BEYOND CUSTOMER EXPECTATIONS: Going the Extra Mile
By J. N. Halm
Good day, Mr. Halm.
In April this year, I attended the African Banking and Financial Institutions Seminar at the La Palm Golden Beach Hotel.
A participant at this seminar who was using the escalator had her slipper trapped in the machine, there by destroying the whole thing.
I went back there recently and the escalator has still not been fixed.
As the CEO of this organization, what would you do?
Have a good weekend.
Regards
Sampson
After establishing the grounds in last week’s piece as to who qualifies as a customer, I would move into another issue that Sampson’s letter brings up. I would attempt to answer Sampson’s main question as to what I would do if I were the CEO of the Hotel. My response will however be predicated on the assumption that such a case had been reported to me, the CEO and that I am fully aware of whatever transpired. This is because there is always the temptation to blame management for issues which management has no knowledge of. However, when the issue gets to the attention of management, the onus lies on whoever is in charge to act in such a manner that will not only solve the problem at hand but to go further and win the hearts of the customer for a long-term relationship.

The Element of Pleasant Surprise
One of the keys in winning customers for life is to pleasantly surprise the customer. The element of surprise is one that can win, not only, wars but also win hearts. We live in a largely customer-unfriendly environment. Many businesses tend to take an increasingly aggressive stand when it comes to dealing with customers. The mindset of businesses is betrayed in their communications with customers. Read the notices posted on business premises and you would think there was a ‘fight’ going on. “Goods sold are not returnable”, “Terms and Conditions apply”, “Count your money before leaving the counter”, etc.

It seems there is still some deep-seated mistrust between businesses and customers. I do not intend to go into the merits or demerits of these issues. The fact remains that in this environment, customers are rarely pleasantly surprised. Many organisations in this country, and beyond, tend to be too mechanistic in their approach to customers.

Recently I came across a story in which a well-respected global brand took the stringent mechanistic approach too far. A courier was to transport the world's first windpipe transplant on an EasyJet flight. Readers might be aware that EasyJet is the no-frills airline that just gives you the essentials of travel and does away with any excesses, thereby cutting down costs for the traveler. On this occasion, EasyJet refused to allow the courier on board because it was going to require some special attention which was against company policies.

Inasmuch as I appreciate company policies, there are cases that demand special attention, and this was one of such. It was also a fine opportunity for EasyJet to develop a legendary customer service story. It simply refused. In the end, someone with a private jet stepped in to transport the courier and the precious cargo inside within the crucial 14-hour timeframe. This EasyJet story will travel around the world and will be used in customer service training lectures, seminars and symposia, further damaging the image of the company.

Many customers have become used to receiving mediocre service, especially in this country. This is where the use of the element of surprise comes in. In the eye of the blind, the one-eyed man is king, so it is said. Therefore in such an environment, going out of one’s way to serve a customer will go a long way in establishing a long-lasting relationship. Using the element of surprise therefore, my first move after getting to know of this unfortunate incident is to ensure that the woman is not physically hurt as a result of the accident. Her health should be paramount-no broken ankles or toes. I would then ask for the damaged shoe. If it is as ‘destroyed’ as Sampson puts it, then the Hotel must get the woman something to wear in the mean time whilst making arrangements for new shoes to be bought for the woman.
What!!
Mr. Halm, you might have woken up on the wrong side of the bed this morning!!
I know that will be the response of some readers to this suggestion.
Why make a big fuss about just a shoe? After all, it was not the Hotel’s fault that she got her slipper destroyed. Why get her a new shoe?
The answer is simple. Any manager can call the woman and apologise for the inconvenience but it will take an exceptional manager to “go the extra mile.” How much will it cost the Hotel to replace the shoes for the woman? No matter the costs, the eventual rewards to the Hotel will far outweigh the costs. What image do you think the Hotel will have if such a touching story was to come out in the media?

Stories on the Extra Mile
This is what I refer to as Beyond Customer Expectations. This single incident can build a customer service legend for the Hotel. It will become a story that will be told to both new employees and customers alike. Companies known for great customer service have such stories. FEDEX has the story of the delivery man who was not deterred by a heavy snow downpour, risking life and limb to deliver a Christmas parcel. There are several other such legendary stories from other such great companies. Why not have one of your own?

I have always urged business leaders to make a conscious effort to determine the kinds of stories that customers have about their business. The fact of the matter is that whether you initiate the stories about your company or not, there are stories out there about the organisation. So it is important that you determine what the public thinks of you. If you leave it is to us, we will only tell of your negative side.

Painless on the Extra Mile
Contrary to what many business managers and leaders believe, it makes perfect business sense to go the extra mile for a customer. The business does not really lose. In Ghana, it seems businesses are bent on a strict rule of giving customers just the 100% purchased; some even give less! Going the extra mile need not involve anything expensive. It could be something as simple as a phone call from the business to a customer saying ‘Hello’ ‘Merry Christmas’ or ‘Happy Birthday’. It could be the actions of the carpet salesman at Accra Central who offered to come to my office and lay my carpet free of charge. The extra mile could also be just a handwritten letter from a manager to an aggrieved client or a new customer. The personal touch will send a very powerful message to the customer that the organisation TRULY cares. If they put their minds to it, business leaders can come out with very cheap but ingenious ways to show customers that they truly care.

Cautions on the Extra Mile
Our elders say whilst we are advising the cat, we also advise the ‘koobi’. It is not my intention to give the impression that under all circumstances, businesses should throw caution to the wind and go the extra mile for their customers. Going the extra mile must be done within limits of the business’ authority. All relevant rules and regulations must be considered when offering customers that extra ‘something’. It must not be done to the detriment of the business. I must also caution that there will be some customers who will not even appreciate the extra effort you are putting in to serve them. This should however not deter you from going the extra mile for other customers.

I sincerely hope I have been able to satisfactorily respond to Sampson’s letter. I trust I have used the opportunity to create a desire in the heart of every business person to ‘go the extra mile’ to serve customers, not only today but for all times. Greatness in customer service is not achieved in doing the very things customers expect; it can be found in doing a little bit more. Resolve to go the extra mile because it is on that extra mile that many other runners fall short.

Greatness is found on the extra mile because there is less competition there.