Chick-Fil-A’s Core 4 Values and How to Implement Them in any Customer Service Role
Chick-Fil-A is known for their customer service, but behind the friendly employees is something called the Core 4. What is the Core 4?
- Make Eye Contact
- Smile
- Speak Enthusiastically
- Stay Connected
These are the values behind the “my pleasure” that CFA is so well known for. But what exactly do each of these values mean, and how can you implement them in any customer service role (or even your daily life)? Good question, so let’s find out…
1. Make Eye Contact
Maintaining eye contact with a customer is key to making them feel welcome and to your image as well. If you’re staring off in the distance while a guest is trying to talk to you, they probably will not feel very welcome. And more importantly, it won’t look like you care. Make the guest feel like you care.
I’ve found in my personal experience working at Chick-Fil-A that guests are more likely to complain about someone’s attitude simply because of a lack of eye contact.
It’s important in your daily life as well. If you’re talking with a friend and you keep glancing over their shoulder, they might wonder, “what’s so important that they keep looking away from me?”
Or maybe you’re in a job interview, it might feel uncomfortable maintaining eye contact with the hiring manager but it’s very important. As I mentioned above, they won’t feel like you really care about this potential job, or they’ll wonder how something else could be more important than the interview.
Something as simple as eye contact can make or break your opportunity for a job.
I have an Aunt who always looks up and away from you when you talk to her. It makes you feel uncomfortable every time. Even if she’s very interested in what you have to say, it just doesn’t feel right. Don’t be like my Aunt and maintain eye contact whenever possible.
2. Smile
Nobody likes it when an employee frowns while they’re helping you. It just leaves a bad taste in your mouth. It makes you think the employee just really doesn’t want to be there and they probably don’t. In turn, this makes you not want to be there. Why would I want to work with someone who’s frowning? But a simple smile changes all of this. A smile welcomes you in.
You could be the most helpful customer service rep ever, but if you’re not smiling, it won’t sit right with the customer. They’ll think, “yeah, they were helpful, but they really didn’t seem to enjoy their job very much.” And because of this, they might be more likely to go somewhere else next time.
3. Speak Enthusiastically
This is especially important for people who use the phone. People on the other side of a phone call can’t hear a smile and you can’t make eye contact with them. But if you speak enthusiastically neither of those matters. It will sound like you’re smiling.
Speaking enthusiastically can be a tone of voice thing, but it’s a language thing as well. If you answer customers with short, curt responses, you won’t seem very enthusiastic. Something like, “of course!” instead of, “okay.” Or, “Hey, anything I can help you with?” instead of, “do you need any help?”
This is where “my pleasure” comes in at Chick-Fil-A. Saying the words themselves isn’t enough. You have to say them with enthusiasm. Otherwise, it just seems like you’re saying “my pleasure” because you have to.
Another important thing to think about is posture. It conveys a non-verbal “tone” of enthusiasm. Standing upright, as opposed to slouching over, invites a guest to interact with you.
4. Stay Connected
The main thing here is to create a bit of small talk to make your guests feel welcome and to show a genuine interest in their lives. Make it seem like they’re the only guest you have today.
Each interaction should feel hospitable rather than transactional. Things like asking how they’re doing that day, or to take it a step further you could compliment something they’re wearing.
A few times at work I’ve noticed people were traveling so I asked them about their trip. Each time the guest was more than happy to share with me and they left feeling good about the time they spent at Chick-Fil-A. Instead of leaving a bad taste in their mouth, I made them want to come back. All because I noticed something about the guest and stayed connected with them.
How This Applies to You
These Core 4 values are not the only things necessary for good customer service. But if you can nail these 4 things, you’ll be well on your way to being successful in this role type. If they’re good enough for the “best in customer service,” then they’re good enough for you too.
