For a few days now no matter where I seem to be looking or what I seem to be reading (Airbnb: From Stars to Hearts) I am reminded, overwhelmingly I might add, that the small things matter. I always love this message. I mean it sounds obvious. But it is something that I think we often forget as our world moves faster and faster hurdling forward.
When businesses start ‘the small things matter’ seems to be a philosophy that we all understand and follow instinctively. You send thank you notes, you take those out that have supported you for drinks, you spend extra time with your staff, you certainly never released any products or services without testing them to death, you looked after all the small things. Somehow though as we begin to grow we forget the small things. Two of the best (worst?) industry examples of this is how telecommunications companies (Bell, Telus…) along with the banking world (RBC, BMO…) all have special, ongoing promotions for NEW customers. It is nice to get a special discount or a welcome note. But to this I ask why not a loyalty discount that wants to make me stay (yes a $2 discount coupon is nice but you just gave my friend $500 for switching)? What about a thank you note for being such a loyal customer for over 10 years, perhaps even hand written if you truly care. Perhaps a free month after a year of service wouldn’t kill you? Perhaps even having technical support that seems to want to help me would be nice, is that too much to ask for? Where in all of our business dealings did we forget that we are human beings? Where did we forget about relationship building?
Funny how changing something as simple as the stars on Airbnb to hearts made such a big difference to their business. This is the kind of minute detail work that is needed if you wish to succeed in your business. Almost all of the clients that come to me are looking at the bigger picture and are looking for a re-brand or an overhaul and sometimes that just doesn’t have to be the case. If you take the time to get to know your audience and you understand what matters to them, at the moment (because boy o’ boy can it switch), then making small changes can mean a big difference for you.
Appreciate your customers, appreciate those who supported you early on, make them feel special (because they are), and never stop thinking about the little things (of course don’t sweat them either, but pay attention to them).
So what small things can you think of that might make a big difference? What small things matter to your customers? To your audience? What small things matter to you?