Join us for “Zingerman’s: The Art of Delivering Exceptional Customer Service”

Register for “Zingerman’s Art of Delivering Exceptional Customer Service” workshop
Please register -- it will help us plan the food.

HFC proudly welcomes ZingTrain to host the public workshop, “Zingerman's: The Art of Delivering Exceptional Customer Service” on Thursday, October 15, from 5:00 to 7:00 p.m.. Doors will open at 4:30 p.m. in the HFC Small Business and Entrepreneurship Hub (Room E-146) on the first floor of the Technology Building (Building E on the main campus). Come to our main campus through the North entrance, and park in Lot 4 or 5.

Renowned for its gourmet sandwiches, Zingerman’s Delicatessen was founded in Ann Arbor in 1982 by Paul Saginaw and Ari Weinzweig. The store is now a part of the more expansive Zingerman's Community of Businesses (ZCoB), which consists of 11 distinct businesses across the greater Ann Arbor area. ZingTrain is a branch that teaches the success practices Zingerman’s created so that others can succeed as well.

Jenni Yim of ZingTrain will give a presentation about Zingerman's nationally renowned approach to exceptional customer service, and how to apply those principles for small businesses and entrepreneurs.

Zingerman's customer service stands out because they treat customer service as a full-fledged profession and a craft. Instead of relying on vague catchphrases like "make the customer happy," they train every employee using documented, repeatable, and teachable “recipes” for successful interaction. They teach core cultural frameworks that define their legendary customer experience.

Zingerman’s recipe for great customer service

The 3 Steps to Giving Great Service

Every employee across the ZCoB network is expected to memorize and execute a three-step recipe:

1. Find out what the customer wants: Ask open-ended questions, actively listen, and repeat details back for ultimate clarity.
2. Get it for them: Deliver it accurately, politely, and enthusiastically, while avoiding industry jargon.
3. Go the extra mile: Do something unexpected and unasked for, which surprises and delights the customer. This includes employees having the autonomy to use their best judgment based on their training.

The “10/4 Rule”

This structural micro-behavior removes awkwardness and ensures that everyone feels welcome.

• At 10 feet: Make eye contact and smile at an approaching customer(s).
• At 4 feet: Verbally greet them or exchange a positive comment.

The 5 Steps for Handling Complaints

Zingerman's views customer complaints as a gift, rather than an annoyance. They train staff to resolve issues using five sequence steps:

1. Acknowledge the issue.
2. Apologize authentically.
3. Make it right (often giving employees the freedom to instantly replace or refund items).
4. Thank the customer for the feedback.
5. Document the situation so the business can learn from the mistake(s).

Service-Oriented Internal Culture

Zingerman’s operates under the 90-5-5 Rule, which assumes that:

• 90% of people have the ability, and they need to be taught: This represents the overwhelming majority of the workforce. Most people are fully capable of delivering world-class service. They require explicit, clear teaching as well as the necessary tools to get there.
• 5% are naturally spectacular: These individuals are instinctively, effortlessly amazing at hospitality and customer service, no matter the situation.
• 5% probably will never get it: These individuals are simply not a good fit for customer-facing service and will likely never thrive in it, regardless of the training and tools provided.

Zingerman’s uses this rule to avoid the common misperception that you can simply “hire your way” into great customer service. Because finding only that top 5% is difficult, businesses need to build an effective strategy to train the 90%.

By tracking employee energy management and celebrating great behavior via “Extra Mile Files” and monthly awards, Zingerman’s sustains a workforce that remains highly energized and genuinely empathetic -- leading to a world-class experience in a local setting.

This workshop is for everyone who works with people!

The “Zingerman’s: The Art of Delivering Exceptional Customer Service” workshop is free and open to the public. We welcome the experienced, the curious, the open-minded, and anyone who wants to learn how this approach has been sustained through 45 years of changes in the world.

This workshop applies to anyone who works with people, not just frontline service industry roles.

A light dinner will be provided. Please register as soon as you can using the link above, so we can get an accurate headcount on the food.

For questions or more information, contact MariAnn Apley at 313-317-4136 or mmapley@hfcc.edu.

The presentation provided by the speaker reflects the speaker's views and opinions. The contents of the presentation do not necessarily reflect the views of Henry Ford College or the Board of Trustees in their individual or professional capacities.