Yesterday I read an article that provided a fantastic example of my first requirement for providing Amazing Service to
customers: “Give them what they want, plus a little more.”
In the article, the writer suggests that restaurants begin publishing
calorie counts for their menu items. I like this because I’ve
recently started counting calories (again) and I am disappointed at
being unable to measure the impact of my favorite restaurant meals.
(Especially since I eat out a lot.)
But it also provides a useful application of how to give customers what they want, plus a little more.
Too many businesses forget they need to go beyond the surface in serving their customers. They
need to look beyond what customers say they want. Maybe most customers
are not walking around thinking they’d like to see calorie counts in
restaurants. But, if you offer that extra service to them, they would
find it useful. It would help them be more successful in getting what
As customers, we know what we want to accomplish but we don’t always
know how to get there. The people we do business with should help us
figure out how to “get there”.
For example, with restaurants, my goal as a customer is to have a
healthy, tasty meal along with a pleasant dining experience. I may or
may not be thinking about the calorie counts as I look at the menu.
But, if the calorie counts were there, it would help me make a more
informed decision and thus have a better experience. And, if everything
else meets my expectations, I’m more likely to go back (and bring my
friends). Then both the restaurant and the customers win!
A restaurant could easily do this (unless they have franchise or
corporate policies against it). The next time menus are printed just
add calorie counts. Then see what happens. It would give customers an
opportunity to tell the restaurant (in there words and their actions)
what they really want. And the restaurant would be providing a higher
level of service to their customers. Who knows, they might end up
changing the menu entirely because of customer feedback. They might
become the healthiest restaurant in town.