Читать книгу Pattern for Excellence - Brigham Dickinson - Страница 9

INTRODUCTION

My End in Mind

The why, who, what and how of WOW

I want to make my end in mind (my aim or overall objective) very clear up front by engaging in some preliminary Q&A:

Why am I driven to write this book? To show you how to recognize the service standard set by your competition, direct or otherwise, and give you the tools and know-how to exceed that standard in your service delivery.

What dramatic shift is taking place? I see a dramatic shift in customer expectations. Today, customers expect more from your business than simply the systems, parts, products or services you sell. They see that they have choices. They’re becoming more educated and more astute and nearly always turn to the internet first for information. Some either have less money or are less willing to part with their money.

What does this shift mean? Your customers are just a click away from learning your hard costs. They can access websites like HomeAdvisor to compare different services. When they Google your name, they instantly see other customer reviews—good, bad, or otherwise. This transparency means you must offer your customers more than what is expected in order to grow your business, and it starts with giving them an experience they can’t get anywhere else.

How can I set my company apart? To get out of the price war, you must win with phenomenal customer service. The internet has leveled the playing field for business. It doesn’t take anything more than a Google search to find out that there are plenty of companies that offer pretty much the same products and services at the same price as you—or at least, that is their claim.

In a sea of seemingly endless sameness, what are you doing to set your company apart?

How do you separate yourself from your competition? How can you be better in the eyes of your customers? What can you do that is different than the other guys? What will make you distinct and memorable?

The answer to these questions is simple: Learn to consistently provide an unparalleled customer experience.

What I expect of you, the reader or listener? To study and apply the pattern, principles and practices of WOW service performance. This expectation requires you to be more than a reader (a consumer of my ideas); you need to practice and apply the principles until you master the Pattern for Excellence. It is a journey, not a destination.

How have I designed the content of this book? I have structured the pattern, principles and practices of WOW service in a developmental sequence, and then I address how to apply them for consistent WOW performance.

What do I promise to do for you? To teach you and your team how to WOW more customers, to maximize your bottom line and that you will experience more joy and ROI through the Pattern for Excellence process.