The second core loyalty principle is

responsibility first we have to have

empathy for how our customers are

feeling then we’ve got to take

responsibility to help them reach their

goals responsible people take personal

ownership for helping others succeed now

earlier I showed this video this is an

example of not taking responsibility for

a simple request frustrating for the

customer but even more frustrating for

the employee how often do the people on

your team say I don’t have a button for

that or I’m sorry I can’t help you with

what you felt was a simple request

TD Bank well-known for their customer

service in America has this policy it

takes one to say yes to to say no in

other words it’s always okay to say yes

to a customer but if you’re thinking you

need to say no please check with your

manager first we love how TD Bank and

Trust they’re people to say yes to

customers whenever possible there are

two practices for showing responsibility

for taking responsibility for our

customers the first is discovering the

real job to be done now what do I mean

by real job to be done Harvard Business

School professor Clayton Christensen

writes that people hire products and

services to do a specific job for them

let’s take an example a man walks into a

hardware store I’m looking for a wrench

well they’re right over in aisle 14

that’s not taking responsibility instead

follow me why are you looking for a

wrench what’s going on well I’ve got

this old fence in my back yard and

there’s these rusty bolts I’ve got to

take out so I can get rid of the fence

Oh sir – the bolts look like any of


yeah they look like those hexagonal ones

right there I got to get those nuts ah

to grip the rusty edges of those nuts to

remove those bolts so you can get rid of

your fence you’re gonna need a box

wrench this set should do the trick you

see that’s taking responsibility for the

real job it’s not selling the guy a

wrench it’s helping him get rid of his

fence the second practice of responsible

people is we follow up if you see that

customer in the store a couple weeks

later how did the fence project go it

went great thank you

that sometimes when we follow up with

customers and we ask was there anything

that we could have done better we learn

about problems and this is an excellent

opportunity to earn fierce customer

loyalty Marriott asked two groups of

hotel guests how likely they were to

come back to Marriott in the future the

first group had no problem during their

stay and 89% said I’m coming back to

Marriott in the future the second group

had a problem Marriott followed up

learned about the problem and fixed it

94% of these guests said they would come

back to Marriott in the future so you

seemed following up and learning about

problems it’s an excellent opportunity

to take responsibility and build loyalty

horse schultzy the longtime leader of

the ritz-carlton chain he told all of

his employees we are ladies and

gentlemen serving ladies and gentlemen

this guy cracked the code employee

empowerment he told everybody on the

ritz-carlton team no matter what your

job is you’re responsible for the guests

experience so if you’re filling up the

water glasses on a table and you

overhear the guests complaining about

her bathtub drain you own that problem

you tell her oh I’m so sorry to hear

that I’m gonna call the engineer I’m

gonna get it fixed

horse schultzy told everybody on his

front line you have up to $2,000 at your

discretion to do what’s needed to make

it right for the customer

great for earning customer loyalty even

better for earning fierce employee