Did you hear the last THRIVEcast? Have you figured out if you are a freakin’ carny or Disney? Recently, my wife and I were at a THRIVEal event in Atlanta. The night we arrived, we decided to go to a restaurant called Holeman and Finch Public House. It was a rockin’ customer experience and I wanted to share it to highlight how important this issue is.Here is what they did right:
1. They used scarcity as a strategy.I had read that they had amazing burgers. We got there around 7pm and were seated rather quickly. I quickly noticed there were no burgers on my giant paper menu. That was odd to me since I had heard they were famous for their burgers. I did notice veal brains and rabbit livers though (gross). When I asked the waiter about this, I was told they serve burgers beginning at 10 pm. If I wanted a burger, I would need to be there around 9pm because they sell out. Immediately, I thought I have GOT to come back and try one of these burgers that are so special they restrict when and how many they serve each day! Basically, the waiter said I can’t have a burger. Dang. I wanted one even more.What about your firm is off limits? Do you let everyone in as a client? Do you offer every service to everyone? Do you ever say “no”?
2. They took control because they knew what was best.We went ahead and ordered. We each chose three menu items because their model is a little different. You choose smaller items and share. The waiter brings out the food in the order he chooses, usually lightest to heaviest (the customer is NOT in control here). In our case we enjoyed a pimento cheese and cracker appetizer, an heirloom tomato salad, fish and chips, smashed potatoes, a pasta dish, and a hot dog with jalapenos. It was a strange but delicious combination and we loved every dish.Do your clients run the show or do you? Do you allow your clients to tell you how you will serve them? Do you remain in control to ensure great service to your customer?
3. They attended to details.At one point I got up to use the can (hee hee) and when I came back, my napkin had been neatly refolded at my place instead of thrown on my chair the way I left it. When we were finished with each dish, about 3 people came over and quickly cleared our table. Every little detail mattered. From the dim lighting to the giant paper menu with the date stamped on it (leaving me to wonder if they print new menus daily), no detail was overlooked.What details are you attending to that make your client’s experience with your firm extraordinary? Do you notice your own details?
4. Last but not least, the food was the freakin’ bomb! Really, who cares how cool the vibe is or how friendly the waiter is if the food sucks? The foundational issue in a restaurant has GOT to be good food or no one will come back or tell their friends to eat there. We skipped the veal brains, but after loving everything else we had, I bet even the items on the “parts” section of their menu are delicious. Maybe I will be brave enough to try some with my late night burger next time. I trust them to suggest I try some Lamb Neck Salad.
Are you always learning? Are you staying on top of the current standards so that your clients can trust you with their businesses? Are you providing solid and accurate products and services that your clients want and needs?You sell more than traditional accounting services. Just like Holeman and Finch, you sell an experience. Keep working on your core service, but start selling (and charging) for the experience. People want (and will pay for) experience. Just ask Walt Disney.