Each Man is an Island

Noble thoughts from John Donne about the community of humankind. But now, 400 years later, each one is an island, entire of oneself. And all one needs, to grasp the power of the world, is the price of a computer.

According to a recent seminar, there are now three superpower elements: Nation States; SuperMarketers (e.g., Time Warner); and the superpowered individual at home on the computer.

Yes! The computer has democratized the world, making every individual an emperor. A minnow can bring down a whale. All boundaries are gone. The merest high school kid can crash the FBI, and an up-to-date old lady can cause a worldwide series of events that may be bad or good. Each one is an island.

And a powerful island, too. In a business, every employee speaks for the president.

Think of the power of a single individual – any teller in the bank, any single soul in Dillard's, whichever agent checks you in at Delta Air Lines, the one bus driver who snarls – each one represents the whole of the company every time he opens his mouth.

So maybe it's just dumb luck that puts the customer in front of either (A) the employee who cares or (B) the one who doesn't. If the person behind car rental counter 'B'is a mean and hostile wretch, your impression is complete. But if you come upon an optimist at counter 'A'who radiates good cheer in your direction (same store, same day), your impression, though equally absolute, will be exactly the opposite.

I have been testing this…

A: A commercial fisherman walked into a Washington Mutual Bank branch to cash a check for $60,000. Here's the letter he subsequently wrote to the bank:

“…my co-workers and I went to… Washington Mutual… where we were… treated rudely, especially by the manager. Specifically, he told us our checks were too large to be cashed and that we should give him three days notice if we expected him to be able to assist us… When we offered an alternative solution… he informed us that this was also impossible and 'not his problem'that we didn't have any funds for the upcoming holiday weekend.”

Bang! The bank has spoken. The end. But wait! Do you believe in miracles?

B: “Since the checks we presented were drawn on Washington Mutual, we then proceeded to your (other branch), hoping for better customer service. Ms. Carol Smith, assistant manager, was not only very polite, but also extremely helpful. In fact, we ended up staying past closing time to complete our banking. However, Ms. Smith was not at all put out, meeting our every need… . Ms. Smith is indeed a major asset and credit to Washington Mutual. IF NOT FOR YOUR BANK'S REDEMPTION BY MS. SMITH, I would have never utilized Washington Mutual again, and I would have urged my company to change their bank.” Ms. Smith redeemed the bank!! EACH ONE IS AN ISLAND.

A: One night on the fifth floor of a totally renovated San Francisco home furnishings department, I found a young man standing under a sign saying “Customer Service.” I heard him say to a customer on the phone: “I am the only person working this whole floor. Call back tomorrow!” – and hung up!

B: Macy's West, Concord, Calif. (same retailer, different branch): Virginia St. Claire has represented Macy's for more than 50 years. She is a legend because she does things like driving to work on a flat tire, not to be late. And everything Virginia St. Claire has done in over 50 years can be wiped out in one crude, thoughtless hang-up on the phone. And the guy up on “5” may have been there for maybe a whole month. Each one is an island.

A: Some toll-takers hate taking tolls and they don't even speak. That's toll-taker 'A'and he helps you to hate the highway department.

B: Early one morning, I crossed the Golden Gate Bridge going into San Francisco, mired in the tense daily commute, when I pulled into a toll booth. This toll-taker leaned out and said, “Did you love the bridge?” and I said, yes, indeed, and he said, “Tell all your friends. Come back and see us, OK?” – and I sped on my way, delighted by the toll-taking attitude of 'B,'who was indeed an island, entire…

A: The local RadioShack owner makes a good impression, not just selling you electronics but also coming out to your home to set them up properly and gladly. He is busy in the community helping out. He understands service. Good for you, for him and for RadioShack.

B: But 'A'goes on vacation, and you see how fragile a reputation can be. A nice old guy I've never seen before comes up to greet me. “Hope you don't want nothin',” he says, “cause I don't know nothin'!” I suppose this is meant to be funny. But it also turns out to be true, which is not funny. And it again demonstrates the power of a single individual to create or destroy a whole global company in the customer's mind.

The critical difference between 'A'and 'B'is, of course, attitude. When will we learn to “hire for attitude, train for skill,” as Southwest Airlines does?

Good (or bad) attitude makes all of the difference at Washington Mutual, Wilsons, Macy's, RadioShack and the Golden Gate Bridge – so it does where you work, too. Have a look around. All the power resides in the first associate you see. That person has the power of the president. Each one is an island.

ONE is the world.

Peter's activities include presentations to The Body Shop Canada. A new book of selected articles by Peter, entitled Encore!, will be available October 1. For more information, or to order, please call 800-421-1321 or go to www.stpubs.com/books. Peter will have a book signing at the VM+SD International Retail Design Conference in Orlando this October. Comments? Contact Peter by e-mail at: jasminehill@thegrid.net.