Lots of things can happen when a job is done well. Here are a few:

1. Personal satisfaction
2. Sales for your company (or yourself)
3. Preservation of the natural “buying-selling” ecosystem
4. Unsolicited praise from your client base

This particular post is about number four. Every once in a while, a user of your product or service might find themselves so overwhelmed by the quality you provide that they decide to take matters into their own hands.

It happened to Email Center Pro the other day. One of the service’s users ( Jennifer Haubein of Websites 2 Grow) decided that telling us how impressed she was no longer sufficed. She wanted to tell others in her circle of influence.

Here’s what she said:

And here’s why she said it (in other words, here are some simple rules for soliciting unsolicited praise. Please note that simple doesn’t mean easy.):

1. Customer Service: If this sounds cliche to you, then you’re not managing it correctly. It’s not a cliche, it’s the bottom line. Customer service can look very different depending on the situation at hand. At all times, however, keep the customer in mind. Zappos did; they just sold for nearly $1 billion. I’m just saying.

2. Customer Support: The customer is using your product/service, you’re meeting their service needs and then something goes wrong. Do you hide and distribute the blame? Or do you step up and meet their need at every turn? (Please note that this can blur quite appropriately with customer service.)

3. A High-Quality Service/Product: This speaks for itself — somewhat. You certainly can’t get away with a sub-par product or an inconsistent service, but just know that even good (rather than amazing) products/services can enjoy success if attention is paid to the other numbers in this list.

4. Did I Mention Customer Service?: This can’t be understated. Be remarkable. It works. The most uplifting emails and calls received at Palo Alto Software are by those who were even more impressed with our service and support than with our product.

Happy soliciting!

Jason Gallic
Product Manager for Email Center Pro

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