Hot Chocolate, Whipped Cream and the Cherry on Top

When the odometer turned over at 250,000 miles, Carolyn said, "I think it's time for a new car." My wife is not a car person or a tech person. She does not need to replace it if it's working, as evidenced by the mileage.

Our journey led us to three dealerships. I, of course, did hours of late-night online research to narrow her choices and determine availability. The first dealership we visited was a mega dealer with multiple locations. Before the visit, I connected with the salesperson, and she said she would gather the three vehicles from various locations so we could look at them all with her. Convenience. The second dealer was your typical used-car salesman - abrasive and only caring about the deal. Despite Carolyn loving the color and style of the vehicle he had on his lot; we didn't stay long and didn't go back. Despite me telling her if she loved the car, I would handle the guy; I knew it wasn't really about the car.

The third dealership had a vehicle she wanted to see. I called to set up the appointment. From then on, the magic happened. The salesperson, Nick, began texting me, confirming our 6 p.m. appointment. He sent me the CarFax in advance to review and links to the manufacturer's website with all the car details and asked if he could do anything to help with the visit.

Carolyn doesn't care about the car's technology or flash. She wants a vehicle that "feels good in her soul," and we found it. As we were putting together the paperwork and the deal, as if it were an afterthought, Nick smiled and said, "One of the things we love to do for our customers is provide you with lifetime oil changes – free as our way of saying thank you." Boom! Carolyn's eyes and smile looked like she had just won the lottery. She said, "The car was the hot chocolate. The way Nick treated us was the whipped cream and the oil changes were the cherry on top."

What are you doing to give your customers the cherry on top? In a recent article by FasterCapital, they share three key benefits of exceeding customer expectations:

Drives Customer Loyalty and Repeat Business

When businesses deliver something extra - beyond what the customer expects - it creates a memorable, positive experience that builds trust and loyalty. Generates Positive Word-of-Mouth and Free Marketing

Exceeding expectations often turns satisfied customers into enthusiastic brand advocates.

Differentiates Your Brand from Competitors

Providing something extra sets your business apart in a crowded marketplace. In a crowded marketplace, providing the "cherry on top" can be the key differentiator for your organization and the companies you serve to thrive in a challenging market. Carolyn has told many friends about her experience, and now I'm telling you. Going beyond customer expectations with something extra in a purchase fosters loyalty, amplifies positive word-of-mouth and helps your business create a powerful competitive advantage.

To practice what we teach, at RAB, we have developed a Superior Customer Service Checklist of things you can do to help your customers exceed their expectations and provide that cherry on top. If you'd like a copy, email me at Jeff.Schmidt@RAB.com.

Think Big! Make Big Things Happen!

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@rab.com. You can all so connect with him on X and LinkedIn.