Small business branding is simple when you remember one thing: it’s all about the customer experience. Here’s a true story from one of my professional conference travel logs:
It all started at the airport.
The free hotel shuttle van arrived and a nice man with white hair and a big smile got out and did something no shuttle driver had ever done.
He shook my hand and introduced himself as Robert.
I knew at that moment that this trip was going to be different.
Rather than select a seat in the back, as the only passenger in the van, I decided to ride “shotgun” in the front seat next to Robert. Over the next few minutes, Robert kindly shared with me recent history of the area, talked about his family and his young grandchildren, and chatted with me about the weather. When I asked him to change the route to take me to a pharmacy to pick up an item I promised a friend, he didn’t hesitate. He then whisked me to my destination and carried my bag to the lobby, where he introduced me to the front desk staff by name.
I was a bit shaken by now and I must confess I don’t remember the name of the woman who couldn’t check me in – she had arrived at 10:45am before check-in time. But she was kind enough to take my name and bag and she told me that she would do her best to expedite my room and check me in.
Less than 30 minutes later, a colleague and I were having lunch in the hotel lobby restaurant when hotel manager Dean Kirk walked by. He looked directly at me and said, “Hello, Mrs. Slattery. Can I get you something or help you in any way today?”
Go Back the train. Sure, my kids think I’m big trouble because I got free tickets to a movie premiere based on my Twitter stats, but in real life? Hardly. The only places I get “acknowledged” are events where my face appears on the sales page…never by random people in the world. And while I was at this hotel to speak at an event being held there, I was pretty sure the hotel manager called my name and asked for my help and had no idea I was associated with that group. I still don’t know how he knew my name.
I told him my room wasn’t ready yet and he said he’d be right back. Within a few minutes he returned and said that my room was now waiting for me and that he would personally help me check in when I was done with my lunch.
Natasha, the lovely young lady in the restaurant went out of her way to create a special plate of snacks and treats for a special customer intensive training I was doing together with my colleague. Natasha stocked the fridge with cold drinks instead of leaving them on a table to warm up and sneaked in some extra brownies and bottled water just for us, free of charge, and said if we needed anything we’d call her and she’d be there. until.
A bit later, in our VIP suite, the front desk called and told us we had a delivery, but they knew we were in a meeting and would bring it up right away. That’s when I saw the hotel manager, Dean Kirk, again as he delivered the package himself.
Fast forward a couple of days when my colleague and I wanted to take our VIPs and clients out for lunch, James, another shuttle driver, broke the rules for us. I explained that we were in a rush between sessions at the event and that I HAD to be back on time because he was scheduled to speak immediately after lunch. James came back to pick us up right on time, without us having to call first, breaking the usual hotel rules.
THIS was no ordinary Embassy Suites.
When you think of superior first-class service, what hotel brands come to mind? The Ritz Carlton. The W. The Four Seasons. But the Embassy Suites? Not usually. After this trip I realized, the level of customer service of any organization can transcend the brand when the people involved are committed to providing the best possible experience to their clients, clients, or as in this case, guests.
As a small business owner or individual, you may not have employees, but you probably have people who represent you in some way, possibly a virtual assistant or help desk person, and you use other products that represent you to Your clients. The key is to find people and services that are as committed to providing a first-class experience as you are. Here are some lessons from my stay at the Embassy Suites in Brier Creek, Raleigh, North Carolina:
- Call your customers by name: The most pleasant sound for any human being is the sound of his own name. When you wear it, people feel special. In your automatic reply, messages begin with the person’s first name. When answering questions on teleseminars or from the stage, get the person’s name and use that when answering.
- Go further: When your customers or customers need your help, surprise them by being available. Share with them links or tips or stay on the phone a little longer; remember that these are people who have paid you money. Treat them like this!
- Add a little more to the house: What cool bonuses or freebies could you offer your customers and consumers? People loved to be pleasantly surprised with little extras.
- Break the rules for them: Think about some of the rules you have in place, such as your work hours or various policies when working with clients. So think about your best customers. If one of your best customers asks you for a favor that’s against one of your policies, or doesn’t ask, but you know that breaking your rule will help him…would you? You could if you were committed to great customer service.
- Be considerate: People love to know that you have been thinking of them. You may not have to decide whether to leave a cold drink on the table or keep it in the fridge, but what might be a good thought to offer your customers? Maybe just leave a two-word birthday greeting on their Facebook page, or send a link to a free teleseminar you thought would be helpful to them, or introduce them to a helpful prospect or vendor.
When you provide amazing customer service, the brand doesn’t matter one bit. It’s the experience you give your customers that will make them remember you and your brand, fall in love with your brand, and stay loyal to your brand.
