Do today’s customers expect too much?

During a recent conversation with a colleague, I was asked “Do today’s customers expect too much from companies?”

My answer: Far from it.

In fact, customer expectations are often so low that when a company goes even slightly above and beyond (or takes an unconventional approach) it makes a lasting impression…and usually a positive one. That’s good news for savvy  marketers who are looking to deepen existing customer ties without a huge spend.

Recently, I was reminded of how easy it is to take a mundane (some might even say loathed) customer interaction and turn it into something positive. I was in the middle of what is likely my least favorite task—paying invoices. I guess you could say we’re a little strange here at Sync—and most do. You see, we still cut our checks by hand. Each and every check is handwritten and signed by either my partner or I and has been for the last decade and a half. Doing so never lets us lose sight of the bottom line, keeps us connected to the inner workings of the business and gives us a chance to show our suppliers and partners that we appreciate their efforts. So suffice it to say, I have a keen appreciation for how mind-numbing and uninspiring this process can be.

Placing a stack of bills on my desk to start the weekly ritual, I began cutting check after check and had made my way through half the stack when I came across an invoice from one of our longtime suppliers, 37 Signals. For some unknown reason, I paused. Something was different with their invoice—it stood out from the rest of the invoices I had just paid. It was different because I actually felt good about paying this invoice.

The invoice actually thanked me for being a customer. It was right there in big bold letters, even bigger than the words “Paid Invoice ” that most suppliers choose to emphasize.

I thought to myself “but do they really mean it?” I mean c’mon, I’m a seasoned marketer. I have a pretty honed BS detector.

Turns out they really mean it.

At the very bottom of the invoice, in plain sight, was a link to upgrade, downgrade or (gasp!!!) cancel my account. This link isn’t even hidden, obscured or buried in a sea of disclaimer copy—marketing heresy! No this link is placed proudly, confidently, reassuringly alone.

Make no mistake, in the software-as-a-service space this is THE moment of truth. The moment when a customer must decide whether what they’ve received over the past month has been worth the amount they have paid. If they even consider answering no, a company’s days are usually numbered. Knowing this, 37 Signals chose to own the moment of truth with appreciation, confidence and honesty. As a result, they turned a traditionally ho-hum interaction into a positive experience.

So take a look at all of your company’s touchpoints, especially the ones that have been traditionally overlooked or written off. Consider rethinking these interactions. Just a small change can make all the difference.