Many of us have heard this before, but it bears repeating. Customer or user satisfaction depends, in large part, upon the expectations you set, as a service or product provider. Promise something you can’t or don’t deliver, and satisfaction goes right down the drain, no matter what you did right.
A great friend of mine put this another way: under-promise, and over-deliver. It’s plain, simple, and it should be the golden rule that companies use when they think about their products and services. I don’t mean you should set your sights on mediocrity, or that you should settle for the lowest common denominator. But you should ALWAYS make sure you promise only what you can absolutely deliver, and if you do anything above and beyond the call of duty, it’s icing on the cake, and it makes the customer ecstatic in a viral sort of way.
Have you heard of Micro Center? Neither did I, till a couple of weeks ago. Their website is certainly underwhelming — at least it is at this point in time, but I have a feeling that’ll change. I got a flyer in the mail from them, inviting me to the store for a free gift. I went in and was blown away. Their store has the coolest and best floor layout I’ve ever seen! It’s clean, well-lit, beautiful, stocked to the gills with cool technology, and everyone is friendly! Did they promise any of that in their flyer? No, they just promised the free gift and mentioned the new store. They delivered on the free gift just fine, and their store atmosphere was the icing on the cake that left me ecstatic.
And guess what? They have an in-store pickup option as well. I ordered a few CF cards from their site today, and went to pick them up in the evening. But do you know what they did? They didn’t promise a 20-minute turnaround. They actually put some thought into it. Their staff is new, their store is new, their systems are probably new or re-designed, and they knew they couldn’t deliver on something like that. They said the order would be ready for pickup in a couple of days. Was I disappointed? No. I got the price I wanted on the products I wanted, and as long as they were going to make good on their promise, I didn’t care. But I thought I’d test the waters anyway, and Ligia and I got in our car and drove to the store tonight.
When we got there, the same cheery atmosphere awaited us. The people were courteous and smiled, just like the last time we visited. We went to the customer service counter, where the representative looked up our order and explained that it wasn’t ready yet. No problem, I’d expected that. I asked if I could pick up the items from the store shelves and come back to the counter. She said yes. I browsed through the store, found what I needed, brought the stuff back to the customer service counter, and the representative fulfilled the order. She fiddled a bit with the computer system since it was new, but she was courteous and helpful, and I didn’t mind waiting an extra couple of minutes. In the end, I walked out with my order fulfilled, and the kicker was this: the price was the same as on their website.
It’s about setting the right expectations, plain and simple. Do what works for you, and more importantly, do what you know you can do! Under-promise, over-deliver, and you’ll have happy customers. Even if you go just a bit beyond what you promised, it makes a huge difference!