The Reality Rule: A Game-Changer for Customer Service

Most of us learned the Golden Rule at a young age: "Do unto others as you would have them do unto you." This principle is often applied in business, especially in customer service and customer experience (CX), encouraging us to treat customers as we'd like to be treated. But is this always effective?

Dr. Tony Alessandra introduced the Platinum Rule: "Do unto others as they would like done unto them." This shifts the focus to individual preferences, acknowledging that not everyone wants the same treatment. However, even this approach can fall short when dealing with challenging customers who don't respond positively, no matter how well they're treated.

The Expectation Trap

In the book Give Hospitality by Taylor Scott, a story highlights a key insight: exceptional service doesn't guarantee a positive customer response. A quote from Rosa Parks on a training room wall reminds us: "Nothing in the Golden Rule says others will treat us as we have treated them. It only says we must treat others the way we would want to be treated." This often leads to the expectation trap, where employees become frustrated when their efforts aren't reciprocated.

The Danger of Misplaced Expectations

When employees expect customers to mirror their behavior, several risks arise:

• Employee Burnout: Front-line staff may feel disillusioned and quit when their hard work goes unappreciated.
• Inconsistent Customer Service: Frustrated employees might adopt negative attitudes, harming the experience for other customers.
• Customers Leave: Difficult customers can become loyal if handled with patience and professionalism, but inconsistency drives them away.

The Reality Rule

Introducing the Reality Rule: Treat customers well, even if they don’t treat you well. This isn't about tolerating abuse—customers who cross into verbal abuse or threats should be handled differently. The Reality Rule focuses on maintaining professionalism in the face of anger or agitation, which may stem from issues beyond your control.

Components of the Reality Rule

1. Control Your Response: You can't control the customer's behavior, but you have full control over your attitude, effort, and professionalism. Stay calm and focused.
2. Be Consistent: Deliver a great experience by sticking to core values, ensuring that one difficult interaction doesn't derail your service quality.
3. Turn Foes into Friends: Aim to transform dissatisfied customers into loyal advocates. Research shows that 81% of customers would consider returning if a company makes amends for a bad experience, building higher confidence than if no problem had occurred.

Embracing the Reality Rule can lead to magical outcomes: difficult customers often become loyal, employee satisfaction improves as they understand their control, and the organization builds a strong reputation for handling complaints effectively. Remember, treat customers well not for immediate change, but because it's the right thing to do, and it pays off in the long run with increased customer loyalty.