On the flight home from Oahu, I dove into The Celebrity Experience: Insider Secrets to Delivering Red Carpet Customer Service
“The Celebrity Experience” is all about making customers feel like stars– welcoming them, greeting them and bending over backwards to service them.
The companies that roll out the Red Carpet Treatment are the ones that retain their customers time and time again. In her book, Donna shares the story of a company that was faced with a customer who wanted a pizza from Chicago delivered in London. The company’s response? “Yes, we can!” And they made it happen. Of course, the company now has a dedicated customer as a result.
What if you could find a way to say yes more frequently, Donna tells companies to ask themselves. What if, instead of saying no, you asked yourself–how?
So this made me think of Steak ‘n Shake. What would happen if Steak ‘n Shake said “Yes, we can,” to the idea of making their drive-thrus accessible?
Right now, I’m certainly not getting the Red Carpet Treatment from the company, despite being a former loyal customer of theirs. After getting the drive-thru window slammed twice in my face back in January, I’ve been working with the corporation to try and get the company to cherish and welcome deaf and hard of hearing customers into their drive-thrus and their restaurants.
One of the solutions is to purchase a system called Order Assist, distributed by Inclusion Solutions. For the cost of a couple of commercials, Steak ‘n Shake could make every single one of their drive-thrus accessible with this product. Another alternative is a touch-screen menu like the one at the Subway restaurant in Lebanon, Indiana. Steak ‘n Shake also needs to set up a policy and trainings on how to serve customers with disabilities in all areas of their restaurant.
So, imagine if Steak ‘n Shake would roll out the Red Carpet Treatment and implement those changes. Imagine if they would close-caption their commercials inviting deaf and hard of hearing customers to enjoy their milkshakes. They could counteract the negative PR that results when anyone plugs “Steak ‘n Shake” into a search engine. (Go ahead and type in “Steak ‘n Shake coupons” and you’ll see that people are coming to my blog as a result of this type of search. )
Imagine if everyone saw “Steak ‘n Shake Gives the Red Carpet Treatment to Deaf and Hard of Hearing Drive-Thru Customers” instead.
Comments
11 responses to “What If Steak ‘n Shake Gave Customers the Red Carpet?”
I cannot believe that they have not come up with a solution. While I don’t have Steak N’ Shakes in my area, I do have loads of Wawa’s. They are convenience stores that implement touch screens to order hot and cold subs, sandwiches, hotdogs, deli meat, soup and more. They certainly carry much more on that touch screen then a McDonald’s and Wendy’s combined. I just walk in and touch the screen to start the ordering process and take the receipt and pay for it at the register. I think something like that would be great for Steak N’ Shake!!!
Karen,
YES! Steak n’ Shake could counteract the press by working with you on making their drive thru’s more accessible. Even earlier, they probably would have avoided the publicity (as we discussed at SOBCon ’08) had the service person simply said YES to you when you asked to order at the window. What a simple request – so easy to say YES to.
That’s not to take away from the necessity for all companies to find ways to be inclusive and accessible to all customers. Particularly when the cost is the same as a couple of commercials. Imagine the GOOD press they would receive from bloggers if they would just reconsider their current position.
Perhaps the people at Steak n’ Shake could use a copy of The Celebrity Experience?
By the way – thank you for mentioning my book in your blog – and I found you to be warm, wonderful and fabulous too!
Warmly,
Donna Cutting
Yes, IMAGINE if they rolled out the red carpet! I wonder what goes on behind closed doors – why they refuse to do it?
I also read Donna’s wonderful book and am glad to see that you liked it also. It was engaging, funny and very well written. I enjoyed every single page.
Keep us updated on the Steak n Shake fiasco. Maybe Oprah will blow the lid open on this one since she’s in your neighborhood. If she got wind of this, Steak n Shake will be one sorry little company that refused to do a changeabout and make amends.
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I honestly think that they might not be tuned into the social media stuff and all the websites that picked it up.
They did mention they saw the Diversity, Inc. interview recently and suddenly requested a meeting, so maybe they’re just now starting to see the impact. Diversity, Inc. gets over a million views per month and they’ve taken out paid ads using my video on Gmail and Google, so at least more and more people are aware of the issue of drive-thrus not being accessible to deaf/hh people.
Karen Putzs last blog post..What If Steak ‘n Shake Gave Customers the Red Carpet?
Yes, Donna, the Steak ‘n Shake executives could benefit from your book–by all means, send them a copy.
Even better, I’m going to recommend that they hire you as a speaker when I meet with them in July.
I can’t believe that Steak ‘n Shake doesn’t value your input. I am a Steak ‘n Shake customer and frequent their restaurant in Streetsboro Ohio probably once a month. Next time I’m in there, I’ll mention this blog to their management. They really need to wake up to what’s going on with their brand. Why spend marketing dollars to promote their product and then ignore the needs of their customer?!?
Chris
Chris, talking to management will go a long way in helping to affect change. The more they hear from customers, the more likely they’ll see the value in making positive changes.
As someone that used to be an interpreter full time I instantly think, “After all these years of the ADA some people still don’t get it. Amazing!” Beyond the law suite exposure they created for themselves it’s just bad business sense! Now they have “bad press” on an issue that would have taken an extra five minutes to handle.
I like how you went to possibility on this post! Creating the social norms of society happens in Language. This is a perfect example of using a possibility to create a future to live into. Too often in the world people jump straight to complaint – which never helps.
This also gave me an idea for how to recreate the front page for my website, my creation of the customer’s experience, and more. So Thank You!!!
Scott
http://BuildMeThis.com
I’m sorry that this happened to you.
However, I have questions.
With a person with disabilities, that person should understand their limits on what they can, and cannot do. Personally this one of those “cannot”. Steak ‘n Shake does not HAVE to provide a drive-thru. In fact Steak ‘n Shake isn’t even fast food, it’s a optional luxury that many people take vantage of.
However, Steak ‘n Shake also offers Carry Out, or even Dine In, where you can speak one on one with someone. You can explain your situation in a better way, and probably wouldn’t get a closed window.
To make every thing accessible to everyone is nearly impossible. Personally, that is what I find most repulsive about America today is that everybody wants everything to be accessible to them. Sure, if you’re deaf certain accommodations should me made for you. However, a drive-thru is not one of those. Should we make all the seats on an airplane extra large so the larger guest can fit in them? Sure! Well then what about the smaller people who would only take up 1/2 the seat?
With each unique feature for ourselves, comes a unique challenge. We all have limits, it’s a part of life. We learn to adapt, and learn from our mistakes.
On a lighter note, as a Steak ‘n Shake employee, I do apologize for this happening to you. No, it is not company policy to order at the speaker. Nor should you have been treated as such.
@Scott–
I’m still hoping for a good outcome. I have a meeting with the Steak ‘n Shake attorney in July– cross your fingers!
[…] Donna Cutting, author of The Celebrity Experience is on a Book Tour and today’s stop is right here! Donna and I met at the SOBCon’08 conference. You may recall Donna from a previous post where I reviewed her book and wondered, What Would Happen if Steak ‘n Shake Rolled Out the Red Carpet for Their Customers? […]