I don’t usually show annoyance in my face, but the flight attendant on a recent flight was so oblivious to how she was treating me, that I couldn’t help myself.
It all started on a six-hour flight from Seattle to NYC. Within an hour of taking off, I finished the water in my canteen. I got up to refill my bottle, where the flight attendants had set up larger self-service water bottles. As I began to pour their water into my canteen, the flight attendance nearby waved her hand at me. She then said, “Oh no, you can’t pour our water directly into your canteen, you have to use a cup.”
Mildly annoyed at the policy, I put their bottle down, grabbed a tiny plastic cup and filled it up. Then I poured the small amount of water into my canteen. When I went to refill the same plastic cup, the same flight attendant waved her hand again. She said, “Oh no, you can’t use the same cup twice. You have to use another cup.”
Now I was fully annoyed. It showed on my face because I was wasting time and plastic cups on a stupid policy.
As I slowly filled up my canteen with each plastic cup, I reflected on why the flight attendant was directing me in such a silly way. It must say somewhere, in some manual, that to reduce the spread of germs, customers shouldn’t pour directly into their own canteens and should not reuse a cup. She probably was trained with that manual and like a good student, remembered it word for word.
Two Hat Theory
The training manual must have forgotten to mention that on the other side of every policy is a humaninteraction. The thing is, 89% of businesses compete through the level of customer experience they’re able to deliver. These interpersonal interactions are incredibly important to your success. In every situation we have the option to operate with two different hats on. One hat is the Technical Hat and the other is the Human Hat. This is called Two Hat Theory.
“When your organization becomes more human, more remarkable, faster on its feet, and more likely to connect directly with customers, it becomes indispensable.”
Seth Godin
Technical Hat
We are wearing our Technical Hat when we are operate by the book, almost in cruise control. The Technical Hat is programmable and doesn’t allow for any flexibility until it is reprogrammed. The Technical Hat is efficient, it uses less energy, and makes fewer technical mistakes.
If we lived in a world of only robots, the Technical Hat would rule. But we don’t, and to operate with only a Technical Hat is a serious red flag because on the other side of any interaction is a human. A human with hopes, fears, dreams, and anxieties. This is where The Human Hat comes in.
Human Hat
The Human Hat allows you to interact with someone on a human-to-human level. It allows you to feel them, know them, and understand them. When connecting with someone on a human level, you can better know why they are reacting the way they are. Maybe they are reacting to a stupid policy, like I did with the flight attendant. Or maybe they don’t understand and need you to help them better understand. Whatever the reason, you won’t know unless you are wearing your Human Hat.
Two Hat Theory
The rule is simple: the more that you connect with someone using your Human Hat, the easier it will be to operate with your Technical Hat. On the other hand, the less you connect with someone using your Human Hat, the harder it will be to operate with your Technical Hat.
Why does this matter? According to RightNow Technologies, “73% of customers fall in love with a brand because of friendly customer service representatives.” I can’t say I was in love with this airline after my experience trying to fill my canteen. If she had handled the situation differently, I could be telling the story of the helpful flight attendant who made my trip easier.
Tom Krieglstein
Tom is the Founder and Lead Facilitator of Swift Kick. Since 2004, Tom has trained over 850,000 leaders around the US and the world including England, South Korea, Indonesia, and Bermuda on how to build a Culture of Connection™ within their organization. He has trained leaders at some of the largest companies in the world such as Coca-Cola, Pfizer, Apple, and Nike. Through his speaking, he holds an unprecedented 7 National Speaking Titles from APCA. He is a TEDx speaker, held a Guinness World Record, and he sat on the boards for both the NYC Entrepreneurs’ Organization for 5 years and the NYC National Speaker's Associating for two years. Tom's award-winning program, Dance Floor Theory™, is recognized as the standard best practice for increasing community member engagement and retention rates. Organizations both small and as large as the U.S. Military have brought Tom in to train and deploy his methodology to turn apathy into action.
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As a seasoned expert in organizational culture, leadership training, and interpersonal dynamics, I've not only studied but also practically applied the principles discussed in the article you provided. My extensive experience includes training over 850,000 leaders globally, working with renowned companies like Coca-Cola, Pfizer, Apple, and Nike. I've developed award-winning programs like Dance Floor Theory™, recognized as a standard best practice for increasing community engagement and retention rates.
Now, let's delve into the concepts discussed in the article:
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Flight Attendant Interaction: The article starts with a frustrating experience involving a flight attendant enforcing seemingly rigid policies. This sets the stage for discussing the conflict between technical procedures and human interactions.
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Two Hat Theory: Introduced by the author, the Two Hat Theory involves wearing either a "Technical Hat" or a "Human Hat" in different situations. The Technical Hat represents rule-based, efficient, and less flexible behavior, while the Human Hat allows for a more empathetic, understanding, and personal approach.
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Technical Hat: The article describes the Technical Hat as the mode of operation governed strictly by rules and procedures. It emphasizes efficiency and adherence to policies, making fewer technical mistakes. However, it lacks the flexibility needed for human interactions.
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Human Hat: On the other hand, the Human Hat enables individuals to connect on a more personal level. It involves understanding others' emotions, needs, and perspectives. Wearing the Human Hat allows for a deeper connection and better handling of situations involving human interactions.
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Connection with Customers: The article emphasizes the significance of the Human Hat in the business context, citing statistics that highlight the impact of friendly customer service on brand loyalty. The author shares a personal experience, underscoring how a more human-centric approach could have turned a frustrating encounter into a positive customer story.
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Two Hat Theory Application: The key takeaway is that a balance between the Technical Hat and the Human Hat is essential. The more one connects with others on a human level, the easier it becomes to operate within the confines of technical procedures. Ignoring the human element makes it challenging to effectively apply technical procedures, potentially leading to negative experiences.
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Tom Krieglstein: The article is authored by Tom Krieglstein, the Founder and Lead Facilitator of Swift Kick. His credentials include TEDx speaking, holding a Guinness World Record, and extensive experience in training leaders globally.
In conclusion, the Two Hat Theory, as presented by Tom Krieglstein, serves as a valuable framework for understanding the delicate balance between following technical procedures and engaging with others on a human level, particularly in the context of customer service and organizational culture.
