» Increase word of mouth sales
» Feel great about coming to work every day
» Your people also feel great about coming to work everyday
» Your customers just love being in your space and doing business with you
» The more you delight them, the more you increase the average value of a sale,
AND the more you increase purchase frequency
do business with a company. When you go above and beyond their expectations
THAT’S when you create delight.
buzz which increases your referrals and your sales.
areas of a business – especially in morale, energy and productivity.
Non-Essentials” by Paddi Lund. It’s a great example of creating a “WOW”
experience. More details at www.paddilund.com
away with in-flight meals.
customers the usual packet of airline peanuts will not be a very satisfactory
substitute for an in-flight meal. However, you decide that you are going to do
this whole peanut theme to the n’th degree and make the idea work amazingly
the delicious smell of fresh roasted nuts. During each flight the ‘Keepers of
the Nuts’ serves the finest peanuts slowly basted and carried in special peanut
salivating travellers are tempted by the smell of the nuts and the special
dipping sauces simmering in the copper receptacles at the side of the cart.
custom made brown paper bags with a pinch of salt in a twist of blue paper and
finally served to each passenger with silver tongs on a silver tray.
the brown paper packaging – how they were tenderly shelled by dusky virgins in
the Senegal and flown in on specially chartered planes … etc, etc.
develops an impression of your business at many different points throughout a
the first touch with your organisation is of critical importance.
When you dine at a restaurant there are as many 24
touch points for you to be either delighted or disgusted by the service at that
experience a customer has at any one of these touch points will have a bearing
on whether or not they come back again. It will also have a bearing on whether
they say “amazing” things or damaging things about the restaurant to their
for a standard business …
marketing material leave impressions in the hearts and minds of your customers.
If you can create a ““WOW”” right from the outset, you’re setting your business
the business …
glamorous business so they decided to add a little bling to what they’re doing
my creating a fun, interactive website. When you visit their website you see a
Junk Genie. The Junk Genie says that he can read your mind and guess and is
willing to bet you $10 that he can do that.
short mathematical exercise. At the end of the exercise you have arrived at a
single word which corresponds to the total number you arrived at. The Genie
then goes on to guess that word.
know how the Genie did it. They try it again and again. They forward it to
their friends. Some end up guessing what the secret is. Others don’t but ALL
get an interesting and memorable experience from the exercise. And ALL remember
the name “Junk Genie” and 1800gotjunk.
material is to sell NOT to simply create a sort of experience for the reader.
If you can do both, great. If not, just focus on selling.
impression with readers.
words, “Hello, XYZ Company.” Or “Hello, XYZ Company, Melanie speaking” or you
might even hear just a “yep.”
telephone has a very large impact on whether someone buys.
someone feels they were treated indifferently or rudely, they in turn,
reciprocate the attitude.
Can’t ‘elp ya with that mate?” Or a “dunno” kind of answer, they’re
not going to be overly impressed with the service.
voice on the phone saying something like, “Thank you SO much for calling. Brian
is the best person to speak with about that, would it be okay if I put you on
hold for just a moment and get Brian for you?”
and “so much” and “would it be okay if I”. One of the keys to creating a “WOW”
impression on the phone is, believe it or not, to smile before you pick up the
telephone. Yes, that’s right. The simple act of smiling will instantly change
your emotional state and put a smile into your voice.
thinking, this person is happy, this company then, must be a great place to
work and it must offer a great product or service.
feel the opposite.
you’ll find a step-by-step guide on how to handle the telephone in a way that
creates a positive first impression AND at the same time, increases your
it just before a client walks in to an appointment. Here’s an example of the
that, Director of First Impressions walks over to the client and says:
cappuccino again today? Two sugars, wasn’t it?”
brownies in again. Would you like one of those today?”
receptionist in this example has done an amazing job of making that client feel
very important. She acknowledged him with a welcome sign. She remembered his
coffee and cake tastes.
and dislikes on your customer database. The receptionist then simply looks at
the database the day before the appointment and makes the necessary
one step further. When you visit their head office and walk upstairs to the
office area, you are warmly greeted at the reception area and offered a
selection of 15 teas and 5 different coffees served from antique Royal Doulton
cups. You are also invited to choose from a selection of assorted sandwiches,
nibbles and cakes from an antique silver tea trolley.
impression and succeeded marvellously at it.
after dinner mint or a chocolate with your credit card and receipt, once you
have purchased. This is a nice touch but what can you do that takes things one
step further than that and REALLY create a “WOW”? Such a “WOW” that the
customer actually says out loud, ““WOW”!”
simply handing back the person’s credit card with a chocolate, what if instead
you did this …
created these exquisite new chocolates today, made with the finest Columbian,
organically grown cocoa. We’d love you to try one with our compliments. I think
you’ll adore them. “
with gorgeous piping on it. The waiter then continues on …
honour to have you back here in the future to try one of his exquisite desserts
free of charge. Here’s a special certificate that entitles you to a
complimentary dessert next time you dine with us.
to order a taxi for you?”
handing a customer a commercially-produced after dinner mint with their credit
card and receipt?
something else (as an added surprise)?
complete with ribbon, bow and potpourri … free of charge?
value-added gift that wasn’t part of the original purchase, always make sure
you tell the customer so they know that you are doing them a favour and going
that extra mile. If you don’t, some customers may think that the bonus formed
part of the purchase and with that, there’ll be no delight factor.
tell them why you’re gifting it in.
whitepaper on “30 Parenting Tips” might come in handy. I hope you enjoy it …
with our compliments”.
mail, the MOST important time in these transactions is when the package arrives
and the customer opens it.
credit card details over the phone or via the internet or mail, they’re excited
about receiving the product but they’re also a little nervous about getting
ripped off, or about the product NOT living up to expectations.
is ripped and has scuff marks on it. You open the package and, sure
enough, the product itself has been damaged.
inside the box. If there had been that damage mightn’t have occurred. By now
you’re annoyed because you needed that product. But now you need to go to the
trouble of calling up the company arranging for the product to be returned so
you can get a replacement – all of this taking valuable time that you simply
the box and find the product beautifully wrapped like a gift, in tissue paper.
You see popcorn has been used as padding instead of polystyrene. You also find
a handful of minties thrown in to the box.
card and it says:
quality and took the liberty of wrapping it for you.
little more in money and time to implement but it will be well worth the
they have come off their purchasing high and sometimes they start having second
thoughts and regrets about the purchase. Did I do the right thing?
Have I been ripped off? It goes on and on.
completely natural. Everyone feels it to a certain extent. The key is to combat
that by reassuring people they have made a wise purchasing decision. More
significantly than that, making them feel that it’s the best decision they’ve
follow-up phone call. Then – to get that “jaw dropping” shock happening, you
might want to also include a gift basket or some sort of package or gesture
that makes your customer say ““WOW””.
look more at the “how”. Customer Service Standards can consist of all manner of
initiatives but one of the most powerful ones is to put your customer in the
buying because they aren’t in control of what happens after they hand over
their money. If you can give them back some of that control, you’re one step
closer to creating a customer for life.
dentist could give their patients control by giving them a “pain button” to
press if the pain got too much.
about is the plane being late which might mean them missing their appointment.
Where delays are known in advance, a travel agent could gives customers 24 hour
notice of plane delays so they have time to make alternative arrangements.
is to work out what their control needs are.
go wrong when people deal with your industry?
front-line team members. Ask them and request that they ponder it for a week as
they deal with customers. Ask them to come up with a list of frustrations and a
list of suggestions on how your company can put “control” back in the hands of
Try the low risk ones first and gauge feedback to see how well it is working.
purchase and then when you get down to the factory floor, the production people
are doing shoddy work and taking forever to dispatch products. All that great
work you’ve put in on the front end is wasted.
experience at one step in the buying cycle. It must happen at EVERY single step
of the transaction.
Well, the same goes for your customer service procedures. It’s ALL or nothing.
breathtaking … wall to floor marble, chandeliers, incredible opulence as far as
the eye can see. You’re suitably impressed.
breathtaking. Incredibly spacious with opulent décor and fittings. A gorgeous
fruit basket sits on the Louis XV table. You walk into the bathroom and see a
massive marble roman bath. Every little detail has been accounted for. You’re
your heart sinks. All you can see is a half demolished brick wall. All that
beauty and luxury inside is spoilt by the decaying mess of the view. Your
initial excitement about the room has changed to disappointment.
a set of Consistent Customer Service Standards. These Service Standards address
the commitments you and your people are willing to make to deliver outstanding
service in each area of your business. It also makes specific commitments
around deadlines and timeframes so customers know exactly what they can expect
from the outset.
The Sisters of Mercy Health System:
compels us, the co-workers of Mercy, to exceed our Customers’ expectations by
delivering the highest degree of clinical care and service.
including their families and friends.
throughout the continuum of care is fundamental to living out our Mission,
Vision and Values.
we do, making each of us caregivers.
serve our customers. The physician is a key partner in serving customers and
achieving customer satisfaction.
All co-workers have the power to make this way of life a reality.
response to our Customers’ needs, particularly during times of stress and high
create that ““WOW”” experience, consider the effect that the senses have on a
person’s emotions. See what you can do to stimulate each of their senses in a
positive way. When you’re doing that, pay particular attention to the sense of
impact on somebody. It makes a lingering impression: in fact, studies suggest
that people recall smell with up to 64% accuracy after one year. Now, that’s
powerful associative power!
to grandma’s house
constant improvement and there’s evidence of that happening absolutely
everywhere in industry and throughout the Japanese culture … from the wharves
to the production line to even the kaizen of the relationships they have with
the late 1940’s by Dr Edward Deming. He showed them that a constant and
never-ending commitment to consistently increase quality every single day would
give them the power to dominate the markets of the world. This philosophy
contributed to Japanese supremacy in trade in the 1990’s. It’s also a term that
is now widely used in western culture.
service initiatives, you can bet your competitors will try to match you. The
key is to always be ahead of the game. A Kaizen attitude is also very important
to ensure that service standards stay exceptional. After all, it’s human nature
to slacken off after a period of time, or become complacent when sales are
firing. This complacency and slackening can have a devastating effect on your
frustration or appeals to their control needs.