Remember the famous sales line, “I can get it for you fast, good, or cheap; pick two”? Today’s customers want all three, plus they want it unique. When entrepreneur Candace Nelson introduced a 24-hour, sprinkles cupcake ATM that delivers customers a personalized cupcake in 15 seconds, it was more than a successful novelty.
It was a metaphor for today’s customers.
The quest for value-unique emerges at the perfect time when value-added — taking what customers expect and adding more — has gotten pricey for retailers. While there are some finite ways for generous addition, there are unlimited ways for unexpected ingenuity. Customers may come in for fast, good, and cheap; but they come back for unique. Consider this: customers do not comment or tweet about good service anymore, only service that takes their breath away. Here is a recipe for adding sprinkles to your customers’ experiences.
1. Pay attention to the people important to your customers
Miller Brothers, an upscale men’s clothing store in Atlanta, put a large colorful gumball machine on a table at the store entrance. Beside it was placed a large bowl of pennies. Guess where junior goes while dad is getting fitted for trousers. Guess which men’s store is the buzz at cocktail parties. Sales are up for the store “with the gumball machine.” Don’t make your customers have to wear an “Ask Me About My Granddaughter” button for you to affirm who matters to them.
2. Put a cherry on top of great service
Hotel Monaco is a medium-priced hotel. It seeks to enchant business-traveling guests with quirky additions. The bathrobe is not boring white; it is leopard or zebra skin print. Guests can have a goldfish in their room (taken care of by the housekeeper). And, instead of the proverbial mint on the pillow at turndown, guests find on their pillow an unexpected treat (a foreign coin, a flower, a lottery ticket, or who knows what).
3. Be the icing on your customer’s cake
Nicholson-Hardie is a nursery and garden center in Dallas known as the “garden center with the cats.” Why? Lounging on top of the large check-out, you will encounter one of two large calico cats. Beside the cats is a business card holder with their business cards: Frankie Cat and Sammie Cat. And, their job title? The Rat Pack! Ask any customer about the garden center and the cats will be a part of the reported charm.
4. Let your customers “Lick the Beaters”
Matt Garofaio, owner of the Oconee Cellar near Lake Oconee, Georgia, decided to have a well-known bourbon brewery in Kentucky create for him a signature bourbon to sell in his store. The brewery concocted five distinctive options sent to Matt, each in a clear, numbered bottle. Now, how do you think Matt chose his special brand of nectar? He invited his best customers to taste-test each of the five bourbons and register their preference. So, how many customers do you think will place orders for their “co-created” beverage? Customers will care when they share.
5. Let your customers borrow a cup of sugar
Customers love to be trusted. The manager of the Overland Park, Kansas First Watch Restaurant purchased a large supply of umbrellas for his customers who might have to cope with an unexpected rain shower after dining. Attaching his business card to each one, he put them in a large container at the front door along with a sign that read: “If you need an umbrella, please take one. If you bring it back, we’ll give you a free cup of coffee.” According to the store manager, almost every customer returns the borrowed umbrella. Look for ways to make service feel genuinely neighborly, not conveniently store-bought.
6. Always add an extra helping
A customer finished his breakfast at the restaurant of the Park Inn, west of Harrisburg, Pennsylvania. It had been peaceful and tasty with superior service from his waitress, Sandy. Folding his newspaper, he requested his check. And then, it happened. Sandy brought his check along with a complimentary go cup of coffee fixed the way he liked it. “This is great!” the customer exclaimed. “You have no idea how much I needed coffee to go today.” That is the point — “sprinkles” were added to his experience. Sandy smiled, winked, and responded, “It’s our gift to you.”
Innovative service is unexpected, off-the-beaten path service. It delights because it is distinctive, not just excellent. It creates a story because it touches customers in ways that good service can never do. Put sprinkles on your customers’ experiences and watch their loyalty grow, right along with your bottom line.
Chip Bell is a customer-service keynote speaker and author of several national bestselling books. His newest book is “Sprinkles: Creating Awesome Experiences Through Innovative Service.” Contact him at chip@chipbell.com or visit: www.chipbell.com