Menus can tell you a lot about a restaurant. Some menus have limited choices; some have way too many. Some have language like “no substitutions,” “salad bar extra,” or “breakfast only served until 10:30 am.” Some show you pictures of their featured meals; some have crazy entre names like “Whoopee burger” or “Don’s Big Mess.” There are restaurants that communicate what they think of young guests by the size of their “children’s menu.” Some laminate their menus giving you the distinct perception choices rarely change.
Customers today evaluate their experience in part by your service menu—the choices and options you provide. Their expectations are way up. They expect you to provide what they want, when and how they want it with no hassles at warp speed. If you are not offering customers multiple connection vehicles you are likely losing customers. And, they assume all service providers can personalize their experience. Can you imagine a fast food restaurant flatly refusing to “hold the onions?” Customers return to service providers that allow them to “have it your way” and avoid those with a “one size fits all” perspective.
Wise service providers base their choices and options on what customers prefer, not on what is organizational convenient. Granted, they must balance customer preferences and personalization with economic limitations and brand promise. McDonald’s would not serve you a lobster burger, even if they could get it quickly. The service providers that create a loyal following continually update their customer intelligence and use it to ensure the experience they provide matches the experience their customers prefer with speed and no obstacles throughout their journey with them.
What can you do to make your “service menu” as memorable as the items on it?
Be sure to check out Chip’s recent post.
Chip’s newest book, Inside Your Customer’s Imagination,was released in September and is already a bestseller as well as an Axiom Book Award winner! Order your copy today wherever you purchase books. (Amazon or Porchlight)