My good friend Rasmus is heading up a small digital media company, Contentcube, in Copenhagen. They are by no measure a big company, but that’s actually part of the charm in what I’m about to tell you.
Recently I asked Rasmus what really differentiates them from other similar companies. The answer had nothing to do with superior skills (although I can tell it’s there in abundance) or bleeding edge technologies. Instead he said that they always do what they say they’ll do – and in their business it translates into ”on time and on budget – always”. A pretty simple differentiator and yet it’s where most competitors fail (trust me, I know) and guess what: Failure to stay on time and on budget is the number one frustration factor for customers. It’s what pushes customers away.
So how do they do it? What makes them better than anyone else? To answer that question let me tell you how they recently celebrated a successful year. Rather than just paying out big bonuses or throwing a party, they decided to relocate the whole company to Berlin for the entire month of August (which you have the privilege of being able to do if you’re a digital media company). Why did they do that? Well, for starters Berlin, to Copenhageners, is the quintessentially cool place to go if you want edge, inspiration and spot new trends. And by moving everyone for a whole month they created that good old holiday camp atmosphere, which, in a new and unique way, brought people together and created strong bonds. When I recently mentioned this to Guy Kawasaki he said, “What a great story”.
But how do they do it on a daily basis? Well, this post was inspired by a conversation I had with Rasmus yesterday. He’d been collecting good customer stories for a while and had realized that magic would arise whenever a customer was impressed by something a Contentcube employee had done. Right down to the little things such as suggesting small improvements which the customer hadn’t expected or finishing tasks or jobs early. It’s not unlike the Zappos core value of always aiming to wow their customers – and it’s the exact opposite of the commonplace “just good enough” attitude you find in so many companies. Always aiming to impress customers, walk the extra mile, try harder and wow customers, inspires employees to be proud of and passionate about what they do. And pride and passion are the cornerstones of a great company.
Contentcube now has “aim to impress customers” as one of their key targets – and it’s something they’ve started measuring. Thumbs up for that and good luck to Rasmus and his team moving forward!
For more inspiration about measuring what makes life worthwhile, check out this Chip Conley TED talk: