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E-Marketing Performance Blog

Book Review: The Unexpected

Book review The Unexpected

Not to get all religious on you, but The Unexpected was a life-changing book for me. Well, maybe not life-changing, but definitely business-changing. I read this on the heels of Badass, and combined, they were like a one-two punch to the head. Together, these books will change your entire thinking and perspective on customer service.

The Unexpected: Breakthrough Strategies to Supercharge Your Business and Earn Loyal Customers for Life
by Howard Brodsky with Dustin S. Klein

In short, The Unexpected is all about doing, wait for it. . . . The Unexpected for your customers. No, not just customers, but prospective customers, employees and other associates. This is customer service on steroids.

The UnexpectedEvery business has a good idea what good customer service means. The problem is, “good” is subjective to each person’s experience. What may be good service to one company may be average or poor service to many of your customers. The goal isn’t to just provide good–or even great–customer service, but to provide customer service that is so unexpected that your customers cannot help but to be thrilled.

The problem with The Unexpected is it can’t easily be put into a document to be followed by your team. By nature, anything that you can lay out in a plan can, and will, become expected. Doing The Unexpected means you have to look for opportunities to do things as the opportunities arises. That means doing something different for every customer, every employee and every relationship you have, depending on any given situation.

Finding ways to deliver The Unexpected is easier than it sounds. At first I thought it would be hard, but the more I read the book, the more ideas came to mind, things my company could do to deliver The Unexpected to our customers. And now having read it, I see many examples of other businesses who are going out of their way to do something they  don’t need to do simply to give customers an unexpectedly positive experience.

If you are looking for ways to re-invigorate your business, keep more customers and reduce the cost of getting new customers, then The Unexpected is a must-read. This isn’t just another “customer service is important” book. It’s an important book on creating world-class customer service . . . and beyond.

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

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