JoAnna Brandi, often called the “Customer Care Lady,” has 20-years experience helping create more positive, customer-caring companies that thrive, where employees are motivated, customers are loyal and competitors are nervous. She's the publisher of the Customer Care Coach®, a ten session self-study customer care leadership program, and Monday Morning Motivation, a weekly focused “self-talk” for people who care about their customers.
JoAnna is a consultant, well-regarded public speaker and author of two books on customer loyalty: “Winning At Customer Retention: 101 Ways to Keep ‘em Happy, Keep ‘em Loyal and Keep ‘em Coming Back” and “Building Customer Loyalty: 21 Essential Elements in Action.” She’s been delighting people worldwide with her biweekly “Customer Care Tip” for over 15 years. JoAnna is a practitioner of applied positive psychology and an “Authentic Happiness Coach," bringing the teachings of the new “Science of Happiness” right into the workplace. She's currently working on a new book, “The Feel-Good-at-Work Factor.” She's also a founding member of the Positive Workplace International.
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“There’s no magic to magic,” Walt Disney once said, “it’s all in the details.” Sometimes those details are small, seemingly insignificant things; little extras that add up to a strong positive impression.
Last week I received a thank you from a man who requested some info to reprint in his publication.
“JoAnna, I wanted to let you know that I've requested information from at least a dozen websites. Most replied favorably and promptly as you have. However, you’ve done two things the others have not. First, you followed up on your initial reply to my request and, second, you offered help both times. That's the kind of ‘stuff’ that draws people. Thank you.”
It always feels good to be acknowledged for doing a little more. In my case, it was instilled at an early age. My grandmother was a baker, and taught me the importance of the “baker’s dozen.” She always put a smile on her customers’ faces by giving a little extra.
Getting that note made me think of all the times that just a little extra puts a smile on my face or makes an experience just a little more memorable.
The people at my local fish market always, always put a nice, plump lemon in the bag with the fish (even when the price of lemons is up).
When checking out of a Hampton Inn, you can pick up a “Hampton to go” brown bag with an apple, yogurt, granola bar and bottle of water inside, in case you didn’t have time for breakfast.
The Hilton Garden Inn and the Doubletree bake fresh cookies; it makes their lobbies smell like home. It’s a lovely touch. A note to the hotel cookie-makers though: Order a little more dough and bake some for latecomers. It would be really special for us late arrivals if, upon gazing at an empty cookie platter, you dashed into the back and came back with a cookie and said, “I saved this one just for you!” That would make for a truly magical moment.
The bagel restaurant where I meet people for breakfast serves a small plate of cake while you drink your coffee and wait for your breakfast. It’s killer on the waistline, but terrific for hungry diners.
And any server that's kind enough to avoid the expressions “you guys” and “no problem” and uses friendly, positive expressions like “absolutely,” “sure thing,” “I’d love to,” “certainly” and “that would be my pleasure” impresses me.
In a weary we world, it’s easy to stand out. Being more mindful of the opportunities you have during the day to make a small difference in the well-being of another human being — an internal customer or an external one — is the key to building important trust accounts with people.
This week look for the dozens of places you might add just a little extra “stuff” to draw people to your company. If they feel good, they’ll come back with their friends.
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