Digital PR

The impact of going the extra mile

When last can you say customer service went the extra mile for you? It’s a sad truth that in this modern, digital era, more people have forgotten what it means to put the extra effort in. We’ve lost the connection to people and it’s rare that we find individuals in business that truly care. However, having a gooey heart that actually gives a fig could improve your a competitive advantage.

As the agency market booms, it’s more important than ever to differentiate your offering. To get ahead, it can’t be all about the money. A lot of agencies lose sight of this, charging big retainers, adding huge mark-ups, delivering only according to what was outlined in the service level agreement and charging for anything out of the scope of activities. With most projects or retainers, there will always be a degree of creep, but it’s learning how to manage it that’s the trick.

From experience, charging for every extra service is not going to set you up for a long-term, sustainable partnership. This applies to any service environment. For example, isn’t it nice when you’re given a biscotti with your cappuccino or you’re offered a complimentary bottle of wine when staying at a hotel? It’s simple touches, attention to detail and the extra effort that inspires loyalty.

Across all industries, the more effort put in, the bigger the rewards. so if you work in a PR environment, toss in a few extra copies of that radio interview, or be reasonable when a press release has to be sent out after-hours. In the long-term it’s building relationships and going the extra mile that will count the most and ensure sustained, repeat business.