Exemplary Customer Experience - Is Yours WOW! or Just OK?

‘Designing Strategies’ Newsletter

January – February 2014 Volume 11 – Issue 57

I have been banking at the same financial institution for years. Most of the tellers know me on sight and call me by my first name. They know I prefer to get my cash in twenty-dollar bills instead of larger denominations. I walked into my local branch one afternoon, wrote a check for Cash, got in the teller line and waited my turn. It was finally my turn, and after counting out my funds in twenties on the dark granite counter top, the teller stopped and in an awkward manner asked if I felt my customer experience had been exemplary.

I was taken by surprise as this was not a usual occurrence for me at this bank. The employees who work at this branch are definitely friendly, and I am always greeted with a smile upon arrival. But, as far as being asked questions about how I viewed the way they were doing business. That was new.

Pausing for a moment before answering, I told the young woman that ‘exemplary’ would have been if she gave me more cash than I asked for. Or, had she told me that I was the umpteenth customer of the day and just won an all expenses paid vacation to Tahiti. “Basically,” I continued, “my expectation was to come in here, write a check for $400 in cash and get it back in twenties.” That is exactly what I got. So, while my expectations were met, there was nothing particularly ‘exemplary’ about the service. No zip, no zing, no WOW! Nothing above and beyond the basics of the routine transaction had occurred.

It was a busy day at the bank, so I left my comment at that and moved on. There was a lot more to tell them about exemplary customer service, but the lines were long and closing time was near. I left without further comment on the subject. The next time I was at that bank, the lines were not as long, so I reminded the teller about her earlier question. She apologized, saying they were told they had to ask each customer that particular day if they felt the service had been exemplary.

I admitted I was somewhat surprised by her question as I had recently been researching the same topic, preparing a program to present at a national conference. During my research, I had read an anecdote about a bank that did have what I would consider exemplary service. Reiterating to her my comment about ‘getting what you expect’ vs. ‘exemplary service’, I shared the story below.

What Is an Exemplary Customer Experience?

‘Exemplary’ to me would be something entirely unexpected and wonderful. It is kind of like the situation described here:
The anecdote told of a woman, a long time customer of another bank, who called the manager near closing time one day. She asked if the bank could stay open just a few minutes past its regular closing time. She needed to come in and cash a check because she was leaving town the next morning and had forgotten to get cash for the trip. She planned to come in for $200 in travel funds. Her home was nearly twenty minutes from the bank and it was already fifteen minutes until closing time.

The manager could tell the woman was stressed about the situation and offered a solution. He told her to stay where she was, write out and endorse her check for the $200. He would have one of his tellers who lived in her area, stop by with the cash on her way home. The bank would then register the transaction the next morning.

This is a clear example of exemplary customer service. The customer could not say enough about the preferential, and unexpected, service she had received. She asked for a small favor to help her out and the bank manager had provided a huge favor – something seldom done in today’s business world. The woman was shocked, but more than a little bit pleased. A major burden was lifted from her shoulders. It’s safe to say that she probably told a lot of friends and family members about this extreme customer experience, recommending that they do their banking there as well.

The story was impressive to the teller who asked me the question originally. She had never heard of any bank doing something like this for a customer before either. This was definitely an exemplary, WOW! situation that the customer would not soon forget. It’s unlikely the teller at my own bank will forget it either. The basics of customer service is not ‘Exemplary’. ‘Exemplary’ is the unusual, unexpected little… or big thing… that will WOW! customers. It will move them to the level where they will share it with others in the most positive way.

How Can Your Firm Implement Exemplary Customer Experience?

What if you make time to stand outside your own business? Or, ask a neutral party to help you survey your customers. As customers walk out the door after visiting, ask how it was doing business there. Don’t identify yourself as the owner or manager; just play the role of a casual bystander, asking a casual question. Will you get rave reviews from customers, or will they say your service was merely ‘Fine’ or ‘OK’? Or, will they give a rave review of something your firm does that is pleasing and unexpected?

“Fine” or “OK” Service Is Not Enough Anymore.

You may think a customer who believes you and your staff are delivering ‘Fine’ or ‘OK’ service is completely happy. Think again. ‘Fine’ and ‘OK’ are milquetoast answers for service that is average or mediocre, not even ‘Good’ or ‘Excellent’. These customers are ripe for picking by competitors who boost their own level of service a notch or two. You may think these are your customers, but don’t get cocky about it, because they are not.

Customers have higher expectations than ever before. Small businesses are at a crossroads to either improve or perish. Every customer is up for grabs. Anyone who sees them as important will go after them with an elevated level of customer experience. It’s time to rethink your customer experience strategies. Develop some strategies at a much higher level. Otherwise, a competitor will pick them off, one by one, by offering something you do not. Time to move from ‘OK’ to ‘WOW!’.