It’s paramount that you deliver on your promises to your customers.
Meeting your customer’s expectations each and every time is one aspect in ensuring Customer Service success. But does exceeding a Customer Promise really pay off?
Edited Transcript of Video
Hi, my name’s Adam Ramshaw, and we’re talking about customer feedback and customer feedback questions.
Today’s question is: Does exceeding your customer promise really pay off?
We’ve all heard of the stories from organisations like Zappos. At Zappos one of the famous stories is when their customer service staff delivered pizza to some customers who were sitting online talking to their contact center.
Or the Nordstrom’s employee , who provided a refund for a set of car snow chains when they never deliver or never sell snow car chains.
So we’ve hear these stories about really wow customer feedback and really wow customer service, the question is does this sort of approach really pay off for organizations. And I’d suggest that no, it really doesn’t pay off for most organisations.
For one thing, this sort of massive over delivery costs a lot more and you can’t deliver it to all of your customers, and you can’t really make it happen for all of your customers. So that’s a much higher cost of delivery of you’re going to do that.
The other thing is it doesn’t really pay off in customer satisfaction terms.
Customers would like you to deliver exactly what you say you’ll deliver, maybe just a little bit better, but there’s no real expectation from customers that you will deliver a lot more than what they’ve been promised. So this kind of massively over delivering doesn’t really drive higher customer satisfaction.
Another thing that can happen when you undertake very large over delivery is that it can imply incompetence for your organisation.
It you say you’re going to deliver something next Tuesday and you deliver it tomorrow, in the customer’s mind there may be a question about exactly how well you understand the delivery mechanisms in your organisation.
So it can imply ‑‑ if done poorly, a bit of incompetence.
The other issue with this kind of wowing customers that people talk about is that it’s very difficult to put into a process.
It’s very easy to put into a process what exactly needs to be delivered to different customer sets.
But trying to put into a process this wowing idea for customers is really very difficult, and in fact not possible. So you can’t do it repeatedly.
My suggestion, and the way organisations like Amazon deliver, is to deliver just a little bit better than what you said you’d deliver for the customer.
So I know when I go online to Amazon and purchase something that I’ll get exactly what I’ve asked for.
I’ll probably get it a day or two before they say they’re going to deliver it. But I’m essentially getting exactly what I want when I asked for it, and when I’ve had my expectations set for it.
That’s a really good way to deliver to customers. If you deliver just a bit better every time to customers, then you’ll do very well, and you’ll have very high customer satisfaction and generate good customer loyalty.
That was today’s question: does exceeding customer promise pay off.
Doing a little bit does. Doing it a lot doesn’t.