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If there is a single way to cement a relationship with a customer, it must surely be the promise that they will be remembered. There is nothing, not quality, not price, not convenience that will draw a customer like the promise of being remembered. I like to eat at the Cowboy Steakhouse in Kerrville, Texas.
It’s my favorite place on the planet. Is the food good? Of course! And the
service is always first-rate. Is it the best restaurant anywhere, even the best
in Kerrville? Who knows! All I can tell you is that I like it. And if you show
up knocking on my door and want to take me to dinner, you can bet I’ll ask for
the Cowboy Steakhouse. Why? Probably for the silliest of reasons - they remember me. I may not be famous in your town (heck, I’m not famous in my own). But I am famous at the Cowboy Steakhouse (everybody is!) and that’s where I like to eat. I can count on a hug from Lorrie, and I know that Nancy will remember that I want the chicken and I don’t want foil on the baker, and that a gallon of water will just get me started. We flew into Cincinnati to visit my grandmother and called
the folks at Thrifty for a car. We hadn’t planned on stopping, we were just
ahead of schedule and flying east of our intended route to avoid bad weather. So
we had no reservations. No problem. The folks at Thrifty came through. What made
the transaction special was Cathy. Several years ago I spoke to the Thrifty
annual convention and they bought a bunch of the original Positively
Outrageous Service books. I signed the books, had a great time speaking to
the crowd and, like too many engagements, went about my merry way. Cathy was walking by the counter just as the customer
service representative asked my name. "Scott Gross, " I replied. Cathy stopped, smiled and said, "Would that be T.
Scott Gross?" "Yes, ma’am, although the T. is silent," I
grinned at the thought that someone would remember me from four years earlier. "I loved your book!" "Thanks! That always makes me feel special. Being
remembered is the best compliment of all. When we said our good-byes and stepped out to find the economy car that we had rented, there waited a jazzy, berry-colored convertible, no extra charge. I don’t expect special treatment. In fact, it’s a
little embarrassing to be given red carpet treatment for what seems to be no
reason at all. Hey, I was paid to speak to Thrifty. I already got mine and here
they were treating me like visiting royalty. I’ve washed more cars than I’ve
rented! But the real treat was not in the jazzy car, it was in being remembered. If you want to make a customer feel special, remember
them. People like to do business with people who remember them and attempt to respect their special needs and tastes. If remembering is the best thing you can do, forgetting must be the worst. |
