We all intuitively know that one of the keys to success or at least one of the the cures for mediocrity is going that extra little distance that makes all of the difference in the eyes of our customers or audiences.
Part of my business practice has me helping solopreneuers and small professional services practices improve their marketing effectiveness, and it never ceases to amaze me that the people that are seeking help are already good or even great. Regardless of their current level of expertise or performance, they still want to improve. They are seeking to go one extra step.
It’s exhilarating to work with people focused on growing from great to greater.
I talk with clients of clients to gain insights into opportunities and to better understand impact, buying cycles, ideas for improvement and other issues key to the marketing process. One client of a client could not say enough about the extra effort that was invested in understanding and personalizing a program for his business. That extra effort to learn and then tailor what is already priceless guidance and content to the unique needs of the client was the difference between good and great. The hard work had been done…creating the original training material. It was the extra effort to tailor it that made the difference.
It’s the little things that you do at key moments of truth that leave the lasting impression.
- It’s the effective resolution of a customer problem. Send a client away feeling like he or she received remarkable help and you may have earned a referral customer for life.
- Another example of the extra-step might be the smile and direct eye contact that the receptionist makes with you when you walk into a place of business. Compare being treated like an important and welcome person versus the all-too-common won’t make eye contact, won’t look up from the keyboard…push the sign-in sheet in front of you approach practiced in so many establishments.
- The extra effort is never misleading your client about repairs needed and going out of your way to show and educate on the what and why. We all are uncomfortable when the repairperson starts describing all of the technical reasons why we have no choice but to spend a lot of money. Change the tone and tenor of that discussion to one of educating and you’ve got a client that will gladly engage and refer you.
We all face a million opportunities to take that extra step or make that extra effort that makes all of the difference for the client.
Teach your people and remind yourself to go one step further than anyone else and you will find success much closer than you thought.
Hi Art,
Nice piece here. Most people get too caught up in other activities or too over burdened by the day to day grind that they start to settle for mediocrity. I think this post is not only good for someone beginning a business or a job, but also a reminder to those that have been caught up in the daily grind and remind us of the type of commitment we used to make to go the extra mile to satisfy our customers and clients. Some of the things you’ve mentioned are the little things that I’ve started to overlook that can lead to big rewards. I think this post was a good wake up call. Thanks!
Hey Art-
I really enjoyed this article. It speaks the word of what I would think should be common sense, especially in these economic times. Offering great service and going above and beyond any requirements and expectations is not only great for the company that you work for (in terms of doing a good job, making a good name for the company, getting company referrals), but I think there’s something that could be even more important to remember in being great and how it leads to success. The fact of the matter is that you are always networking when you work, and you are building both a name and a brand around you for how you present yourself. I’m learning more and more that there are a lot of associations that come with an individual’s name, and all of them begin with how they conduct themselves in the workplace. I strongly believe that it is those associations that greatly help or hurt your individual success both in your career and life.
Thanks for the great article.
Siraj, great point on this serving as a reminder to those of us that get lulled into a day to day routine. Glad the post served a purpose for you!
Kim, what a fantastic tie-in to the “brand called you” concept. Part of that branding effort can be about being known as the person that always offers the extra effort!
Thanks to both for your comments!
-Art
I work in the service industry I am able to see and appreciate great customer service and going that extra mile. I recently changed cable companies and I had one hell of a time getting the company in and doing what they needed to do. They company had horrible intercommunication skills from the customer service people on the phone and the service techs on the streets, but every time I called or had one of the techs in my house, I was given exceptional service. It was truly a heartache getting my cable installed, but they really gave me great service and I have been referring them to everyone I know. As you pointed out earlier Art, they did not try to confuse me with their technical lingo, the way the techs spoke educated me, not confuse me. Good post Art.
Hey Art,
This was a great post. I cannot count how many times I have walked away from a “customer service” desk or gotten off the phone with a “customer service representative” and been completely disgusted and angry. But there are also times when something has not gone well, but someone from customer service tries their hardest and makes me feel like a valuable customer, that makes me come back.
Gregory, you ventured into my favorite customer service nightmares, the cable company! I agree…I’ve had some good techs out at the house. Now if they can get the rest of the organization in-line!
George, right you are. It’s amazing how far courtesy, concern, empathy and respect go.
Thanks to both of you for commenting!
-Art
Art,
This is a great and very important article because the frontline service staff is the dealbreaker for a large number of customers. It doesn’t just lead to customer retention. It can lead to whether or not friends and family of customers patronize your company in the future. If you provide a bad customer service experience, people will surely tell of the experience to those they care about, and advise them to not patronize that establishment (advice that is usually heeded).
Conversely, although it takes a lot more effort than just illiciting satisfaction in the customer, impressing a customer with outstanding service is extremely valuable because if a customer is duly impressed, they will tell their close friends to patronize a certain company or use a certain service (as I have had done for me by my relatives and friends).
Effort is the key here, as well as teaching your employees to do so. I believe that the surest way to illicit that effort from your employees is to inspire them through leading by example and impressing them with your own great work ethic.
-Mark
Mark, the best and worst marketing in the world emanates from the frontline service staff. I love your point on teaching as well. Thanks for sharing! -Art
Art – Nice blog! Coming from a customer service background I understand the concept you discussed all too well. In theory its all nice and gravy, but this sort of exemplary customer service (on an organizational level) has to be ingrained within the company’s culture. If company’s establish a focus on their employees and ultimately their customers I believe they can establish a culture that promotes going the extra mile. It has to start from day one!
Jeff, well said! -Art
Thank you Art for this article. The extra-step is extremely important and something that should not be overlooked no matter what field or even action a person is engaged in- taking the extra time to develop and engage is extremely essential not only in the business world, but in everyday interactions. One never knows who they will meet and come in contact with- just how much going that extra-step may mean to that person or how much the positive impression one leaves may lead to more business, a new job, a referral from someone out of the blue. Ths article was a great reminder that there should never be a point where one stops learning, growing and giving over 100%. I also appreciate you pointing out that being good or even great is not a stopping point it is in in fact when you step it up even more and become greater.
Art,
I totally agree with you about the importance of frontline service in a company. However, the point of this article that most resonated with me was the one about how the great try to learn. I think that sends a great message to those that would try to be great. I finished my undergraduate this year and am 22. So often it seems like my generation expects to achieve greatness simply by showing up. To some extent it seems like we think success is a right and not a privelege. Do you think that my generation is in for a rude awakening when we get to the real world? Or do you beleive that we will see others asking for help and working to improve themselves and follow suit? Do you believe that a corporation whose culture stresses asking for help and continuous improvement can override the social programming of a generation?
Alicia-Ann, you added a great deal to this post with your thoughtful comment. Kudos to you for having such great insight!
Zac, I am a huge fan of your generation. Like the author, Jim Collins, I see remarkable talent and potential in this (your) generation. I’ll confess to not following your last question, but sign me on as a fan and cheerleader for your very important generation.
Thanks to both for your always well-developed comments. -Art
The “It’s the little things that you do at key moments of truth that leave the lasting impression” are very important points. I especially agree with the second point, direct eye contact. So many times we are wrapped-up in our own work that we forget to step back and engage in a meaningful conversation. I blame this on technology and our need for instant gratification. We often forget about live interaction because we can send an email. When dealing with a client, I think it is beneficial to go out on a client visit or make a personal telephone call. Often times, one phone call can save 6 emails, as well as give you an opportunity to ask more questions.