In our hectic lives we handle thousands of transactions each and every day. Most happen subconsciously and without problems, but the ones that stick in your mind, you know the ones that when your spouse says, “how was your day?” and your response is, “let me tell you what happened”, are the ones we want to focus on today, More importantly the ones that start off as problems.
In Business problems occur, it is how the problem is handled that separates companies, good companies will fix the problem so the transaction moves forward. Great companies will fix the experience so that the transactions move forward with happy and content clients. Is your business a Transaction company or a Service company?
Here are two examples, the first happened a few years ago, while ordering materials from a printing/ promotional company for an expo. All products were delivered on time, looked fantastic, high quality, crisp logo and print quality, and had vivid colors… Unfortunately they were the wrong vivid colors!! A frantic phone call was made, the printer accepted fault, quickly reprinted materials and delivered over night. The client ended up getting exactly what they paid for, But was it enough? Was the client’s experience what they expected? The answer is Yes, but not because the problem ended up being corrected, it was the experience that occurred after that really made the difference. A card was received apologizing for the inconvenience, along with a small gift basket for the office. Also a small credit was added to the account, that was used along with more orders for more expensive products. Did the printer loose money? Well Yes, That order might have been less profitable, but the relationship was strengthened and many more orders occurred from it.
This next example occurred last week at Sullivan’s Restaurant in Baton Rouge. My wife and I went out for dinner, With NO KIDS. Getting out is a rare occasion but without children happens less than lunar eclipses. Dressed up, a bottle of wine, great service, but my wife’s steak came under cooked. Amanda the waitress was called over, she apologized and quickly took the steak back, it was re-fired cooked to perfection and placed on a new plate with new garnish. Then delivered by a manager with another apology. The waitress then really stepped up her game, checked frequently to refill wine, but never was overbearing. As we were leaving my wife made a comment to the manager that even after the mistake, Amanda made sure we had a great time and we really appreciated it. We got what we expected, great food, great service, and a great time. It was what happened after that made the difference, a few days later we received a card from Amanda, again thanking us for coming and looking forward to serving us again. Which we most certainly take her up on, (My Birthday is coming up, Hint Hint) No food coupons or free drinks offered, just that little bit of extra attention turned a problem into a loyal client. I have an associate who says, “if you go the extra mile, there is very little traffic”. How true, plus you never know someone might mention you in a Blog, and Blast it all over Facebook. Happy Fourth of July.
Gareth Beale is the Marketing Director for Choice Title LLC, you can respond here, or contact him directly Gareth@choicetitle.com
