If you’ve been following my RECENT blog posts, then you know that so far I’d touched on the VALUE of a Smile, the VALUE of GREETING others, and the VALUE of LISTENING.
And many of you have sent me wonderful comments expressing the VALUE that you AND your team are finding in this type of content. So, let’s continue the series by focusing today on “The Value of Exceeding Expectations,†and share specifics on why it’s so powerful, and simple things we can all do to exceed customer expectations.
Now, let’s start by simply clarifying what’s the opposite of EXCEEDING expectations? And this is whether you’re interacting with an internal customer (your co-workers) or an external customer – which in most cases is a PAYING customer.
Well, simply put… the opposite of exceeding expectations is providing a product or service that your customers consider AVERAGE or MEDIOCRE. It doesn’t have to be poor, but it definitely is UNDER-whelming. You see, when we EXCEED a customer’s expectations – they are surprised and delighted, because what we provided OVER-whelmingly surpassed what they anticipated receiving – regardless of the cost.
BENEFITS
With that said… what are the BENEFITS of exceeding expectations? Well, here are five quick examples….
ONE – When we exceed customer expectations, it creates WOW moments that they just might remember for a lifetime. And the lifetime value of a customer for your organization could be as little as a thousand dollars or millions! It depends on your line of business.
TWO – It helps your company achieve or maintain a greater competitive advantage. Because customers perceive your product or service as being superior to others in the market.
THREE – Exceeding customer expectations definitely enhances customer loyalty. Which means they are more likely to return, repurchase, and recommend your company or product to others.
FOUR – I’m sure you would agree that it increases “word of mouth†marketing. Which by the way is the most effective, inexpensive marketing strategy that we know of today. In essence, your customers become your sales and marketing team!
And, FIVE – We all love this one! Ultimately, exceeding customer expectations significantly increases Sales and Profitability, because AGAIN — if your products and services are consistently EXCEPTIONAL, you can charge a PREMIUM for them.
HOW TO EXCEED EXPECTATIONS
Now I know you’re thinking… “Theo, we need SPECIFICS! Exactly HOW do we exceed expectations?â€
Well, I can IMMEDIATELY think of at least twenty (20) ways, off the top of my head. But for the sake of time – here are five SIMPLE examples that your team could start IMPLEMENTING today.
ONE – PERSONALIZE the customer experience, and you’ll not only exceed their expectations, but also create a lasting sense of customer loyalty and delight.
Personalizing the customer experience, starts with simply observing them to learn their unique likes and dislikes. Then using what you’ve learned when engaged in conversation. You might inquire about a vacation they recently told you they were going on. Ask how their family is doing. You might compliment them – of course, in a professional manner. Or, say something nice about the town or country they are from. The sky is the limit!
TWO – Another way you can EXCEED customer expectations is by simply using their NAME while interacting with them. People absolutely love hearing their name used by others because it instills a sense of value and belonging. And customers are often “blown away†when we positively remember them!
Name recognition begins with addressing customers by their preferred name starting with Mr., Ms., or Doctor, or Judge, and their LAST name. And for those of you who feel comfortable addressing customers by their first name – please keep in mind, there’s a fine line between being friendly and “OVERLY†familiar. So NEVER use a customer’s first name or nickname UNLESS they ABSOLUTELY insist.
THREE – To exceed expectations, always try to ANTICIPATE customer needs. This means being PROACTIVE, not reactive – by taking care of small details you think they might need WELL before they have to ask.
It could be as simple as providing a pen if you’re asking them to sign or complete a form. Opening the door for them, if their hands are full. Offering water if they are coughing excessively. Serving them expediently, if they appear to be in a hurry. The list goes on-and-on, and of course is different depending on the industry you’re working in. But you get the picture!
Keep in mind, ANTICIPATING customer needs doesn’t mean you have to be a “mind reader.†It’s simply being observant, attentive, and demonstrating a strong sense of urgency to surprise and delight the customer.
FOUR – To exceed customer expectations, we should consistently provide phenomenal products and services. Whatever your competition is doing, commit to doing a little EXTRA and your customers will simply RAVE about you. Also, small complimentary amenities, a small gift, or a handwritten “thank you†card – all go a long way in creating supremely loyal customers.
But I do want to reinforce, that even the FRIENDLIEST, kindest, most accommodating staff can’t compensate for subpar products. So, you MUST focus on “continuous improvement†to ensure your products and services are EQUALLY superior.
And finally, FIVE – Consistently provide FRIENDLY, ATTENTIVE, and UNCOMPROMISING levels of service. Exceeding customer expectations can be exemplified in something as simple as treating EVERYONE with the highest level of dignity and respect. And, making EVERY customer feel VALUED, whether they intend to PURCHASE your products and services or not.
So, there you have it! Five powerful ways that you can EXCEED customer expectations, and why it’s so important to PROACTIVELY seek ways to CONSISTENTLY surprise and delight your customers.
CLOSING
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Thanks so much for watching and have a wonderful day!
About the AUTHOR
Theo Gilbert-Jamison is CEO of Performance Solutions by Design, a consulting firm headquartered in Atlanta, Georgia that helps organizations exceed expectations by elevating the customer experience from average to extraordinary.
She is also author of several leadership books to include: The Six Principles of Service Excellence, and The Leadership Book of Numbers, Volumes 1 & 2. Prior to launching Performance Solutions by Design in 2003, she was VP of Learning & Development with Ritz-Carlton Hotel Company where she enjoyed a 17-year career.
Theo was also a key contributor, instrumental in implementing and sustaining processes and systems that led to The Ritz-Carlton becoming a two-time recipient of the Malcolm Baldrige National Quality Award.
With extensive background in Leadership Development and Human Resources, Theo works closely with organizations, ranging from private clubs, hospitality, healthcare, education, technology, and more. On average, her books, workshops, videos, and webinars are viewed by over 150,000 people annually.