I discovered the answer in the words of Holly Stiel, customer service author and speaker. She said, “You never get bitten by an elephant. It’s the mosquitoes that eat you alive.” You see, when the product a company offers can be purchased at any number of merchants the differentiating factor is going to be service. But, when the service you offer can be experienced at any number of merchants, the differentiating factor is the little detail.

Last week, I was on the hunt for a jacket and walked into a store down town. I selected two jackets and asked to try them on. I was about to enter the changing room when I noticed that there was neither a shelf nor a hook to place my handbag. Two questions immediately came to mind: If the store is selling female clothing, wouldn’t the majority of shoppers be female? Don’t most women carry their handbags when shopping? That’s a minor detail that cost them a sale. 

My nine-year-old daughter went to a fast food restaurant with her grandmother and cousin and actually completed their customer comment card. She said to me, “Mummy, their service was very poor. We ordered two pizzas and they gave us one at a time and the ketchup was watery.” Although she didn’t quite understand what “atmosphere” meant, she said that there was no air-conditioning. The restaurant was in fact air-conditioned, but it apparently was not cool enough for my daughter, who knows the significance and value of the little details.

Knowing the right “little detail” to focus on though, is what separates the pros from the amateurs. I once waited ten minutes for attention at a retailer, while the sales clerk made certain there was not a speck of dust in the showcase that just might displease a customer.

If as a business executive you realize that your business is service and not just the product you offer, how it is offered will influence your decision-making. Many years ago I worked for an organization well known for building relationships with its customers. A decision was taken to never say “no” to a customer. A customer, we were told, only wants to know what can be done. When a customer’s request could not be met, our first words were never to be “I’m sorry we can’t” but rather, “Here’s what we can do.” This minor detail, made a huge difference to the customer, who saw us as working towards satisfying their needs.

The author T. Scott Gross wrote, “In the Olympics, what separates gold from bronze? Does one run the entire race while the other walks? The difference is in the details. Small nearly unnoticeable differences in technique and training that are only observable at the finish line.” The same is true for your business. Focusing on the right little details, gives you the slight edge and will always have considerable and observable impact on your bottom line. 

Lorraine Villaroel is Marketing Manager, Quality Service of IBB Ltd.
Email her at quality@ibbglobal.com 
IBB is licensed by Leadership Management International and The Service Quality Institute for the Caribbean region