Systemize your WOW | Plan your overdelivery
There is a local restaurant, out of only 3 restaurants in town, that serves good food at a reasonable price. (Ya gotta remember that I live in a VERY rural part of Maryland). Reasonable for a small town that only has three restaurants that is… Well we go about once a month. We would go more often, except that the service here is well…. “small-townish” and not very good.
Last night we went on our monthly outing and I was a reluctant participant. I feel that if I am going to take my family of six out and spend my hard earned money I should at least have my water glass kept full and all of the food I order actually delivered. The last time we went, our appetizer of a couple dozen oysters arrived when we were finishing our meal, which of course, I sent back to the kitchen.
Anywho… this time around we were going to skip the appetizers and just order our meals and drinks. After a few minutes, what should arrive, but two dozen raw oysters as an appetizer. I told our server that we did not order them. She replied, quite cheerfully, “That she remembered that the last time we were here, our oysters arrived very late and that she wanted to make it up to us”. WOW!
We were completely WOWED! Even my eight year old daughter exclaimed, “She remembered that from two months ago??!” Of course, at the end of the meal she got an even larger tip than normal. (I use tipping as my tithing).
I wish this occurrence was something that was routine and planned for them. Sadly, for them and other restaurants it is not. Pre-planning how to WOW your customer or client should be a part of your modus operandi. WOWING your clients is the first key in Disnifying your business, as I explain in my special report “Systematic Magic, 7 Magic Keys to Disnify Your Business”.
The Wow Component means not only to meet the expectations of your clients or guests, but to exceed them, on a repeatable and consistent basis. To be sure, there are many companies that may WOW their clients occasionally. Maybe the occasional “above the call of duty” experience. Getting upgraded for free on a flight, extra whipped cream on a sundae, or an employee just did everything possible to make an unhappy client, happier.
But to truly Disnify your business, you need to make exceeding your clients’ expectations your standard operating procedure. In order to consistently exceed your clients’ expectations, you must be dogmatic, strict and unyielding in your pursuit.
So, what can you do in your business to pre-plan and systemize it?
My local restaurant could run a Valentine’s Day promotion that includes a four-course tasting menu and bottle of wine for a set price. Imagine if in addition to that, the chef brought out a special unadvertised appetizer. Then imagine, if at the end of the meal, the owner came to the table and handed your date a long-stemmed red rose and gave you small bottle of champagne to take home to “continue your evening.”
How wowed would you be? The restaurant over-delivered. Now, if they told you that all of this was included, it’s not as effective. In order to wow your clients consistently, you need to create a plan of wowing and systemize it.
For more on Disney Style Service and small business marketing, check out my free special report “Systematic MAGIC, How to Disnify Any Business”. Vance Morris is a Walt Disney World Resort Management Alumni, having spent 10 years as an executive in the Resorts. He runs the only Disney Service & Direct Response Marketing business on the planet. Here he coaches companies to create Disney Style Service Systems and then monetize them through direct response marketing. He is also the GKIC 2015 Marketer of the Year. He can be reached at www.DeliverServiceNow.comor firstname.lastname@example.org .