-written "thank you" on a receipt, or walking a customer to their car with their purchase. This doesn't have to cost a lot of money; it's about adding a little extra value that makes the experience memorable. This is how we compete with big-box stores and online retailers—by offering a human touch they can’t replicate.

4. Evolve: The business world is always changing, and so are our customers' needs. Evolve means constantly looking for ways to improve our service. It means asking for feedback, listening to what our customers are saying (both good and bad), and being willing to adapt. Maybe we start a new loyalty program, update our store layout based on customer suggestions, or offer a new product line. This commitment to continuous improvement shows our customers/visitors that we're dedicated to serving them for the long haul.

Imagine if every single business in our town embraced these four principles. Fredericksburg wouldn’t just be a friendly place; it would be a renowned destination for exceptional service. It would attract new customers, strengthen our local economy, and solidify our reputation as a place where people genuinely care.

Let's challenge ourselves. Let's move beyond pleasantries and cultivate a purposeful service mindset. Let's make the 4Es a part of our town’s business DNA. The rewards—in customer loyalty, community pride, and a thriving local economy—will be well worth the effort.

To register for the Master Class please visit the Chamber’s website: FBG TX Chamber