Darren LaCroix tells in an article about when he was travelling, which he does a lot as a keynote speaker, and having the zipper on his luggage break. He went to a department store near his hotel and found a large selection of luggage choices. How did he decide which one to buy? Well, on a scale of 1 to 10, he wanted to find an “11”. He bought a bag with a unique feature that made sense to him at the time, but the zipper broke on this new one on its second trip. [I’ll resist editorializing on what might contribute to luggage zipper failure.]
LaCroix’s newletter readers are primarily public speakers, and in this article* he went on to remind them that “…you can’t fill an audience’s appetite with just an ’11’ moment. You still need the substance; the main reason they are listening.”
Same applies if you’re in business. People are attracted to your “11” product differentiator, and having that is a good thing because it will bring in new customers. But don’t neglect the customer service fundamentals, because keeping customers satisfied over the long run is what will let your business survive and grow.
*As of this post, the link to the “11” newsletter article is not yet on Darren’s website.