What is EXCELLENT Customer Service?

I just made a deposit at the drive through window of my bank.  When I pulled up to the magic tube that shoots up and over into the bank I noticed a computerized screen that said “Honk if you receive excellent customer service.”

Oh, I thought, they are focusing on customer service.  I wonder what they will do that will inspire me to honk.  Let’s see – I have filled out the form, signed the back of my check and placed a request for a little cash back.  I sent the tube up and over and then waited to be astounded with their excellence.

I measure excellence based on my expectations.  In this case, I am expecting the check to be deposited and the little bit of cash to be returned to me.  So that is my “line in the sand.” 

The screen changes to reveal the face of the teller who is serving my needs and sure to exceed them. 

“Hi.” she says.

“Hi,” I mimic.  Okay – get ready.  My radar is up.  The seeds of excellence have been planted.

The screen changes back to the “honk” message.  My hand is poised over the steering wheel.

The screen changes again to the teller, “thank you.” she says.

Down comes the tube with my deposit receipt and cash. No lollypop.  No special message.  It is the Friday before a holiday – no special greeting to send me on my holiday-way.

Oh.  Now I’m disappointed.  Truth is – had there been no message – I would have left quite pleased.  I had my expectations met.  No hassle.  No issues. Made a deposit.  Got some cash.  Bada bing bada boom.

But because there was a message that set the stage for excellence and just average greeted me- I’m now leaving feeling deflated.  Disappointed.  Like I missed the parade.

Do we set expectations that we fail to meet?  Truth is – I didn’t need the message to complete my transaction.  But because the seed was planted, I became more aware- a sense of expectation set in my mind, left unfulfilled.

Will I change banks?  No, of course not. 

But let me make a comparison.  Last week I had my daughter and her friend in the car.  We went through the drive through of a different branch of the same bank.  No special message.  No computer screen.  I sent the tube up and over and the teller did her job and as she was about to return the tube asked me if my daughter would like a lolly.  I said – oh yes and she has a girlfriend in the back seat.  Then the teller said – would you also like a lolly?  Why – yes, I would.

So here comes the tube with my deposit slip and three lollies.  As we drove away my daughter’s girlfriend said “you should send her a thank you note for being so nice.”

Now THAT’S excellence.  A simple lolly. 

Hmmm.  What do you think?  Do you set the expectation for excellence and then frequently fail to produce or do you set out to do what is expected and then throw in a little surprise?  Which is more impactful?