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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{ 30 comments… read them below or add one }
Kelly,
Thanks for sharing this wonderful concept of the “purple goldfish”. I think you’re right that many companies suffer from the perception that all they need to do is to deliver what customer’s expect in order to remain successful in their business. As you pointed out, though, this hardly makes for a lasting impression if not making them pretty much par for the course for their field.
This is also why I think businesses also need to not rely exclusively on asking customers what they want since, as you pointed out, all we’d say is what we’d expect for them to deliver. If we look at the truly innovative companies, like Apple, the products they create are not the result of asking what we as consumers would want, but looking to see where the gaps are in what’s available and demonstrating that their products can seamlessly fill them in. In other words, they end up serving up the unexpected and we all see how successful that’s made that company.
Hi Tanveer,
Thank you so much for taking the time to comment on the Purple Goldfish. Apple is a great example of defying market size, competition and business conditions. Even with the current economy, folks lined up to shell out some serious cash for the iPad.
Companies have long been focused on profit, and that is definitely a key focus, but it should not be the only focus. I have found in my work, when companies focus on the customer experience the profits come and more importantly they stay. A satisfied customer does not create loyalty. Delightfully surprising your customers with the unexpected and creating a positive experience creates loyalty.
Can you think of the last time a business gave you a purple goldfish?
Kelly
Tanveer is business strategy coach, writer and all around nice guy! Check out his blog at: http://www.tanveernaseer.com/how-to-transform-passion-into-purpose
Thanks Kelly. I love the perspective you’ve taken on the concept of ‘exceeding expectations’. Figure out what the base level of expectations are . . . and then set the bar higher by creating that signature little something extra. It’s absolutely the right way of looking at.
Tanveer – great point about not asking customers what they ‘think’ they want. I’m fond of this saying, “People in life don’t know what they like . . . they like what they know”. Make your added value something unique. Delivering that unexpected extra causes ’surprise and delight’. Isn’t that the whole idea behind great a superior ‘customer experience’.
Stan Phelps
@9inchmarketing
‘The average distance between the brain and the heart is 9 inches’
Kelly & Stan
Fantastic post and concept – thank you!
The most striking thing about your Purple Goldfish concept to me? How difficult it is to think of the last time I received Purple Goldfish customer service! It almost never happens.
I went to a rather posh restaurant in England not so long ago and, after eating a delicious meal that I could not come close to finishing, I asked for a “doggie bag” for the leftovers. My dinner companions hushed at my “faux pas” – apparently this was not the sort of place you asked for such a thing.
The waiter raised his eyebrows and then left the table. He reappeared a couple of minutes later carrying a big plastic Tupperware pot containing the leftovers and with the words “Doggie Bag” hand-written in permanent marker pen on the lid!
What I appreciated was the way the waiter improvised his Purple Goldfish. He received a nice tip!
Cheers – and thank you for the post – my mind is going at 100mph thinking about my next Purple Goldfish moment.
Tim
Kelly,
I love the Purple Goldfish! You are right, when the expectation is merely met, the service or good provider has done nothing to delight you. It’s that little extra something that makes the difference.
I sometimes get my nails done at a local nail salon. Occasionally, I will bring my daughter in with me. If the salon is not busy, one of the manicurists will paint my daughter’s nails and make little designs on them. She does this at no charge to me. This, to me, is a Purple Goldfish. I’ve gone to other salons and when they see that my daughter is content to color while she waits, they don’t extend themselves. This place does. That’s why, when I want to sometimes pamper myself, I go back there every time.
I’m so glad that you posted this concept by Stan because it is one that does not take much effort and usually does not cost much money, but makes such an impact that it wins the customer’s business.
Tim,
Thank you so much for sharing your recent “faux pas” and the doggie bag! I was actually laughing out loud because I would have asked for that doggie bag too. I love how the server not only gave you what you asked but personalized it too! Not to mention the Tupperware.
I too had a hard time thinking of Purple Goldfish experiences. The most challenging part was separating basic service with service that goes above and beyond. It goes to show that we tolerate an awful lot of poor and basic service as consumers. And that there aren’t many companies willing to give their customers what they deserve…a little more than we came in for!
Cheers!
Kelly
Tim is the author of Leadership 3.0 – Leadership Inspired! Get inspired today and check him out at: http://www.timporthouse.com/
Kristina,
It is so cool that you take your daughter to the salon and she gets to have her nails done too! What a dream for a little girl especially when they add the fun designs. Not only does she get a special treat, you are creating memories! Talk about a Purple Goldfish. It doesn’t take much for that salon to paint her nails but the impact of that action is long lasting and far reaching.
Thanks for sharing your story and your Purple Goldfish!
Best to you & your daughter,
Kelly
Kristina is an authority in Transforming the Customer Experience. Be sure to check out her blog: http://www.kristinaevey.com/blog/
Hey Kel,
I love Stan’s Website. He has such a creative way to get the point accross. In fact, I have been really thinking on this myself. It’s sad that most of the bad experiences stick out and we have to brainstorm to remember the great ones.
I have to brag about my wife. She is a massage therapist. I know, I’m blessed. She consistently creates the Purple Goldfish experience for all of her clients by not only focusing on their wants, but their needs. Now, I’m not just talking about sore muscles. If a client is in real pain, she will come in on a Sunday night or charge half-price. She will also send home natural remedies at her cost (she has actually given them away at her expense). She also calls every one of her clients the next day to follow up on their experience and healing. Although people come into her business expecting a relaxing experience, she often takes it to the next level. As a result, my wife has the reputation of being one of the best massage therapists in our city (not just personal opinion, it was written in a local publication).
Thanks for the great post. It’s always good to be remined about what “excellent” service should be: a Purple Goldfish!
Best, Jake
Hi Jake!
Your wife definitely fits the bill for a Purple Goldfish and then some!! What’s the name of her business and where is it located? I know it’s massage therapy somewhere in OR.
I love the fact she calls people the day after a massage! Having had my fair share of massages, I know sometimes the day after you feel worse than you did when you went in. I have learned that’s normal, that I have do some stretches the next day and the more frequently you get a massage the less that happens. It would have been the perfect Purple Goldfish opportunity for my massage therapist to educate me on this. She would have had the chance and earned a lifelong customer had she placed a simple phone call. Brilliant on your wife’s part! And I bet it doesn’t take much time either.
I also enjoy her special touch with other recommendations that will help her clients and provide sample products to try. It builds trust when someone takes the time to get to know you and helps to impact as many areas of your life as possible.
I know Stan would love to include your wife’s business as a Purple Goldfish!
Thanks so much for sharing!
Kelly
Jake is encourage people to “Go Drive” in all aspects of their life. He just entered the world of blogging is already a go to blog of mine. Check him out and discover your Drive: http://godrivesolutions.wordpress.com/
Kelly,
I went for breakfast, with friends, at one of our favorite places Saturday. We sat outdoors for the first time since street construction began months ago. As we were served, I watched how much fun the employees were having. I told my friends that it was great seeing the restaurant busy again and that I knew the construction hurt much of the business on that block.
I went back Tuesday evening for a quick dinner. As I was eating, the owner came up, patted me on the back and thanked me for my business Saturday morning. Then, he told me how happy he was to see my friends and inquired about them. He asked if the dad had found another job, knowing that he was laid off months ago.
We talked for a few moments more, and then he patted me on the back again, thanked me once more and walked off. I watched him walk away and thought about why I enjoyed that restaurant so much. The food is great, but it’s the experience that makes it worth going back. I realize that no fewer than 4 of his employees approached my friend to tell them how much they had missed his family. The culture of that business includes personal relationships whenever possible. I think that is a missing ingredient in so many businesses today.
This restaurant has endured 6 months of lagging sales, due to people wanting to stay away during construction. Yet, they were genuinely concerned about the lives of the people who walked through their doors. To me, every question of “how is your friend” is a purple goldfish.
Marty
Hi Marty,
Thanks for sharing your Purple Goldfish, you definitely caught a big one! Nothing beats personalized service. Remembering things about your guests shows you care and are interested in them. This is a rare find! I am thrilled to hear they have managed to stay open. I for one would fight the construction mess for that level of service.
What is the name of the restaurant? Where is it located?
Happy dining!
Kelly
Marty focuses on business values and ethics based on lessons from the U.S. Marine Corps. Check him out at: http://semperfibusiness.wordpress.com/
Dunkin Donuts – The first time I walked in and they had my coffee order presented to me before I even asked
Thanks for sharing Barry! I love it when businesses anticipate your needs and deliver. Not only do they have great coffee (or so I hear) the service is fantastic! Where is the Dunkin Donuts you go to?
Best to you,
Kelly
Barry is consumed by the pursuit of delightful service. Check out his blog on customer service stories: http://custservicestories.blogspot.com/
Barry,
That is awesome. I also have a coffee stand that usually has my order ready as I drive up. It’s one thing to recognize someone’s needs, but to anticipate them and have a solution ready is definitely a Purple Goldfish in my book.
I think this also shows that I need to cut down on my caffeine intake.
Great post!
Kelly,
Gumba’s on Murphy Street in Sunnyvale, CA.
Marty
Thanks Marty! Sunnyvale, CA sounds like a place I would love to be right about now
Hi Kelly – Your writing is terrific -personable, easy and a joy to read. I almost feel like I’m in the room with you.
My purple goldfish is my local Lexus dealer. When I needed an expensive repair that was just outside the warranty period they charged me only for labor – which granted is outrageously priced, but it felt good. As savvy as I think I am this “reward for being a loyal customer” keeps me going back and paying their higher prices.
The other HUGE purple goldfish is Zappos, which as you know is one for my favorite Corporate Souls. They often “unexpectedly” upgrade a customer’s order to next day shipping at no extra charge. Surprise. Delight. Delivering Happiness.
Final story – Year 1 of a new consulting relationship with a Sales VP I went above and beyond because I really believed in his vision. I’ve been on retainer with them since.
Thanks for the new motto – Give More Purple Goldfish!
One more!
In 1994, my ex-wife and I read an article about Steve Landers, owner of Landers Chrysler Jeep in Benton, Arkansas. Despite being located in a suburb of Little Rock, a small city, his dealership came within a couple cars from being the #1 Chrysler dealer in terms of # vehicles sold in 1993. In the article was a story about how a teacher once told him that he would not amount to anything. We were impressed with his story and decided to buy a car from him.
After we closed the deal, Steve gave us a package that included an invitation to a barbecue two weeks later. At that barbecue, we discovered why he sold so many cars.
The shop was immaculate, with brand new cars located in all of the stalls. As we were eating, one of the employees passed out gift bags which included a mug. Then, Steve got up and thanked everyone for our business. He said that, because he sold so many cars from around the state, some other dealerships did not like him. He offered to, if we ran into problems anywhere in the state, come and pick us and our vehicle up and bring us back. The final extra was to point out that there was one of each vehicle they sold in a service stall. With each vehicle was a mechanic who was ready to demonstrate how to maintain the vehicle, change tires, check fluids, etc.
His business was booming from word of mouth advertising. There was also a coffee mug from the gift bags which I used for 12 years. For 16 years, I’ve been telling that story. The barbecue was very cost effective advertising.
Marty
Hi Anne,
Thank you so much for your kind words! And of course for your contributions. I am thrilled to hear you have experienced so many Purple Goldfishes! While it is a rare species they are out there.
I love your Lexus example. They could have easily charged you for the part and said sorry. I am sure that would have been okay because you probably expected that. Dealerships don’t make money on parts, Lexus realizes that building the relationship by doing small things in a big way is worth way more. They gave you the unexpected and created a raving fan for life! Way to go Lexus of Northboro, MA.
I am a huge fan of Zappos as a customer and from a leadership perspective. I think Zappos is actually on Stan’s list 3 or 4 times. Their Purple Goldfish pond is limitless both externally and internally. Zappos has certainly raised and set the bar for extraordinary experiences.
It’s so cool how you recognize the opportunity for and examples of the Purple Goldfish in your own practice! Focusing on the relationship, vision and purpose pays big dividends.
Thanks again for sharing and spreading the Purple Goldfish fever!
Kelly
Anne is passionate about fixing the hole in the corporate soul! Join the movement and be sure to check out her blog at: http://germaneconsulting.com/germane-insights/
Keep the Purple Goldfishes coming Marty!
Your experience with the Landers Chrysler Jeep in Benton, Arkansas is unparalleled. There are so many Purple Goldfishes in your story I don’t even know where to begin! The barbecue is one thing, the mug is another and offering a ride should something happen is definitely special. The one thing that stood out to me though was the time they took to educate their customers on the basics in car care. Empowering your customers by taking the time to explain the details and show them how is a huge Purple Goldfish.
Thanks again for sharing, each story gives me hope that customer service isn’t dead after all.
Kelly
After many experiences with receiving “purple goldfish”, it is so nice to have a forum to share.
I own a small salon, after 20 yrs of doing hair and having a clientelle who has given many purple goldfishes to me, I wanted to offer something in return. In this crazy economic time, I have heard the stories of unemployment going on far too long. I noticed that even though many of my clients were affected by downsizing and layoffs, they still came in to get their hair done.
They weren’t comming as often as they used to though. I started calling some of them and asking how I could help. I took their needs into consideration and started researching the best “box colors” they could use at home to get them through. I looked into deep treatments they could use at home as well. also researched non-professional brands of shampoo & conditioner to switch to.
I also started giving discounts to those who didn’t have the “nerve” to attempt coloring at home as well.
As a result, my clients started coming in more regularly to get their services taken care of by me!
This has created a loyalty and friendship that has inspired me to keep giving all that I can. It also feels good to know how much people appreciate my hard work and dedication to a business I know means nothing without their input!
Thanks Kelly for bringing this to my attention. You are an inspiring business woman to me.
Susan
Hi Susan,
Wow! You have definitely nailed the Purple Goldfish in your business. Very impressive. I love the fact that you are willing to call your clients and find out if everything is okay, especially when you haven’t seen them in awhile. The last thing anyone wants to do is talk about their current financial situation. By reaching out you showed your clients they are important and that you care. That small gesture opened the lines of communication. Once you found out about their situations, you took the time to provide personalized solutions to each one. Cutting the cost of services to help your clients out is another huge catch!! Talk about building loyalty. If a business will stick with their customers during the tough times, the customer will stick with you for life. Not only did you provide in an invaluable service to your clients you also provided relief during a very stressful time.
Thank you so much for stopping by and sharing!
Kelly
Susan is the owner and hair designer of an amazing salon in Palatine, IL . Not only does she make you look good, she also delivers unparalleled service! http://www.susanwendysalon.com
Hi Kelly,
I promised a Purple Goldfish and here it is, sorry it has taken so long!
My girlfriend’s father is a HUGE Pizza Express fan and I can now understand why. I’m not sure if you have Pizza Express in the US, but in the UK it is a large Pizza restaurant franchise with over 300 restaurants in the UK (it is called Pizza Marzano in some other countries). He visits his local Pizza Express on average about once a fortnight and is on first name terms with a lot of the staff there. When he walks in the chef usually begins to make his favourite dish, but what is even more impressive is that this is a starter that is no longer on the menu. This is a relationship that has been built up over time through him visiting the restaurant and not because he knows any of the staff, which is often the reason for a customer getting this treatment.
Anyway, a couple of weeks ago, my girlfriend’s father was admitted to hospital (fortunately he is going to be ok) and on hearing about him being in hospital the manager of his local Pizza Express took it upon herself to surprise him with his favourite pizza! She contacted the Pizza Express which was closest to the hospital and asked them to make and deliver the pizza to the hospital, free of charge. This is one of the kindest and most generous acts I have seen from a business, and nobody had expected this sort of thought and effort. Talk about making a customer feel valued, special and delivering service way above and beyond expectations!
Another great post Kelly, keep up the brilliant work!
Hi Jed,
Thanks so much for taking the time to search out and share your Purple Goldfish! Pizza Express certainly gave that little something extra to your girlfriend’s father. Not only do they know him, they cared enough to find out he was in the hospital and took the time to let him know they were thinking about him and missing him! Giving him a break from hospital food by delivering his favorite pizza shows that Pizza Express recognizes loyalty and values their customers. I am sure he was thrilled and it made a huge impact in his life but also his families life. We hope he is out of the hospital, feeling well and back to his favorite Pizza Express!
Great story…now I am hungry for some pizza!
Best to you,
Kelly
Hi Kelly,
I’d like to share a Purple Goldfish that was told to me by a friend. My friend had given her son an iTunes gift card as a reward for earning straight As on his report card. Unfortunately, in the boy’s excitement, he scratched off some of the numbers that you need to enter online to redeem the gift card. My friend called iTunes support to see if there was anything they could do to figure out what the missing numbers were, so the gift card wouldn’t go to waste. She was on the phone with the rep for quite awhile as he tried to solve her problem, but she said the rep was so friendly and helpful that it made it worth the wait. On top of that (and here is where the Purple Goldfish comes in), the rep credited the boy with 3 free song downloads as an additional reward for his good grades. How cool is that?! That rep gave above and beyond service and created an experience that my friend has shared with many people.
Love reading your blog, Kelly! Keep up the awesome work!
Michelle
Here is my purple goldfish: I have an Ipod app called iTreadmill. There is a function that allows me to email my fitness/workout stats to myself and copy/paste it into excel for a nice, neat chart. Well, for whatever reason I wasn’t getting the nice. neat chart…so, I emailed the support guy. Within an hour, an I had a response. We then exchanged several more emails trying to troubleshoot the issue. The semi-final result was this: “I know what the problem is. Your email provider seems to be replacing the tabs between each field with spaces. Since Excel is looking for tabs between the fields, it does not separate them.
I’m not sure why the tabs are getting replaced, but I will look into it by creating my own yahoo email acct and trying this out.
If I can’t get it working for you them I will look into what kind of update I may need to do ao that you can use it. I may need to put in a comma separated value format that I’m sure will work. Meanwhile, im sorry for the inconvenience. Will let you know how it goes- may take a day or so to test this out.”
I have NEVER experienced customer service like this before, and was actually quite shocked. Thanks for doing this!
Hi Michelle,
Thanks so much for sharing your friends Purple Goldfish with iTunes! It is so cool that the customer representative recognized her sons great grades and was able to help them. That little added extra didn’t cost iTunes much but it sure made a difference and a lasting impression. It goes to show that when companies provide excellent service and go above and beyond expectations, people will talk about it.
Congrats to your friends son for his awesome grades!!
Kelly
Hi Courtney,
Wow! What a wonderful example of a Purple Goldfish. Apple is definitely setting the bar for service with their apps, iTunes and support for their products. I love that the rep was willing to open a Yahoo email to trouble shoot the problem for you. This is rare. Most reps and companies would simply say, sorry it’s not working and they may give you a credit for another App. Apple wants to make sure their Apps work and are willing to do whatever it takes to resolve the issue.
So are you able to get your charts into Excel now? Sounds like a great App if I actually ever stepped on a treadmill!
Thanks for sharing!
Kelly
Beilieve it or not, I’m going to give a purple goldfish to my mechanic, Clayton’s Auto in Hudsnon, NH.
Time and time again, he’s done extra work for no charge. Last month, the hood latch on our SUV was shot. He carved up his arm reaching through the grill to get at it, managed to disconnect it and fix the old one without installing a new assembly. He spent an hour of his own time doing the work, too. Save me nearly $200.
That’s awesome David! Anytime a service provider can solve our problems while saving us money they definitely exceed expectations and have delivered a Purple Goldfish. It builds trust and loyalty. Clayton’s Auto definitely understands the value of relationships and is willing to do that little something extra to nurture them.
Thanks so much for sharing!
Kelly
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