1. Secret Service
There’s an old saying that says “the best marketing strategy ever is to care about the success of your clients.”
I’ve found this to be profoundly true, especially in the case of a strategy I like to call Secret Service.
The concept of Secret Service, which I credit to the insights of John DiJulius, differs from good customer service.
Good customer service might involve being nice and generally helpful to people, but Secret Service takes it a step further. It’s about doing things that are hyper-tailored for each individual, prospect or customer.
Imagine handing out a rose to every woman who comes into your store on Valentine’s Day.
That’s good customer service – but it’s the same activity for everyone.
Secret Service, on the other hand, is about doing tailored things for people, things that show you understand their unique interests and circumstances.
For example, one of our Brand Builders Group clients, after overcoming personal obstacles, eventually got accepted into New York University.
We heard about his achievement and sent him a NYU sweatshirt.
He was deeply touched and moved.
That’s Secret Service: celebrating someone’s personal achievement in a way that’s specific to them.
Secret Service isn’t solely about growing sales or offering outstanding customer service.
It’s about genuinely caring for people, about showing them that they matter to you.
It’s about making someone feel important and special.
That’s what deepens relationships and creates bonds.
At Brand Builders Group, our goal isn’t just about achieving profit maximization, but about impact maximization.
We want to work with our clients on a deep level and be part of their lives.
Their wins are our wins, and we take pride in celebrating their milestones.
This approach requires you to listen, to watch, to pay attention, and look for natural moments where you can intersect into your customer’s lives.
It’s about recognizing and celebrating their big moments, about mourning with them during their lows and cheering them on during their highs.
It’s about caring about people in a hyper-specific, tailored way.
2. Anticipate the Need
My second piece of advice for excellent customer service is being proactive and foreseeing the needs of others.
Think about checking into a hotel.
You expect a clean room that is ready for your arrival, along with basic amenities based on the price and brand.
These expectations are met, but anticipating the need takes it a step further.
For example, imagine if someone arrives late, missed their flight, and they don’t have their luggage.
If they express their frustration about losing their belongings, a great hotel would send them a toothbrush, shaving cream, and other essentials.
That’s anticipating the need.
This principle applies not just to customers but also to prospects, employees, team members, spouses, kids, and anyone you aim to build a relationship with.
Understanding their needs and anticipating them is key.
At Brand Builders Group, we have made it our mission to anticipate the needs of our clients.
We constantly ask ourselves, “What step in the brand building process are they at, and what recourses do they need?”
These are the two customer service pillars we follow at Brand Builders Group and our clients love it!
I highly encourage you to implement these in your business, too.
Keep coming back for more insights and inspiration!