A Special Kind of Customer Experience
Welcome to the Why to Wow newsletter which is all about inspiring the hearts and minds of people worldwide with the Power of Differentiation. In this Why to Wow newsletter, I share my experiences over the last 40+ years helping leaders differentiate their brands and products. I hope it will inspire you to discover and share your own brand’s uniqueness with the world.
It was Saturday morning, and my wife, Carol, was fretting over a letter she had received from the IRS regarding an upcoming payment. As she Googled it, Carol grew more concerned that it might be a scam. Picking up her phone, she dialed our attorney’s cell number and Jeanne answered.
From another room, I heard them talking and laughing, sharing some heartfelt discussions. After the call, Carol said, “I’m so glad we have Jeanne; she told me it was a scam and there’s no need to worry, so we’re good.” She continued, “Poor Jeanne, she’s at her mother’s house taking care of her. It’s been a rough road for her family.” Thank you, Jeanne, for answering our call on a Saturday; that is extraordinary customer service.
Today, what is labeled as good customer service is too often the bare minimum: a customer emails or calls with a need, and, if that inquiry is made during working hours, a polite, minimal response is sometimes provided. Information might be shared if it’s easily accessible. Period.
I’ve received many calls from clients over the weekend or after hours. I consider it an honor to be of service to them. I also have a handful of supplier partners who respond immediately to a question or a need, and I’m grateful for their flexibility.
Over the holidays, I received a notice from UPS that a delivery was attempted at my office, but the “good news” was that they’d try again tomorrow before returning the package to the sender. The problem was that my office would be closed for another week. I called their customer service line, first dealing with AI before finally being connected to a human, who was barely audible, with the call center chatter raging in the background. He let me know that there was no longer a customer service counter at our local UPS location, but the “good news” (again) was that the package would be delivered tomorrow at my office if anyone was there. He then offered up his supervisor. While on hold, I learned there was a 20-minute wait. So, to kill some time, I drove to the local UPS location. I knew UPS well because I worked there during my college years.
Still on hold, I drove up to UPS and parked at the front door, seeing a makeshift sign, weathered from years of leaning against a now-forever-locked glass door. It declared, “Customer Service Counter Closed Permanently.” This served as a stark reminder of today’s version of customer service. As the sign instructed, the issue was my problem.
Fortunately, as I was standing in the parking lot, a friendly UPS driver drove up and asked what I was doing. I explained why I was there and added, “I was an unloader and pre-loader here decades ago,” in case it helped. He guided me inside the building, through the dark dungeon of parceldom to meet Heather. She hopped on her computer and determined that Travis (the driver) still had the package in his truck. He was 20 minutes away. She told me I could meet up with him and get my package. I thanked her, took Travis’ phone number, and called to arrange a meeting place. By the way, I was still on hold, waiting for the UPS call center supervisor.
Travis and I found each other, and I loaded my package into my car as we talked about UPS and various people we both knew. He was friendly and went out of his way to help me. I jumped back into my car and just as I was about to hang up my phone, I heard the call center supervisor ask, “Hello, can I help you?” I told him, “Not anymore, I broke into UPS and got my package.” He replied, “Excellent, have a nice day.”
I thank Jeanne, Heather, Travis, and those who answer the call after hours, or when it is inconvenient, and go the extra mile(s) to help out a customer. That is truly an exceptional customer experience.
Difference-maker #1: We must be honest about the service we deliver to our customers.
We may tell a customer that what we provide is for “your convenience,” but is it really more about our convenience? Shouldn’t it be an honor to help someone in distress or in need of assistance? That means going “off-script” and being human, maybe allowing someone into the dungeon of parceldom to find their package.
Difference-maker #2: The best customers appreciate and value exceptional service.
That’s why they don’t argue over prices or try to negotiate. They get it, and they may also feel that you genuinely care about them. This is what relationships are about. My wife was helped by our attorney, but maybe Carol also supported Jeanne in a time of need.
In the world of customer service, technology such as AI and chatbots can provide remarkably fast results that, at best, are competent. For many customer inquiries, that may suffice. If technology is in place solely to serve the business rather than the customer, it is doomed to fail. The company that wins this battle will need an army of people like Jeanne, Heather, and Travis. As leaders, we must ensure our teams are empowered to make a difference and celebrate these victories daily.
Podcasts I Recommend
Here are two great podcasts I recommend if you’re looking for inspiring business insights.
Inside the Firm is a top-ranked business and architecture podcast with over 700,000 downloads and listeners in 50+ countries. Co-hosted by serial entrepreneurs Lance Cayko and Alex Gore, the show delivers unfiltered conversations and actionable insights on entrepreneurship, architecture, real estate development, and leadership—helping professionals build better businesses and more impactful lives.
Listened to in 100+ countries and recognized as a top podcast globally, Behind the Numbers is hosted by Dave Bookbinder, business valuation expert and best-selling author. Each episode seeks to discover what drives business success beyond spreadsheets. Drawing on insights from top executives, entrepreneurs, and thought leaders, the podcast offers a deeper understanding of leadership, finance, entrepreneurship, marketing, technology, and workplace culture.