Earlier today I brought three of my children, ages 3, 5, and 7, to the dentist.  We’ve been going to the same pediatric dentistry office since our oldest child turned 3 and was scheduled for his first “Happy Appointment!”  (That’s the nickname the dental hygienists give to a toddler’s first experience at their office.)

From the moment the kids arrived, they were entertained by an oversized aquarium stocked with the cast from Finding Nemo.  A raised platform surrounds the base of the aquarium in order for the really little kids to enjoy the same perspective as the bigger kids.  As their appointments came up, each child was greeted in the reception area and escorted back to the roomy, well-lit patient examination area complete with electric chairs that go up and down, loads of stickers, pencils, and those plastic rings that kids can’t get enough of…

Today, all three kids had their teeth cleaned.  During the cleanings, I heard the hygienists refer to each of their instruments by descriptive, kid-friendly names.  For example, the bright overhead light was “Mr. Sunshine.”  The suction straw was “Mr. Thirsty” and the high-pressure water jet was “Mr. Windy.”

Afterwards, all the little patients got to select their prizes and choose from a wide selection of themed toothbrushes, toothpaste, and floss ranging from dinosaurs and action figures for the boys to ponies and princesses for the girls.

During the appointment, I had a chance to ask one of the dentists how the current economy was impacting his practice.  He said, “You know Steve, I’m really concerned.  Only about half our patients are completely covered by dental insurance.  The other half either don’t have insurance or the insurance they do have covers 50% or less of the cost of the visit.  If the procedure is going to require much out-of-pocket expense, it’s easy for people to rationalize delaying a previously scheduled appointment by six to twelve months.”

I then asked another question that I felt I already knew the answer to: “So, you’re probably already seeing this sentiment reflected in your own business, right?”  To my surprise, he said, “Well, actually no.  But we’re sure worried about it.”

In reflecting on that conversation, I realize why I shouldn’t be surprised that his practice is still prospering in spite of the economy.  Did I mention how memorable the visits were for the kids?  Everything from the fish to the floss is geared toward making positive memories for the kids.

These memories not only fuel a desire to brush well and return to the dentist regularly.  As it turns out, they also insulate the practice from the negative effects of a sluggish economy we’ll call “Mr. Grumpy Pants.”

Some employees have a penchant for delivering service heroics that become the subjects of many positive customer testimonials and even company lore.  This is an effective way for these employees to express their uniqueness while making it memorable for customers.

For our tenth year wedding aniversary, I bought my wife an anniversary ring from Tiffany & Co.  We had planned to stay at the Broadmoor Hotel in Colorado Springs, about an hour and a half from our home in southeast Denver, and I had made arrangements for the ring to be shipped to the hotel from the Denver location of Tiffany.

Well, as it happened, Denver was hit by a major snowstorm the morning of our anniversary and we chose to cancel our plans to drive down to Colorado Springs.  Meanwhile, the ring had already been shipped and was in the process of being delivered to the hotel by United Parcel Service.

I contacted the Tiffany store in the Cherry Creek Shopping Center with my dilemma and my salesperson assured me that she would take care of it.  What happened next was legendary.  The store arranged for one of its security guards to drive two hours south of the store to Colorado Springs where he located the UPS truck transporting the ring, provided the paperwork necessary to claim the package, and then drove the ring another hour and a half to my house.

He arrived around 9:00 pm and would not even accept a gratuity for his extra effort.  Of course, I wrote Tiffany’s president in New York City about the service heroics and committed to “never purchase a significant piece of jewelry from a jeweler other than Tiffany and Co.”  He wrote back in acknowledgment of my letter—and in appreciation of my loyalty.

I’ve heard similar testimonials from others when presenting customer service training around the country.  Without exception, the one element that each of these stories has in common is the customers’ unconditional loyalty to the company involved.  There’s no coupon or incentive program out there that’s strong enough to lure these customers—and their future spending—away.

Conveying authentic enthusiasm that adds a bit of a spark to an otherwise predictable transaction is an effective way to express one’s uniqueness while making it memorable for customers.

Three years ago, I ordered an omelet from an omelet maker at a Marriott hotel in Atlanta, GA.  He was wearing an apron that he meticulously pressed an accordion-like pattern into each morning before work.  It was so remarkable that you had to ask him about it.

And the personality that he put into his outstanding uniform carried over to the personality in his service as an omelet maker.  I still recall his name, Ulysses.  Seriously folks, how many of you can recall these types of details from an interaction you had with an omelet maker three years ago?

Ulysses is genuinely filled with enthusiasm and authentically conveys this enthusiasm to customers in a way that is unique, perhaps even singular, and matches his style and personality.

Authentic enthusiasm may be animated or may be reserved, but it will be real.

Offering a sincere and specific compliment is an effective way to recognize customers and make the service experience memorable.

For example, you might say, “That’s a gorgeous watch. Is it a Tag Heuer?” And then, assuming you have a genuine interest in and knowledge of watches, demonstrate your enthusiasm by adding something like, “Have you seen the new Link Calibre S that Tiger Woods endorses?” This customer will appreciate that you recognized his watch and, if you’re talking with either a watch or golf enthusiast, your interaction is bound to be memorable!

Just the other day, a Starbucks barista complimented the customer ahead of me in line by saying, “I love your necklace!” The customer smiled, picked up her beverage and said, “Oh my gosh—thank you!” in the most delighted tone. It was only 8:00am and yet I believe the employee had already made her day!

I’m not suggesting that you should manufacture compliments in order to better serve your customers. The opportunity to offer a sincere and specific compliment will not present itself during every customer service interaction—and insincere compliments are awkward. Just be on the lookout for those opportunities to genuinely recognize a customer’s attire, hairstyle, jewelry—even the behavior of their young children.

Customers will appreciate the recognition and you will be memorable—which certainly beats the alternative!

Expressing genuine interest in the customer that exceeds the functional requirements to complete the transaction is an effective way to express one’s uniqueness while making it memorable for customers.

For instance, a bilingual employee who speaks Spanish may say, “Bienvenido. ¿Cómo está usted?” to a customer she overheard speaking Spanish to a colleague. Or perhaps a well-traveled employee could ask a specific question based on where the customer is from that communicates his interest in the customer. If the customer is from Kauai, for example, and the employee recently vacationed there, then he might say, “Kauai is amazing! I recently traveled there and explored the entire island from the Waimea Canyon to the Na Pali coastline.” This customer will likely smile and engage in some conversation about his homeland, perhaps sharing a local’s perspective on a place this employee should be sure to visit during his next trip to Kauai.

But you don’t have to be bilingual or well-traveled to express genuine interest in your customers. To me, when Nordstrom employees walk around the counter to hand me my purchases—while smiling, making eye contact and sincerely thanking me for my business—they are expressing genuine interest in me as a customer.

The opposite of expressing genuine interest is to ignore or express disinterest in serving customers. Have you ever felt ignored as a customer? Have you ever felt like an interruption in a service provider’s day (i.e., “If customers would just stop bothering me, maybe I could get some work done around here!”).

Customers can easily detect when employees are genuinely interested and engaged versus apathetic and merely going through the motions. According to one study, 68% of customers quit doing business with a company because of perceived indifference toward them as a customer. They didn’t say that the service provider was blatantly rude or obnoxious—the word was indifference.

Customer service reps who make me laugh create positive memories for me—of them, the service experience, and the company or brand they represent. Using appropriate humor is an authentic way for employees to express their uniqueness while making it memorable for customers.

Here’s an example from my local Starbucks drive-thru. I pulled up to the speaker to place my order and the conversation went something like this:

Me: “I’d like a Double Shot with Energy.” (Note: Energy is a supplement that Starbucks adds to its beverages upon request.)
Barista: “I’m sorry but we’re out of Energy this morning.”

Me: “Yeah, I can hear it in your voice.” : )
Barista: “Oh wait! I lied. I found some more Energy!”
Me: “Yeah, I can hear it in your voice.” : )

I then pulled up to the drive-thru window where I was greeted with:

Barista: “Was that a Grande Double Shot with Energy?”
Me: “Yes. Sorry—I don’t think I mentioned the size.”

Barista: “That’s okay. I’m psychic. I heard it in your voice.” : )
Me: “Ha! Ha!”

Compare this exchange with a typical drive-thru interaction at a quick service restaurant. What’s different about it? It was so unique to me that I’ve already shared the story with dozens of people and have blogged about it. When so many retail transactions are characterized by indifference, experiences like this one are a breath of fresh air!

I welcome your comments—if you have the energy! ; )

Providing a pleasant surprise that adds an unexpected perk to an otherwise ordinary experience, is an effective way to express one’s uniqueness while making it memorable for customers.

Have you ever received an unexpected upgrade, a complimentary appetizer, or some other pleasant surprise when you were not expecting it? How did it make you feel? I bet you can recall many details from the experience—probably because you’ve shared the story with others many times.

My wife was once sought out by a United Airlines flight attendant who thanked Julie by name for flying the airline as she handed her a coupon for a complimentary in-flight glass of wine. Not only was Julie pleasantly surprised, she continues to go out of her way to fly United Airlines, in part, due to positive memories like this one.

Dan Cathy, president of Chick-fil-A restaurants, loves to add service touches that people don’t expect from a fast-food restaurant. Here are just a few pleasant surprises you’re likely to find at your local Chick-fil-A:

• After your order has been fulfilled, you’ll hear “My pleasure” rather than “No problem.”
• At the bottom of your to-go bag of food you’ll find one individually wrapped mint for each meal ordered.
• If you use the restroom, you’ll find that the last sheet of toilet paper is folded into a triangular point—similar to a luxury hotel.

Each of these service touches has the potential to pleasantly surprise customers and, as a result, to make a lasting positive impression!

How about you? Have you provided a pleasant surprise to a customer lately—or been on the receiving end of a pleasant surprise yourself?