Giving Customers the Right Thing

I had an early Christmas gift given to me this week. A long-time client brought it, the stylish pink and beige wrapping reflecting the stylish person she is. It was, hands down, one of the most perfect gifts I’ve received for Christmas, ever. I felt this little rush of pure delight when I opened it, and I anticipate enjoying and using it for many years to come. It made me happy and it let me share a moment of pleasure and fun with the giver. The gift and the giving were satisfying to us both.

This early-Christmas event got me thinking about satisfying customers and clients. The more I thought about it, the more I realized that this holds the formula for perfectly serving our customers well, creating one of a series of satisfying moments that meet and even exceed our customer’s expectations. Here are the elements that lead to pleasing me (the ersatz customer):

• The giver knew my interests well, having paid close attention over time to what I talked about
• She was vested in giving me something she knew would be on target
• The gift was useful and allied with one of my interests and activities
• It was something new, just out, and not likely to be something I already had or knew of
• It met a need in me for more information on an activity I often do
• It was timely – she gave it to me before I went out and stumbled across it myself
• The gift gave me the feeling that she cared about me and wanted to please me
• I am left with a feeling of anticipation, looking forward to using it
• The giving built an increased sense of connection and pleasure between the two of us

Do you see how the gift giver did what savvy entrepreneurs do? Following her formula, we’d hit the nail on the head with our customers every single time, and do it in a way that proves to the customer that we are useful to him (or her). We would have a full stable of loyal customers who looked to us to know them and be able to meet their needs. What else could we ask for? We’d be happy, they’d be happy – just like my gift giver and I were.

Over the next month, try serving every customer as if you were seeking and giving them the perfect gift. The step back and evaluate. I’d bet you’ll find that this is another way to make your business thrive.

And to Anna, many thanks.