I call exceptional service the necessary evil for a few different reasons. First, it’s necessary, we have to do it, if we don’t, our competition will. But there are three problems with exceptional service that makes it evil.
It can be duplicated.
Let me paint a picture for you. If I own an auto repair station, and you own an auto repair shop, and you’re my competition, and you hear part of what I give my customers after doing business with me is a free car wash. Can you start washing the cars of your customers? Sure you can. If I hear you’re filling the gas tanks of your customers before you give the car back, can I start filling gas tanks? Of course I can. That’s a big problem with exceptional service; it can be duplicated. Continue reading