Be Delightful – 5 Ways

Today I learned about Steve Curtin’s book, Delight Your Customers. This book addresses the inconsistencies in delivering on Job Function vs. Job Essence. He proposes that, generally speaking, people tend to consistently deliver on Job Function, but you cannot delight your customer without focus on Job Essence. Job Essence is the extra you bring to the job with your enthusiasm, your creativity and your genuine interest in the customer.

Here are some ways to go the extra mile for your customers today –

Send handwritten notes of gratitude. Make them for unexpected reasons. I’m nearing the eighth month of a new job. The past 8 months have been a steep learning curve for me and I’ve had to rely on the support of dozens, both internally and externally, to teach me how to perform. One of my top priority so far, has been to travel to each of my 19 markets to meet with each customer face to face. While I did follow up via email, I did not send handwritten thank you’s after each visit. I’m going to select a few customers that have made a difference to me, in my onboarding experience, to tell them exactly how they helped me and thank them for it.

Give public recognition internally. – Has a co-worker done something that made a difference for you, some action that made your day a little easier somewhere along the way? Taught you something you didn’t know? Is there someone you rely on as your go to person for questions you might not want to ask your boss? Did someone help you look awesome to your customer? Sending a kudo via internal email is nice, but why not post it as a LI recommendation and then they have it forever and don’t have to hunt for it?

Create a new customer training manual. This will help me also. I get asked the same questions repeatedly by new customers, many of whom have zero base line knowledge of our service. Training is not in my job description. However, it behooves me to make myself indispensible to my customers. I want to be the first person they think of when they have a need. I can always choose to delegate to someone else on a particularly busy day.

Send a customer testimonial with a meeting request. I’m continually surprised at how difficult it can be to secure a meeting with a customer. Perhaps it’s that pesky inflated sense of self getting in the way. I’m planning a trip next month and having difficulty getting any current customers to commit to a specific meeting date/time. My next step will be to send a brief excerpt (maybe 1-2 sentences) from a kudo email I received from another customer after a recent visit. Testimonials can be powerful. What better way to demonstrate the value for this customer to meet with me than to send it in another happy customer’s words?

Feed them. This is too easy not to do. I recently had a customer tell me that in his years of doing business with my employer, I was the first person to spend money on him. This was after lunch at a cafeteria! I had no idea what an impact a cheap meal would have.

That’s my 2 cents. But now I’m going to read Curtin’s book to see what he has to add.


About Melanie M. Morris
Broker of Trust and Authenticity I'm really a sales executive, but I'd rather identify with these ideals rather than to simply say...I'm a seller.

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