The really good service is to do more than customers expect.

I still have the headrope given to me by Haidilao staff when I first went to Haidilao. At that time, my hair didn't grow long, and it always slipped down when I bowed my head and ate. Looking at my friend with a helpless smile, an employee handed me a headrope and asked me if I needed it.

I just heard a rumor that the service of Haidilao is good, and I really had to praise it that time.

Lei Jun, the founder of Xiaomi, once said that Haidilao didn't look very luxurious, but its service exceeded our expectations, so we felt good. Instead, he went to the Sailing Hotel in Dubai. Everyone said it was the best hotel in the world, but he was very disappointed. Disappointed is not because the hotel is really bad, but because the expectations are too high before going.

The core of word-of-mouth is to exceed expectations.

At the moment of advocating the experience economy, everyone began to fight for services and increase user stickiness. "Exceeding expectations-retaining customers-creating value (and profit)", according to this value chain, what is said in "Exceeding expectations" is to provide customers with unexpected services and experiences.

The book "Exceeding Expectations" gives the standard of high-quality service and the method to realize it. Its authors are two world-class service management experts: Leonardo Inkila and Mica Solomon. The former is recognized as an outstanding service expert and founded the Ritz-Carlton Leadership Training Center (The Ritz-Carlton Hotel won the Malcolm Baldridge National Quality Award twice); The latter is the president of Oasis Records Company, the founder of "Customer College" website and a famous business consultant.

In the opinion of the two authors, in order to make the service exceed expectations, four elements of customer satisfaction need to be considered: perfect products; Provided by thoughtful people; Timely service; Effective problem solving process.

Understanding the real needs of customers and providing timely services by people with service awareness and care have been realized by many companies. However, if the product or service is defective, no matter how enthusiastic the service is; If the vulnerabilities of products or services cannot be effectively solved, then even the best services before will fail. Therefore, it took a lot of space to explain what is "perfect" and what is a truly "effective" problem-solving process.

02

What is the perfect product and service? An example of Amazon is given in Exceeding Expectations.

E-commerce has Amazon, and then there are other websites.

When shopping in Amazon, you can choose to simply store payment information. After storage, the payment process is very convenient and can be completed instantly without any interference. At the same time, the delivery is fast: the order is placed in Amazon on the same day, and almost 100% can receive the goods the next morning. Based on recommendation algorithm and customer rating system based on millions of customers, Amazon can guide customers to find products that just suit them and meet their expectations.

In short: the products are of high quality, various types, sufficient inventory, convenient and safe payment, quick delivery and accurate recommendation.

What makes other businesses jealous most is that Amazon is close to a monopoly position, allowing customers to post comments criticizing their products online without worrying about losing any good businesses. Because for good businesses, staying in Amazon will bring more profits, and they are willing to accept customers' criticism of a few products.

In the book, the author says that Amazon has three characteristics at the same time: the first in the world, large scale and abundant funds. Therefore, it has absolute bargaining power in the market and can provide customers with the most perfect products in almost all directions. It just takes up the right time, the right place and the right person.

However, the perfect product is only the result, and the real perfection is not only reflected in the final presentation stage, but also in every polishing process of products and services:

In order to let customers experience a smooth and safe payment account, Amazon has invested heavily in hiring world-class programmers and security experts to design programs, and formulated a super-functional security strategy that has reached the company's patent level and has been strictly implemented. Their chief technology officer has also hinted that Amazon has a group of hackers, whose goal is to attack their own systems, and they will constantly enhance the system's defense capabilities by exploring system vulnerabilities.

In order to establish a sense of security and seemingly risky expenses, these basic steps to satisfy the service are completely correct, and then the method for customers to experience it repeatedly is that Amazon has "exceeded expectations" and won the loyalty of customers.

Today, Amazon has enough powerful functions and perfect systems, forming a positive cycle, making its products and services more refined, while perfect products completely eliminate the friction with customers and dilute the customer service between people emphasized in daily work (Amazon's online customer service, the service quality is uneven. )。

This is the privilege of Amazon-the privilege of a company that has a near monopoly position in the world and can provide the most perfect products.

In this way, companies that consistently create truly perfect products and provide humanized high-quality services can temporarily ignore or ignore interpersonal communication for a long time.

Most companies are not Amazon. Therefore, we can only find another way and strive for perfection in a small scope. Unfortunately, people are not sages, and striving for perfection can't avoid making mistakes. Even, as long as it is a service, there will be errors more or less.

What is needed at this time is an effective problem-solving process.

03

In the first chapter of Keigo Higashino's mystery novels, only a few strokes depict a professional hotel receptionist whose hillside is still beautiful.

Customers staying in ordinary single rooms deliberately find fault, while the receptionist is not paying attention, they light cigarettes in non-smoking rooms and question the hotel service standards. Some hotel employees are not convinced, and some think that it is good to directly change the guests to other non-smoking single rooms. Shang Mei denied these ideas, even denied that she wanted to show her guests a double room and a deluxe double room-she changed the deluxe suite directly to her guests without any extra charge.

The customers who saw this suite were at a loss for a while, but they accepted the beautiful arrangement without making things difficult.

Later, in the face of the new employee's incomprehension, Shang Mei explained that since the customer deliberately created reasons for complaints, it was meaningless to change him to a room of the same grade. Instead of facing more difficulties and showing him different rooms, it is better to show him the greatest sincerity of the hotel without bargaining. Everyone is very happy.

Whatever the reason, if you have made the customer feel anxious or inconvenient, just returning what he expects will no longer satisfy him. You need to give him some extra compensation. Whether it's a free upgrade service or other novelty, what you need to do is to figure out with the customer what compensation he thinks is valuable, or use your own initiative to lead things in the right direction.

The work done by Shangmei conforms to the four steps of successful remedial service in Exceeding Expectations: apologizing and asking for forgiveness; Check complaints with customers; Continue to follow up after solving the problem, indicating that you are still concerned about this matter and care about the feelings of customers; Finally, record the problems in detail, find the rules, and thoroughly improve the existing deficiencies.

The so-called "effective" solution to the problem is not to measure whether the service provider has restored the situation to the state before the problem occurred, but to measure whether the customer can be satisfied again. Not pretending that nothing happened, but whether everyone is happy after solving the problem.

If after solving the problem, when the customer talks or tells others about it, focus on what you have done for him and what you have spent for him, and almost forget the previous unhappiness, even if a service problem is successfully and effectively solved, the customer is more likely to become a loyal customer, even more loyal to you than when he did not encounter the problem at first.

label

For customers, most enterprises provide replaceable and exchangeable goods. No matter how unbreakable an enterprise's current advantages seem, they will eventually fail. "Exceeding expectations" has repeatedly stressed that the way to ensure competitive advantage is to use all resources for services beyond expectations, thus cultivating and enhancing customer loyalty.

When a consumer becomes a loyal customer, everything will change: for a truly loyal customer, you are the only merchant in the market. In their eyes, there is no substitute product in the market except you. They are less sensitive to price, more tolerant of small mistakes and willing to promote their loyal brands.

They will become "regular customers".

Furthermore, whether a customer is a passer-by or a frequent visitor depends on the quality of service and the choice of the service provider.

Shangmei became an employee of the hotel because she is a customer of this hotel. In those days, the hotel staff rushed to the examination room to see off Shangmei Lucky No.1, who had been staying at the hotel. After passing the exam, she has been grateful to the hotel staff. After graduation, she went to work in that hotel smoothly, silently encouraging herself to become a person like her predecessors.

The hotel manager once said: Not everyone is qualified to do a beautiful job. What he doesn't know is that he has the ability to lead others unintentionally, which attracts employees like Shang Mei to follow. Because of their efforts, the hotel service is getting better and better.

Smart, keen to solve problems; Also understanding, good at communicating with people. 10. Are there any such employees?

Find and cultivate such employees and become leaders who can lead these employees. Generally speaking, in addition to emphasizing service, it needs more to exceed expectations.

the end