It doesn’t get much more underwhelming than “good.”
“I had a good time.”
“Dinner was good.”
"It was a good movie.”
“You did a good job.”
“Good” is uninteresting, it is lifeless, but most notably it is stale. We have beaten good into the ground to the point where good has become synonymous with average. And when we’re discussing the experiences your customers and clients have – good doesn’t cut it.
No one really wants to have a “good time.”
People want remarkable. It is the experience that ultimately defines the relationship between you and your customers. If you’re not outstanding or phenomenal you’re not creating a lasting impression with the people you’re trying to sell to. eQ CEO Joe Mechlinski wrote in Grow Regardless, “Simply meeting expectations is insufficient,” and it’s more true now than ever.
Domino’s became famous a number of years ago for their 30 minutes or free delivery promise. It was a great publicity statement, and people loved it … at first. But ultimately their promise came to be the expectation. If the pizza was delivered within 30 minutes no one cared, but if it wasn’t delivered within 30 minutes people got angry. Domino’s only met the expectation with this promise, and, “Simply meeting expectations is insufficient.”
Good is expected. What people really want is “rare.” People want a one-of-a-kind experience; they want what is perceived as a rare occurrence, what they’re experiencing is meant just for them. A tailored experience makes for a remarkable time; a tailored experience has personal touches and elements, it is well intentioned and thought out, and it definitely leaves you smiling.
In Grow Regardless there are four pivotal elements of establishing a remarkable client experience. They are what separate good from extraordinary:
• Express your gratitude – “Whether you say it out loud, express it in a handwritten note, or send a box of fruit, a sincere expression of gratitude has a huge and immediate impact on your customers because it is so rare.”
• Recommend your customers – “Become an external sales force for them. They’ll soon begin to see you as a trusted advisor and a true partner, someone who doesn’t just advocate for them buy who’s willing to drive the relationships that create more value for them within your shared network.”
• Educate your clients – “Do you have a specific niche of information that would help your clients on an ongoing basis? Share it … Keep in mind that you’re educating your clients not because you’re trying to sell them a new product or service, but because you’re sincerely trying to help them gain expertise and become stronger.”
• Become involved in your customers world – “Go to events that matter to them … Be an active supporter … because it’s not just me hearing what you say; it’s me taking the time to watch what you do and how you do it. It’s me valuing you so much that I’m willing to make time stand still just for you.”
The application of these four practices will go a long way in establishing a strong, resilient client experience; one where you can make it remarkable for your clients and customers.
Consider for a moment the perils of just being good. No one ever wrote a Facebook post, or Tweeted, or wrote a Yelp review about “good” service at a restaurant. But, someone will hop on social media to talk about a remarkable experience they had.
No one really wants to have a “good time.” Your customers want to have an amazing time, an exceptional experience, or an unbelievable service. Your customers expect good … impress them, make the experience rare; make it remarkable.
As eQ's Writing Specialist, Eric Stewart works his creative magic to tell eQ’s story by putting our Team's concepts, ideas, and methodologies into words!
