It is an athletic event that makes us proud, puts our hearts in our throats, and causes us to cover our mouth in disbelief. The opening ceremony is an over-the-top display of attractive pageantry and alluring talent. Some Olympic events—like gymnastics or diving—require subjective judging. Others—like downhill skiing or swimming—are judged by the clock, assuming no rules are broken by the contender. Winners are emotionally moved on the medal stand; losers in the locker room. It reminds us of customer service. But, then most everything does!
Customer service typically starts with the fanfare and attraction of brand. There are ceremonial components—image, ad, sales pitch and allure. Customers judge some components of service based on subjectivity—the hospitality of the call center rep or the sincerity of an apology; some components are judged based on objectivity—the responsiveness of follow-up or the accuracy of the order. And, winning service ends with an emotional response from customers influencing their decision to return.
In his new book, The 1% Solution, author Tom Connellan points out that the average point spread between the winners on the medal stand and the non-winners in the locker room when National anthems are played is less than 1%. So it is with great service. Famed architect Ludwig Mies van der Rohe said, “God is in the details.” Another great person said that greatness comes, not from doing one thing 1000% better, but by doing 1000 things 1% better. Olympic winners and great service providers manage all the many details that collectively earn them a spot on the stand.
Olympic service comes from making the checkout line move 1% faster, the smile 1% brighter, and the “thank you” 1% more sincere. How can you deliver all the details of service just 1% better than before? How can you win the customer’s gold medal by delivering Olympic service?
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