Don’t just be your job. Be you. Be irreplaceable.
This is a post I published on tompeters.com today. When creating relationship-building encounters with a customer, it’s critical that you interact in a way that is unique to you, and clearly you. After all, there is no one else like you.
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In addition to writing, I spend most of my work time helping companies unleash their potential by creating better connections with their customers. This happens through my speaking events and through Yastrow & Company consulting engagements, where my team and I help companies figure out who they intend to be in the future, and then engage the entire company in creating that future through strong "We" customer relationships.
Before starting Yastrow & Company in the mid-90s I was vice-president of resort marketing for Hyatt Hotels. My experiences in the hotel business showed me clearly that most marketing doesn’t happen in the marketing department. Customers are paying attention to all interactions with a company, not just the promises made in traditional "marketing communications."
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Quite simply, people NEED to go and read this blog on Tom’s website. It has career-changing implications. Another gem Steve.
This reminds me of the Johnny the Bagger story, where a check-out assistant made himself irreplacable by putting little philosophical gems on cards and placing one in the shoppers’ bags. The great thing about this approach is not only does the customer like it, but it’s great for the self-esteem of the ‘deliverer’ to be deemed indispensable.
Andy
Fantastic example, thank you for sharing it. Exactly the point I was trying to make in my latest comment regarding this blog entry over on Tom’s website. Even if your team’s reputation as a whole is par excellence’, each team member still wants (and deserves) to be appreciated in a unique way.