Customers interact with your company at a granular level. From visiting your website, to clicking a link, to downloading a product, to calling customer service. Each one of these tiny events has the ability to make or break the customer’s experience. It’s actually kind of scary. Ditching sorry can be hard. Suddenly striving for good just isn’t good enough.
Companies with an insane attention to detail have extremely powerful brands and a very loyal following. Think of the “Starbucks Experience”. This is a company that has put painstaking effort into making sure that you have the same great experience every time you go to any one of their stores. Making your tall non-fat extra-hot no-whip half-sweet sugar-free gingerbread latte the exact same way every time is no easy feat.
Rather than settling for good enough, leading companies are searching for great. They accept nothing less than excellence. Both Zappos and WestJet are inspiring examples of what awesome looks like. Customer service has been replaced by “customer delight”. Apple is another great example of constantly impressing their customers. They’ve created a culture of “wow”.
So take a second to ask yourself how much attention do you pay to the little things? How can you take good and make it great? How will you wow your customers today?