
I have had this story hanging on my desk for years and I don’t even recall where I got it. It is a great story and continues to apply more than ever with the rebuilding of business that is going to have to happen in 2010. To make sure you are the one getting the customers in your door in 2010, make sure your company doesn’t make your customers jump through hoops to get what they want. And so… “The Milkshake Story…”
“As a professional speaker and consultant, I’m on the road a lot. I average about 100 nights a year in hotels. There are many aspects of business travel that can wear you down, but I try to keep a smile on my face at all times. One way I do that is by keeping my eye on the prize. To get through a trying day on planes, trains and automobiles, I keep looking forward to something that will reward me at the end of the day.
Recently, I checked into a big chain, business-oriented hotel. On entering the room, I immediately went to the phone to call room service. My prize was going to be a vanilla milkshake. I had been thinking about it all day and could almost taste it.
“Good evening, Mr. Little, this is Stuart in room service. How may I help you” a pleasant voice answered.
“Hello, Stuart, I’d like a vanilla milkshake, please,” I replied.
“I’m sorry, Mr. Little, but we don’t have milkshakes,” Stuart said. I was crushed.
After thinking for a moment, I said, “All right, Stuart, tell me this: Do you have any vanilla ice cream?”
“Yes, of course!” he replied enthusiastically.
“Okay, do you have any milk?” I then asked.
“Yes, we have milk,” he replied.
“All right, Stuart, here’s what I would like you to do. Please send up a tray with a bowl of vanilla ice cream, half a glass of milk, and a long spoon. Could you do that for me, please?”
“Certainly, right away, sir,” Stuart replied.
I hung up the phone, and five minutes later there was a knock on the door. Sure enough, there on the tray was a bowl of vanilla ice cream, half a glass of milk, and a long spoon—all the ingredients you need for a vanilla milkshake. But, of course, they don’t have vanilla milkshakes.
Now, my question to you is this; Is Stuart stupid? Perhaps, but I don’t think so. I don’t think he’s stupid, because this isn’t the first time this scenario has played out for me. In fact, I’ve probably repeated this exercise more than 100 times over the past five years. In only 20% of the cases have I received a milkshake.
So no, I don’t think it’s the individual that is stupid. It’s the systems that are stupid. The primary obstacle is that milkshakes are not on the menu, and there is no key code for milkshakes on their point-of-sale touch screens. Therefore, they do not exist. Some hotels are now offering smoothies on their room service menu, which tells me the second most common obstacle, lack of a blender in the kitchen, isn’t even an issue.
I feel sorry for these big name business hotels. In an effort to be outstanding, they feel forced to invest in standardization. They spend a fortune crunching data on their customers to come up with “meaningful profiles” that mean nothing. Think of the billions they spend each year trying to train their staffs how to make me happy (because, believe me, I am the target). Despite all this effort, they often fail miserably in giving customers what they really want. The people who work there may be smart. They may even sincerely try their best to make each customer satisfied. But they are hampered by stupid systems.
Here’s the lesson of the milkshake story. Don’t allow your systems to make your organization stupid. Find ways to build flexible operating procedures so those best and brightest people you hired can do their jobs. Don’t make them have to be a systems analyst to input a special order that’s “off the menu.” Don’t make them shut down a whole shipping department to send a package to Canada. Don’t make your best sales rep jump through hoops sending triplicate forms to accounting because she had to give your biggest customer slightly different payment terms. And if you run a hotel, find a way to keep room service from resorting to a bowl of ice cream, half a glass of milk, and a spoon when all the guest really wanted was a milkshake.”
Pretty interesting story from Steven Little. I’m sure all of us can think of different things that affect our ability to deliver what the customer really wants without having to jump through big hoops. The important lesson is to make sure you identify these “hoops” in your business and get them changed. Make sure your business and every employee in it has the ability to give your customers what they really want.









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