He gave me a plastic glove.

On a recent stop at the gas station, I was treated to something slightly different from past trips. The gas station attendant handed me a plastic glove. I took it immediately, recognizing it was for me to use while pumping gas. Of course it was. The context here, Nick, is context. I was slightly pleased and impressed to be given something so simple yet much appreciated. At that moment, the attendant showed me that the station cared about its customers. I also thought it was a very nice gesture.

I may not visit that particular gas station regularly again, but I will mention it to others as a great place to stop. That simple gesture changed my mood from irritable to peaceful. Earlier in the morning, I had taken my mother to her doctor’s appointment, which had been a very upsetting visit. I understand that, as a new patient, she may have had a longer appointment, but the visit lacked good customer service, to say the least. My mother and I arrived 30 minutes early; the receptionist was great, but when I was standing at the front counter, I noticed a pending issue – my mother was one of 6 patients coming in to see the same doctor. The next issue was the time; my mother was called to the back after waiting an additional 30 minutes past her appointment time. Then the doctor finally arrived, only to come across as rude, irritated, and grouchy.

The doctor and some of his nurses seemed rushed and irritated. I asked the nurse how many patients the doctor typically sees, and her answer confirmed my suspicions. I immediately decided to find another doctor for my mother. By the end of the visit, I was extremely upset because the doctor and his nurses failed to recognize the demands and effects of caregiving. I left feeling as if I were a horrible daughter to my mother and a failing caregiver.

Those two experiences were 30 minutes apart, and both affected the rest of my day and how I interacted with other people. I am happy I had the experience at the gas station. It reminded me that it is the simple things, the trivial details, that can make the difference in the customer experience. I spent an hour and a half in the doctor’s office, feeling horrible, disrespected, and unappreciated. I spent only 2 minutes at the gas station and walked out with a smile and an entirely different attitude.

It does not take much to create a great customer experience. I can’t recall whether the gas station attendant smiled at me, but the gesture of handing me a plastic glove to keep my hands from getting dirty and smelling of gas was more than enough for me. It was an act of kindness, consideration for another person, and a simple gesture. No balloons, no gifts or gimmicks, no pushy smiles, or robotic procedures.

The gas station experience was a reminder to me that it does not take much to create a great customer experience. As those who work in service, we should remember that simple respect and consideration for those we serve are the best way to deliver excellent customer experiences.

By Nick Higgins