It’s time for #9.
#9 on the list of what customers want* is something for which they are especially thankful – and that is going beyond expectations.
Whether it is by providing a tangible unexpected extra or demonstrating extra effort or concern, these are special and unusual actions that can set your business apart from the others, drawing appreciation and loyalty – tying people to people and people to businesses.
My absolute favorite example of this comes from a book called Moments of Magic, in which the author, Shep Hyken, tells a story about a taxi driver named Frank, who picked him up at the Dallas Convention Center one day. The inside of the cab was spotless. It was nice and cool, important on this 99-degree day. On the back seat, there was a copy of USA Today, the local newspaper, an ice bucket with two sodas and a cell phone – all for the comfort and convenience of passengers lucky enough to hail this cab.
Frank offered Mr. Hyken a choice between the quick route and the scenic route where there was a beautiful fountain. No extra charge for the scenic route. Mr. Hyken chose the latter and was glad because it was indeed a beautiful fountain.
Upon arrival at the final destination, Frank and Mr. Hyken exchanged business cards. A few days later, Mr. Hyken received a thank you note from this unusual cab driver; and in December, a holiday card. Whenever Mr. Hyken goes to Dallas, he calls Frank in advance to make arrangements and all of his friends do the same.
Going far beyond what is expected. Lots of little extras, delivered with genuine care and concern. Turning an ordinary cab ride into an extraordinary experience.
When working with teams who want to enhance their customer service, I ask them to brainstorm a list of ideas for extras they could provide their customers.
From the very long list which usually develops, I ask them to select a few to incorporate into their New & Improved Customer Service Plan.
This plan is very important for many reasons. Getting the team involved in its development is important for many reasons as well, one of which is that the process itself conveys the message that going beyond expectations is important to you and your business. In fact, you expect it.
But if it’s just about working the plan because the boss expects it…well…those newspapers in the back seat might be perceived the way newspapers are perceived in most taxi cabs…the trash someone else left behind.
The spirit of “delivery” is also critical. The spirit that shows genuine concern for the customer and the desire to please.
If that spirit doesn’t already exist within your team, you can get it started by using the brainstorming exercise described above plus the stories and assignments suggested in class #1 and class #2.
But I must remind you that it will a waste of time. A total wash out. Unless – well – it must start with management making the decision to put service at the top of the values list. But that does little good unless management walks the talk. And even that has little impact unless management hires the right people; and provides them with plenty of training, support and recognition. And then – the spirit has a chance to flourish. And then – amazing things can happen.
Things like happier and more loyal workers. Happier and more loyal customers. And for those who are concerned, a healthier, happier bottom line.
All of that without necessarily spending anything extra on the extra that can transform ordinary into extraordinary.
*****
Here is a suggested assignment for class #3. Optional but easy. Enjoyable but very productive.
copyright 2008 – Jan Bolick, Business Class Inc
*For review…resulting from an informal survey…the top 10 things customer want:
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a smile
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good eye contact
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a respectful greeting
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good manners
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a thank you
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being called by name
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quick and easy service
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quick and accurate follow up
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going beyond expectations
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coming soon
Jan is a management coach and Chief Learning Officer of Business Class Inc. She loves sharing her expertise and experience ith business owners and managers to help them get through tough situations so that they can make and celebrate the achievement of big goals.
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