Just this week-end I was reminded that sometimes you can define world class service best by making observations when it is NOT delivered! Here is what I mean: I recently received a gift certificate for a massage at a nearby spa. After enjoying this free hour of stress relief, I was checking out when the spa manager gave me a gift certificate for $10 off my next visit, if used within 60 days. Great marketing I thought – catching me while I was still under the glow of the treatment and encouraging me to make a commitment for a future appointment. So, I made the spontaneous decision to schedule another massage. Just what they were hoping for, right? Well, not necessarily. When I asked to book a date in February with the same person, I was told “She hasn’t set up her February schedule yet, so can you just call in a few days?”
They went to all the trouble of getting me to become a loyal fan and then put the burden on me to follow up! I said, “Never mind. I will probably forget in a few days.” Of course, she quickly agreed to put me into the computer, but I left feeling like they could’ve been much smarter in the way the transaction took place.
My take-away from this experience is to always think about what your customer wants, consider how to make it as easy as possible to do business with your company, and then establish a policy to ensure this happens consistently!