The Ultimate Customer Formula

My apologies for my absence ...computer problems!

Part 3
By Noah St. John, Ph.D.

Let me give you an example. I love Southwest Airlines. Why? There are literally dozens of reasons, but the most important one for me is that when I need to change my flights, I simply call their toll-free number, and an ACTUAL HUMAN BEING picks up the phone and says, "Southwest, how can I help you?"
Then I change the flights and there is NO service fee! What do you know? Southwest treats my money as MY money!
I've flown other airlines, and paid as much as $450 for CHANGE FEES. Ridiculous!
Do you see what I just did? I just told everyone who's reading this newsletter how awesome Southwest Airlines is. I went from Referrer right to Evangelist.
If I felt so-so about Southwest, I might tell one or two friends. That would make me a Referrer.
But because I love Southwest, I tell everyone about them (whether they ask or not).
How did it happen? I have a Want - inexpensive, reliable airline service to take me where I need to go, AND actual human beings who answer the phone, AND no fees when I need to change my flights.
From the very first time I flew Southwest, they not only delivered the fulfillment of my Want. They OVER-delivered, by thinking of things I hadn't even thought of to make my travel better and easier, and being a company of real human beings.
So I emotionally moved from I Trust Southwest to I LOVE Southwest.
So, the Ultimate Customer Formula again - this time with the thoughts that go behind it - is:
Want + Trust = Customer
I want something and trust that you will deliver it to me.
Want X Trust = Referrer
I want something and trust that you will not only deliver it to me, but that if I were to send a friend to you, you'd deliver it to them too.
Want X Love = Evangelist
I want something and not only trust that you will deliver it to me, you will over-deliver, take care of me in ways I hadn't even thought of, and you are a company of actual human beings.