home Customer Experience, Sales The ‘value beyond’ – The secret to delivering unexpected value for customers!

The ‘value beyond’ – The secret to delivering unexpected value for customers!

Imagine catching an Uber and not only reaching your destination quickly, but also receiving insightful recommendations from your driver for your evening plans. This simple example illustrates the essence of what David Stone, VP of Growth at Concentrix, refers to as the ‘value beyond’. It’s about exceeding customer expectations by going the extra mile, understanding the “why” behind their needs, and offering personalised solutions that exceed their initial request.

Organisations can unlock significant benefits by delivering the ‘value beyond’, according to Stone, “The ‘value beyond’ is a philosophy and a mindset. It’s about going beyond the immediate tasks and objectives at hand, to deliver unexpected value for both individuals and organisations”.

David Stone, VP of Growth at Concentrix

The rewards of the ‘value beyond’ extend far beyond a single interaction. For businesses, it translates to:

  • Enhanced customer experience (CX): Customers who feel valued and understood are more likely to become loyal advocates.
  • Increased employee engagement and loyalty: Employees empowered to deliver “value beyond” experience greater job satisfaction and contribute more significantly.
  • Competitive advantage: In a crowded marketplace, exceeding expectations sets you apart, attracting and retaining customers.
  • Positive brand reputation: When customers rave about your “above and beyond” service, it builds trust and attracts new business.

For individuals, it unlocks significant personal benefits:

  • Career advancement: Proactive individuals who consistently deliver value are noticed and rewarded with opportunities for growth.
  • Personal fulfillment: The satisfaction of exceeding expectations and making a positive impact fuels personal fulfillment and motivation.
  • Increased job satisfaction: Feeling valued and empowered contributes to a more positive and engaging work experience.
  • Stronger professional network: By proactively building relationships and providing value, you cultivate a strong network of support and potential opportunities.

Ultimately, it’s about building relationships that foster trust. Stone comments, “In business, people tend to make the mistake of viewing everything as being transactional. Life isn’t a transaction or even a series of transactions, it’s actually about relationships. Embracing the ‘value beyond’ is about looking at what the customer wants you deliver or what they want from you and delivers beyond their immediate area of focus”.

Putting the ‘value beyond’ into practice

Integrating the ‘value beyond’ into your daily routine requires a shift in mindset and some key strategies:

Understand the “Why”: Don’t just focus on the immediate request or task. Ask questions, actively listen, and uncover the underlying reasons behind the need. By understanding the “why,” you can offer solutions that truly address the core issue. Stone reflects, “a while ago I was responding to a BPO tender and someone asked a question about our staff retention. The easy thing to have done would have been to give them a number like 50, 60, or 80 percent or whatever. But why were they asking that question? They wanted to know more about our people and the culture as well as our general work environment.  As well as giving them the number they asked us for, we explained the programs we run for our staff and suggested if they would like to meet some of our team members”.

Offer “more than asked for”: Don’t wait to be told what to do. Stone advises to be proactive in identifying opportunities to add value. Share relevant insights, suggest alternative solutions, and anticipate future needs. Stone advises, “It’s about creating ‘value beyond’ what is being asked for. If every time a customer interacts with you and you give them something beyond what they’ve asked for, that’s the beginning of trust and building a relationship.”

Build trust and relationships: Remember, business is ultimately about people. Take the time to build genuine relationships with customers and colleagues. Show genuine interest, offer personalised recommendations, and go the extra mile to leave a lasting impression.

Focus on outcomes: Aim to deliver the best possible experience for your customers and organisation. Think beyond simply completing tasks and focus on achieving meaningful outcomes that improve efficiency, reduce costs, and create value.

Examples in Action:

  • customer service representative goes beyond resolving a complaint by proactively suggesting products or services that could enhance the customer’s experience.
  • sales representative doesn’t just pitch a product, but analyses the customer’s business needs and offers a customised solution that goes beyond what they asked for and addresses their specific challenges.
  • manager empowers their team to make decisions and encourages them to identify opportunities to streamline processes and improve workflows.

Delivering “value beyond” is a continuous journey, not a one-time event. By cultivating a proactive mindset, embracing these strategies, and focusing on building meaningful relationships, individuals and organisations can unlock the true potential of “going beyond” and achieve sustainable success.

Start today, by asking yourself – “What can I do to deliver more value than expected?” By taking this simple step, you can embark on a journey that benefits both you and your organisation, creating a ripple effect of positive change in the business world.

Mark Atterby

Mark Atterby has 18 years media, publishing and content marketing experience.