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Greetings!
Yesterday I was speaking to
an old friend, industry leader, and all around memorable
human being named Maryann. We were discussing the
attributes of memorability, specifically as it relates
to the one MQ Clue (Memorability Quotient Clue) that is
arguably the most powerful: Word of
Honor.
As she thought about the possible
applications of this MQ from her experience, she told me
about the Platinum Rule.
Most of us have heard about the Golden Rule for
as long as we can remember. It is defined by Wikipedia
as: the ethic of reciprocity and is a fundamental moral
value which simply means "treat others as you would like
to be treated."
The more strict discipline that she applies is
the Platinum Rule. This says "treat others as they wish
to be treated.”
She explained that in a business that requires
the ability to not just be client-centric, but also to
stand apart from the commoditized masses, the ability to
deliver on the clients’ terms, the way they wish to be
treated, is essential.
In fact, businesses promote Platinum Service to be
their highest, most client-friendly echelon. An example
of this is found across the spectrum of
industries:
- Software: The Platinum Plan features 24-hour
access to the Client Services Center, seven days a
week, ensuring reliable system performance without
interruption. Platinum offers clients the benefits of
a more collaborative business relationship and is
designed especially for world-class
organizations.
- Fitness: If you select Platinum Service
in-home assembly as your shipping method, the delivery
men will finish the last few steps of the treadmill
assembly. The delivery men do not assemble the
treadmill when doing the normal Gold Service in-home
delivery.
- Computer OS: Maximum system availability when
every minute counts, this robust level of service
integrates all of the optimal features you need,
including VIP interoperability support, with the
highest priority response available exclusively to
Platinum customers: 24/7 hardware service coverage and
24/7 telephone and online technical support.
- Insurance: Platinum clients receive a
concierge level of service beyond any other insurance
service experience. The Platinum clients are handled
by hand-picked specialists who are experts in personal
lines insurance. They have experience in insuring
prestigious homes, jewelry, yachts, aircraft and more.
- Travel: A toll-free, 24-hour customer service
number, 24-hour personalized travel service, access to
exclusive clubs and exotic excursions, and special
amenities at some of the world's most prestigious
hotels, resorts and restaurants.
And yet should the Platinum Rule or Platinum
Service just be reserved for the best clients?
The services offered by the industries mentioned
above are afforded to their best clients, and for good
reason. The economics of business dictates that to offer
these levels of service and convenience to all would be
cost prohibitive.
But the point of the Platinum Rule is to see the
world through the client's (prospect, broker, support
staff, branch personnel, home office folks, significant
other) expectations.
Doing so
makes you memorable and increases your MQ.
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