LIFESTYLE
How being extra
helpful can be
good for business
By Eve Menezes Cunningham
R
ecently, I was stranded with a broken down bike. I called the
local cab company and explained the situation but they couldn’t
get a large enough vehicle out to me for another hour or so.
Hearing the resignation in my voice, the operator suddenly suggested I
try their competitor and saved me a long wait in the cold.
Now more than ever, businesses - large and small - need to stand
out from the competition. Going the extra mile is a simple yet often
overlooked way of doing this. We remember the times companies have
done this because it’s out of the ordinary.
“An Innocent smoothie exploded over my jacket. On the tube. And
it was white. I emailed them to complain and they offered to send me
vouchers,” says Anne. Their actions helped her forget her irritation. She
told lots of people how nice they’d been and still buys their smoothies.
If you’ve disappointed someone, offering them something that is too
similar may make it worse. By thinking about another way to treat them,
you might not only stop that customer or client walking away but you can
turn a mistake into positive PR.
Rachel didn’t have change for a £10 note at the end of a cab ride with
a firm she’d never used before. She says, “I offered to go and get some
change from a nearby shop, but the driver said it was his fault not having
change and I could owe it to them.”
Sometimes, it’s easier to be generous when you don’t feel defensive
about having made a mistake. But this is an even more memorable way
to set yourself apart.
“iTunes were so, so helpful when my laptop was pinched,” says
Camilla. “They arranged for me to have free downloads of everything I’d
already paid for. I didn’t expect it and was really pleased. I’ve mentioned
it to loads of people and wouldn’t hesitate to buy from them again over
any other music download service.”
Are there things you could offer in similar situations that wouldn’t leave
you out of pocket but impact positively on your clients/customers? with our clients all the time isn’t it?”
Day to day buying decisions are often made based on those little Olivia says, “I bought a make it yourself cookbook and then broke it
touches. “I find Sainsbury’s staff are invariably very helpful,” says Laura. (due to extreme stupidity on my part). When I called customer services, I
“If you forget something, they will go and fetch it for you. If you don’t was sure they’d tell me it was all my own fault but they were lovely. A new
know where something is, they will take you to the relevant aisle. Waitrose one arrived in the post a few days later.”
staff are also excellent. Morrisons’ are warm, friendly and helpful. It’s a When someone’s been let down, even just doing a good job is enough
recession - they all need to go that extra mile. After all, it’s what we do to set us apart. Other times, it’s not about the job you’re doing but the
20 | Summer 2009 - rapport
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