How can we consistently and cost-effectively exceed customer expectations in order to earn repeat business?

This is the challenge many organizations face, especially as the economy contracts and clients curtail spending. A typical answer to this question is to "under-promise, and over-perform," which sounds good, at least, in theory.

Some smart companies have come up with a novel alternative, a low-cost way of exceeding expectations, that may be worth emulating.

I do some of my shopping at Pavillions, which is an upscale grocery chain owned by Safeway. On numerous occasions, when paying my bill, the checker has asked:

"Would you like some help out to your car?"

I'm a pretty big guy, so this line is almost humorous when I've only come in for a half- gallon of milk or a six-pack of Coke. But I still appreciate the gesture.

And that, of course, is precisely the point that Pavillions people want to make. They are sending a clear signal that they're WILLING to go out of their way for me. This builds relationship credits in my "service bank."

Today, I asked a checker how often people actually accept the offer of additional help.

"I check-out about 300 people a day, and about three of them want help."

Imagine that!

You can actually formulate an offer that builds service-wealth, and only have to deliver one time out of 100. Consider how much wealth your company could amass if it kept 99% of everything that came in!

The message is clear. We can't always exceed customer expectations, but we can do the next best thing. We can seem ready, willing, and able to do so. Happily, this can convey the same impression at a fraction of the cost.

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