Do you strive to exceed customer expectations? If you want to set yourself apart from your competitors, this is an easy way to do it. I recently placed an online order with L L Bean, makers of outdoor clothing and equipment, who have been “Helping people enjoy the outdoors – since 1912”. It is admirable that any company has been as successful as they have for over 100 years. Reading more about the company and how they do business answers that question: ‘How have they lasted so long?” Clearly, they have done more than one or two things right over the years.
I ordered a couple of pairs of shorts… a little bit of wishful thinking that summer will go on for a lot longer before we trade in shorts for jeans and sweaters here in Ohio. I got the typical order confirmation email right after I placed my order, plus confirmations from PayPal that I had authorized a payment to them, and then again when the payment had been made. The big surprise came today from LL Bean when they sent out the shipping confirmation message to let me know my shorts were on the way. They certainly exceed my customer expectations.
As I scrolled down through the email confirmation, I found the surprise. Something I hadn’t asked for. Something useful but unexpected at the same time. There, at the bottom of their message, LL Bean had included a list of state parks near my home. No kidding. Not only did they include the name of the parks, but what activities were available – hiking, biking, canoeing, kayaking, camping, bird watching, picnicking, horseback riding – for each park. AND, how many miles it is from my home.
Think about it. They sell outdoor clothing and equipment. People wear outdoor clothing and use outdoor equipment in parks. Hmmm… do you see what a brilliant example of marketing savvy this is? What better to increase sales and encourage repeat business than getting the customers to get out in nature and use their products? Ideally, they’ll wear out the clothing having fun, or decide to expand the equipment they use for their recreational activities in nearby parks and buy more.
If the new list of local parks isn’t enough, at the very bottom of the confirmation is their promise: “Guaranteed to last. Our products are guaranteed to give 100% satisfaction.” Bam! Why would anyone not do business with them? Oh, and they ship any order of any size at any time for free. What’s stopping you from placing an order? Nothing to lose, but fully guaranteed anyway. Can you offer these promises to exceed your customer expectations?
What do you have in your marketing plan that compares to this? Do you offer 100% satisfaction with your products or services? Do you give them any free surprises – that don’t really cost you much, but make a big impact? How can you exceed customer expectations and gain their loyalty? What could you offer customers that would first, encourage them to come back and do business with you again, but also get them to use and enjoy what they bought from you without worrying about quality and durability? It’s time to create some strategies for helping customers see the value in what you provide. It doesn’t matter if it’s a product or a service. Get your creative thinking cap out and get busy.
