How Customers View Value
Not long ago, interesting work on customer value was done by Japanese quality expert Professor Noriaki Kano. His research concluded that customers experience value at three different dimensions:
1) Basic Value - Basic value would be defined as the aspects of product and service delivery that are fundamental (in the customer's mind) to the service or product they're buying. For example, in the airline industry, the basics would be a clean, air-conditioned cabin, a lavatory, a safe plane, and maybe, just maybe, some water, coffee, and a snack. If these basics are not delivered and delivered well they will not increase your levels of customer loyalty nor customer advocacy - where customers tell other customers how great you are. And, needless to say, you are in deep trouble. Customers will talk negatively about you to other customers online and elsewhere.
2) Expected Value: These are the things customers are accustomed to receiving from a business. For example, for an airline passenger, the expected value would be on-time flight arrival, courteous and helpful flight attendants, frequent flier programs and text messages provide gate information and keep passengers informed of what is happening with their flight. Airlines are pretty much the same so the loyalty advantage gained from providing expected value would be zero.
If you own a car repair business, the expected value would be that the repair would be done right, on time, the first time and problem solved. If you own a restaurant the expected value would be good food, prepared as asked, served by a smiling server.
3) Unanticipated Value: Today's customers have very high expectations and are more service-savvy than ever. Unanticipated value would come from something a customer received that was unexpected and delightful. In the airline industry, it could come from waiving the $150. fee that is charged for changing a ticket or the fee for using your frequent flyer miles but that would be wishful thinking. Most often, unexpected value is delivered by a flight attendant who treats economy cabin passengers the same way as 1K.
Unanticipated value might be an AI portal that provides customers with a digital self-service tool (website, mobile app or online tutorial) over or video chat for resolving issues, however, this is fast becoming expected value - just like overnight or same-day delivery. It could be giving customers a foot massage while their face is being steamed during a facial. It might be filling out forms so the customer doesn't have to do it or performing a 360-degree check-up of a vehicle or machine when they only needed a new battery. It might be a project manager or foreman that leaves a property cleaner then they found it. Without a doubt, unexpected value breeds customer loyalty and customer advocacy and provides a memorable customer experience.
This isn't Rocket Science. It's simple. It can even be fun. To obtain ideas to deliver unanticipated value, be the best at what you do, and become known for World Class Customer Service gather your team. Start by discussing basic value and expected value for customers in your business. Then, brainstorm specific ways to deliver unanticipated value and a great customer experience that gets customers to talk about you. Challenge them to find ways to put the wow in the experience at every touchpoint. "Give 'Em Somethin' To Talk About" as the song goes. Reward people and teams who come up with great ideas.
Providing unexpected value and a great customer experience involves a great deal more. Meanwhile, here are a few more ways you might provide unanticipated value.
Take money off the final bill for senior citizens to surprise and delight them. (This provides great unexpected value that a dentist or auto-repair business could do.)
Deliver a part after-hours or even on a holiday.
Provide an educational session for your customer on how to grow their business, manage their money, or perform a task more effectively. Serve great food!
Offer treats or healthful snacks for people in your waiting room.
If you are a manager, introduce yourself to customers as they are leaving, give them your card, tell them to please call you if there's anything they ever need. Then, say, "I'm always here for you." (That's totally cool and it makes a positive impact.)
When there's a long line or lots of people waiting, offer them a bottle of water or a piece of chocolate.
Offer a money-saving value-added package your competitors do not offer.
Over-communicate with customers when they make a big purchase or when they are waiting to have their car or equipment serviced to keep them informed. Just don't bombard customers with daily e-mails.
Provide far more knowledge than customers would ever anticipate. Bend over backward for customers. Deliver something extra that they didn't expect. Deliver something for free. Be exceptionally friendlier than any competitor. Overcompensate when you err. Wrap a gift for free. Make every customer feel like a VIP. Help customers even when there's nothing in it for you.
Finding ways to give customers unexpected value and deliver a great customer experience should have a continuous improvement approach.
? 2019, Christine Corelli & Associates, Inc. Christine Corelli is a keynote speaker, workshop facilitator, consultant, and the author of seven business books. Her clients are characterized by Fortune 500 companies, major trade associations, and a multitude of businesses in a wide variety of industries. To learn more visit https://www.christinespeaks.com - To contact her for an upcoming meeting, conference or special event, call (847) 477-7376.