Creating A Singular Service Experience

The older I get, the more I realize I’m not all that unique. The services I offer — communications training, strategic planning facilitation, motivational speaking — are provided by competent people across the globe. I’m not the only one who does this work. I’ll bet whatever you do isn’t so unusual, either. If we’re providing services and products similar to those of our competitors, how can we differentiate?

There’s really only one way: make your customers feel something about you. Not your product or process, not your price, not your fancy building. YOU. If you want more clients, make working with you a truly singular experience. Six basic principles apply.

Recently I went to an “eco-urban lifestyle market” in Albuquerque, New Mexico for a facial. I was a new client. From the first telephone conversation with Andre, I was completely and utterly delighted. Within 30 seconds, he and I were like old friends. (Principle #1: use your voice and words to make clients feel comfortable quickly). I looked forward to meeting him in person. This is definitely not how most of us feel when booking an appointment anywhere.

Andre was expecting me when I arrived (Principle #2: be ready for your clients, not surprised by them). He knew who I was without my telling him and said “Hello, Melinda! We’re so glad you’re here!”. He was genuinely warm and welcoming. (Principle #3: Express your gratitude and joy to customers). Before I could sit down, Andre had poured me a glass of tea, telling me all the while how terrific I was about to feel and what a fantastic facial I would receive from Kevin. (Principle #4: shine a spotlight on your co-workers’ abilities).

Needless to say, the facial itself was terrific, as I expected it to be. (Principle #5: customers always expect your service or product to be good, so your technical skill will rarely be a differentiator). However, I’ve never before felt as special and welcome as this team made me feel. It was impossible to imagine that they had other clients, because they looked right at me and said “We do all of this just for you.” (Principle #6: make every customer feel as though they’re your only one).

As you can imagine, they do have other clients. Plenty of them. It’s likely they say something similar to every single one. Does that make them less than genuine? No. They love their work and truly enjoy their clients. It’s obvious. It’s authentic. It’s singular.

Take a few minutes to look around your business and reflect a bit. Then take a look in the mirror and consider the six principles above.

What are you and your team doing to give your customers a singular experience? What are you doing to make them feel something about you? Whatever you do, make sure your actions and interactions come right from the heart. When they do, know that your competitors who create only neutrality with their customers will have a really tough time catching up to you.

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