Legendary service is rare and difficult to achieve. Legendary service occurs when a company, through its employees, serves the customer so well that the customers receive a powerful, positive, and emotional reaction that propels them to repeat the experience. Today, few companies create a legendary or memorable customer service experience. Most provide average service, and only go through the motions to improve. The giant, waving inflatables on the roof! Free coffee! Free balloons for the kids that they’ll pretend to like while you’re there! Smiles! Handshakes! Emptiness.
Silly or fancy marketing campaigns to manipulate their customers’ buying habits doesn’t impress, differentiate or add value to the customer. It’s so average that customers don’t even notice it. It’s almost as if customers are blindfolded while buying and can’t easily describe what happened in their purchase experience. They are left with no strong positive emotions. When things go wrong it’s the opposite. These types of experience produce strong negative emotions:
- rude or discourteous or unknowledgeable employees
- product that is of noticeably poor quality
- delays in service
- fixing product quality problems
- pricing issues
Customers will remember and share their bad experience or complain to as many people as they can. Upset customers commonly let their emotions run wild with negative word of mouth advertising. Brain research tells us that a strong emotional response to a situation is what creates a lasting memory. The lack of helpful positive memories or the abundance of outrageous negative memories are huge detriments to any company.