Consistency (or lack of ) is one of my pet rants.
Ask any newly hired hospitality employee what the name of the game is and they will tell you that happy customers is all about exceeding expectations. And it is.
But that also means that if I had this fantastic experience last week in your restaurant (or your: insert your business here ) and I tell my friends at the office about it and we all decide to go for a friday after work dinner – then that experience MUST at least match then one i had on my first visit – if not it is a huge flop and you have lost me for ever.
If I take a client out or book them a hotel or what ever I need to know that this will be not just OK but excellent – And I will pay more to be sure
Seth Godin in his blog asks:
“…how much extra would you pay for a plane that was guaranteed to be always on time, or a surgery that was always guaranteed to work? …. That’s because we’re often willing to pay a significant premium to avoid risk”
And he has a point.
In David Rock’s latest book your Brain at Work ( which i highly recommend ) Rock writes :
.. The one thing that is certain is that people will always pay lots of money to feel less uncertain. That is because uncertainty feels to the brain like a threat to your life..”
Excellent, is useless if is not consistent.
There is a fortune to be made in consistency.