| There are many ways for a business to "stand out | | | | sink? Procter & Gamble helped solve the problem with |
| from the crowd." One approach is to give your | | | | the first standup toothpaste tube. Their toothpaste |
| customers more of what they ask for as a customer | | | | container stands out from the crowd because it offers |
| service improvement. If others are fast, you go faster. | | | | a unique customer service improvement. |
| If others are clean, you be cleaner. If others are cheap, | | | | The Garden Café in Dubai serves many customers |
| you can discount deeper. If your competitors offer a | | | | who are bachelors, always on the move and short of |
| lot, you offer even more. | | | | time. So the Café provides a lunch and dinner buffet |
| This approach has obvious problems. First, your top | | | | of good food and drinks, but also irons your shirts and |
| position can be overtaken by anyone else offering | | | | shines your shoes while you eat! |
| "even more." Second, the cost of escalation can | | | | You can do this, too. (Stand out from the crowd, not |
| become overwhelming, making the customer service | | | | the laundry.) |
| improvement a real problem. You need happy | | | | Key Learning Points |
| customers but healthy profits, too. | | | | Anyone can compete by doing "more" of what's |
| A different approach is worth your time and effort: | | | | already expected. But there's another way to be |
| Find completely new and different ways to surprise, | | | | distinctive: Be different! It's a customer service |
| intrigue, support, nurture and delight your clients with a | | | | improvement people will take note of. |
| customer service improvement that really wows them. | | | | Action Steps |
| For example, international airlines compete on big seats, | | | | Make a list of all the "usual ways" your organization |
| quality service, good wine and movies. But Virgin | | | | offers good customer service. Now think of totally |
| Atlantic was first to offer neck and shoulder | | | | different ways you could surprise, intrigue or delight |
| massages on all long-distance flights. They stand out in | | | | with an unusual customer service improvement. |
| the airline crowd because of this distinct customer | | | | What bothers your customers? How can you fix it? |
| service improvement. | | | | What do they do before or after your service? How |
| Most quick-service restaurants provide clean counters, | | | | can you integrate it? What do they bring, carry or take |
| fast delivery and low prices. But McDonald's put | | | | away? How can you replace it? |
| enormous, colorful slides for children inside their | | | | The first bookstore to offer plush chairs and fresh |
| restaurant buildings. McDonald's french fries are made | | | | coffee changed the industry completely. The first bank |
| from potatoes, much like everyone else's. Their play | | | | that offered drive-through service transformed our |
| space stands out in the fast-food crowd. | | | | expectations. What can YOU do to stand out, stand |
| How many times have you left your tube of | | | | up - be different? |
| toothpaste wet, wrinkled and gooey on the bathroom | | | | |