Undergo a Change

Providing excellent service is a big deal for everyone involved: the worker, the buyer, and the company. It's not just some fancy idea; it can happen at any level in a business. Sometimes, it's the folks behind the scenes who make things happen.

Let's talk about a night clerk at a big motel chain. One night, a guest showed up super late and stressed out. He said his bags were lost and he had a crucial meeting at 9 a.m. The clerk knew a store that was still open and could help the guest get what he needed – a new shirt, tie, and other stuff. But here's the kicker: the guest had no ride and no time to spare. So, the night clerk handed over his own car and gave him directions. That's what I call "Positively Outrageous Service" (POS), and it made that motel chain a customer's favorite spot for life.

POS happens when people who naturally love helping out go above and beyond to make a customer smile. These folks aren't just following some rulebook; they're making sure the customer gets the best treatment possible. POS is:

• Surprising for the customer.
• Better than what the customer expected.
• Kind of fun and unexpected.
• So awesome that it gets people talking in a good way.

Maximize Marketing Impact through Surprise Promotions

Surprise can make something seem larger than it is, especially when it comes to positive experiences. People love the unexpected, and a one-time event can create a lasting impression. This is because random rewards can influence behavior consistently.

Take, for example, a restaurant that cleverly utilized this concept. Instead of traditional advertising like TV or radio, the manager decided to invest in providing free meals to all customers once a month. But here's the twist: the restaurant kept it a secret whether Monday or Tuesday night would be the freebie night. This created a buzz of anticipation among diners, who lined up on those evenings hoping to score a complimentary meal.

When the lucky night arrived and free meals were served, the only condition was that customers had to share their experience with friends. This strategy worked like a charm. The restaurant was packed to the brim every Monday and Tuesday.

Marketing within a confined space.

One of the oldest business theories says that the customer is always right. This means your main focus in marketing is what happens inside your business. The positive experiences customers have there are crucial to your success. Happy customers spread the word and come back for more, boosting your business.  Keeping customers happy also means keeping your employees motivated. Research shows that businesses focused on customer satisfaction also care about their employees. Happy customers and low employee turnover go hand in hand.

Expanding the idea of a "customer" to include suppliers and vendors, anyone doing business with you matters. When vendors have a good relationship with your business, they're more likely to provide top-notch supplies, share market insights, and offer suggestions for improvement.

The goal is to keep everyone satisfied by treating all interactions in your business as customer relationships. But making everyone happy is tough. Implement feedback systems to gauge satisfaction levels. This lets customers share their opinions with senior management for quick responses and resolutions, whether it's a simple "thank you" or a refund in extreme cases.

Short lines, pleased customers.

Customer behavior in lines is interesting. People don't like waiting for long, so they often leave if the line seems too slow. To prevent losing customers, serving them faster is key. Delays cause lines to form, with everyone waiting roughly the same time as the delay. To make lines seem shorter, they can be set up in a zigzag pattern. Seeing lots of people ahead can make the wait feel longer than it is. Some companies make waiting more pleasant by offering freebies like coffee, juice, fruit, or breadsticks.

Rectify mistakes.

When customers have genuine complaints, businesses striving for top-notch service should bend over backward to make things right. This means:

• Apologize sincerely. Own up to any mistakes and express genuine regret.
• Don't hesitate to apologize, even if the customer didn't notice the error. When unsure, say sorry.
• Don't hold back when admitting fault. Offer a gesture of goodwill, like a free meal or extra dessert.
• Don't escalate a customer's frustration by making them wait for a manager. Empower all staff with the authority to fix mistakes.
• Set up a system to address and track customer complaints. Involve at least two people: one to resolve the issue and another to document it.

Apologizing might seem like a big deal, but for smaller businesses, it holds even more weight. Nowadays, big players like Walmart, Wal-Mart, and Sears can slash prices so low that small businesses struggle to keep up. However, what sets small businesses apart is their personal touch, known as POS.

Small businesses can take a page from Sears (and its partner Land’s End), Hooters, Southwest Airlines, and Victoria’s Secret. These companies excel by offering great service along with a bit of flair.

 Adopt the current popular movement.

Today, Americans work more hours than before, with 75% of families having both partners employed by 2000. This means less free time for people, making them value speedy and efficient service. This is great news for small businesses, as they can excel in offering quick and top-notch service. If a business can make shopping or leisure more enjoyable or memorable, customers will flock to it. Interestingly, people aren't saving the money they think they are by going to big discount stores. Instead, they're splurging on luxury items or supporting smaller businesses that provide exceptional service.

Motivated employees play a huge role in providing excellent service. To encourage your staff to deliver the best, make them feel like they're part of a strong team. Encourage their competitive spirit and willingness to take risks. Give them the freedom to do whatever it takes to help customers. Though it sounds simple, things like union rules or corporate policies often limit even the most eager employee's ability to go above and beyond.

Not all employees are naturally motivated. Some prefer to stick to the basics and avoid taking risks or thinking creatively. This can lead to them working below their full potential. Employers have found that many workers could be 30% more productive if they were better motivated.

To get employees more engaged

1. Encourage creative thinking instead of punishing it.
2. Recognize and praise those who tackle problems or resolve conflicts.
3. Give employees the responsibility to solve the issues they encounter.

provide clear feedback on their performance with specific targets to aim for. When employees surpass these targets, they'll feel a sense of achievement, which can be a reward in itself. Public recognition from managers can also boost morale and motivation significantly. Research shows that employees are more likely to consider leaving their current job for a company that values and praises its workers.

Craft a MicroBrand

When employees are motivated and deliver great service, they're also doing marketing. Many people think of marketing as just advertising to a lot of people, but providing quality service is like marketing one-on-one.

Think of each employee as a walking advertisement for your brand, no matter how big or small your company is. This means your best marketing tool is your employees, who represent your brand in everything they do. From the employees’ point of view, their actions represent their brand.

For small businesses, most customers come from nearby. This is where micro-marketing shines because word-of-mouth is super powerful. To build a strong system of personal branding, find chances for great service, encourage employees to take action, reward them for their efforts, and then shout about what you offer. Remember: your best employees are golden. You want to keep them and hire more like them. To help other workers step up, give them training to boost their confidence in their skills. When people feel confident, they handle tough situations better.