I've learned over the years that there are certain companies or products that have captured me for life because of the way I'm treated and how I feel as a result of my engagement with them. On the other hand, there are also those with which I've had a horrible experience. Not only will I never use their service again, I will also never recommend them to my friends and associates. The double whammy!
When I think of examples where I've perceived "The Value of Excellence" certain companies come to mind. For instance, I've left my American Express card in more restaurants than I care to imagine and wasn't able to retrieve it due to having to catch a plane or some other reason. With a simple call to AMEX, I've had my existing card cancelled and a new card delivered overnight, no charge of course. Or, what about Disney? The Happiest Place on Earth! My family has never been disappointed with the Disney experience. And finally, when I think of a soft drink, what comes to mind? Coca-Cola! Not Pepsi, Dr. Pepper or Mountain Dew. It's embedded in my mind to have a Coke and a Smile.
What seems to be some of the common traits associated with those who provide excellence or separate themselves from the mediocre pack?
- First, there's an embedded culture among everyone which starts at the top of the organization. Delighting the customer becomes the mission at every level of the company. Under promise and over deliver!
- Next, the outstanding experience is delivered with consistency, not just once or twice, but every time.
- If there is ever a blunder, then they remedy the situation and offer something of an upgrade or bonus in order to overcome the mishap.
- There's usually a feeling that you got a little something more than what you expected or what you paid for. A friend once advised me, "always leave them with a little something extra so they will feel good about it."
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Kevin Minton
CEO
Chief Executive Boards International
KevinMinton@ChiefExecutiveBoards.com
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