This is the simplest, easiest concept to understand, yet only an elite few seem to execute it. Perhaps most people just can’t wrap their head around the idea that, in order to provide great customer service, you need to avoid promising your customers everything. Instead, focus your efforts on under-promising, yet delivering far more than they expected.

Lesson 1: Set an expectation that you can consistently beat.
The Wow Philosophy

A prime example of a company that has successfully taken the under-promise and over-deliver approach is Zappos. The mega online shoe retailer, which was started in 1999 out of a house, has grown into a company that saw its 2008 sales hit $1 billion. But if you ask the company founder, Nick Swinmurn, it’s not shoes that he’s selling; rather, its customer service. In fact, Zappos states on its site that “Customer Service Isn’t Just A Department.” Rather, the whole organization is on a mission to provide the best customer service possible.

The company focuses their customer service efforts on the “Wow Philosophy,” meaning that they want to wow their customers. The key to their success is that they promise you will get your shoes in around 4-5 business days, then they almost always overnight it to you. The result, when you get your order so quickly, is that you are blown away. In turn, you end up loving them, and you turn to them each time you need new shoes. Besides, with Zappos offering up over 136,000 styles of shoes (yet another customer service move), there is little doubt that they will not have what you are looking for. Another way that Zappos over-delivers on customer service is their call center, where the employees don’t have scripts to follow and are encouraged to have fun with the customers.

Lesson 2: Don’t follow the industry standard. Do what customers will love.
By Contrast

On the other side, the competition may promise over-night delivery, in addition to everything they possibly can. When they deliver on it (which is most of the time), they have simply met the expectations. There is no surprise and certainly no “wow” factor. But, when they run into a slow-down or experience shipping problems, they are considered to be late, and the customer is unhappy that the company didn’t fulfill its promise.

Alternatively, if for some reason a Zappos delivery runs late, it will most likely still meet the company’s initial promise. Both of these companies have the same execution, yet they offer different promises. In the end, as a result, Zappos wins.

Lesson 3: The customer’s impression is not based on what happens.

It is based on what happens as compared to what they expected. Overcoming Skepticism Now, a lot of people may think that they need to promise the moon or they won’t get the sale. Or they believe they must promise more than their competition does, in order to get the business. But my advice is, “Don’t!” That is not the route you want to take.

It used to be said that you could fool some of the people all of the time, but you can’t. Your growth is dependant upon you having a favorable reputation. Word of mouth is incredibly powerful and, in today’s Internet age, that word spreads at lightning speed! People share their experience of how great Zappos is, and that prompts others to make a purchase from them.

Lesson 4: If you promise the moon and don’t deliver, the entire planet will know.
Building Trust

You see, the most persuasive selling proposition you can make is that of trust. And by using under-promise and over-deliver, you build trust. You build reputation. You build your version of Zappos. So think about it – what can you under-promise and over-deliver on? Oh, and if you read my past blog on “The Two-Word Acid Test,” Zappos’ mantra is “Deliver Happiness.”