Johnny the bagger - Written by Ken Blanchard & Barbara Glance

The simple truths of service inspired by Johnny the bagger true story as told by Barbara Glance

A few years ago I was hired by a large Supermarket chain to lead a customer service program – to build customer loyalty. During my speech I said, “Every one of you can make a difference and create memories for your customers that will motivate them to come back.” How?

Put your personal signature on the job. Think about something you can do for your customer to make them feel special – a memory that will make them come back.
About a month after I had spoken I received a phone call from a 19 year old bagger names Johnny. He proudly informed me he was a down syndrome individual and told me his story.
“I liked what you talked about,” he said, “but at first I didn’t think I could do anything special for our customers.”

“After all I’m just a bagger. Then I had an Idea,” Johnny said.
“Every night after work, I’d come home and find a thought for the day.”
“If I can’t find a saying I like,” he added, “I’d just think one up.”
When Johnny had a good thought for the day, his dad helped him set it up on the computer and print multiple copies. Johnny cut out each quote and signed the back. Then he’d bring them to work the next day.

“When I finish bagging someone’s grociers, I put my thought for the day in their bag and say, thanks for shopping with us.”
It touched me to think that this young man – with a job most people would say is not important – had made it important by creating precious memories for all of his customers. A month later the store manager called me….

“You won’t believe what happened. When I was making my rounds today, I found Johnny’s checkout line was three times longer than anyone else’s.”
“It went all the way down the frozen food aisle. So I quickly announced, ‘we need more cashiers; get more lanes open.’ As I tried to get people to change lanes. But no one would move.

They said, “No that’s OK – we want to be in Johnny’s lane. We want his thought for the day.”
The store manager continued, “It was a joy to watch Johnny delight the customers.”
“I got a lump in my throat when one woman said, ‘I used to shop at your store once a week, but now I come by every time I go by, because I want to get Johnny’s thought for the day.’”
A few months later the manager called me again.

“Johnny has transformed our store. Now when the floral department has a broken flower or unused corsage, they find and elderly women or a little girl and pin it on them. Everyone has had a lot of fun creating memories. Our customers are talking about us… they’re coming back and bringing their friends.”

A wonderful spirit of service spread throughout the entire store…all because Johnny’s chose to make a difference.

Johnny’s idea wasn’t nearly as innovative as it was loving. It came from his heart – it was real. That’s what touched the customers, his peers…and those who read this story.

Wally the Cab Driver

That's because great service is a choice.

Years ago, my friend, Harvey Mackay, told me a wonderful story about a cab driver that proved this point. He was waiting in line for a ride at the airport. When a cab pulled up, the first thing Harvey noticed was that the taxi was polished to a bright shine. Smartly dressed in a white shirt, black tie, and freshly pressed black slacks, the cab driver jumped out and rounded the car to open the back passenger door for Harvey. He handed my friend a laminated card and said:

"I'm Wally, your driver. While I'm loading your bags in the trunk I'd like you to read my mission statement."

Taken aback, Harvey read the card. It said:

Wally's Mission Statement:
To get my customers to their destination in the quickest, safest and cheapest way possible in a friendly environment.

This blew Harvey away. Especially when he noticed that the inside of the cab matched the outside. Spotlessly clean!

As he slid behind the wheel, Wally said,
"Would you like a cup of coffee? I have a thermos of regular and one of decaf."

My friend said jokingly,
"No, I'd prefer a soft drink."

Wally smiled and said,
"No problem. I have a cooler up front with regular and Diet Coke, water and orange juice."

Almost stuttering, Harvey said,
"I'll take a Diet Coke."

Handing him his drink, Wally said,
"If you'd like something to read, I have The Wall Street Journal, Time, Sports Illustrated and USA Today."

As they were pulling away, Wally handed my friend another laminated card.
"These are the stations I get and the music they play, if you'd like to listen to the radio."

And as if that weren't enough, Wally told Harvey that he had the air conditioning on and asked if the temperature was comfortable for him.

Then he advised Harvey of the best route to his destination for that time of day.

He also let him know that he'd be happy to chat and tell him about some of the sights or, if Harvey preferred, to leave him with his own thoughts.
"Tell me, Wally,” my amazed friend asked the driver, "have you always served customers like this?"

Wally smiled into the rear-view mirror.
"No, not always. In fact, it's only been in the last two years.

My first five years driving, I spent most of my time complaining like all the rest of the cabbies do.

Then I heard the personal growth guru, Wayne Dyer, on the radio one day. He had just written a book called You'll See It When You Believe It.
Dyer said that if you get up in the morning expecting to have a bad day, you'll rarely disappoint yourself.
He said,
'Stop complaining!
Differentiate yourself from your competition.
Don't be a duck. Be an eagle.
Ducks quack and complain.
Eagles soar above the crowd.'"

"That hit me right between the eyes," said Wally.
"Dyer was really talking about me.
I was always quacking and complaining, so I decided to change my attitude and become an eagle.

I looked around at the other cabs and their drivers.
The cabs were dirty,
the drivers were unfriendly,
and the customers were unhappy.

So I decided to make some changes. I put in a few at a time.
When my customers responded well, I did more."
"I take it that has paid off for you," Harvey said.
"It sure has," Wally replied.
"My first year as an eagle, I doubled my income from the previous year.

This year I'll probably quadruple it.
You were lucky to get me today.
I don't sit at cabstands anymore.
My customers call me for appointments on my cell phone or leave a message on my answering machine.
If I can't pick them up myself, I get a reliable cabbie friend to do it and I take a piece of the action."

Wally was phenomenal.
He was running a limo service out of a Yellow Cab.
I've probably told that story to more than fifty cab drivers over the years, and only two took the idea and ran with it.
Whenever I go to their cities, I give them a call.
The rest of the drivers quacked like ducks and told me all the reasons they couldn't do any of what I was suggesting.

Wally the Cab Driver made a different choice. He decided to stop quacking like ducks and start soaring like eagles.

How about you?