I had a Hinkley Donut this morning. My favorite is chocolate frosted cinnamon, but I could eat any of about a dozen of their different donuts with equal pleasure. Those of you in Jackson know what I mean. In a statewide competition Hinkley’s Bakery won Best Donuts in Michigan (if they hadn’t there might have been an uproar – or at least a road trip to see if it was true that there existed something better).
When I eat Hinkley Donuts I often think about Ernie.
Ernie sells chairs. Not just any chairs, but fully customizable, fits everyone, incredibly comfortable, office chairs. I put Ernie in the hot seat and asked him about his sales process. He led me through the cold calls, the visits, the dog-and-pony shows, the follow-ups, the closing of the sale and the delivery.
At each point of contact I asked Ernie what his staff was instructed to do. Then I stopped him, and everyone else in the class, and asked, “What does the customer expect out of you at this point?”
This was an eye-opener for everyone in the class. We know what we do, but we rarely stop to think about what our customers actually expect and want. Yet, that is the secret to great customer service – meet your customer’s expectations. In fact, that is critical in today’s connected world where if you fail to meet their expectation, all 962 of their friends on Facebook will know by tonight, and visitors to Yelp and Google will read about it for years.
If you aren’t doing this exercise, you might be missing a critical problem in what you thought was your awesome customer service that has been holding you back.
Once we established the customer’s expectations I asked Ernie a second question. “What would it look like to exceed your customer’s expectations?” If you want to take your customer service to the level where it generates Word-of-Mouth, you have to exceed your customer’s expectations.
Ernie’s sales team did early morning or early afternoon visits to show off his chairs. We wondered what would happen if the sales people showed up with Hinkley Donuts (well, okay, the equivalent in that town) for morning meetings or Klavon’s Pizza for afternoon meetings. All it would take is a simple call to the local Chamber of Commerce to find out which local bakery or pizza joint is best known in town. A good salesman could probably find a way to get that info in a conversation. I told Ernie, don’t announce you’re bringing the yummies. Make it a surprise. As Roy H. Williams says, “Surprise is the foundation of delight.” It was a simple change, an inexpensive change, but one that would pay high dividends.
By the time Ernie was out of the hot seat he had several ideas of how to meet and exceed what his customers expected. I’m pretty sure he’s been doing that ever since.
When you go above and beyond what your customer expects, you will delight her and win her as a customer. No matter what competition you face, no matter what technology disrupts your future, that will always be true.
That’s what I think about when I eat a Hinkley Donut.
PS Yes, I can be bought with food. But it isn’t so much the food itself as it is the gesture. You went above and beyond because you found the local source and made the effort to ply me with something unique, not generic or mass-produced. That’s a powerful statement that earns a lot of trust.