Great ExpectationsThe Wise Crack - January-February 2007The Wise Crack, published bi-monthly, is the most widely circulated windshield repair newsletter available! It includes windshield repair tips, news, & marketing advice. Subscribe today!
As you dive into the New Year it is a good time to examine your business.
What worked for you last year? What didn’t work? Where can you make
improvements? As you are looking for new ways to improve your business, ask
yourself this simple question: “Am I exceeding my customer’s expectations?” | Obviously, there are many things that go into making a successful business, but the one common trait that all great retail businesses seem to share is that they all give the customer more than they expect. Not what they expect, but more. Costco offers discount prices, and a completely hassle free return policy that goes well beyond most customers expectations. Their return policy eliminates any fear in the mind of their customers when it comes making even large purchases, and takes a potentially bad situation and makes it into the reason many of their customers are so loyal. While other companies are focused on the cost of increased returns, Costco chooses to focus on the trust and loyalty created by their policy. Les Schwab Tires doesn’t focus on price, but rather, their legendary service. When a technician runs to your car when you arrive, or when they repair a flat tire for free, you are definitely getting more than you expected. Because of this level of service, I am more than happy to spend a couple extra dollars when it is time for new tires Delta Kits offers a no questions asked, 30-day, money back return policy. We offer free, hands on factory certification classes monthly, no purchase necessary. With unlimited online and telephone technical support, and a bag of candy with every order, I have a hard time understanding why anyone would shop anywhere else. What makes your business special? What makes your customer say, “They didn’t have to do that?” Are your repairs better than your customer expects? They should be. Do you make the insurance billing process easier than they expect? Do you look and act more professionally than they expect? Are you more attentive and more responsive to your fleet customer’s needs than they expect? In today’s competitive market place it isn’t enough to simply meet your customers needs anymore. Find a way to give your customers more than they expect and you will be the company your customers tell their friends about. Think about it, what makes your company special? -Brent Deines
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