So, check this out… I few months back, I finally got around to returning a pair of sweatpants to Lands’ End that I’d bought a few years back to exchange for a new pair. They’d lost their elasticity in the waist, which made them droopy and draggy. And hey, when you’re a work-at-home commercial writer, and every day’s Casual Friday, life’s too short for droopy sweats, right? Right.
So, Lands’ End has this killer money-back guarantee, which, if you’re a regular customer like I am, you can probably recite along with me: “If you’re not satisfied with any item, simply return it to us at any time for an exchange or refund of its purchase price. Whatever. Whenever. Always.”
So, I packed them up, sent ‘em in, and a few weeks later, as sure as the sunrise, I get back a brand-spanking-new pair delivered to my door, complete with fully-stretchy waistband. But, wait, there’s more…
What happened next is what separates the “Serious Customer Service” MEN of the world from the “Lip (Customer) Service” boys. And it’s no newsflash how precious few of the former, and how blasted many of the latter there are…
You ready for this? About a week later, in my mail is a letter from Lands’ End. I open it, and inside is a check for $7.35. Why $7.35? Because that’s exactly what it cost me in postage to send back the old pair of sweats.
Not only will they happily, cheerfully, and with absolutely NO questions EVER asked, let you return/replace anything, anytime, anywhere, for any reason. They’ll even reimburse you for your shipping cost when you do.
These guys are smart. And not just because they have a good guarantee and stand behind like few other companies in the world. But because they realize how little it costs to go WAY above and beyond even really good customer service. They realize how little it costs, in the big scheme of things, to do something so mind-blowingly impressive.
And they know that, when you do, people can’t wait to tell their friends this great, “check-this-out” story about what Lands’ End did (like I’m doing here…). Because LE knows darn well, how monumentally rare such behavior is in the business world, how low the customer-service bar is in people’s minds, and hence – and here’s the clincher – how incredibly easy is to stand out in the crowd.
As a commercial freelancer, I’ve learned how easy it is to set myself apart from the crowd through the service I deliver. I know that just doing what I said I was going to do, and by when I said I’d do it, and by delivering more than the client expects, I stand out. Nothing terribly difficult to do, but what a difference it makes.
As a self-publisher and bookseller, I’ve learned that if someone has a problem with a delivery or messed-up order, or a technical problem, a fast response that solves the problem and then makes it up to them (if it was my fault, and even sometimes when it wasn’t) turns people incredulous, and prone to gush on about how extraordinary – and extraordinarily rare – my service is.
And in most cases, it may have cost me, maybe five bucks (and often nothing, if I’ve sent them, say, an ebook bonus as a “make-it-right” gift) to make them pants-wettingly happy with me, and ready to tell the world.
People are so used to being treated like serfs, they’re downright starved for even halfway decent treatment by the companies they’re giving their money to. And when someone goes beyond that level, and actually seems to, let’s say it, cherish them, well, the word will spread, and by the most credible spokespeople of all – one’s own customers.
And again, those companies or individuals delivering this unusual level of service will be the first to tell you how little it costs them to stand apart. The difference between good and great really is often laughably small. But that small is big.
Which makes this the quintessential secret weapon for anyone, including freelance commercial writers, wanting to put themselves head and shoulders above the pack in the eyes of their customers.
What do you do to be a hero in the eyes of your clients?
What things have worked best to set you apart from the competition?
Would you agree that going that extra mile really doesn’t cost much more than not?
Any great customer services stories you’ve experienced?
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