It’s time to put a little bit of focus on customer service.
A big part of running a business is having customers.
Maybe it makes sense to start with understanding WHO your customer really is.
When you really understand who exactly your customer is, that completely redefines the relationship you have with that customer. That’ll make more sense in a moment.
I hope so anyway.
Your customer isn’t who you might think it is.
Your customer isn’t the person you deliver food to.
Does that surprise you a little bit? That’s a common misunderstanding out there among delivery contractors.
And I probably don’t help that situation too often. I catch my self several times talking about “the customer” as the diner. I hope I never refer to them though as YOUR customer, because…. they’re not.
Think about it. You’re an independent contractor. You run a business. When you run a business as a contractor, who is your customer?
It’s the one you have the contract with.
Doordash is your customer.
Uber Eats is your customer.
Grubhub is your customer.
These are the ones who are sending the money to you. These are the ones who you signed a contract with. When you get right down to it, they’re your CUSTOMERS.
Not your boss.
Let that sink in for a moment.
I am so sorry about that. Okay, sorry, not sorry, couldn’t help myself. Bad pun.
That changes the relationship, doesn’t it?
They’re not your boss.
They’re your customers.
One, it gives you freedom. It changes the dynamic and the power. On the other hand, it adds some responsibility.
How many businesses survive long when they treat their customer the way some couriers treat these companies?
It goes both ways.
Did you ever see the movie Inception?
It was one of those mind twisters – at least it was for me. The main concept people think of now with that movie is this idea of someone dreaming of dreaming of dreaming of dreaming.
Still makes my head spin, but I love it.
In a way, there’s a bit of a customer version of that concept. A customerception.
A customer of a customer of a customer.
There’s your customer: Doordash (or whomever the guilty party may be)
There’s THEIR customer: The restaurant. Think about that – the restaurant is paying Doordash to market their services and get the food delivered.
The restaurant is your customer’s customer.
And then there’s the fine folks who ordered the food. I tend to think of them as customers of the restaurant. Ultimately they’re still ordering from the restaurant, right?
They’re your customer’s customer’s customer.
I guess it’s not all that cut and dried though.
The diner tips you. Even though that is all funneled through Doordash, doesn’t that make them somewhat your customer?
And, the diner orders through Doordash. They pay delivery fees to Doordash. So you can make the case they’re Doordash’s customer.
All this makes it almost like there’s a customer custody battle going on with the Diner.
And oh, by the way… you’re somewhat representing the restaurant when you do a delivery. You could argue that the commissions they pay to Doordash are used in part to pay your delivery fee. So doesn’t that make them your customer in a way?
Is your head spinning yet?
The important take aways.
- Doordash (or whoever the gig company is you contract with on the delivery) is your customer, not your boss. Treat that relationship like a customer relationship.
- It doesn’t matter a lot whether the restaurant is your customer or Doordash’s. It doesn’t matter whose customer the end user is. Because Doordash is your customer and because you deliver on their behalf, you would be wise to treat the restaurant AND the end user as your customer.
And we’ll get more into that in the next session