Soundview Executive Book Summaries


Delivering Extraordinary Customer Experiences

I expect that most of us remember a time not too long ago when the latest customer service mantra was “Underpromise and Overdeliver.” This concept made sense to a point. If you promise a customer that his shipment will arrive in 5 to 7 days, and he receives it in 3, he’ll be delighted. However, human nature being what it is, the customer will then begin to ignore your promise and expect delivery in 3 days every time. Advantage gone.

Rick Barrera advocates for a different approach to customers which he calls “Overpromise and Overdeliver.” Top companies like Apple, Pottery Barn, American Girl and Zipcar overpromise to lure customers in, and then overdeliver to keep them.

Barrera explains how aligning three types of customer contacts – Product TouchPoints, System TouchPoints and Human TouchPoints – can create dramatic market differentiation. Here’s an example:

TouchPoint #1: Product – Your espresso maker will do the job it’s designed to do without having to resort to flipping through manuals, changing brew settings, grinding beans and measuring and tamping. You offer prepackaged coffee pods that you just pop into the maker, and steaming espresso flows into the cup.

TouchPoint #2: System – In order for this espresso maker to keep its value to the customer, you must have a system in place to get them new coffee pods quickly and easily, by phone and the internet. The first time a coffee order is late, the machine may get packed away in the basement.

TouchPoint #3: Human – Customers also need to know that they can call and talk to a person about their order or about the machine. You need to have people in place who are knowledgeable about the customer, their order history, and especially the espresso machine itself.

Perhaps you’re trying to find a way to differentiate your product or service from your competition. Why not join us on September 15th when Rick Barrera will speak at our Soundview Live webinar How to Deliver Extraordinary Customer Experiences. Bring your questions for Rick as well. We’ll be providing attendees with a free copy of the Soundview summary of Overpromise and Overdeliver.

In a crowded business environment in which everyone seems to be shouting the same message at peak volume, overpromising and overdelivering is the best way to stand out.

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