You don’t need to reinvent the customer experience at your business by constantly trying to outdo yourself. In fact, according to customer service expert Shep Hyken, some of the most impactful customer experiences don’t come from extravagant gestures but from simply fulfilling your promises. Reliably, consistently, and maybe even a little faster than the customer expects when possible.
In his recent article, “The Subtle WOW: How Doing Expected Is Sometimes Surprising,” Hyken emphasizes that exceptional customer service isn’t about consistently wowing every customer every time. Instead, it’s about building trust through reliability and occasionally offering a subtle “wow” that leaves a lasting impression.
Let’s explore how you can put his advice into practice using tools like mystery shopping and customer feedback surveys.
Define Your Version of “Expected”
If you want to impress customers with consistency, you need to start by clearly defining what your version of “good service” actually looks like. Do your employees answer the phone within three rings? Do they follow up on quotes within 24 hours? Do they greet walk-ins with a smile and offer help within the first minute?
You have to define what good customer service looks like in measurable terms in ways that are actionable for your employees. That’s where a mystery shopping program can shine. A trained mystery shopper can test whether these service standards are materializing in real time—and help you spot where things are falling short. Better yet, it can also show you where employees are already exceeding expectations.
Use Feedback to Find the “Subtle WOWs”
Not every customer needs a red-carpet experience. But most do notice small things: a quick callback, a hand-written thank-you, or a heads-up when a shipment is running behind. These aren’t big-budget surprises—they’re signs of attentiveness and care.
So how do you know which subtle wow moments matter most to your customers? Simple: ask them. Use brief, targeted surveys to capture feedback after purchases or service calls. What did they love? What would have made their experience smoother? These insights are gold for shaping the small gestures that go a long way.
Turn Good Intentions into Repeatable Habits
Consistency doesn’t happen by accident—it’s operational. Once you know what’s working and what customers respond to, you can bake those behaviors into your process. Train your team to deliver those consistent, expected experiences day-after-day, and make room for occasional pleasant surprises when the opportunity arises by empowering your employees to make good decisions.
Mystery shopping can help here too—not as a “gotcha,” but as a tool for celebrating employees who hit the mark and offering constructive feedback to those who need a nudge. When used well, it’s a roadmap for turning service promises into everyday habits. It’s also a wonderful opportunity to give your best employees recognition, celebrating the level of care you want everyone else in the company to aspire to.
Ready to Build Your Own Subtle WOW?
If you’re inspired by Shep Hyken’s advice and want to make consistent, dependable customer service the foundation of your business, we’d love to help. At The Brandt Group, we’ve been partnering with small businesses like yours for over 30 years. We help our partners strengthen customer loyalty, improve employee satisfaction, and boost profits through smart tools like mystery shopping and customer feedback surveys.
We’re proud to be A+ rated by the Better Business Bureau, and even prouder to help businesses like yours become known for doing the expected exceptionally well.
Let’s work together to turn consistency into your competitive advantage!
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