Customer Satisfaction Delivery System

I'm a recent subscriber to Netflix-that wildly successful nationwide, online DVD-by-mail rental service. This amazingly simple business model has already captured my attention-and my credit card. I've been happily receiving and returning postage-free movies from them for the last two months.

Last week, a much-anticipated movie arrived in the familiar red envelope. When I tore it open, I found the disk was damaged. Not just scratched, but broken in half. Deflated (I'm impatient to a fault), I booted the computer and waited for the Netflix site to load, trying out various excuses I might offer to avoid having to pay for the damage.

I immediately went to the "help" menu, where the short index included exactly the heading I wanted: "I have a damaged DVD."

One click took me to a list of the three disks they'd most recently sent me, with a link to "Report a problem." Clicking again took me to a "symptoms" checklist (skips, won't play, cracked, broken). I selected "broken," and then the first amazing thing happened:

They thanked me!

They thanked me for reporting the damage, asked me if I would please return the broken disk so they could get credit from the studio "in order to continue to keep our prices low."

No stern warnings. No place to type my excuses. No blame.

Hey, stuff happens. Thanks for letting us know.

And then, they took a second step, the extra step that separates the extraordinary business from the ordinary: They asked me a question to which they already knew the answer.

They took something they would do in the ordinary course of business, dressed it up as a special service, and gave me the choice of accepting it.

I call it the "But-Wait-There's-More" Delivery System.

First they took my damage report in a no-blame process, then they asked me a simple question that gave this hapless, movie-less man complete control of the transaction.

One simple question.

"Would you like us to send you a replacement disk right away?"

Would I!

That's exactly what I'd like you to do!

I clicked "Yes."

I don't know how many hundreds, no, thousands of times I've said it, and the countless times our coaches at E-Myth Worldwide have repeated it to our clients, but here it is again-just for you:

"Client Fulfillment means client fulfillment!"

What you think is a great service or benefit doesn't matter one wit when it comes to impressing a client. What keeps your customers returning is their perception that you are offering them a great service or benefit.

And by the way, perception (your clients') always trumps reality.

And here's the supremely beautiful part: What your customer perceives to be great customer service is usually something you do everyday-unasked, unprompted, and without drawing attention to it-because it's just the way you do it. And your doing it may be the single biggest reason your client comes back to you.

Netflix dazzled me by giving me the choice to accept something they'd do anyway.

What do you do everyday in your business that can move you from ordinary to extraordinary just by shining a light on it?

"Would you like us to deliver that?"
"Would you like us to wash your car before we return it?"
"Would you like us to send you an E-mail confirming your order?"
"Would you like us to send a replacement right away?"

Yes. Yes. Yes. And Yes.

And thanks for asking!

Please provide comments about your experiences providing and receiving amazing customer service. Also please comment on the role that systems played in delivering that experience.

as I was going thru your old files filling up my "resource swipe files" ( very few yours or anyone elses materials qualify ) I came across this article as an example of "outstanding customer service" and it amused me to no end! compare it with this : some time ago I bought some marketing stuff from jay abraham . one cd was damaged-blank . when I called-in they appologised profusely , promised to overnight another cd . a few hours later came telegram - again with apology . next morning the new cd came with a cover letter that had this line : " ...we goofed , but you win ! we will send you 2 exstra free dvd's of your choice ( on the same theme ). I was delighted ! to me that is an " outstanding customer service "... not the kaka-dudel do you admiring...

respectfuly , eli goldin , new york.

Michael, I was recently in a hotel very near the Detroit Airport. It was one of those deals where you spend the night before your flight and they offer you inexpensive parking during your time away. Their "unique" challenge was that they had airplanes flying over head until about 1:00 in the morning which would keep their guests awake all night. We didn't consider this when we booked our room. To our surpise...they anticipated this problem very well. When we walked into the room, we found, on our bed a very nice red mesh bag wrapped with a bow. Inside this little gift package were two of those masks to keep the light out of your eyes, two sets of earplugs, a few chocolate mints, and a beautiful CD with relaxation techniques and soothing music to play on the Sony Dreamaker clock in the room. We were VERY impressed that they cared enough to anticipate our concerns and solve them in the most incredible way. We had a beautiful nights sleep! David Porter "Dreamer"

Thanks for this story, I am currently in the process of adding massage therapy into the services of a fitness center. being forced to use the existing space I am challenged with how to create a relaxing environment while competing with the noise and energy of a gym with the noise of music and weights being dropped. Your story has triggered some new ideas of how I can improve the experience for our clients.
-Dan Olsen LMT

I am far less apt to engage in dialogue if I think someone might make fun of what I have to say. Thus, I was bothered by Shem's response to the comment by Denise. It isn't that I disagree with the substance of what he said; rather, it is the tone and the use of sarcasm. I am sure that Shem was just trying to make his points in a forceful manner and that he intended no offense. In customer service, I try never to make someone wrong, and when I have to disagree I attempt do so in respectful and considerate terms. I hope that in calling attention to the tone of Shem's comment that I have been respectful and considerate and that I have disagreed without be disagreeable. Perhaps Shem (or someone else) can tell me how I could have done this better. I will be very pleased to listen and learn.

Thank you for your response. You didn't leave a name, so I can't address you personally.

Your correct. I do use sarcasm and a little attitude from time to time. I apologize if you were offended. However, these are not necessarily negative forms of communication and I do not apologize for using them. In fact, I feel validated that you were able to percieve my emotions simply from written words.

You have probably heard that only 7-10% of our communication is the words we use. Roughly 30% is the tone of our voice, and 60-70% is our body language. Since you can't hear my tone or see my body language, written communication is inherently deficient. So a little spunk can add some spice and clarity to a letter.

This is not my forum, I am a guest here. I was not making fun of Denise, simply rebutting her uninformed rebuke of Michael Gerbers keen observations on Netflix. OK, I made a little fun.

You are obviously a sensative person, and that is a fine quality. You do not need anyone to tell you how to tell your story better, and you were in no way disagreeable in your letter to me. I would like to point out one thing though.

From your first sentence. "I am far less apt to engage in dialogue if I think someone might make fun of what I have to say." In response I can only say, Huh?

You are sitting at a computer, presumably in the safety of your own home or business. No one on this forum knows where you live, or what you look like. No one knows your age, education level, race, marital status, industry, height, weight or anything else about you that you don't choose to share. I can't imagine a more safe and secure place to "engage in dialogue". How could someone makeing fun of you possibly matter one bit?

I am not a malicious person. In time you may find I am more witty and jocular than critical and demeaning. I regret that your first impression of me was a negative one.

Shem

Denise, you are correct. You are missing something.

Why don't you re-read the article by Michael. THE DISC WAS DAMAMGED **AFTER** IT WAS MAILED FROM NETFLIX! Have you ever heard of the United States Postal Service?

I recently sent 4 of my 8 discs back to Netflix. The USPS lost them. Not netflix's fault. Is this clear Denise? The USPS lost them. Or, from Netflix's perspective, I could have kept them and simply lied when I reported they had been sent. Netflix however, just appolagized for the problem, AND SENT ME FOUR MORE DVD'S!!!

In my opinion Denise, Netflix has joined Starbucks, Trader Joes, and Ace Hardware as among the most impressive businesses of all.

Shem Isaac

Maybe I am missing something here. Or maybe because I don't use Netflix and have not experienced their client fulfillment.

However, I would not describe what was just mentioned in this article as extraordinary client fulfillment. In the scenario just mentioned, to me, extraordinary fulfillment would be a company that checks for damaged DVDs before they even mail them. I find it very irritating when I get all comfortable in my favorite chair, anticipating a relaxing evening watching a DVD I have been waiting for. Then, lo and behold, the DVD doesn't work! And my irritation could have been avoided if extra time were spent on the front end rather than the back end to ensure I am satisfied.

Having them ask the question "if I want to get a replacement?" to me is the **minimum** they could do.

Yes, things happen. However, there **are** things that can be predicted and avoided. That is one of them. I coach some of the fastest growing and most successful companies in the US. What makes them successful?

You got it. Their customer service excellence. They know their customer's expectations and go beyond. They anticnpate what could go wrong and solve it before it happens.

While I love all of Michael Gerber's principles and philosophies, this is one article I can't agree with. Sorry, but it doesn't cut it for me.

Denise Corcoran
http://www.EmpoweredBusiness.com

In my cybercafe business in a community where many adults (the youths do though) don't know how to access the internet and are ashamed to ask, I train my staff to always welcome customers with a smile and address them as Sir or Mma even if the person is a 15year old and patiently show them what to do. This courtesy and the tip top form I make my staff dress as well as display their ID cards prominently has really endeared many to us so much so that even while I was afraid I might lose many this month of July because I had to increase the price of the hourly tickets due to incessant power outages necessitating buying two drums of diesel a week for the generator thus biting deep into our income, the customers base has doubled. Most days our 30systems are completely occupied so that others have to wait their turn for a free system. Our customers have complimented us on our courteous service which they say they hardly find in other cafes. We put our customers first so that even when some of them become lousy, we douse their "fires" with a smile and patient, courteous explanation of what they do not understand. We serve them snacks from the best bakery and this keeps them on. If someone had bought an hour's ticket, he is likely to buy another hour because there's something to fill his stomach and keep him going. The cafe is fully airconditioned and the premises has ample parking space. We are looking for more innovative ways to make them happy.

Arit

"Client Fulfillment means client fulfillment!"

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