Service From A Distance.
What are the things that you often see that are six feet in length? Me, wearing a top hat, white tie and tails. Two Golden Retrievers standing nose to nose. A standard three-seat sofa. A door. Two grocery carts lined up, to name a few examples.
Growing up in a Greek and Italian family, I became used to the abundant number of kisses, tight hugs and cheek pinching practices of my elders. So much that it has influenced me as a father, husband and friend. That’s right, I pinch all of my friends’ cheeks when I greet them, so this social distancing new way of life for me is like living in opposite-land, and it’s the pits.
That kind of affection, (albeit generous) always made me feel comforted, welcomed, and cherished immediately. These days in isolation station, I can’t help but wonder, “how will it be once we can embrace our families again? Our team members? Our customers?” Will we shake hands, fist bump, or greet in some kind of new form that imitates Commander Spock’s “Live Long & Prosper” greeting? You might chuckle, but I’m seriously forecasting the latter.
From an early age, a common occurrence that has continued to flourish in my life is cultivating Long Distance Relationships (LDR). Irony playing games with me as I begin day 55 of staying at home and not seeing anyone but from a far.
Some say long distance relationships do not work. I’m here to attest that they can. To qualify myself, my first LDR started at the age of six and has continued on today with every member of my immediate family across North America. I was in one with my now wife for three years, long before, Skype, Facetime or Zoom ever existed. Now, most of us are all having long distance relationships – with everyone we know.
I believe that one should never declare that they are an expert in anything, and please believe me when I say that I shy away from ever making such a self-proclamation. However, in this case, you can refer to me as Professor Jeffrey of LDR. I am an expert. Class is now in session.
There are blessings and burdens to being in such relationships. The burdens are obvious and most likely being felt as you read this, so we won’t go down that bumpy path. One of the key foundations that I’ve learned and hope to convey is that long-distance relationships are a choice. You make a choice when you choose chocolate or vanilla, the exact same way you choose to write, call, or facetime. It says it all in the definition of the word relationship; “the way in which two or more people regard and behave toward each other.” In 1952, Louis Armstrong reminded us with the tune, “It Takes Two to Tango.”
Lightbulb Moment: It takes two or more persons to put in the work, determination, time management and tenacity to create authentic, worthwhile LDR. When it’s cooking, it’s so wonderfully rich. It can feel effortless, and as natural as drinking water.
Technology certainly helps. In 2020, your other tango partner is just a touch away on your smartphone, or a gentle click of the mouse. When this Gen X’er moved to New York City in 1996, the only way I could call home was to wait in a line in the lobby of my dormitory and call collect from a payphone. If my Grandfather managed to write letters home from the battle front in Normandy to connect to his people, you can certainly click, “start your meeting.”
Yesterday, I was speaking with an acquaintance who manages several stores here in town. She unfortunately had to furlough all of her employees. I asked her how her employees were doing? She replied with, “I don’t know.” Author, Simon Sinek said recently, “these are strange times. We have to work harder to build trust, manage tension and keep our teams teaming.”
People want to feel connected, cared for, and valued. Now more than ever, you have to work a thousand times harder to make that happen, from a distance. Try reaching out to say “hello” or “here is an update” to get the ball rolling and genuinely connect. It will be appreciated.
Your customers are out there too, all with technology in their hands. If there is anything that COVID-19 has solidified for us, it is that incorporating technology into your customer experience is a win-win for both businesses and consumers. It’s a Tech Tango. Enhance your lines of communication by responding to your customer’s needs or fears swiftly, keeping them engaged, and informed of what’s to come.
And what is to come? How will you continue to earn the trust, responsibly for your customers and employees? 71% say if they perceive that a brand is putting profit over people, they will lose trust in that brand forever. (Edelman Trust Barometer)
Absolutely.
Will you have your Bellmen holding out hockey sticks in your hotel lobby? What will it be like to check-in to a hotel while social distancing? Will there be touchless point of sale options and plexiglass barriers at the front desk? Queued line-ups and temperature checks outside the lobby; one person allowed in for every person that comes out, six-foot markers at reception and distance seating options at food & beverage outlets? How about the mandated hygiene requirements that will be bestowed upon housekeeping and spa teams to ensure safety and customer peace of mind? Would you sleep in a bed that was just slept in the night before? Maybe in December of 2019, B.C. (Before COVID-19.)
This just in: 95% of consumers want companies to implement physical protection and distancing measures to help keep them healthy. (Prosper Insights & Analytics)
As you begin to strategize and action your re-opening plan, embrace the fact that your newly anointed, germaphobe customers will have new expectations, and that employees will need to feel like they are being taken care of by Italian and Greek grandparents.
From six feet apart, of course.