When creating a marketing plan, marketers understandably look at the big picture and try to focus on the goal. This is important. Without knowing what your goal is, you have no direction. And so, marketers will develop strategies and come up with prioritized action items to ensure that they are successful.
However, beneath all of the grand ideas and the big vision, marketers must remember that in marketing, it’s the small things that can go the longest way.
As the saying goes, God is in the detail, it is necessary to pay attention to anything we might easily overlook. Some of the small things may include punctuation in a newsletter, a photo’s alignment on the website, etc.
There are other small things, though, that you need to pay attention to when carrying out your marketing plan. One of those small things is part of a larger thing known as customer service.
I recently went to a Jiffy Lube in Arbutus, MD with a friend whose car needed an oil change. When we pulled up behind the building, we were immediately met by one of the employees in a very friendly manner. As we were about to enter the building to go into the waiting room, another employee quickly opened the door for us. I didn’t think anything of it.
While waiting, I noticed that each customer that was there received the same treatment. What’s more, when I was standing outside getting fresh air, an employee would open each customer’s car door for him or her, and always wished said customer to have a “Very good day!”
When it our turn, my friend received the same treatment (she was driving). When I asked if this was regular for all Jiffy Lube branches to do this. “No,” was the reply, “It helps us stick out!”
“You do stick out!” I answered.
“Have a good day,” came the reply.
While we were not driving a limo or other fancy car and we did not have a chauffeur, as in the photo, we still treated as if we were. If I’m in the area again and need an oil change, I know where I’ll go. For that one small thing.
