One of the first and best books I ever read on Customer Service was the book “Raving Fans”! Friend and T4D subscriber Marlin Sharp passed this along to us….he recieved it from his CFO. I love 2 things about today’s T4D. First the content is great…. secondly, the fact that a CFO takes the time to put together such a great e-mail for his tea. Here’s what he shared.Â
“Sheldon Bowles, coauthor of Raving Fans, contends there are three secrets to creating raving fan customers: decide, discover and deliver. If you want to create raving fans, you don’t just announce it; you have to plan for it. You have to decide what kind of experience you want your customers to have. While you should ask for input…[customers] often don’t know what the possibilities are beyond their own experience. That’s why you and your key people have to decide first what kind of experience you want your customers to have.”
Consider how the exchange described in the following example exceeded the customer’s expectations: Â
“Let’s take the example of a wake-up call in a hotel. What’s the most common wakeup call in a hotel today? I’ve been doing a lot of traveling lately, so I can tell you. The phone rings, you pick it up, but there’s no one there.  Basically, a machine has called your room. Come to think of it, if you pick up the phone on a wake-up call and there’s a human on the line, you hardly know what to say. While I was staying at the Marriott in Orlando, the phone rang for my 7 o’clock wake-up call.  I picked it up and a woman said, ‘Good morning, Mr. Stafford, this is Teresa. It’s 7 o’clock. It’s going to be 75 degrees and beautiful in Orlando today, but your ticket says you’re leaving. Where are you going?’ ”
“I was taken aback, so I stammered ‘I’m going to New York City’”
“Teresa countered with ‘Let me look at the USA Today weather map. Oh no! It’s going to be 40 degrees and rainy in New York today. Can’t you stay another day?’ ”
“Now, where do you think I want to stay when I go to Orlando? I want to stay at the Marriott so I can talk to Teresa in the morning.”
The authors call the times when we are in contact with our customers “the moment of truth.” Each of these “moments” are opportunities to create a lasting impression. The trick is making them count.
Have a great week!
BrianÂ