I speak at conferences and seminars around the region on customer service and regularly ‘go on’ about ‘being memorable and remarkable’! When some people hear the phrase for the first time I see blank faces.

So, in this little note, I thought I’d explain what ‘memorable and remarkable’ is, how it can benefit your business, and maybe ‘prompt’ you to take some action!

First of all, let me state what being memorable and remarkable is not.

It is not ‘having a fancy pitch’, or ‘having letters after your name’ or ‘giving stuff away’. It’s not a gimmick, and it’s certainly not a ‘one off’! In truly customer focused businesses, being remarkable and memorable is part of the culture and make-up of the business.

It’s known as ‘the way we do things around here!’

What exactly is ‘memorable and remarkable’? My definition is ‘surprising others with the level of service you provide’.

It’s about ‘exceeding expectations’, and ‘doing things differently to everyone else’.

What does it ‘look like’? Well, obviously, it’s different for different types of industries, businesses and, by definition, different types of customers. What would ‘be remarkable’ to a corporate client may be very different from something that impresses a teenage shopper! (I should know…my niece has recently turned 13).

Although there are lots of ways of ‘being memorable and remarkable’, what I’ve seen are common ‘ingredients’ of success. Your challenge is to work out what these ‘ingredients’ look like for your business, and crucially, for your customers! And this is about strategy – click here to find out more http://www.carolinelaw.co.uk/expertise/marketing-strategy-and-planning.php

Ingredient 1: It produces a ‘wow’ reaction!
The level of service provided ‘surprises’ customers – It’s the retuned call at the specified time, it’s the delivery that arrives early, it’s the front line member of staff who deals with your query, your enquiry, or your problem on the spot (and doesn’t have to ask a manager for permission!)

Ingredient 2: It appears spontaneous or unexpected!
‘Being memorable and remarkable’ by definition is often unexpected. However it’s worth pointing out that some businesses build ‘spontaneity’ into the way they do business. It’s the ‘welcome note’ when you arrive in your hotel bedroom, it’s the car parking space that’s reserved for you when you arrive at your supplier’s offices, it’s the receptionist who’s expecting you, remembers you, and even remembers how you take your tea or coffee (mine’s white, no sugar!  -  thanks),  it’s the ‘standard letter’ that says ‘according to our records, you paid us on time – Thank you!’

Ingredient 3: Get personal!
Really customer focused businesses know and understand their customers, what’s important to them and what makes them ‘tick’. The key is letting customers know you know this! It’s the handwritten personalised ps’s on letters, it’s having their number on caller id (in the office as well as mobile) that allows you to recognise them when they call.

Ingredient 4: It makes customers feel ‘valued’
This can often be a simple ‘thank you!’ Sometimes, it’s the quick phone call that says ‘how are things?’ or ‘here’s something I think you might find useful, interesting or helpful’ (it might be something not directly related to your products) – an interesting news article, website, case study, lead, or opportunity – as before, the key is making sure it’s ‘relevant’ and ‘personalised’.

Ingredient 5: It’s being genuine!
The downside of this stuff is that when it’s done badly, it looks false. Really customer focused businesses empower and encourage their people to take responsibility and to take the initiative.

And finally…

Ingredient 6: It creates a ‘talking point’!
The power of word of mouth (and ‘word of mouse’!) is increasing. However, people only talk about brilliant stuff and poor stuff – they don’t tend to talk about ‘ok stuff’!

Wise words from Maya Angelou (poet, educator, historian, best-selling author, actress, playwright – heck – all round impressive lady)… “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

The point is when you’re ‘memorable and remarkable’ customers feel it, they remember it, they talk about it and they come back for more of it – when it’s done with genuine feeling.