Delivering consistent, high-levels of service is great, but in a world where service is a pre-requisite how do you attain the golden prize of customer delight? The answer lies in personalisation and flexibility.
On the UOE Group on LinkedIn we posed this very question and Phil Jones, Sales & Marketing Director of Brother UK (who writes a great blog - check out http://thecorporatebubble.blogspot.com/) gave us this first-rate example of what we mean:
Customers today set their expectation of service not on your competitors but on the wider sphere of service they receive in their lives. We must all look outside the industry to see what's being achieved in service levels by others and look to replicate/introduce into this industry. I've just discovered valet parking at Manchester airport.
I just call them, tell them when I want to drop my car off, someone is there to meet me, they take my car away and bring it back when I fly home. It's the ultimate in convenience, they even switch my heated seat on for me on cold days, are ultimately personal in their approach and here's the rub, it's cheaper over 2 days to have valet parking, than park in the short stay at the airport.
The service is impeccable, smart drivers, polite and in a world when time matters, it saves me time. Lessons to learn. Busy people, need high convenience at short notice. An existing business model can be disrupted (convention of static parking to flexible parking). I'm not a number, they know me and have taken great effort to remember me (personalisation).
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