Receiving exceptional service is always a memorable experience. It can make a person feel valued. And news of exceptional service develops fast. It's talked about to friends and family and even eulogized to guests. It can go beyond the standard and take on an almost mythic form. This runs specifically true when ordinary things are done in extraordinary ways.
Years ago, I had to fly to Bangkok on a business trip. Following a long, trying airport taxi ride in rush-hour traffic, I finally checked into my hotel, tired and eager. I dropped my suitcases in the room and went downstairs to get some dinner. An hour later, when I returned, I found my suitcases neatly unpacked--shirts flattened, jeans put up, ties carefully sent out along the shelving. Almost immediately, law firms in sandton. I involuntarily breathed a sigh of relief.
Then IlitigantsIIserviceslooked into the lavatory and saw something I'll truly appreciate. The items from my overnight kit had been neatly arranged by the sink,? and someone had actually cleaned my hairbrush. All of the hair strands had been removed and the bristles were glistening. But the coup de elegance was this: Resting in the center of the bristles was a beautiful white petal.
After more than a decade, I can still see this image. This one experience--this unexpected touch that went beyond exceptional service--left me with a completely new understanding of what it means to put litigants first.
When i returned home and the wonderful asked about Thailand, I invariably told them about that small white petal on my hairbrush. Today, when i think of great hotels, I think of the Hotel Oriental. It is the standard by which I judge all the other hotels.
In the universe of companies, only a few consistently reach extraordinary numbers of services. Studies have shown that companies that do reach such levels share certain fundamental values and organizational characteristics.
Marketing a site
There is a fundamental distinction between marketing a product and marketing a site. Products are tangible. They either are represented or they don't. Products can be returned or exchanged. We can touch and feel a product before we buy it; rarely is this the case with a service.
Services are meant to be experienced, not ordered from online catalogs. Serv-ices are greatly personal responserelationshipAnto and our response to them is often emotionally driven. A site relationship, especially a professional service relationship, challenges the provider to be an expert in serving people.
Look at the ways buyers perceive value generally. When we buy products, we rely mostly on objective criteria. For products like shampoo or conditioner and stereos, determining objective value is reasonably simple. A large bottle of shampoo or conditioner delivers more product than the usual small one, so we are justified in paying more for the large one. An audio system that has more features is asked to contain more value than one that has fewer features. Product features, quality, response and quantity are all critical factors in the determination of value. Service, however, is far more nebulous--and is therefore much more challenging to define and measure.
Kommentare