All Customers want an Extra, but not just anything will make them happy. Study thoroughly what you will give to your clientele or else this measure will work against you.
'I own a small chain of pizzerias and I know how important the customer is to my business, that's why I try to give them the best service in the area. I read that the best service we can give a client is one that involves added value for him, that is, giving him an extra.
That's why I decided that for every small pizza they requested we would give them a canned soda. If it is medium, two and if it is large, up to three cans of soda.
However, it has not worked as I expected, on the contrary, it has generated more complaints than good comments. Instead of surprising the customer, I have him more annoyed than before.
Isn't it true that by giving an extra, we get loyal customers? Should I give customers the same service as before? '
GERARDO BLANCO, JALISCO.
Reply.
What you read affirms something very true: all customers want organizations to captivate us with services that exceed our expectations, and when we find them, then they become loyal.
But even in this value-added offering, you have to do your best to hold captive customers. Sometimes with the best of intentions, serious mistakes are made.
The first mistake is wanting to offer customers added value, but without complying with the basic service. This causes annoyance to customers and the positive impact of the plus or extra is lost, because the buyer considers that the company offers it not to exceed their expectations, but to compensate the damages and costs caused by not receiving the promised service.
Imagine that you go to the mechanic to repair your car of the brakes and they promise you that it will be repaired correctly at 3 pm on Tuesday (this is the basic service).
If the car is not ready at 3:00 p.m. on Tuesday, or the brakes are not repaired properly, you would be annoyed, even if the washed car was delivered to you, which in theory is an added value, would you become a captive customer? or at least would you be satisfied?
Many clients would think of two possible objections for what they received:
- Instead of getting the car washed and late, they would have delivered it to me on time even if it was dirty. Instead of worrying about washing it, they should worry about getting it properly repaired, which is what I paid for.
It is important that this point of view carries over to your pizza business. Your idea of added value may not have the desired impact if:
- Delivery to home or to the establishment does not take place in the promised time The pizza is not what was requested The pizza does not meet the customer's expectations.
Fulfill your basic commitments to the consumer and you will notice that your idea of offering added value will provide the surprising impact on your customers.
Another mistake refers to giving a plus, but without meeting the customer's expectation. Sometimes when companies seek to give an extra they forget to do it with the quality that the buyer expects.
Returning to the example of the mechanic, if you get your car repaired correctly and in the promised time (meet the basics), you will be satisfied and if you get the car washed free of charge, you will be positively surprised.
However, if when you review it you realize that it was washed badly, that it was only to notice the extra, but without quality, surely you will not be captivated, but disappointed.
It may be that in your business this problem occurs with your customers and therefore they generate more complaints. If you give a can of soda to the consumer, but do not ask which brand they want it from (or we do not allow them to select from among those that are in the pizzeria) and give them the one that the waiter or delivery man takes from the refrigerator, then it will not be fulfilling your tastes, your expectations.
If you want this extra to surprise your customer, don't offer him just any free soft drink, but the drink that the customer wants. Here is a big difference.
Therefore, be sure to ask your consumer what flavor they prefer (try to have enough stock) and if you do not have it, mention the ones you have and let the consumer decide which one they want. In this way your client will appreciate the added value.
It will be custom
Lastly, let me anticipate another potential customer issue. If you've already started providing added value to your consumers, be careful to always offer it.
The first time you deliver it, it will exceed your expectations with the soda, but the following times it will become part of the basic service in customer opinion.
Not receiving it will mean a basic bad service. Take a look at all these aspects before offering extras to your customers.
