In 2007, I read the outstanding book by Chip and Dan Heath titled, Made to Stick. In the book, the authors identified a number of principles that contribute to a message or experience being memorable.
One of those principles was unexpectedness.
In other words, if a message or experience is typical, common and expected, it’s likely to be forgotten. If, however, it’s unique, uncommon and unexpected, it’s more likely to be remembered.
Would you prefer to be forgettable or memorable in the eyes of your customer?
Mediocre customer service quality is typical, common and expected in most service settings. Exceptional customer service, by contrast, is unique, uncommon and unexpected. It stands out. It leaves a positive lasting impression.
And because exceptional customer service is unexpected, as customers, we’re generally pleasantly surprised when we receive it.
I recall a true story that illustrates the power of the unexpected:
Years ago, the executive team of a Marriott hotel in Denver, CO was making a sales presentation to a group of executives from United Airlines. The Marriott hotel was competing with a number of local hotels for a significant number of airline crew room nights for the upcoming year.
While the Marriott’s director of sales and general manager were making their pitch from the front of the board room, a cell phone began to ring from the inside pocket of the general manager’s suit jacket.
At first, the general manager seemed to ignore the call and continued his presentation. When it was clear that the phone was beginning to distract the group’s attention, he paused, reached inside his suit jacket pocket, and removed the ringing cell phone.
As his executive team sat mortified that, not only had he forgotten to turn off his phone, he was actually about to accept a phone call in the middle of a crucial sales presentation to the dismay of the waiting United Airlines executives.
It was in that moment that the general manager answered his phone, looked at the senior United Airlines executive and, with a wry smile, said, “Excuse me sir. I have Bill Marriott on the phone. He’d like to personally ask for your business.”
Marriott was awarded the contract. Are you surprised?
