August 31, 2010

A Dazzling Moment = BE PeRSONAL AND BE SiMPLE

A Dazzling service experience has a very specific outcome for the customer. They are left respected, cared for, sometimes speechless and gasping for breath. Dazzling Moments are created by people. People who actually care about human beings and who get joy from serving them.

In his new book Linchpin, Seth talks about the emotional labor that is expended by artists in giving a Gift to others. In this case the Gift is the experience delivered to another human being without any expectation of a return for the favor other than enjoyment. Gift givers are the serving folks we all must covet if we want our organizations to be remarkable, memorable, indispensable and around for a long time.

There are two key things we need to keep in mind as we aspire to giving a Gift of a Dazzling Moment:

First, focus on the individual. BE PeRSONAL. Look for ways to make the experience they have with you more personal. Look at the experience from their point of view and ask the question “What could we do to make their experience more enjoyable, easier and respectful of their time with you?”. And make sure you are flexible in how you treat people recognizing that each person is DiFFERENT and should receive their own personal brand of service. Workshop the BE PeRSONAL task with your team and ask a sample of your customers how you can make their experience with you More personal.

Lululemon does many things right. They post their customer’s names on the fitting room doors (AND they confirm the spelling if uncertain). They have what I call “The 3-minute check” procedure where a sales rep checks in with the customer to see if they need another size, color etc. They don’t leave a person in the fitting room stranded (and asking their spouse to go get another size - I hate having to do that!).

Second, keep it SiMPLE. A Dazzling Moment is about simple human acts: caring, smiling, respect, humor and enjoyment. These outcomes don’t require a complex set of service algorithms and procedures. In fact quite the opposite. Complexity breeds confusion and separateness for people. SiMPLE service acts create closeness, intimacy and happiness. Consider the Godin “Gift” metaphor. What simple Gifts can you give to your customers while they grace you with their presence? Human-to-human kindness? Goes a long way to keep ‘em coming back.

Here are a few PeRSONAL and SiMPLE acts that I have personally experienced:
- quoting my name off of my credit card/debit card receipt after a retail purchase.
- having a bottle of wine (based on my personal preference) waiting for me in my stateroom on a cruise.
- picking up and returning my vehicle for a scheduled servicing.
- faster delivery of a purchased product than what I was promised.
- getting the first round of cocktails free when we return after a lengthy absence to at our favorite lounge in Whistler.
- receiving a SURPRISE 10% off of our drycleaning bill to thank us for being loyal customers.

PeRSONAL and SiMPLE service enhancements for each member of your tribe. The returns will be extraordinary.

Cheers, Roy
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Other Serving Articles
Have You Had a High Definition Moment Lately?
Are You a Customer Opportunity Spotter?
Create Your Service Strategy
The Serving Customers Model
Dazzle Your Customers: The Four-Step Process

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Posted 8.31.10 at 06:23 am by Roy Osing | Read Comments (0) | Leave a Comment