How About a Cold, Clammy Towel?
May 28, 2009
Having 3-Million Mile status on an airline has its good points and its bad points. On the minus side, earning that many miles means you probably are traveling more than is really healthy for your brain and any personal relationships.
On the plus side, it means you get upgraded to first class a lot. Okay, that’s a really good “plus.”
In the “olden days,” first class was something really special with truly exceptional meals served on white linen, and lots of nice amenities. Nowadays, it’s more a matter of having a comfortable seat in case you get delayed on the ground or have to circle for a while in the air.
Still, there’s one thing they still do that’s one of my favorite parts of sitting up front: the hot towel.
As soon as the airplane hits 10,000 miles, and the flight attendants start preparing the meal, they make their way through the cabin with the tray of hot towels. These are more like miniature washcloths that were rolled up, and then drenched with hot water so when you unroll one and lay it across your face, well, it really feels great.
Unless, of course, the water they poured onto it wasn’t really hot, or if they left it sitting around a bit too long. Then it’s nothing more exciting than draping a cold, clammy napkin over your face – actually more annoying than soothing.
The thing is it’s not really that much of a temperature difference between the hot towel and the lukewarm towel. And yet the difference in the experience is both dramatic and profound.
In most businesses, it’s the little things that end up making a big difference in how customers perceive their experience. If you’re going to offer a figurative “hot towel” to your customers – something you offer that makes the experience of doing business with you extra special – then make sure it’s actually hot – a couple of degrees in either direction can completely and totally ruin the experience.
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Yes,it’s just that little bit more attention that’s the difference. We’ve all seen and heard the company’s mission statement is “to exceed your expectations” ,but rarely does this happen, and if it really does you can hardly wait to tell someone about it. Is there any greater advertising? Be someone that exceeded someone’s expectations !