Tom Peters makes a great case that there is no excuse, no matter what kind of business you’re in, for thinking that what you offer can’t stand out from your competition. This week is all about suggestions for ways a business can reframe the way it thinks about differentiation and many practical ideas that can be implemented to make a business one of a kind. Customers are loyal when they connect with your business, and those connection points are the things you do that surprise, delight, and inspire them.
Customer Service Matters – Reinforcing a culture of excellent customer service pays high dividends to a business. There are several ways this can prove to be a differentiator. First, many companies tolerate mediocrity (and sometimes even unintentionally encourage it). Exceptional customer service is a strategy that almost any company can employ, yet it continues to be an underutilized strategy. Understanding your customers’ wants, needs, and expectations and then exceeding them in as many ways as possible can establish unbreakable customer loyalty.
Your People Matter – Who you hire mediocre people, don’t be surprised when you get mediocre performance. If you hire creative people, they will likely come up with new ways of doing business and see opportunities that others have missed. Reliability is important, but reliability does not have to equal boring. People can be visionary and reliable. Seek out the best people in the business, treat them exceptionally well, and reward them when their performance is outstanding. They will delight customers and drive profit over and over again.
Design Matters – Peters shares a list of 142 different examples of great design. Some of my favorites are:
- the precisely correct placement of an airbill on a package being shipped to a finicky customer
- the formal position of chief designer on a corporate organization chart (and the importance that role plays in every decision about a product or service)
- a 20-year-old sweatshirt that you love
- the smell of a new baseball
- the garnish that makes a plate of meat and potatoes an elegant dish
- stuff you can’t explain but know is there
- the fact that you sometimes buy books for the cover and wines for the label
- something that old folks appreciate…and wee kids…and the handicapped
- a truck stop where you feel at home
Really Listening Matters – Beyond customer service, listening to your clients creates an ongoing dialogue that can yield amazing results. If you hear and address little problems, you can avoid them becoming big problems. Customers often have great ideas…often beyond what you could have imagined yourself. Hearing those outrageous ideas might produce your next breakthrough product. Peters also suggests interviewing 5-15 irritated customers and sharing it with your colleagues and management. It will likely produce a big discussion and inspire some memorable changes for the good.
Everyone Matters – Everyone in the organization should be able to produce a wow list that captures the things they are doing or projects they are working on that produce memorable results. HR might be doing things to improve the lives of employees so they can deliver better service or products for customers. Accounting might be working on ways to make customer payments easier for them. Everyone in the business has a role to play in making it stand out among a crowded field of competitors.