"It has long been an axiom of mine that the little things are infinitely the most important."
Sir Arthur Conan Doyle (1859-1930), British novelist and author of the Sherlock Holmes series
The smallest little things we do in our business can mean the difference between positive and negative buzz.
On a recent trip to the mall, I stopped for a frozen yogurt snack at a TCBY stand. When I asked for a cup of tap water to accompany my yogurt, the counter person said, "I'll have to charge you 25 cents for the water." When I did a double-take, she said with a look of embarrassment, "Oh, I'm so sorry that I have to charge for water...but that's what the owner wants."
I've always loved TCBY frozen yogurt, but this left a bitter taste in my mouth. I couldn't stop thinking that a paper cup of tap water must cost only a few pennies. The profit margin on a cup of frozen yogurt is surely generous, so why would a business owner charge for tap water?
Of course, I Do not pay for water to drink and instead went to the nearest fountain. I will never go back, that TCBY is ridiculous because its policy of water status. I would also advise the business ever. In fact, I have become a source of negative entries.
As businessmen, we spend a lot to gain resources and customers like. And 'comforting to think that happy customers tell their friends to our company if we excel in providing products or services. However, to createpositive buzz, we must find ways to go beyond the ordinary.
In contrast, there is a shop in Portland, Oregon called Mio Gelato. They make gelato that rivals some of the best that I've tried in Italy, and their counter people are friendly and gladly offer as many free samples as you want. It is the attention to details that makes Mio Gelato stand apart from the competition.
The display cases are beautiful, and each gelato flavor is artfully displayed a key ingredient of the case as a fresh fish or a coffee bean. The bathrooms are tastefully decorated and immaculate. And unlike TCBY, you do not ask for water. Instead, there's a big glass pitcher of ice water on the counter and a series of tall glasses next to it. And of course there are fees for water.
As another example, one of our customers in Portland Chromatix Paints offers an innovative array of color and of high qualityarchitectural finishes. Chromatix is competing against paint businesses that have been around for over a century. To offer great paint is not enough. Rather, Chromatix stands apart from other stores when it comes to customer service.
When you walk into the Chromatix showroom, you see an espresso bar that rivals the best that you'll find in any coffee shop. Instead of being asked what paint you want, you are asked whether you'd like an espresso, latte, or mocha. Then, as you leisurely sip Your coffee, you have the opportunity to work with friendly staff and competent to talk about your project. You feel like you have a conversation with a neighbor over the fence are back, instead of talking about a seller.
Clearly, in this highly competitive age, we must ensure that our products and services are as good as or better than the competition. But, to generate positive buzz around, we have the customer a reason to talk positively about our company.
Think of the companyoutside your industry that you admire. What they do to their clients WoW? Can you emulate their tactics? What can you do, your customers want from you buzz?
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