Tuesday, September 04, 2007

Approachable Service: As long as I’m here

Companies who GET talked about GET business.

That’s why you need to differentiate with remarkable service.

See, in a market with infinite choices, the only thing that stands out in customers’ minds … is something cool.

Something unexpected.

Something worth talking about.

Because (unfortunately) … nobody notices normal.

SO, HERE’S THE KEY: seek to create insistent - not just satisfied or loyal – customers for life.

One suggestion is to add value to an otherwise mundane and commoditized service you already provide.

I suggest trying the “As long as I’m here…” technique.

PICTURE THIS: you own a tech support business.

One day, a new customer calls with a virus problem.

Naturally, you send your on-site technician to her office.

He fixes the glitch, the customer gladly signs the bill and everybody is satisfied.

Satisfied. Not loyal. Not insistent. Satisfied.


Right before your technician leaves the customer’s office, he says, “Hey, as long as I’m here, I’d be happy to clean all the monitors and keyboards in your office … no extra charge! It’ll only take a few minutes.”

“Really? Wow, that would be great!" the customer says. "Our hardware could use a good cleaning!”

And all of the sudden, an otherwise mundane task like tech support transforms into a value-added experience that customers start talking about.

Think about it. When was the last time you came home from work and said:

“Honey, get the kids! You won’t believe what happened at work today! The tech support guy came by the office fixed that virus problem we were having!”

Your family would think you were nuts.

Now, on the other hand, if the technician fixed the problem, then REALLY DID clean all the monitors and keyboards in your office, you probably WOULD tell people about it.

Because nobody does stuff like that.

AND THAT’S THE SECRET: because when it comes to approachable service…

The stuff nobody does … is the stuff your customer LOVES.

And even at the lowest common denominator, the “As long as I’m here” technique should be implemented solely because nobody else does it! That’s reason enough.

Try a new one every week! See how customers respond.

Odds are, your front line will discover that when you build value-added remarkability into the service experience, three things happen:

1. You get noticed.
2. You get remembered.
3. And eventually, you start to get more business.

But only when you stick yourself out there.

Are making the mundane memorable?

Make a list of five mundane, on-site customer services your company provides. Then, spend some time with your team brainstorming different ways your technicians could finish the sentence, “As long as I’m here...”

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Scott Ginsberg
That Guy with the Nametag

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