“When people ask me how do you make it in show business,” says famed actor Steve Martin, “what I always tell them — and nobody ever takes note of it ‘cuz it’s not the answer they wanted to hear. What they want to hear is here’s how you get an agent, here’s how you write a script, here’s how you do this — But I always say: Be so good they can’t ignore you. If somebody’s thinking, ‘How can I be really good?’, people are going to come to you. It’s much easier doing it that way than going to cocktail parties.”
Imaginative service is all about being really good. It means customers experiencing you pushing it to the top. The pursuit of excellence says to customers, “You are so important to me that you get my absolute very best.” “Being really good” includes service with an attitude—an unmistakable disposition of joy and confidence. It includes paying attention to the details that, improperly maintained and managed, can spell mediocrity to customer. It means staying on top of the subtle signals customer experience that might disappoint. It involves thinking beyond your customer’s needs to their unspoken aspirations. And, it encompasses insuring customers witness internal service—colleague to colleague—that matches the same standard of distinction.
If your customers gave your service a letter grade, what grade would you get? What steps can you take to make “All A’s” on your next customer report card? Give to your customers the best that you have, and their best will come back to you.