The Yeshiva World would like to introduce a new feature column entitled Let’s Talk Business by Meny Hoffman, CEO of the Ptex Group, a full service advertising agency that formulates innovative marketing strategies and creates exceptional, result-oriented work. This column, chock full of vital and relevant business information, will be featured twice a month for your professional edification, delivering timely and savvy advice to help your business flourish, grow and maximize its potentiality. From solid corporate counsel to essential marketing strategies, it will provide you with the building blocks of success.
Become Unbeatable
Customers. They are the fuel that drives our businesses. Without them, we have nothing. Without them, we are nothing. And so making and keeping them happy is quite vital – and an essential component of any business plan. But if you can provide unbelievable service, they’ll be yours for life.
There are 4 basic levels of customer service. The first one is fulfilling your consumers’ expected needs. For example, suppose you own a bakery- a woman needs bread for her family. She purchases it in your store. You have serviced her expected need.
The next level of service is fulfilling the desired level. She’d love to receive her bread packaged in a convenient, resealable bag, sold with a smile, and perhaps accompanied by some advice about the freshest or tastiest selection of the day.
The third level of service is remarkable. When a business supplies a consumer with a certain service or product that is completely unique and distinctive, something that no competitor can offer, then they are giving the customer ‘remarkable’ service.
The last level, and the hardest to attain, is known as unbelievable. But if you can achieve this lofty status, no one and nothing can take that customer away from you. ‘Unbelievable’ is when you go above and beyond, offering the total care package. It’s when you demonstrate that, at the end of the day, what you really care about is not your bottom line but your customer’s happiness and satisfaction. It’s about having a mindset that your sole purpose is to serve your clients, to help them, learn about their wants and needs, and to satisfy them- if you do this, you’ll be providing unbelievable service.
The online shoe store, zappos.com, has achieved this level of service in a truly exceptional way. A woman ordered shoes, wasn’t happy with the fit, and called Zappos for her return confirmation number. Zappos supplied it to her. But they never received the return. Zappos contacted the woman to find out what had happened, and the woman apologized and said that she hadn’t had a chance to mail it out because her mother had passed away. The next day, Zappos sent her a bouquet of flowers, along with a condolence letter. Now that is the epitome of unbelievable service. Zappos showed her, and all their customers, that their focus isn’t on the money.
Your business can become unbelievable- go above and beyond for your customers- focus on what they need, not what you’re trying to get- and you’ll be unbeatable.
Onward & Upward,
Meny Hoffman
Do you have comments or suggestions about the Let’s Talk Business Newsletter? Feel free to comment below, I can’t wait to hear your thoughts and engage in a conversation.
Join the official YWN WhatsApp status
8 Responses
Very Methcluch of zappo and I like the shtikel. Very informative and well written. Hatzlacha
Brucha vehatzlucha!
No Comments !!! The points you brought out is truly number 1 in business success, well written.
And for all others who never heard of Ptex Group, they are the number 1 source in business success and business idea’s, as my experience, I will definitely recommend the CEO Meny Hoffman with his great idea’s in business developments and Marketing structures, for Businesses and Fundraising campaigns, I also highly recommend the web designer and developer of Ptex Group my dearest friend Joseph Hoffman CEO of WebExpoSite.com Hatzlacha in all your great work !!!!
Thanks for the feedback, if you have any specific topic you would like me to cover or if you have a business question don’t hesitate to ask.
Thanks for an excellent article. Looking forward to future articles in the series, BE”H.
Nice article.
My only comment: in the secular world zappos.com is used as a first business example of customer service, i am tired to hear that again & again.
Would love you as a Heimisha jewish businessman to use Jewish examples for customer service. If you don’t wanna use Ptex, use G&G, Zahler’s, Fidelity etc. there are enough Jewish companies out there to use as an example for customer service.
Keep on going by consider it done!
well said…
or… BH photo
Thank You Mr. Hoffman. I really appreciate your time and insight and look forward to hear more from you (and perhaps consult with you one day).
I’d just like to comment on some things you said.
#1, You wrote (bakery scene): Sold with a smile. Well said. Many people don’t realize that being nice to customers is better for your business. Sometimes one may think that no one can compete (given he’s the only one with this product or around for years with much business experience) and gives a superior attitude — people don’t like that. This snob may be successful for many years till a nice fellow goes competition. Sometimes people will actually compromise on quality or price to be served with a smile.
#2, You mention the Zappos episode. Thanks, it was really informative. I would just like to suggest that these services should be done in order. You cannot do #4 without achieving the others first. Additionally, it may sometimes apply to companies like Zappos but won’t work for you. Zappos is a multi-million dollar acclaimed business. Putting resources into the other services first, or even advertising, can get you more.
#3, I’d suggest a fifth category that can be placed as #3 or #4 (depending on circumstances). Incentive. Giving an incentive can help you keep your customers or clients while getting new ones simultaneously. It doesn’t always have to be something big, rather something small like a rewards card (Shoprite Price Plus etc.). You can also have giveaway items (not as in sale) for loyal customers. A child usually fears a doctor, the doctor offers a prize to appease him. You can make it creative, offer items that the customer never bought before so he will buy it in the future. This may work even if your competitor sells the same item (unlike #3) to get customers to buy strictly by you.
#4, another thing I realized too be a great (Heimish) service (that can be categorized similar to the smile) is giving a ‘good deal’. People (especially Jews) like bargains and good deals. Although this may not be applicable in all instances (say a grocery etc.), at luxury stores and the likes it may be effective. Give a good customer a break in price every now and then (think frequent flyers). A special and personal discount will make the customer a more loyal and often shopper. However, this strategy should be examined well before applying as it can backfire. Sometimes people like a store with set prices, feeling that it gives a more efficient and professional look. In essence, every business strategy should be well planned and tested before applying. Not everything works to every business and before you spend time and money, see if it works.
Thanks again Mr. Hoffman, Hatzlacha!