Below is an Autogenerated Transcript

And these six levels begin down at the bottom. It’s pretty bad down here. This is where you break a service promise. This is where you don’t deliver what you said you would. This is where you violate a legitimate minimum expectation. And the way to say it is like this. Put your hands together like handcuffs. You did that very quickly. Prior experience? Okay. Everybody together. You’re gonna go like this. Criminal. Ready? One. Two. Three. Criminal. Good. Obviously, we don’t want to be there.

So let’s take one step up and you get to a level that’s not very nice. But ultimately, at the end of the day, the person being served got what they needed. It’s just that it might have been incomplete and then you had to go back a second time, or it might have been late. And so they had to scramble in that last minute. Or they might have gotten everything they needed, but the experience was just not very polite. Like it was just, you know, Transactional. Bump, bump, bump. And they thought, “I thought we were in this together. Friends, you know.” So the way we say this one is the following- basic. Put your hands out like this and let your voice drop. Ready? One. Two. Three. Basic. How does it feel? Good. Right. Just saying it gives you a sense of what it’s like for somebody else. Okay. That’s good.

Now we go to the next level. It’s the average. It’s the standard. It’s the normal. Now this is where you meet service level agreement, right? This is where you do what it is you promise to do. It’s the industry average. So the way you say this one is, cross your arms, cross your arms, take the sound of your voice and move it up in your nose. So it goes like this. Expected. Okay. One more time. One. Two. Three. Expected. Good. Do you remember the old days when we said that customer satisfaction came from meeting customer expectations? Remember that? And that was the same age when we said that a satisfied customer would be a loyal customer. Today, we know that’s not true. You can get satisfied a lot of different places and one click later, you can be somewhere else. And that’s why this expected level, even if you’re hitting your SLA and all your KPIs 100%, it’s in the bottom half.

So now let’s take another step up. When you serve someone the way they like it, the way they hope for, the way they prefer. That’s what I call desired. And you say this one the following way. Take your shoulders and roll them back. This is the morning exercise. Here we go. Come on. Are your shoulders broken? Maybe. Now you add the sound. Desired. Here we go. One. Two. Three. Go! Desired. Good. Look at your partner. We’re going to do it one more time. One, two. Three. Go! Desired. Tell your partner how well he did that. Now, you could tell from the farmer panel how important this level is, because you heard one fellow from his cab say, “Any leading-edge technology you’ve got that would help me improve efficiency by even a small fraction, I’ll take it.” You had the guy from UK saying, “Whatever your new equipment is, I’m buying it.” And then you had the gal from here in the States going, “We’re going to retrofit. We’re going to need more…” So you can’t do consistent and be exceptional if your action is all that’s consistent. Now on the other hand, if you say we want to consistently deliver a desired level experience that you can say, let’s do that consistently, which means we’re going to need to be exceptional for each and every service situation. Are you guys following me? Pretty straightforward, isn’t it?

What’s above desired? Well, when you know what someone wants, values, appreciates, then you could think about what else could I do that they haven’t asked for, that we haven’t yet already promised. Where if I do it, they’re going to like it and it’ll be like getting a little gift. And then they would look at that and say, “Oh, what a nice surprise.” So we say this one the following way, with your hands you go surprising. Ready? 1-2-3. Surprising. Very good. And above surprising is totally astonishing. Absolutely incredible. It’s extraordinary. Extraordinary. I call it unbelievable. And this is where people go, “I can’t even believe you guys thought of that and did it for me. Thank you so much.” This is the kind of thing that goes viral on social media. These are the once in a lifetimes. And I’m not saying that should be your standard, but you should know that it exists.