Friday, May 30, 2008

Do you want exceptional customers?

What things do you buy that you really rave about? We buy a ton of stuff every month most of which is pretty utilitarian and warrants little fanfare. But once in a while someone comes along with something that could have easily been considered unremarkable that rises to the top and we tell people about it. How does that happen?

One product I can think of is Netflix. When this company arrived on the scene I thought this was the neatest thing I ever heard of. I signed up just to see if they could really deliver as promised. They did and I told everybody. Video rental was a pretty mundane business and Netflix reinvented it. They added a twist, they didn't revolutionize the industry in the sense that they invented the DVD they changed how we acquired them. They were very creative in making it convenient for us to enjoy the DVD's we wanted. In computer jargon they improved the user interface. They created an exceptional product.

I think in many respects Google has done the same thing. I am very new to all this internet stuff in terms of being a hands-on user. Google may not be the premier provider in all segments of online services. They seem to provide a supermarket of online services that meet my needs right now which makes them a standout in my mind. I am sure this will make me a loyal customer well beyond the time that I need more sophisticated tools as my needs expand. Or maybe not because I am sure they will keep moving with me to meet my needs as they grow. Once again creating an exceptional product.

I don't feel nearly the same loyalty to the vast majority of the products I buy. When I think about it my loyalty and word-of-mouth advertising is probably based more on my emotional attachment to the company or the product than it is the product itself. Don't get me wrong the product has to be very good. But something has to happen to motivate me to talk about it. That something has to make them exceptional.

What is exceptional about your product, service, company, image, reputations, values, integrity, creativity, responsibility or humanity that attracts exceptional customers to you?

As for Lester that's easy. As you can see he has exceptional buns....or he did anyway.

Thanks for reading.

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