Blog Post: RaceTrac: Customer Service vs. Customer Experience

I visited a local store a few days ago and used the self check-out register (which I have become quite fond of since getting over my fear of it ripping me off). As I began my transaction, the machine greeted me. The machine also thanked me when I was done! It would not surprise me if soon the thing greets me by name! As I was leaving it dawned on me that the machine had just done a better job at customer service than a lot of humans I have encountered!

Having interviewed 40 applicants earlier in the day, I had customer service on the brain.

That lead me to thinking about those 40 applicants. All of them had at least a little, if not a lot, of customer service experience. The majority of them had been very successful in their previous jobs. Being in the business we are, associates who provide great customer service are exactly the ones we are looking to hire! Right?

Why then, did I decide to move forward with but a few of those applicants? Where is the disconnect between the customer service many applicants have provided in their past positions and the customer "experience" we are concerned with at RaceTrac? I needed to better communicate what a successful applicant looks like to RaceTrac.

The successful applicant will be able to communicate their understanding of the overall customer "experience". They will be able to give examples of times when they have ensured that a customers experience was exceptional. The applicant that will be considered for hire will understand that the experience a customer has begins with a litter free parking lot to drive into and continues with clean doors to push open. The customer will then find fresh coffee and food items, well stocked and organized, among clean counters and floors. And when the customer visits the restroom, they will feel comfortable because of its cleanliness and the fact that everything they need is there. And if for some reason a customer is not having a great experience, that exceptional associate will notice and do whatever it takes to correct the situation immediately. They will convince me during that short time together that they take pride in being part of a customer having an excellent visit to their location.

And of course, they will be doing all this with a great attitude which will be evident by their smile and friendly nature.

Providing a great customer experience goes far beyond the "hello" and "thank you". Any machine can do that.

RaceTrac is always looking for that applicant who can and will go above and beyond. If interested please visit racetrac.com/careers

We at RaceTrac invite you to come and visit us at any of our locations and experience for yourself the service, selection and convenience we offer.