Are You Crushing Your Competition?
By Jeff Earlywine
Now before you stop reading, hear me out. You know the difference between really good customer service and bad customer service. It is what you want each and every time you go in a store, out to eat or call that toll-free customer service number because the item you bought is damaged. Smart business owners take the idea of customer service to new levels.
Let me share with you two extremes of customer service. First, a friend of mine tells this story about his recent stay at a Ritz-Carlton.
During a day on the beach we decided to rent standup paddle boards for a little fun in the sun. It was my first paddle board experience and from my perspective, it’s harder than it looks. Seconds into standing I lost my balance and down I went, kissing my sunglasses goodbye.
Later that afternoon a member of the hotel staff approached inquiring if I had “lost my sunglasses.” I acknowledged the mishap and was handed a pair of Ray-Ban’s with the casual comment “I believe these might belong to you?” They were the missing sunglasses. I was actually stunned (my girlfriend was delighted since they were her extra pair). We had to know more.
After overhearing that we returned from our outing one pair of shades short, the hotel did a little snorkeling recon and recovered them. No kidding. We never mentioned the sunglasses to anyone. We certainly didn’t expect anyone to look for them. That was beyond unexpected. Turns out, that is exactly the point!
Now, let me tell you my own story; showing you the difference. I recently took my favorite pair of dress shoes to a local shoe shop to have new soles put on – actually all I needed was a simple sole repair but decided to go all the way. I have actually had these shoes longer than my kids have been alive.
A couple days later I went to get my shoes. First, they were not shined – like I was promised they would be. I paid my bill and headed out. While I was pulling out of the parking lot I looked at the shoes. I hadn’t noticed this when I brought them in but both soles were in need of repair – and they were not!! I was confused, how could they miss this? I pulled back into my parking space and went back in. After showing the repair guy the issue he really didn’t seem to care and didn’t apologize. What!!!?? As you can imagine I will not be going back there the next time I need a repair done, and I will not be referring anyone to them.
So how does this apply to you and your business? To me it comes down to four things.
I could go on and on about each of these but instead over the next few weeks I will coach you with an article on each of these topics. When we get to the last bullet point your business will not only be thriving with raving fans but you will be crushing your competition. Stay tuned…
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