Delivering more than expected. It sounds obvious but how often do you actually see it, and what does it look like when you do?
This is perhaps an area small businesses can excel. It is not uncommon for “customer service” to be cited as a benefit of using a small business and you, as the owner, have ultimate control over the delivery of your service of course. It is also an area where lessons can be learned when corporate organizations do it well.
Recently I came across an example from one of the ultimate corporate bodies, Starbucks. It is east to critique this organization for delivering the same experience the world over, and the fact that the coffee can be pricey. However there is no denying the quality of that consistency and success of the brand in delivering what it sets out to do.
This success sometimes leads to a busy store of course. The other day I was waiting in line while the staff rushed to complete everyone’s order quickly and correctly. I did have to wait, but not for long. The longest wait was to pay, so much so that my coffee was ready before I was first in line to pay.
I was handed the coffee and told it was “on the house”. What is my feeling towards Starbucks as a result? Hugely positive. All the more so because it is unexpected. There is an assumption (at least there was for me) that this didn’t happen here. The cost to the organization was minimal in overall terms. It isn’t something that happens all the time and isn’t giving away huge amounts of profit. The goodwill generated however is priceless.
This happened many months ago and I still tell people about it. This is outstanding customer service, truly give to get even if I never go back to that particular coffee shop. What can you do in your small business to generate such good feelings in your prospects and clients?
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