As the saying goes, sometimes it’s the small things that make a difference. And isn’t that true. Last night I went out for burgers with family. Every time we go there I get a shake. And why? Because their shakes are the absolute best? Nah (although they are amazing). Because they’re huge? Nah. Because they use organic, pasteurized NOT ultra-pasteurized milk from cows that aren’t treated with hormones? Nah. It’s because it comes with a toasted marshmallow on top. I order this milkshake, that costs over $4, because it comes with one toasted marshmallow.
Ridiculous, I know! I could buy 3 entire bags of marshmallows and roast them myself for less than the price of this milkshake. But, I don’t. And I keep buying the milkshake. Why? Well, two reasons. First, I don’t want to do all the work of buying marshmallows, starting a fire, finding a skewer to roast the marshmallow on, and then roasting the marshmallow. But second, because I love that they gave me something a little extra. That something that makes you feel like, “We care about you as a customer so we wanted to give you something nice, for free!” And, of course it isn’t free, but it works. Whipped cream and a cherry on top is standard. It’s what you expect. And, I actually don’t even like either. I make my husband eat both every time. But, this place goes one step further to show they thought about what they’re doing for the customer. And I fall for it every time. They’ve designed a better experience with one small touch.
So, how can you provide a toasted marshmallow experience in your designs? What’s a standard practice in the industry that can you take one step further? If furniture or products are delivered, call or possibly even go to their home, if warranted, to make sure of not only their condition, but also their delivery experience. If there are problems, ensure the customer you will report it to the delivery company and seek out a solution. Explain to vendors that they directly work with any special requests or ways to work with this client to ensure their satisfaction. Such as, this client prefers to text, email, or only be contacted in the evening. Or, rather than finishing your work with a customer and then finishing contact, reach out to them a month later and ask how the design/furniture/etc. is working out for them. And, if there is anything that needs to be adjusted for it to fully fit their needs, adjust it (at no cost to them if possible).
It’s all about understanding what the client values. And sometimes what they value costs very little, and may not even make sense to you. Sometimes it’s the silly things, like a toasted marshmallow, that makes the customer come back, and tell their friends. Your work gets you noticed and your service gets them hooked. You of course can’t sell a terrible product or service and then give a gift to the customer at the end and expect them to be happy. But, when you are able to provide an exceptional product or service, and then on top of that provide the extra touch, their loyalty and satisfaction becomes more solidified. Just like I told my sister in law, “yes, get the shake! It comes with a toasted marshmallow, which is half the reason why I get it.”
So, what marshmallow can you toast for your customers?