Above and Beyond: Truly Special Service (A Culture Coach Classic)
What is Excellent Service?
“. . . I’m likely to, and often do, select to have the experience of feeling like someone special wants me to have a good time and get what I want.”
Smart business owners know there are really only three ways to differentiate yourselves in the marketplace and to have your customers see you as distinct from your competitors: products, services, and relationships.
What is excellent service? What is memorable as far as groceries are concerned? A local store, Safeway, typically has lower prices and does not draw the organic-locally-sourced-gourmet-deli-item-shoppers willing to pay $20 for Marcona almonds. However, all Safeway clerks are taught to answer your questions specifically. They don’t just say, “oh, that’s on aisle seven.” They stop what they are doing: “That’s on aisle seven, halfway down, on the next-to-last shelf. Can I take you there?” Off they go with you in tow. It’s more likely you’ll purchase if you can find capers or anchovy paste, so it’s in everyone’s best interest to make your wishes their top priority.
No matter how wonderfully-easy Uber car service is, I’m loyal to the London Black Cabs and their encyclopedic cabbies. Their rigorous three-year training means they know their stuff. I’ve had the most interesting chats about theater and culture with the drivers. They know history, royal gossip, and hidden places. They’re keen to help you plan your best visit. They can offer advice and insight even if you’re there on business. Not talking to a cab driver might be a good strategy in New York City, but in London, you’re missing out on one of the best service experiences if you don’t engage with your driver.
Nordstrom is famously known for their service, and they’ve maintained a long history of this reputation, despite being a fourth-generation family business in a fiercely competitive retail space: clothing and luxury items. Frankly, you can go anywhere to buy a skirt or shoes or a tie, and it’s likely to be less expensive if you shop at a discount store, a box store, or a lower-end retailer, but Nordstrom makes you feel special, and they want a relationship with you. I love making an appointment with my personal shopper, Lisa, who will set aside time for me, including a glass of Perrier, a large dressing room, and outfits in my size, in my favorite designers or styles, hanging on the hooks before I arrive. Even if I drop by, she will make things happen quickly, anticipating what I might like based on the season, my prior purchases and interests, my sizes . . . she must keep notes somewhere! I have no idea how she remembers all of these things about me. She will call or write me a note to let me know if something special has come in or schedule my private appointment so I can take advantage of the annual anniversary sale. Of course, I spend money with her! And yes, I could shop elsewhere and get something for less money, but I’m likely to, and often do, select to have the experience of feeling like someone special wants me to have a good time and get what I want.
On a recent trip to Ireland, I decided to take a walking tour with a local man, Michael (pronounced mee-hall in Irish), who was recommended. On a gorgeous sunny day, I was the only person who showed up for the tour, so instead of a potential €200, he would likely make only €10 from my single fee. This seemed not to matter to him at all! Off we went on my private walking tour of Galway. As we visited and he learned a few things about me, he went “off script” and found something to share that I would particularly enjoy: Galway was the sister city of Seattle! There was a plaque to show it. Want to see where famous Irish writer James Joyce’s sweetheart lived? The spot where JFK stood only six months before his assassination in Dallas? All of these stories were woven in the thousands of historical narratives of the fourteen tribes of Galway, the Ferocious O’Flahertys, and the ancient stones of the city walls left in the Spanish Arch. The two-hour tour stretched a bit as he reminded me it was a “walk and talk” tour, and he shared whatever came to him as we walked along. I had a special spot to meet up with friends later, and like the U.S. Safeway clerk, instead of just pointing out the street or mentioning a right and left turn, he walked me there himself, handing me off to my delighted friends.
Another differentiator in these service examples is important to note: each of these providers of service felt genuinely and sincerely interested in me. Were they trying to make a sale? Absolutely. But I never felt sold; I felt special in every case!
How are you differentiating yourself with exceptional service?
