Last week I accompanied my wife to a store that is exclusively a women’s store. From beginning to end it was one of the finest customer service experiences I have ever witnessed. It was all about the little things, small details that made a big difference.
- Though it was a store for women, the area right in front was a sitting area for men, complete with Sports Illustrated magazines. I was even offered a bottle of water. They know that if men who accompany their women are well-cared-for they will be patient while the shopping takes place. Longer time in the store more often than not means more purchases.
- One clerk was assigned specifically to my wife the entire time she was in the store. She helped with fitting, selection, and personal service. It was truly one-on-one customer care.
- When she was finished shopping, my wife made a significant purchase. The clerk who checked her out threw in an extra item for free. And it wasn’t just something cheap. It was something that was relatively expensive.
- Specific instructions were given on how to care for her purchases once she got them home. And there was the promise to provide help at anytime if it was ever needed. It was just a phone call away.
- Two days after we visited the store my wife received from the clerk who had worked with her a hand written thank you note in the mail. When was the last time you got a handwritten thank you fro a clerk in a store?
This was “unmarketing” at its finest. It was all about the customer and her needs. The little things involved in the visit to the store added up to make it a truly “wow” experience.
How often do we miss this in the church, or in our non-profits? We get so wrapped up in ourselves and what we want, that we forget to make it a “wow” experience for those who are visiting, potential members, or future clients.
Little things do add up. Little things like:
- How does the bathroom look?
- Is the art and decor out of date?
- Can logos and letterhead be given a splash of color and “cool.”
- Is a guest made to stand alone, or is there a plan in place to welcome guests and clients and make them feel special?
- Today’s “church shopper” (for lack of a better term) is much more sophisticated. What can you do to make the whole experience more “professional” while always giving glory to God and being about the business of serving people?
What little things would you add to this list?