A book released this year touts the incredible customer service and business model of the In-N-Out burger chains. Even as a vegetarian, I eat there, no, not their meat. I have their grilled cheese, and for all not hip to what an In-N-Out grill cheese is all about, please let me enlighten you. It is a baby soft bun and delicious secret sauce with cool crisp lettuce, tomato, pickles, onions and chili peppers. I must tell you this is one kick ass sandwich. And my carnivorous friends have told me that their double double burger is sublime. When you consider the fresh quality of their product, delivered through very good customer service, you almost forget for a moment that good is the new great. Not to sell In-N-Out burgers short. Their service and food is very, very good, but there was a time when very, very good was the core level of expectation. Now, books are written about companies that have met the basic quality mandate.
It is quite sad and indeed surprising that most companies cannot meet the simple basic satisfaction threshold of good products delivered through good service. In every industry, it is so easy to compete by just simply being good. If you become great, you’re a viral phenomenon. When nearly every business interaction that I have throughout my day is a miserable failure, I have to take pause, shake my head and lament in a moment of nostalgia, and pine for the time when great was great.
