I learned this from Disney.
One of the ways people experience Disney is by telephone. Disney
gets thousands of calls every day. Many of the calls are from the same people
who call businesses that are known for their great telephone service.
Businesses like LL Bean, Cabela’s, and FedEx.
So when the same people who call Cabela’s or FedEx, or anyone
with superior telephone service, call Disney, Disney understands that they are
being compared to the service people get when calling Cabela’s or FedEx.
Disney then does what they need to do to “compete” with FedEx’s
telephone service.
So the lesson is, don’t just think of your competitors as the
businesses that sell the same things you do. Think of the competition as anyone
who deals with your customers in any way. Learn the best practices from
anywhere you can, determine how you can use them in your business, and
implement them.
Here’s an example of how we did this in our business. Many years
ago, we did what everyone in our industry did. When we got an order for a stock
item it shipped two to four days later. I happened to call Cabela’s to get some
fly fishing supplies and they said the order would ship that afternoon. So,
thinking of what I learned from Disney, I said to myself, “We need to do that,”
and we did. Today if an order is received within 30 minutes of our FedEx pick
up, it ships that day.
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