Everyone (yes, even Bob who rarely sees the light of day and looks like an extra from the Twilight series) is in the service business. Here are nine ideas on how to stand out from the herd with your service (and even if you aren't working in a retail outlet or hotel, all of the underlying principles apply to every one of us):
1. Offer an outrageous customer service policy that people will notice. Zappos, the on-line shoe biz, offers customers a 100% money-back return policy for up to 365 days with free shipping in both directions.
2. Don't be shy about sending your customers to your competitors when you can't help them with exactly what they need. Great customer service is about building relationships and long term trust.
3. Reward customers who demonstrate your organization's values. The Opus Hotel in Vancouver, for example, offers free parking for customers who drive hybrids.
4. At least three companies that I know of offer a 120% refund on returned items to account for the customer's extra time, gas, and stress in having to return to the store. When you mess up, overcompensating can turn customers into passionate, loyal fans.
5. Hire outsiders. Consider what companies such as Southwest Airlines do when hiring employees: They try to hire people without prior airline experience so they don't have to "unlearn them" bad habits.
6. Find creative ways you can give back to the community. Over 800 cleaning companies in Canada and the U.S. have partnered with CleaningForaReason.org to offer free house cleaning to anyone undergoing chemotherapy treatment. The companies get to give back, while garnering some goodwill and marketing.
7. Use creative job titles that reflect the actual scope of service duties: Zappos has a Director of First Impressions rather than a receptionist; the Peabody Hotel in Orlando has a Manager of Vibe instead of a Food & Beverage Manager.
8. Surprise customers in some small way. A dentist office I know of refills the parking meters of patients while they are being treated. It's like a visit from the Tooth Fairy!
9. Offer something truly unique that your competitors haven't thought of: The Rendezvous in St. Lucia has a Romance Concierge; the Ritz Carlton in Miami has a Tanning Butler; a Dallas Ritz Carlton has a guacamologist for all your guacamole needs; the Loews Coronado Bay Resort in California has a dog surfing instructor; a hotel in Vienna has an official Court Jester. What truly unique and fun position could you create in your organization that will make people sit up and take notice?
