brands that win, go beyond

As to be expected, a new job in a new city means forming a lot of new relationships. Like having to find a new person to cut my hair. When it came time for me to get the ol' ears lowered, I asked around the office for a suggestion on who to go to. A salon around the corner came highly recommended - Brian Graham Salon.

I can see why. It wasn't just that the stylist (Trish) did a great job making sure I had a wonderful first experience. The day after my visit to the salon, Brian Graham called me to thank me for coming in and ask if there was anything they could have been done better. (I'm sure this is done for all first time customers.) A few weeks later, Trish followed up with the above hand-written thank you card.

When I went in for a second appointment two weeks ago, she made sure to ask me again how everything was and if there were anything I didn't like. (Not quite so short, please. I'm not sure how much longer I'll be able to appreciate it.) This is all in addition to how well they take care of you when you're in the salon.

The thing is, they don't have to do any of this. They could simply just provide their customers with a haircut, a style, a color, a trim... Whatever they came in for. Just do it well and they'll probably return. But they don't just stop there. They go beyond the basic expectations.

What's the point of all of this? Well, it's a good reminder. Every day, someone is in some way, having an experience with your brand. And it's quite possible that at least one person is experiencing your brand for the first time. It might be your product or service. Or it could be a visit to your web site to figure out if you're the right choice for them. Odds are, you probably aren't there in person to ensure a great experience.

So what are you doing to make sure that experience is one that makes them want to choose you if they haven't already? And if they have already chosen you, what are you doing to not only make them want to choose you again, but one that makes them want to recommend you to others?

I hope you're doing something more than just meeting the basic expectations. I hope you're going beyond.

Comments

[Charles]

Great service comes from the heart. I love it.

[Will]

This rings so true. For me, thinking about brands is ALL in the experiences they conjure up - not necessarily in a restrictive idea or sentence.