Make Them Feel Lucky – Customer Service Tips

// September 21st, 2009 // Branding

Recently, I was talking about a great customer service experience with a friend of mine. I’d had one of those exceptional service moments that you walk away from a little happier with the world While we were talking, in response to my story of literally awesome service, he said “Geez, you were lucky you picked a good (insert business here).”
I think this is true. I also think it’s something we should be striving for more often.
Seth Godin talks a lot about being remarkable. I think this points people in the right direction, but leaves the frame of reference up to the consumer. Every interaction with a client or customer is an experience where you are judged. Maybe it’s against expectation, or a competitor, or even against your track record. What’s important is that, to grow your business (whatever it is) you need to meet that expectation, and throw in a little something special.
Culturally this can be a challenge for you and your people. It’s easy to point to a track record of undistinguished service as profitable. It’s easy to compare yourself favourably to your competitors or deride customer expectations as unreasonable. It’s much harder to convince managers and employees that achieving a demanding, unrealistic and subjective goal is much better.
I liken it to videogames. It’s easy to beat a videogame on ‘easy’. More often than not, you get the same storyline and are treated to the same dynamics. What’s missing is the challenge, and the reward that you overcame a task which is more difficult than you were used to.

The two things that customers really remember from any interaction are service and price. Not everyone can be competitive on price. Being competitive with your service level is a choice to build your business around happier, more loyal customers.
Make people feel lucky they deal with you, and they’ll keep coming back.