Status
Earlier this summer, I had concert tickets for a show I had been looking forward to for months. When I got to the outdoor pavilion, it was pouring rain. Since the words "RAIN OR SHINE" were printed in large font right across the top of the ticket, I assumed I would be rocking!
After waiting at the theater for a long time with our ponchos on, the emcee eventually came out and announced that the concert was cancelled because of the weather.
How well did the concert organizers deal with this situation? And generally, how are situations like this best handled? Click on the answer you prefer:
a. Wait to communicate until you have all of the facts; only initiate communication when the communication will have substance. In this case, the emcee handled the situation appropriately.
b. Use a substitution. In this case, the concert organizers should have sent someone to the stage for a brief stand-up routine. This would have fulfilled a substitute purpose: The people came to be entertained, so entertain them while they wait.
c. Communicate often, even if decisions have not been made. In this case, the emcee should have given us a status every 20 minutes or so, even if it was just to say, "No decision about the show yet - be back in 20 minutes."
d. When the customer is waiting or may otherwise be disappointed, consider taking a loss by applying over-the-top customer service. In this case, the concert's organizers should have announced free or reduced-cost food and beverages at the concession stands. This would make up for the inconvenience of the delayed (or, in this case, cancelled) show.
The correct answer is C.
The key to any situation in which waiting is a factor is to communicate early and often, even if it's a "no news yet" status report. People appreciate being kept in the loop. Flying is a good example of this: We appreciate status reports from the airline pilot who practices good communication skills when dealing with flight delays.
Let's look at the incorrect answers:
Choice A stated that one should wait for all of the facts before communicating. This approach has obvious issues, namely, the frustration of the people who are waiting for those facts. Communication and frustration have an inverse relationship: The less one communicates, the more frustrating it is for the recipient or audience. Use strong, professional communication as a tool to avoid frustration.
Choice B suggested that perhaps a stand-up comedy routine would help fill the time. This idea is wrought with problems. First, unless there is a professional comedian on hand, an amateur routine would have been unappreciated (and surely heckled). Furthermore, the audience didn't want comedy; they wanted music. Also, the concert-goers paid for the concert tickets, and may have perceived the comedy routine as something of low value they they paid for against their will, knowledge, and consent. Finally, comedy will not remove from the minds of the audience members the question, "When does the music start?" The audience is thus simultaneously only marginally entertained and left in the dark regarding the music.
Choice D offers a customer service ideal, albeit an expensive one. Having a free drink or popcorn does not answer any questions about when the much-awaited music is going to start. It is obviously an exorbitant solution, as well, and the loss will not likely be made up in customer loyalty or substantial future sales. Free food also fails to address the root desire of the customer: to know what is going on. The customer is left wanting for more information. That dissatisfaction points to the failure of choice D. (The logistical problems go without saying; the word "stampede" comes to mind.)
The bottom line: Communicate early and often. Give best estimates about status, delays, and when you will have more information. The timeline that you communicate information might change, but people are generally forgiving of these minor inconveniences if they are given the courtesy of frequent updates. When you communicate regularly, there is less need to offer substitutes that are unlikely to satisfy the customer anyway.
