. . . and he’s already starting out way past square one.

by David Tandet

Just got a great email from Christian reminding me my recent purchase of a computer entitles me to a good deal on software.

So who is Christian Boyce? A computer rep or store manager?


Just “the best Mac advice on the planet.” (Not to embarrass Christian — that’s my phrase, not his. Cool blog, too.)

He did the technical review — Josh Clark’s iWork ’09: The Missing Manual — one of the terrific O’Reilly computer series, shows up as a guest from time to time on the Digital Village  — a top weekly radio program about the impact of technology on media and popular culture — you get the idea.

My computer consultant, too. So I admit up front I’m not impartial on this one.

Now how long did it take CB to send me that email?

For a guy that can order a 20 course meal from his iPhone and book his favorite flight from LA to Austin in less time than it takes you to say “click,” I’d guess about .004 secs. But that’s more time than it would have taken him not to send it.

So what does excellent service plus a bit more say about the services you offer? And what can everyone involved in marketing learn from it?

The top ten list:

• When you do a bit extra for clients, clients remain loyal.

• When that XT (extra touch) relates to your clients’ specific needs, it lets clients know you’re working for them.

• XTs tell customers you’re using all the stuff you know for their benefit. If you’re the best in the field, you’ll attract the best customers. All your customers, big business and small, will be reminded you’re giving them the personalized benefit of your accumulated learning.

• You’ll get clients who keep coming back whenever they need good solid advice.

• XTs — when they’re tips more than one person can use — will often be passed along from the original recipients to others who could benefit. And you’ll often be mentioned as the point of origin.

• Even if the XT that’s passed along can’t be used by the next recipient, it might get that next person thinking about what advantages he or she might get from his or her own piece of personalized advice.

• XTs are often indications that, as an expert, you see part of your job as keeping up with the most current things happening in your field.

• XTs convey a sense of open sharing, but no one will expect you to start giving away your services. Clients want to pay the service provider who is most helpful, not the one who isn’t.

• That sense of sharing makes it easy for the person who’s already benefiting from your services to recommend you to friends.

• XTs are a strong indication that you love your work. Go the extra mile.

You won’t regret it.

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Post filed under Marketing Communications, Reliability, Reputation, Sales Gold.