Differentiation Through Service
It’s not about you….
Your customers don’t care about you… they care about what you have to offer them. What they really care about is the total experience that you provide. It’s how they feel after their interaction with you. If it’s great, they’ll tell 2 people. If it’s horrible, they’ll tell 10.
Service has become a huge differentiator in winning companies. In a world where so much is commoditized, the entire experience is what’s valued. When you can make a mid-range coffee for about 18 cents, yet Starbucks can sell it for $4.50, you are clearly buying the entire experience. This includes the service, the association with the name, the convenience of not having to make your own coffee, etc.
If you’re in a commodity business (or any business, for that matter), and want to differentiate yourself, ask yourself the following questions:
- How do my current and potential customer perceive the total experience they have with me?
- Do my current customers refer me to others? If so, why? If not, why not?
- What can I do different, to separate my product/service & experience from the competition?
- What can I do to create an exceptional experience, from start to purchase, to follow up?
- Do I pay attention to detail?
- Do I empower the entire company to resolve issues & delight the customer?
- Does my customer know that I value their opinion? Do I listen to them? Do I act on valuable feedback?
By answering these questions, completely & honestly (partly through a customer survey, if possible), and putting action in place to improve what needs improvement, you can create added value, an exceptional experience, and customers for life,.
Okay, maybe it is about you…. you win by focusing on the other guy… and maybe they do care about you, because you cared first.