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Editor's Notes

• #8: Most customers are upgraded to overnight shipping
• #12: Arvest Bank open 8 to 8…part of their culture is if they see customers pulling up or peering through the windows before 8, if they are ready to go, open the doors and let the customers in to save them some time.Calling up customers to give them the emotional reaction to their gift is “surprise and delight”Produces a wow reactionAppears to be spontaneousMakes customers feel valuedMemorableCreates a talking pointDifferent
• #14: Deliver Happiness (Make emotional connections) (You have an emotional product…more than a gift…there is an emotional attachment. You’re in business to make people happy…both the sender and the recipient. The first part of delivering happiness is for you to ensure you deliver the selected arrangement, to the selected person at the selected time….That’s the glass of water in our man in the desert analogy.The second part of delivering happiness is to proactively look for ways to make emotional connections with your customers.Jennifer in Los Angeles: They call all of their senders and let them know the gift has been received and tells the reaction of the recipient. They call on every single delivery…both successful and unsuccessful..."This is Jennifer from EA. I wanted to let you know your order was delivered and Valerie was thrilled!" (The driver lets her know your reaction.) That is an amazing way to make an emotional connection.Whenever you have to make a substitutions…let’s say you’re out of happy birthday balloons or there are no Sponge Bob cups in your inventory…you make good on your commitment to deliver happiness by taking the time to call the customer up and explain to her that you’re out of Happy Birthday balloons and together you discuss how you will handle it. This phone call is an opportunity to proactively reach out and make an emotional connection and it ensures there are no unpleasant surprises later. DON’T BE AFRAID TO REACH OUT. Customers won’t be upset about the substitution. They’ll be surprised and delighted that you’ve taken the time to consult with them on how best to handle the situation. HOT SPICE Adopt, Adapt, Apply in groups of 5-6
• #15: Realize you’re dealing with customers for a lifetime…They’re buying Get Well baskets, congratulations baskets. Birthday, thank you, Sympathy, love, and on and on… A loyal Edible Arrangements customer is worth $2,600 over their lifetime with you. (ordering 2.5 times/year, average ticket of $70 for 15 years) Every time you’re dealing with a problem or complaint from a customer and you’re trying to figure out if it’s worth it to take $10 off an order to spend $40 to make something right, remind yourself that you’re talking to a $2,600 customer. It’s not a $70 transaction. It’s a $2,600 customer. And keep this mind. Every customer has the exact same value to you…whether they are paying full price or getting a discount. Every customer, if surprised and delighted, has the potential of being a customer for life.
• #16: Whencustomers go about their day…getting gas, buying coffee, making purchases online, running into Wal-Mart, they really aren’t engaged. But when something goes wrong and you resolve it immediately and to their satisfaction, they are emotionally charged. One very effective way to make an emotional connection with your customer is when something unique happens (a problem) and you do something extraordinary. And it’s totally worth it to take care of this customer because you now know every customer has the potential to be worth $2,600 to you. Zane’s Cycle V-Day Disaster – Point of story, it’s worth it to take care of the customer, because of the story they will tell and because YOU know their lifetime value to you.American’s frequent flyer mileage for me was nothing…nothing when they consider how much I’m worth to them over my lifetime of flying both business and leisure. A $10 discount today is nothing when you look at a customer that is worth $12,500. Find a way to say YES. (from Zane) Fully empower your staff to do whatever it takes to satisfy customers.