| There are many business owners and staff that | | | | To them it didn't make sense. |
| are unaware of how much they are damaging | | | | After all they were doing highly specialized work |
| their business - by not doing the 'little things' that | | | | that only highly trained people could do and the |
| add value to their product or service. | | | | complaints were about 'footprints' and 'dust'. |
| Seemingly simple or even trivial things can make | | | | To them it didn't make sense... but if you were |
| the difference between an unhappy customer and | | | | the customer - how would you like it if someone |
| a raving one. | | | | came in and left 'stuff' all over your desk, moved |
| But there's a warning here. | | | | your computer, and your 'special' things you have |
| Adding value, or going the extra mile doesn't | | | | around it? |
| usually mean you have to walk over hot coals for | | | | People get protective about their property. |
| your customers. | | | | And as a service to them, we need to respect |
| And it doesn't mean you have to give away | | | | their property. |
| profit either. | | | | So with some customer service training and |
| In most situations it's the opposite. | | | | some standard operating procedures we fixed the |
| All you have to do is the little things - the 'little | | | | 'problem' |
| things' that make a big difference to the | | | | Now the business cleans up after themselves and |
| CUSTOMER. | | | | makes sure everything is left spotless. |
| So don't worry about giving away a lot of | | | | Instead of stepping on desks - they have their |
| product, or a lot of times to 'add value' just use | | | | own customized step ladders. |
| plain old good manners. | | | | It's the businesses way of 'adding value' and going |
| Let me give you an example. | | | | the extra mile. |
| I worked with a business that installed computer | | | | And it only cost a little bit of time, which of |
| cabling. The size of a good order was about $50K | | | | course was chargeable to the customer. And the |
| to $250K worth of cabling. | | | | customer was happy about paying it, because |
| The technicians that installed the cable were | | | | they were happy. |
| specialists and had a high degree of specialized | | | | Here's another example... |
| knowledge. And they believed that they were | | | | I have a graduate that cuts down oversized trees |
| doing a great service to their client by installing | | | | in people yards. When he's cutting down trees |
| their cables. | | | | sawdust flies everywhere... so he covers the |
| But they got a lot of complaints... and do you | | | | flowers and garden with material to stop the |
| know what for? | | | | sawdust flying into areas that the customers |
| 'Trivial things' as the technicians called it... | | | | hates. |
| The customers were complaining about the dust, | | | | It's my clients' way of being unique and adding |
| hand prints and foot prints left on their work | | | | value. |
| desks. | | | | Another client of mine services computers. And |
| You see the technicians usually had to get into | | | | when they service the computer they clean it up |
| the ceilings of the offices to lay the cables, and | | | | so that it looks like new. The customer can't tell |
| that meant standing on tables. | | | | what the technicians have done to the inside of |
| When the technicians got into the ceilings dust | | | | the computer, but by making the outside look |
| would start falling down onto the tables. | | | | clean and spotless - like it was new, the customer |
| The 'tables' they had to stand on, and the 'tables' | | | | thinks - 'gee they must have done a great job'. |
| that collected all the dust were the customers | | | | It's the little things that add value and make you |
| work stations. | | | | different. |
| And the customers hated it. | | | | There are numerous ways of adding value to |
| The customers also complained that their | | | | your customers. And it doesn't have to involve |
| computers had been moved. | | | | money - it usually just involves manners. |
| Despite the regular complaints the technicians just | | | | Treat people better than you'd expect to be |
| laughed it off with a 'get over it' attitude. | | | | treated. |
| And it cost the business thousands upon | | | | That way you'll add value, delight your customers |
| thousands over a number of years. | | | | - and you'll grow your business successfully. |
| Their referral rate was nil, and they started losing | | | | That's the 16th secret of business growth - add |
| long time customers. | | | | value by using manners. |
| And they couldn't work it out. | | | | Copyright © 2006 by Casey Gollan. |