Do you remember the catchphrase from Cheers, the 11-year sitcom, “Where Everybody Knows Your Name”? One of the reasons that phrase resonates so well with many of us is that we feel valued when others recognize us and express appreciation when they see us.

Several months ago I joined a new social club, The Ranchmen’s Club (Calgary). The facilities are great for private meetings with clients, for leading larger meetings with executive teams, or for having lunch with a friend. There are a variety of meeting rooms to choose from, including some with natural light which is quite appealing.  Plus the food and service in the dining room and casual eating area are both very good.

Recently, I conducted a couple of meetings at the Club and had lunch with a colleague. What struck me was that the person at the front desk and the servers all knew my name. No one asked for my member number or name, and when one of my guests arrived, the front desk person directed them to me. I have been a member of other clubs for much longer and yet was asked for my name or member number every time. It is a small but powerful difference. I am being recognized not just as a member of the club but also as me, in particular.

Have you noticed that ATM machines and other automated services display your name? I don’t know about you, but I find it interesting that I don’t feel any level of appreciation, or that I am a valued customer, simply because it displays my name. 

I expect you have also heard of facial recognition software being utilized by retail mall operators when consumers interact with the mall directory.  Many organizations are investing considerable amounts of money to learn more about you as a customer –  your buying patterns and habits – so they can anticipate your next most likely purchase. When you have tens of thousands of customers and/or limited interaction with your customers, this may offer some ROI.

However, surveys and validated research indicate that at least 70% of buying decisions are based on word-of-mouth referrals. I joined The Ranchmen’s Club after my accountant and multiple clients recommended it. While social media, AI and technology are powerful, human interaction still wins the day.

The Ranchmen’s Club knows the value of human interaction and they demonstrate this in everything that they do. I am pleased to announce that The Ranchmen’s Club is the second inductee into my Feet to the Fire© Hall of Fame. Well done.

What can you learn from The Ranchmen’s Club? Take a look at how you’re doing things.

Ask yourself, are you relying on the relationships that you and your employees have built with existing customers and prospects?  Do you continue to invest in employee training and elevate the customer experience? If so, well done.

Are you spending money on or relying on technology to mimic the human experience? Consider where you are investing your dollars. We are, at the heart of it, still social beings.

Every month, I feature an exceptional business, recognizing their efforts and strengths through my Feet to the Fire© Hall of Fame. Contact me to nominate an outstanding business that demonstrates accountability and business excellence.

My clients accelerate their results – increasing profitability, leadership performance, innovation, and accountability. I would love to discuss how I might contribute to your success. Contact me today.

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© 2019 Lorraine A. Moore. All rights reserved. Permission granted to excerpt or reprint with attribution.