From our first surprise birthday party to the surprise wedding proposal, we learn that surprises are fun!
Surprises are special because they are unexpected! Delighting our customers and delivering differentiated service takes more than great people and
more than consistently meeting service standards and processes. It takes the unexpected.
Giving your customers "positive surprises" creates buzz about your business and creates a bond with your customer. Positive surprises build customer
loyalty. When the answer to why you did something special is a simple "just because" it has power!
So what can you do to give a customer a positive surprise? Here are a few examples:
A furniture company delivers a new bedroom set and in one of the drawers is a thank you note and a lavender
sachet to scent the drawer
An appliance store delivers and installs new kitchen appliances and inside the refrigerator is a thank you
note with a coupon for groceries
On the anniversary date of the account opening, a bank sends a thank you note and a silver half dollar from
the President expressing gratitude for their relationship with the bank
A health insurance company or broker sends a discount coupon for a massage offering their customer a stress
Be creative, have fun! But be unexpected. Sending cards or gifts on holidays or renewal anniversaries are not
unexpected and are obviously self serving. Create your own holiday, partner with another company like the grocery store or the massage therapist -
everyone benefits. Build customer loyalty by doing something "just because"!
Look for these soon to be published articles by Shelley:
Managers Cheat Sheet; Designing Sales Compensation Programs that Work" - Women In Business Journal
"Creating A Results Driven Sales Culture in Community Banks" - Banking New York Magazine