In a post worthy of Ernesto Seth Godin makes a great case for how “the great restaurant” gets that way: by adding great value.
I love it when I find examples of this.
It’s the travel agent (mine, in this case: Jim Hurlburt of Tradewinds Travel in Tequesta, Florida) whose customer-focused, value-added service takes his competitors (and the Internet) totally out of play. Or the dentist who calls her patients the day after a dental procedure to find out how they’re feeling. The financial advisor or insurance professional who offers to keep their client’s accountant up to date with any changes that could affect their tax situation.
One of my favorite examples is the Ritz Carlton hotel chain. When greeted by a guest-contact employee (which at the Ritz Carlton means everyone, from the General Manager on down) you’ll never hear “Hi,” “How are ya?” or “How ya doin’?” Instead, it will be, “Good morning,” “Good afternoon” or “Good evening” — always. They’ll say it as though they mean it, too — and they do.
Question: What can you do in your business that will add and communicate that extra value — that something extra that says, “I care about you. I’m glad you’re my customer and my goal is to make you feel realllly good about this transaction”?