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Peek-A-Boo…I know you see me!
Author: Jeannie Walters
August 29, 2007
Peek-A-Boo!
All parents can relate to the seemingly never-tiring game of peek-a-boo. How many times can this possibly entertain? How is he so surprised each and every time that I’m still there? How much more entertaining can I make this before it becomes too complicated?
The amazingly simple concept of peek-a-boo is “I see you.” I see you’re there – even if, for a second, you don’t see me.
At its essence, peek-a-boo is a concept we all hold near and dear – acknowledge me! Let me know that you know I’m here, even if I can’t always be your primary focus.
Perhaps I seek acknowledgment too much…but I want it! I want it at work, I want it at home, and I want it as a customer.
At work, I want acknowledgement that I’m doing what’s expected, that I’m serving my colleagues, and that my clients acknowledge the work we’re doing. Even negative acknowledgement gives me information. I can take it and work on improving skills, coaching employees, or resetting expectations with clients. It’s when there’s NO acknowledgement that I am truly left with nothing, actually worse than nothing – because even negative feedback means someone cared enough to give it. No acknowledgement translates into a total lack of caring.
At home, it’s common to hear other mothers of young children lament that they’re not being acknowledged for all their hard work. Very rarely do you hear a “Way to Go!” in response to scheduling a play date or pediatrician appointment. Likewise, nobody pats you on the back after successfully feeding vegetables to a picky three-year-old. So moms tend to lean on each other for acknowledgement. We often say “I know just what you mean,” to each other, which alone is enough to satisfy the acknowledgement animal.
Why do I need acknowledgment as a customer? Why do I need a complete stranger to care about me and my situation? I don’t know. I won’t try to rationalize it. But I do know I need it.
There are times we stand in line and wait because a customer needs a price check, or because the cash register ran out of tape, or countless other reasons. Do you know how much a smile and nod of acknowledgment from the cashier would mean to me? Everything! It’s when she doesn’t acknowledge me, but in fact avoids eye contact, that I really get mad.
I also want to be acknowledged when I’m a long-time customer. CRM systems aside, when I call customer support for a product or service I’ve had for a while, I want my loyalty acknowledged. Instead, these calls often become sales-focused faster than you can say “thank you.” Chase Bank, anyone? No thanks, still don’t need that Visa.
So what is it about acknowledgement that’s so important? I believe it’s an innate need to connect. From the beginning, (and I do mean the very beginning), we all are programmed to seek acknowledgement. Peek-a-boo anyone?
If companies do nothing else, helping coach employees on how to connect with customers could go a long way.
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