Between 4 and 5

How’s your business shaping up for 2010? Are you confident you have what it takes to thrive in this crazy environment?

How are your customers doing? Do you ask them very frequently? Are they “satisfied” with your company’s service?

How do you know?

That’s the main gig, right? All business can be boiled down into a couple of questions:

1. Are your employees making your customers more productive than they could be otherwise with your competitors?

2. Is there more cash in the till at the end of the day then there was at the beginning?

Yes? Keep going. No? Time to rethink something.

If you’re like most companies, and you keep track through surveys about your customer satisfaction levels, give this some thought:

There’s a universe of difference between a “4” and a “5” on the typical 5-point satisfaction rating. If “4” means “satisfied” and “5” means “completely satisfied” then you see what I mean.  A “4” means…

NOTHING.

A “5” means…

EVERYTHING.

A customer who is satisfied is basically telling you that their expectations have been met, or maybe exceeded…just a little. What they thought they’d get, they got.. Thanks. Great job. I’m satisfied…

…until a slightly better offer or price comes along. Then I’m

GONE.

No loyalty in a “4”…not one little bit.

Between a “4” and a “5” lives something that’s hard to measure, research, and manage, therefore it’s hard to deliver. It’s called “surprise.” Positive surprise, to be exact. That’s when you deliver something cool that your customer didn’t expect. They didn’t know you could do that before you did it. And they LOVED it. That’s a “High 5.” That’s a memorable, remarkable experience. And guess who they make their remarks to?

Their friends, and family, and almost anyone who’ll listen. They refer others to you through word of mouth, the world’s most valuable advertising (and least costly).

To get a “5” means you’ve earned loyalty. No business can survive, much less thrive, without lots of loyal customers. They breed revenue, repeat sales, reduced costs, and referrals. “The Four R’s” of profitable growing businesses.,

So, you must surprise your customers with unexpected service. Where do you get THAT?

From your employees. Thinking it through. Innovating. Going the extra mile. Knowing what your customers like, and dislike, and what they might really like.

How do you get THAT kind of performance from your employees?

Well, you don’t…unless YOU, as a leader, are becoming BUILT TO LEAD, and you and your team are becoming ONE–one team that is BUILT TO LEAD.

You see, what employee in her right mind would waste the time and effort to “go the extra mile” for leadership that is unwilling to do the same for her?

Why should employees deliver unexpectedly delightful service to your customers unless you are modeling that kind of service to your employees?

Why should they give a damn if you don’t?

Loyalty is not dead. It’s just hiding in pockets here and there. Its source is inspired leadership. Leadership modeling surprising service. Leadership that gives a damn.

A lot going on between “4” and “5.”

How’s your business shaping up for 2010? For 2020?

Tell us more…