A lot of businesses use general claims about their excellent customer service as their unique value proposition (UVP).  Here’s why this isn’t your most persuasive option. 

One of the most common messages on small business websites is a version of this:

• Customer service is our #1 priority. 

Other versions go along these lines:

• Your success is our success!
• We’re passionate about our work because we’re passionate about people.
• We’re committed to providing you unparalleled service and results.
• Providing an industry-leading service that will exceed your expectations.
• We’re ready to put our knowledge and expertise to work for you.

We could go on, but every variation of this idea is saying the same thing.  

You should hire us because we offer excellent customer service.  Hire us because we’re ready to put our expertise to work for you.

Customer service is vitally important.  In fact, it’s so important that every business must strive to provide the best customer experience.  Being customer-centric is all but mandatory because of the impact of reputation and online reviews. 

This is the problem.  Consumers today expect a business to prioritize customer service.  We assume this is a value every business will provide. 

Now, go back to the idea of the unique value proposition. The key word is unique.  

A claim of excellent customer service is probably the most common value proposition a business can make.  But, it lacks impact because it’s obvious.

The customer service claim is the go-to for businesses that haven’t defined their real value proposition.  It’s also a clear sign that they’re not working with a professional advertising copywriter (if you hired somebody and this is what they wrote, fire them). 

Your value proposition must do these things:

• Express a specific value that your business offers. 
• Communicate how you solve a problem that’s important to your customers. 
• Differentiate your offer from the competition’s in a way that shows why you’re the best choice. 

Imagine two businesses offering the same type of service.  Compare their value propositions. 

• Our customer service policy is to give 110% so we consistently exceed your expectations. 
• Our system can lower your current monthly bill by up to 30%.  Contact us to learn how much we can save you!

Which is more enticing?  The “we give 110%” cliche or saving a lot of money?  

Businesses that fail to communicate value with clarity tend to struggle, particularly with website conversions. 

To provoke action, you need to pull an emotional trigger.  People need to feel you solve the problems they care about the most. 

You also have to distinguish yourself from the competition.  That’s the unique part. Without it, you’re just a name in a hat. Getting picked is random at best. 

If your competition has a strong UVP and you don’t, you’re in trouble. 

Analyze your offer, and develop a UVP that gives you a competitive advantage. 

It may well be, in fact, that your UVP stems from your excellent customer service.  If that’s the case, make sure you’re specific about the benefits customers gain from your service.  

How do you save them time, money, or aggravation? How does your process result in a superior product?  Why is it worth it for customers to spend more to get the quality you deliver? 

Skip the cliches and be specific.  Make it crystal clear why you’re the better choice, and tie that message into an enticing call to action. 

All of this doesn’t mean you shouldn’t mention your excellent customer service — you should. Better yet, use testimonials and reviews to prove you have superior customer service. This content builds trust.

The problem occurs when customer service is the only thing you detail. Make sure your UVP clarifies how you solve the visitor’s active problem, which is what motivated them to search for you in the first place.

We’re all sure you’re passionate about your work, that you go above and beyond, and that you make an excessive effort to exceed expectations.  

We’re all sure that you’ll be nice to us.  Thanks for that…but so what? 

We’re not going to hire you just because you’re nice and efficient.  We expect that from every business we deal with. 

Tell us how you solve a problem we care about and why you’re better than anyone else.  Make it feel difficult to pass up your offer.  Save us time, money and trouble. 

The best way to exceed expectations is to communicate the unique value you deliver.  That’s not just service. It’s a motivator that results in sales.

Originally published on 8/17/19