A few years back, I stayed regularly in the same 5-star hotel on one of my travels. Everything about the place appeared to hum with efficiency. From concierge to the front desk personnel to the cleaning staff – all were pleasant and always willing to assist. Check-in was quick as was checking-out, with an express envelope arriving under my door on the day of departure to get me out of the place quickly. This I expect from a 5-star establishment.
However, I had noticed repeatedly that the process of meeting my preferences was largely neglected. My simple requests for a morning paper left at my door and a fruit platter on my arrival had not been attended to. I always had to ask for the wireless password and was only made aware of the business assistance available on my last visit, which ideally should have been outlined on my initial stay 12 months prior.
While they scored 10 out of 10 in most areas of service, they failed on the small things – those little things that can be really big things to a customer.
What was interesting, is that when I questioned them about my preferences being constantly over-looked, the check-in staff responded that when they get busy they forget to follow through. Surprising though how the bill always arrived, even when at capacity!
For your business, it’s the little things that matter to the customer – the sense of individual care one receives when dealing with your company. They expect speed and efficiency, these are standard expectations. The small things, on the other hand, can make all the difference in the world, creating repeat customers and word of mouth referrals. These are the some of the feel-good emotional factors that come from interacting with you.
When considering your organisation, create a list of what customers expect, such as quick response to calls and emails, professional service and presentation, expert technical advice etc. Then make a list of what they don’t expect. The little things that would be big things. And often, it’s the little things that set you apart from your competition.
Your invoice won’t necessarily bring them back a second time but the fruit platter just might.