![]() The next day Chewy sent Eric a bouquet of a dozen roses with a thoughtful sympathy note. Such service providers know that generosity works like love the more you give, the more there is.Įric Steilberger contacted Chewy to tell them he would no longer need pet food from them again since his dog, Annie, had died. Yet, customers adore those service providers that are not preoccupied with keeping score. "How can I help?" can too often be replaced with "What have you done for me lately?" Many organizations think more about squeezing margins than about extra helpings. The frenetic raising of all standards can evoke a greedy mentality. We expect results to happen faster and faster. Also, we usually place a unique, personalized gift inside the box”. "We stock each box with all sorts of fun goodies, from candy to handwritten notes from management. "We leave behind a branded box wrapped with a pink bow after each move," he reported. ![]() It's a simple act of kindness that goes a long way to establishing trust with their customers. According to founder Ron Holt, the moving company offers a free surprise dinner the night before the customer’s move. Pink Zebra Moving, headquartered in Birmingham, is known for customer enchantment. They want their service experiences delivered with sprinkles. The punch line? Customers gravitate toward people with spirit, organizations with imagination, and leaders with spunk. When a large brokerage firm decided to have fun with their phone tree by adding, "punch 8 to hear a duck quack," they were stunned when over a million people a week called just to hear the duck. They are not only tired of ho-hum, they are bored with "pretty good but nothing-to-write-home-about" kind of service. If you were an airline, that means not tinkering with the fundamental proposition of "getting passengers from point A to point B safely, on time, and with their luggage arriving on the same flight." All the frequent flyer points and smiling attendants won't make up for a flight that is super late or luggage lost for a week.Ĭustomers today crave special and unique. But keep the constancy of the core offering revered. Sure, you can do a pleasant surprise with some value-added nonessential. What empowers customers is delivering first-rate reliability and "you-can-take-it-to-the-bank consistency around the core offering-the basic need the customer hopes to fill. The unpredictability of negative surprise robs us of the sense of control. Or a five-star restaurant served our gourmet meal in a Styrofoam container with a plastic fork. As customers, we would be knocked off our "in control" platform if a fast-food restaurant suddenly sported tablecloths, candles, and fine china. And "in control" happens through consistency. Today Goldcorp is the world's fourth-largest producer of gold.Įmpowerment: Customer Control Through ConsistencyĬustomers feel a sense of power when they feel in control. When Goldcorp drilled the sites the winner had predicted from their modeling, Goldcorp hit on all four. The winner was a company from West Perth, Australia. Over 1400 geologists from 50 countries participated in the challenge. He turned over all their super-secret data on the Red Lake mine online. ![]() CEO Rod McEwen was attending a seminar on Linux, an open-source operating system and thought, "Why not create open-source mining?" He created the Goldcorp Challenge-anyone who could tell Goldcorp where to mine would get prizes up to $100,000. It was not producing the gold expected plus the gold market was depressed. Goldcorp, a Canadian company that finds, extracts, and processes gold, had a mine called Red Lake in Ontario. "Real trust," wrote Seth Godin, "doesn't always come from divulging, from providing more transparency, but from the actions that people take (or that we think they take) before our eyes." Trust-building is homegrown (from the heart) and handmade (actions speak louder than words). We trust the food we eat in a restaurant without a visit to their kitchen. For example, we trust medical personnel performing our surgery but never check their resumes. The anatomy of trust reveals its sometimes irrational, emotional, and ever-changing nature. Help your customers grow and they will help you grow your bottom line. ![]() He even suggested a narrated YouTube video that showed my type of surgery being performed-and he was the surgeon in the video. Before recent eye surgery, my physician loaded me up with articles from medical journals about my malady. His detailed explanations always leave me smarter. At the end of many conversations with my financial advisor, Tom Berger, at Merrill Lynch, he leaves me with a thought-provoking question to learn more about before our following discussion. "If you want something to grow, pour champagne on it," said Carol Bernick, former chair of skin care manufacturer, Alberto-Culver. Tom Berger Merrill Lynch CBC Group, Charlotte, NC ![]()
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