Friday, September 26, 2008

The Cost for "Extra Nice"

I found this over on Seth Godin's blog.  Thought it was great food for thought.  Consumerists take heed!

How much extra for nice? If I pay $1000 extra for a first-class seat, odds are the flight attendant will be nice to me.  If I pay $2000 extra for the presidential suite at the hotel, odds are the front desk clerk will be nice to me.  If I give the valet $50 to park my car, odds are he'll be nice to me as well.

So, here's the question: if all I want, the only extra, is for someone to be nice to me when I visit your business, how much extra does that cost? How much extra to talk to a nice person when I call tech support? How much extra to find a nice receptionist at the doctor's office? Would you pay $9 extra for a smile when you dealt with the Social Security bureaucrats and were filing a form?

I know you're rushed and stressed and stretched. I know your team deals with hundreds or thousands of customers, and a lot of them aren't very friendly or warm. And I know that some of your customers (maybe a lot) would happily pay a little extra to get that one thing they want most of all...

I think there's a huge gap between what people are willing to pay for nice (a lot) and what it would cost businesses to deliver it (almost nothing). Smells like an opportunity.

1 comment:

Travis Greene said...

On the other hand, it can cost companies when they aren't nice. Doctors who have a poor bedside manner are sued for malpractice much more often than those who are nice to their patients, regardless of their actual error rate. Or so says Malcolm Gladwell in Blink, which is full of useful tidbits like that.