You Don’t Even Have To Go An Extra Mile
Forget the extra mile. How about an extra inch? That’s all it takes to provide customers with a great experience and win them over. And it’s so darn easy, it’s amazing more people don’t go…that…one…extra…inch.
A couple of days ago I went to a store to purchase a gift. The cashier wouldn’t have really known it was a gift until I asked the price of the bags that were conveniently positioned at the front. They were $2. (Incidentally, why don’t more stores have inexpensive gift bags available when you checkout? Some give them away for free, but stores are missing out here.)
I purchased a bag and was ready to go on my way to assemble the gift (put items in bag, purchase tissue paper, scrunch up tissue paper, position tissue paper appropriately…)
It was at this point that the cashier went an extra inch. “Would you like me to remove the price tags?”
“Oh, sure,” I replied, thinking that’d be one less step I’d have to do.
As he’s picking at the sticky price tags I look behind me. There’s a lineup of people. None of them seem concerned with the extra time the cashier is taking.
I go to collect my items, but the cashier is still going an extra inch. He opens up the bag and places the items carefully inside. Another step I won’t have to take, I’m liking this guy more and more.
I go to grab the bag’s handles to complete the transaction, but he’s still not done. From behind the counter he pulls out perfectly matching tissue paper!
Sweet mother of shopping experiences! Will this guy write the card for me too?
The whole time, the line of people is filling up behind me, but none of them seem concerned. I realize most of them are probably repeat shoppers, and they know this guy and this store go the extra inch. They enjoy the shopping experience (from the style of the store to the process of paying) so they don’t mind waiting. And the whole thing only takes a few extra minutes. It’s a little inch more that this guy gives - a few extra steps that are so easy. As soon as he saw I was purchasing a gift he took an approach that would satisfy my individual needs at that moment.
Some stores offer gift wrapping, but they rarely ask. And usually you expect it already. This wasn’t a typical gift store (at least not in my expectations), so I was taken pleasantly off-guard. Reading Seth Godin’s book, “small is the new big” I can’t help but make the parallel with Seth’s frustration over people sticking to a script. No matter what feedback they’re getting from customers they treat each and every interaction the same, asking the same questions even if they don’t apply whatsoever. Scripts are necessary to process people quickly (and efficiently?) but if you can’t get away from the script and go the extra inch you’ll never provide customers with a truly wonderful experience.
The cashier saved me precious time and packaged the gift better than I ever could. The result: Happiness all around. Oh, and at least 3 direct referrals on that same day.
Go the extra inch. It’s easy and you’ll win so much more.
Photo by massdistract.
Interesting to see that you find this extraordinary Ben :=) Depending on the store but let’s say a toys’r'us type of store in the Netherlands and i would mention only “could you wrap this up for me since it’s a gift?” they will package it for me accordingly.
With a nice frizzle on top as well :=)
I understand your post very well though and it’s indeed the interaction with the customer being this offline or online what is important.
One thing i always find amazingly disappointing is the lack of replying to inquiries at all by online businesses or receiving an answer totally not relevant to your question.
Your whole business drives on customers and email support to your customers is the next important asset apart from the product or service one provides.
Yes, this is what I tell my clients all time - it’s about the little things you do to make your customer’s life better. And, as we saw, the best ‘extra inch’ is the one that’s unexpected. I’m sure the cashier made you feel as though were his only and most important customer. Nothing can replace that.
Edwin - It was because the experience was unexpected that it was remarkable. I didn’t expect the guy to wrap the gift - I was already 3 steps ahead on what I had to do and was rushing out of the store to get those things done. This guy changed everything.
Dawud - You’re right. I felt more important than the $50 I was handing over. I’ll be going back again that’s for sure.
I hear ya Ben ;=)
Ben this is a great story and a great lesson. But it is sad that we do not expect to be treated to this type of service in all instances. I know that is unrealistic, but still sad.
Matt - it’s most certainly sad. And hopefully my post reflects that. My expectations were so low that a few smart questions and a bit of a helping hand from the cashier and I’m head over heels for that store.
Of course they’ve just raised the bar. Disappoint me next time and that’ll be that.
Ben, that just goes to say, it’s not about the money - it’s about how you feel about what you’re getting.
We tend to think about the money we’re laying down only when we have that nagging feeling that we’re not getting value for the price. You can see, customer service - the extra inch - can make all the difference.
Dawud - yup, you’re right. It’s the way the customer feels. Make ‘em feel great and price becomes so much less of an issue.
I have an opposite experience to share. I went to Walmart yesterday to check out some crib accesories. I wanted to purchase bumpers that is not part of a set. Unable to find it, I asked one of the customer support rep. She mentioned she did not work in the baby section and could’t help me. Here is the worst part. She just walked out of the baby section.
In other stores (even different Walmart locations), customer service reps offer to at least find someone who can help the customer. But this girl just walked out… and so did I. Walmart just lost over $160 that day.
CA - that’s definitely a lousy experience and all too common I’d say. People that work for companies like WalMart simply don’t care enough - they’re low-paid, and un-motivated (at least much of the time) and that results in lousy service. Those types of jobs have to be hard to fill with quality people…