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We were astonished. We had expected it would have just been dropped off and it would be up to us to unpack, set it up and work out how to use it. That was
best service we had ever received - anywhere! And it got better.
About a week later
firm telephoned us to make sure everything was working just fine and assured us that if we had any questions, problems etc, we could contact them at any time. We were again astonished. I wrote to
manager and told him/her how pleased we were with our purchase and associated service.
Sadly, in
ensuing 28 years we have had few other similar experiences.
If you sell goods or services and you want to stand out against your competitors and increase your profit, identify or create your USP and make it central to your organisational ethos.
Your USP need not be expensive, elaborate or resource intensive. The idea is to find a USP that is very low cost, but has high customer acceptance. What do you want as a customer? Do you want to be treated politely; as though your custom is really valued? Do you want a free pen? Would you like
sales people to keep in touch?
Whatever you want, your customers want
same. Find what you can do to make your customer service special, add value, or both in some small way. Then integrate it into your everyday operations and you're on your way.
If you choose a USP that includes keeping in touch eg, sending a reminder that a car is due for service, a dog due for immunisation, it will help you generate ongoing business and loyalty.
Don't forget that you will also need to update, change or refocus your USP. After a while it will become so common that people won't see it as being special ...
reason they deal with you. Hopefully, by then they will be so accustomed to doing business with you, they will stay for good.
Now, once again, 'What's your USP?'
Copyright Robin Henry 2005
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Robin Henry is a human resources and development specialist and Internet marketer whose firm, Desert Wave Enterprises, helps individuals and businesses improve their performance by personal development and working smarter. Visit DWAVE at http://www.dwave.com.au