By Daniel Zanetti
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Extra resources for Amaze Your Customers!: Creative Tips on Winning & Keeping Your Customers
One beautiful autumn day, I met Heinrich Gruben, the CEO of Hightech, for lunch. I was very proud that this top-shot manager had expressed an interest in our services, and I had done my homework thoroughly before this, our first meeting. After the usual words of welcome, the waiter handed us the menu and we both began to study it. ) He didn’t order them, however, despite his appreciative ‘Mmmm’. Our lunch went well, but without any direct ‘financial reward’ for our company. ’ And that, for the moment, was the end of the story.
Anyone who asks questions like this is making two important mistakes. First, these questions reveal a lack of courage and consistency. If this employee never tries out the idea, he will never find out whether his customers would have liked the idea. And the customer, on the other hand, will never feel the need to thank him for this friendly gesture, because, thanks to a lack of courage and consistency, they never had the chance to enjoy this unusual service. Secondly, you will never find out whether your idea for amazing your customers would have worked if you never try it out.
Consistency Consistency is what you need to pursue your goal unwaveringly. Recently, a shoemaker who makes orthopaedic footwear told me how delighted his customers are when he phones them about three weeks after they purchase shoes from him and inquires whether their new shoes are comfortable and whether there is anything else he can do for them. His customers are completely amazed by so much customer-orientation and tell Amaze your customers! 25 him that hardly anyone bothers to inquire how satisfied they are once a sale is completed.
Amaze Your Customers!: Creative Tips on Winning & Keeping Your Customers by Daniel Zanetti