What'S The Secret?: To Providing a World-Class Customer Experience

Chapter 8. Commandment IV: Secret Service Systems

Utilizing Customer Intelligence to personalize their experience and engage and anticipate their needs

Secret Service creates an emotional bond between customer and company that transcends the product or service

Creating Secret Service system that allow front-line employees to engage and interact with customers enables them to personalize the customer's experience by anticipating and delivering on their needs. Having great standards are not enough (Commandment III). You now need to systemize those standards in order for them to be realistically delivered on a consistent basis.

Note

Commodities are fungible, goods tangible, services intangible, and experiences are memorable.^[80]

—B. Joseph Pine and James H. Gilmore, The Experience Economy

Secret Service creates an emotional bond between customer and company that transcends the product or service. That bond, that feeling becomes sought after again and again. It requires a personal connection between customer and employee, and often the lowest paid and least appreciated employee is the best source of this bond.

In Chapter 7, we demonstrated how critical experiential standards are to creating customer loyalty. In this chapter, we detail what experiential actions are and the systems behind them that can make them a standard.

Brief Review

Secret Service means using hidden systems to deliver unforgettable ...