Why Good or Great Customer Service Isn’t Enough

What’s the difference between good customer service, great customer service and Extreme Client Care™? It’s a question I’m often asked and here’s an easy way to think of it:

• Good Customer Service: You purchase something and receive an electronic (email) receipt and autoresponder message follow-up.
• Great Customer Service: You purchase something, receive electronic (email) receipt, nurturing sequence messages to walk you through using the product and a thank you card (usually done via “Send Out Cards”).
• Extreme Client/Customer Care™: You purchase something, receive electronic (email) receipt, nurturing sequence messages which ensure you consume/use the product (yes, there is a way to do this AND do it in an automated fashion), a hand-written thank you card and, dare I say it, a follow-up phone call.

Now most business owners think that the good or great customer service is “good enough”. It’s not. In today’s impersonal, technology-driven environment, creating a customer experience through personal touch is not only invaluable, it’s a necessity.

It’s so invaluable in fact that it turns your average clients and customers into raving fans. Imagine not having to focus on “getting” clients, knowing that you have a waiting list of people to work with you. . .that’s the power of Extreme Client Care™ and a power that too many business owners overlook, instead choosing — often by default — to worry about constantly getting new clients and customers.

Another quick example:

I recently received several birthday cards and/or thank you cards from people I met and assisted at recent events:

• 6 cards were generated by Send Out Cards — all with the usual indicia, blue writing and glossy card. Nothing personal here at all. In fact, one of the “birthday” cards was promoting a woman’s event (hint…I’m not going).
• 2 other cards were also generated by Send Out Cards and included $5 Starbucks gift cards (I don’t go to Starbucks, in fact, I’m not even sure there’s one near where I live).
• 1 card was handwritten, thanked me for the specific assistance I provided and included a $10 Amazon Gift Card (which I promptly used).
• And several beautiful handwritten birthday cards which were promptly displayed on my desk and bring a smile to my face every time I see them.

I appreciate and am grateful for everyone who took the time/energy to write. That said, which cards/people do you think I’ll remember a month from now:

• the ones who took the time to do something by hand or
• the ones who likely shot an email to their assistant and said “send this”?

That’s the power of Extreme Client/Customer Care™. It’s about creating an experience that lasts and is remembered long after the actual sale (or event) is over.