Companies make the mistake of adding services (stuff) in an attempt to improve their service.
Most organizations and the people in them don’t know the difference between services and service.
Services are the “stuff” you offer and if you are like most organizations you are offering too much “stuff.”
It is much better to provide less services and do them exceptionally well than to provide more services (stuff) that you can’t delivery consistently on.
It is better to offer less stuff (services) until you get so good at the stuff (services) that you are providing that you can consistently guarantee you are going to exceed expectations. Then and only then should you layer on more stuff.
As a customer which would you prefer; a new chandelier, fountain and aquarium in the lobby or a front desk associate who can quickly help you to a clean, quiet room of your choice?
Too often, organizations make the mistake of piling on more services (stuff) thinking that’s the way to better service experiences.
Think of horizontal seats on airplanes, entertainment consoles for every seat on the plane, live TV and On Demand movies and in air wi-fi.
Yet, wouldn’t it be nice if we could just leave the gate on time, have a friendly, personal attendant and maybe even get your meal of choice?
Think back to the Olympics and all the brands that were advertising their great stuff (services). How many of those companies have you experienced the way that they deliver their stuff?
In my experience, most of the companies that spend millions on advertising their stuff still pretty much suck at delivering great service experiences!
If organizations spent as much time enabling their front line associates and removing obstacles to superior service as they did advertising their stuff, I guarantee you the service experiences that they create would generate much more positive impact and ROI than advertising their stuff.
I know, I know, I know.
There are some of you out there who prefer sharks in an aquarium swimming behind the front desk attendant. I know there are some of you who would value fighting pirate ships in the front entrance.
I know I appreciate enabled, energized and engaged employees who can help me have a great service experience much, much, much more!
So, as a customer which would you prefer; a new chandelier, fountain and aquarium in the lobby or a front desk associate who can quickly help you to a clean, quiet room of your choice?
