If you exceed your customers' expectations you will surely induce a firestorm or Tropical Storm of referrals. Why? Well because good service is not that common any more and then again neither is common sense. You see it makes sense to exceed customers expectations and Jack Taylor Founder of Enterprise Rent-A-Car actually titled his book; Exceeding Customer Expectations it is a good read and I do very much recommend it. When you exceed customer expectations they will tell their friends.

Starbucks Coffee tells each Team Member that the must not only provide exemplary service but must provide Legendary Service. Including greeting each customer within 30-seconds, remembering their names and giving top notched service. Wow, Howard Schultz the chief Global Strategist really gets it doesnt he? And you should too.

Now then giving great service above expectations is smart business but doing the opposite does not insight the same results. If you marketing campaign goes over board about great service and then the service only good, then you did not exceed the anticipated and puffed up marketing talk in your advertising. You lose. What do you lose? You just lost another walking testimonial and word of mouth marketer who could have helped your business grow by leaps and bounds so consider all this in 2006.