see a movie from the 1950s where the car enters the gas station, bumping over a
little hose that creates that ding-ding, and 3-4 workers in crisp matching
outfits come running out to the car to fill you up, clean the windows, and
check your tires?
My first job in high school
was working just such a gas station (and no it was not the 1950s) that had both full-service and self-service pumps.
We had the “ding-ding” sound to let us know a car rolled up in the full-service lane.
And while we were pumping gas, we checked the oil, washer fluid, and washed
their windows. We had a lot of customers that were willing to pay extra for
that level of service.
of businesses lost that level of full-service for a while, and although it is
at the core of everything we do at Northwest – it is making a comeback in other
has always been full-service, but the advent of self-service has become an
option in our full-service model for convenience and choice.
been and continue to be built by and for our member customers. We consistently
strive to keep our members happy, and this year, we intend to go past ‘happy’
into delighted – which is how I imagine I would feel if I rolled into a gas
station today and three or four people came running out to check everything
from my gas and fluid levels to the air in my tires.
“Our company consciousness is excellence in all areas.”
of customer – or member – service I see in other industries is in the plethora
of email and text surveys, as well as the change in call center representative
scripts. Representatives are educated and trained to be empathetic, to listen
to the issue and strive for resolution. While I think some customer service is
a bit obsequious, bordering on irritating, and some industries may have
over-corrected a bit, it takes time to balance the seesaw.
Northwest, we start by learning what our members expect today and tomorrow so we can
ensure a connected experience, then balance that with evolving member
expectations. We employ surveys regularly to gauge where we are on our
service levels, and use this data to scale upcoming trends or shifts in
expectations for future programs or outreach. This all results in us
maintaining a company consciousness of excellence in all areas.
think we’ll see the gas stations of yore, but it is terrific to see employees
genuinely happy doing their jobs. Suddenly ‘going the extra mile’ is the norm,
not the exception, and we keep moving ever forward to exceed our members’
what we want for every member in every transaction without fail.