The Value of a Name

Customers “truly appreciate a personalized service.” At CITY, we convey our customer-driven culture by placing customer service as a high priority. One of the most important ways we do this is simply by addressing our customers by name.

“A person’s name is to that person the sweetest and most important sound in any language.”

 

– Dale Carnegie

“Knowing someone on a first name basis will only strengthen the relationship. On a first delivery, that is the first thing I do. Introductions are such an important element especially when providing a weekly service to someone,” Service Manager Ken Schnor said.

CITY values our customers, and we understand that we can establish “a friendly rapport” by remembering names. Here it why it is important:

• Names are distinctive identifiers that individualize us. People absolutely love to hear their own name, as it is a personal part of their identity. According to this brain study published in Brain Research magazine, the brain shows “greater activation to one’s own name in contrast to hearing the names of others.”

• Saying someone’s name helps to bring focus back to the conversation. People often listen more closely when the conversation is directed at them.

• Because names are so personal, people will often like you more when you use their name. They understand that you remember them and value your relationship.

“Relationships with customers strengthen when you have actual face-time to call them by name,” Service Manager Ken Schnor said. “If I didn’t know a name of one of my customers, I made it a point to ask. Getting on the ‘I know’ ground is extremely important.”

• Saying someone’s name helps make you “appear more competent.” Names can be hard to remember, but it makes a great impression when you can incorporate their name into conversation.

Using a customer’s name isn’t the only way to connect on a personal level. At CITY, we try hard to help our customers understand that we care about them on a personal level, not just a transactional one.

“One of the easiest things you can do is scan [a customer’s] office. It is usually pretty easy to figure out their interests and learn about their family or pets,” Schnor added. “The real key here is to share something personal about yourself in order for them to feel comfortable sharing something personal with you. Now your relationship is more than a business transaction.”

Another way to form a better relationship with customers is to do business with them.

“When I was a route service rep, I personally drove up to New Hampton to get building supplies, and every year I still make a point to purchase meat from Polashek’s Locker in Protivin, IA,” Schnor said. When you develop good relationships with your customers, you are able to provide a better service. At the end of the day, it all comes back to knowing the importance of a name.”