A great impression doesn’t have to come from something big, or even something tied to your core product or service.
I’ve previously written about how small things can make a big difference to a customer experience. Don’t get me wrong, it’s important to get the big things right, too, but it’s often the small, unexpected things that leave a lasting impression.
Recently I bought a new iMac from the online Apple store. After spending hours agonizing over how fast a processor I needed, how much memory, what other add-ons I should get, I finally clicked the Process Order button. What followed was a sensation that reminded me of how I felt as a child when I would find my Christmas presents hidden away in my mom’s closet weeks before Christmas. I knew what was coming, but all I could do was wait, and wait.
After a day I got a confirmation email that my new Mac had shipped. The delivery date was four or five days out. It seemed a little long, but it was coming form California to Toronto, by ground I surmised.
The next day, though, while I was doing some yard work in front of my house, a FedEx van pulled up and there was my new computer. I have no doubt that Apple padded the delivery date to account for worst case scenarios and to ensure they under promised and over delivered. It’s simple concept, but it still works. I was thrilled. I had already resigned myself to the worst case scenario delivery date and they amazed me by killing it.
It’s not a hard thing to do, and it’s a far cry form their core competency, but they clearly spent some time orchestrating and opportunity to surprise me. Never under estimate the ability of the seemingly simple to improve a customer experience.
There are lots of small opportunities to amaze your customers in areas they don’t expect, an in ways that don’t cost you a lot of money. Find some of them, it’s worth it.