I am all about excellent customer service. I look for it, I live it, I teach it, I coach it and above all I expect it. A company gets my attention and can earn my loyalty when they exceed my expectations. Otherwise it’s just another business and just another stop on my already way too long to do list.
Notice that I said exceeds my expectations. Being friendly, making eye contact, greeting me, thanking me, being available to help me, knowing your product and services, are the basic ingredients for customer service. Doing these things is what is expected, at least in my mind, and doesn’t create that memorable experience.
Raise your hand if you have received excellent customer service that exceeded your basic expectations in the last month. In the last 6 months? In the last year? If you raised your hand (you can lower it now) then you have a purple goldfish.
Let me explain a little bit about what a purple goldfish is.
Stan Phelps describes a purple goldfish as anytime a business goes above and beyond to provide ‘a little something extra.’ It’s that unexpected surprise that’s thrown in. Stan’s rules for a purple goldfish are experiences that are Relevant, Unexpected, Limited, Expression and Sticky.
I found myself racking my brain to find my purple goldfish experiences. I kept struggling between what I thought was expected service and what would be a purple goldfish. A purple goldfish is when Zappos upgrades my shipping with no charge to me. The expectation is that I get the item I ordered. A purple goldfish is when my dry cleaner gives me dog treats for my dog. The expectation is that they clean my clothes for a reasonable price. A purple gold fish is when Southwest Airlines allows your bags to fly for free. The expectation is that my bags actually arrive with me at my destination. I think you get the idea.
Not only is a purple goldfish when a business exceeds your expectations, it’s also how a business differentiates themselves in their market place. As Stan talks about in his Purple Goldfish Project businesses have little control over their market size, competition and the business environment. What they do have control over is how they differentiate themselves in their market and among their competition, regardless of the business environment.
So what is YOUR purple goldfish? Stan is collecting examples and we would love to hear from you. To submit your purple goldfish visit the Purple Goldfish Project or you can submit it below and I will make sure Stan gets it!
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