Critical questions on customer amazement strategies

People often ask me the following three questions on the subject of my customer amazement strategy:

Question 1. From a hotel manager

‘Customers today expect more and more. If I amaze my customers, next time they come they will expect to be amazed again. How can I meet ever-higher expectations?’

The bad news first: innovation is not a one-off thing! You can’t afford to amaze your customers and then rest on your laurels. Today’s laurels will be on the compost heap tomorrow! Offering your customers an unusual service is not something that is prescribed, but a question of culture. See your customers’ expectations as a challenge and not as a threat.

Question 2. From a travel agency employee

‘I had the idea of sending all customers who booked a holiday in the sun with us a tube of sun-tan lotion with a corresponding sun protection factor before their departure. But what if the customer doesn’t want to be amazed? What if he or she doesn’t like surprises? What if he or she has already bought sun-tan lotion for their holiday?’

Anyone who asks questions like this is making two important mistakes. First, these questions reveal a lack of courage and consistency. If this employee never tries out the idea, he will never find out whether his customers would have liked the idea. And the customer, on the other hand, will never feel the need to thank him for this friendly gesture, because, thanks to a lack of courage and consistency, they never had the chance to enjoy this unusual service.

Secondly, you will never find out whether your idea for amazing your customers would have worked if you never try it out.

Question 3. From a car salesman

‘I think the idea of amazing your customers is a good one, but I simply don’t have the time to do it. I have so many appointments every day that I’m just too busy to work out strategies like that. How can I find the time to amaze my customers?’

This is quite simply a lame excuse. I will say it once again: the question everyone has to ask himself or herself is: What benefits does my customer amazement strategy have for my customer?

And, if I may be allowed one final question, What benefits does it have for me?: If I give to my customers by amazing them, could it be that I will then get more in return? Won’t I rise in their esteem? Won’t this make me special and especially successful? Couldn’t it also bring increased job satisfaction for me? The only way to find out is by trying it! And today is the perfect day to start. Believe me, there is never a better day than today. Now or never!

Your customers will never forget you for it.