Laura Goodrich has a new book out called, “Seeing Red Cars.” The premise is simple. Once you buy a red car, all of a sudden, red cars seem to be everywhere. There is an ancient adage that communicates a similar sentiment: “Before I owned shoes, I did not know of leather. Now, the whole world is covered with leather.” Goodrich states, “An intentional focus on what you want rather than on what you’re trying to avoid turns insight into actions and actions into breakthrough results.”
But, there is another context for “seeing red cars”—the customer! Customers go to Disney and then are greeted by your employees. They log on to Amazon.com or Zappos.com and then log on to your website. They get their phone answered in one ring when calling FedEx, and then call your organization. The “seeing great service” phenomena has elevated customer expectations 33% higher than this time last year according to recent customer research.
And, no organization on the planet is exempt from the “seeing great service” yardstick customers now carry around evaluating everything from the parking lot at your establishment to how fast you answer a complaint on a social media site. How can you look at your service experience through the lens of customers who now see you in a new light?