Why I gave a 5-star customer service rating for rapper names at the DMV

You may be wondering why I gave my local Department of Motor Vehicles (DMV) a 5-star rating for its customer service.  After all, the DMV is notorious for bad customer service, right?  Well, let me explain how this one (and I hope more follow) location made my day and how you can up your customer service game even if you’re covered in PPE.

Image Source: (CollisionRepairMag.com)

I recently made the trek to my local DMV to renew my license.  In the age of COVID-19, I risked my life 2x for this appointment.  The first time was to get a 3-hour haircut by my favorite barber in Austin, Texas.  I didn’t want my wife’s homemade haircuts captured for the next 10 years so a haircut was a must.  And, before you ask, I did not grow a Charlton Hestonesque Moses coiffure.  My barber has a habit of turning off the clippers every time he needs to think or speak!  

The second risk of my life involved walking into the DMV.  However, this visit was different.  First, I was greeted by an officer and two employees.  They needed to verify that I had an appointment, a mask, and no temperature.  They didn’t let anyone in the building without those three very crucial prerequisites, and lucky for me, I was all good on all fronts.  

This was like no other DMV visit in the last 15 years.  Dare I say, it was enjoyable, and I’ve been telling people all about it ever since.  When I walked in, my “agent” introduced the manager who was also training people at the time.  She was also a new employee, but it was obviously not her first day. So, she actually let me know that they had a new team, and they came up with rapper names for each team member.  No worries.  The names coincided with their real names so you could complain if needed, and they would be able to identify the offending rep!  

Image Source: (BlackBook.com)

Anyway, my DMV customer service rep was named Lupe so she introduced herself as Lupe Fiasco, and she let me know that her trainer’s name was Dr. Dre. Lupe Fiasco was so happy to receive that rapper’s name because it was so close to her own.  I think they did that on purpose.  Case in point: her trainer’s name was Andre.  

I didn’t like it.  I loved it!  When I meet new people, I usually give them a famous person’s name to help me remember them so I thought that this was a very cool way to connect with “customers.”  I thought that this would be the first DMV in history to ever receive accolades for great customer service.  I was wrong.  Apparently, in 2016, one DMV that served cupcakes to its customers made ABC news.  Did I mention that warm and fuzzy customer service at the DMV is rare?

Why this customer service experience at the DMV was so meaningful to me    

I needed to feel some warmth, and I’m pleasantly surprised that I got it at the DMV.  I really needed this experience because Covid-19 ruined shopping for me.  Let me explain.  Now, I love to shop about as much as anyone else–not more, not less. I enjoy casually strolling through the aisles wondering which brand of toilet paper I’m going to pick up out of the 40 different options on the shelf. I imagine what Jif peanut butter with honey will taste like vs. Simply Jif.  I wonder if my family will appreciate the extra flavor that comes with a ground chuck over the generic “ground beef.”  

But these days my options are limited. I can pick up whatever is on the shelf–or not. You get what you get, and you don’t throw a fit.  I miss being greeted at the door. I miss only being looked at as if I might steal something by one person in the store. I miss basic things like service with a smile.

I know that I’m not alone.

Not only do your customers have to face the reality of fewer options and higher prices, but also a more hostile shopping environment all the way around. The reality is that customers want to know that companies are doing everything they can to keep them safe.

Here’s what you can do to help your customers feel your warmth even if they can’t see you smile.

How COVID-19 changed the customer service landscape

With COVID-19 changing the way companies must operate, employees need to adapt quickly in order to maintain and build customer relationships.

Although it may seem difficult to completely innovate and transform the methods used before the pandemic, now is not the time to shy away in fear of what may happen. As a business it is essential that you continue to serve your customers and help them recover from the economic impact of the virus. Many customers have suffered great loss at the hands of the pandemic, and this may change the way they interact on a daily basis. People have lost jobs, loved ones and even businesses in the midst of the pandemic. This means customers will be much more hyper aware when it comes to their environment and the likelihood of them getting sick.

Implementing personal protective equipment (PPE) is a necessity in this post-pandemic reality. However, when you’re covered in PPE there is a physical barrier to communication. Customers won’t be able to see your warm smile or welcoming face under the gear and that significantly detracts from the human aspect of customer interactions. This means that you will need to put in much more effort when it comes to communicating effectively. Make sure that you understand the customer’s needs. Some people will no longer feel comfortable trying things on, eating samples or touching beauty products and these are things that you should be paying close attention to. Every customer will feel differently, and it’s important that you address their specific concerns in order to make them feel welcomed.

How you can connect with your customers even when you’re covered in PPE

In some ways, the customer service bar is lower than it once was. Premiere 5-star hotels like the Wynn are opting for budget motel service options and that’s becoming the new normal. One of the most essential things to remember is to say, “thank you.” It may have been a difficult decision to go out in this environment and a simple thank you can let customers know how much you value and encourage them to come back.  That said, here are other ways to humanize your brand and continue to connect with your customers.  

 

1. 1. Wear a name tag with a picture of yourself smiling. 

Remember that masks are scary because we are conditioned to believe that people wearing masks have sinister intentions. Remember that Darth Vadar only became less scary when he removed his mask to have a heart-to-heart with Luke Skywalker.  Before that, he was a stone cold killer.  What can you do to remind your customers that there is a human being behind the mask, face shield, and possibly head-to-toe medical garment?  People want to know that underneath all of those layers, you are still a person who wants to help them.  If you don’t have a name tag with an image of yourself don’t be afraid to make one.  One doctor is receiving acclaim because he printed a full sized image of his happy self and pasted it to his body suit.  Others in his unit followed suit and now they are all donning insta-worthy portraits on their bodysuits.

 

2. 2. Take the guesswork out of your store policies

 

With all of the new guidelines and restrictions, not only is it hard to keep up, but also overwhelming to try to sort through all of the signage and instructions when I just need a gallon of milk.  Be mindful of the visual clutter.  Customers need to know 2 things right now: Are you open, and what rules should I follow in your store?  It might be tempting to print a long list of rules, but I encourage you to think like a trainer and incorporate guidance at the point of performance.  Make the guidelines as obvious and clear as possible to avoid misunderstandings inside the building.  Special walkways to guide foot traffic, 6-foot floor markers, and plexiglass screens for workers are all becoming standard issue.  However, what’s missing right now is warmth.  Don’t forget to create visible messaging that expresses your appreciation for both your customers and employees.     

 

3. 3. Warm up customers with a “wave of friendship.” 

Source: (The LAist)

“Service with a smile” may be on hold for the moment, but remember that there are other ways to connect with your patrons.  I recommend greeting customers with a wave, engaging them in conversation, and sending them off with another wave at the end of the exchange.  The wave serves as a replacement for the smile that you’re wearing under your mask that your patrons cannot see.  It also helps to form a positive first impression.  Don’t send your customers into fight or flight mode.  If you can show signs that you are a friend and not foe early on, they will be more comfortable around you and in your facility.  Check out some ways that Los Angeles residents show they’re still approachable.   

The truth about customer service at the DMV (and everywhere else)

Customer service will be changed dramatically post-pandemic and it’s up to you to find new and creative ways to interact with customers when there are literally physical barriers. There’s no telling how customer service will evolve from here, but it’s clear that it will remain an essential part of any company’s success.

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