Going beyond POLA in the service industry

Have you heard of the law of ‘The Principle of Least Astonishment (POLA)? It is an interface and software standard. Basically, it says that programmes should operate in a way that least astonishes the user. In other words, the system should behave in a way that users will expect it to behave - without astonishing or surprising them. Infact, in the software world, if a feature exhibits a high astonishment factor, it may be necessary to redesign it.

POLA, by and large is adopted in almost all hospitality and retail businesses where customers expect employees to be courteous and customer-service oriented. When a guest who arrives at the hotel or dines at the restaurant is warmly welcomed by staff, served efficiently and provided all what he or she wants - it turns into a very satisfactory visit for the guest. When everything during the stay /when dining exceeds satisfaction, the guest may well call the experience delightful.

Can customers though, be satisfied so much that you astonish them? Delighting customers yes. But astonishing them? That is so far off, that it’s well… putting it mildly, astonishing. But let’s not throw out this notion, which may appear anti-POLA and give it some thought. 

To astonish is to strike with awe and wonder. To do so, you must move beyond mere customer service satisfaction to the new world of Customer Astonishment. Dr. Gary S. Goodman, head of Goodman-Communications Corp in Glendale, California provided some interesting examples on how customers can be astonished in a positive manner:

• A restaurant advertised a meal-discount coupon offer. A couple came in, forgetting to bring the coupon. The manager’s reply: “you have to have the coupon. That’s the whole idea of the ad” Not so, says Goodman. The whole idea was not to get the coupons (the means) into the restaurant. It was to get customers (the end) into the restaurant. What could the manager have done instead? Simply replied, “Don’t worry. Where would you like to sit?” Now that would have astonished the couple.
• In the world of packaging, one of the best ways to play with the customer’s imagination is an unprecedented closure. What does that mean? A ribbon tied around the box or a magnetically closing box. It’s a detail, which instantly intrigues the receiver even before he or she opens it.
• Give customers a benefit they were unaware of. Example: A sofa cleaning firm gave a customer a 10% discount on the bill. The discount came from a recent ‘promo of the month’ offer in the firm’s website, which the customer had not seen.
• Put concern above profit. Business columnist Jeffrey Gitomer picked the most expensive running shoes in the store. The owner, an avid runner himself, told him they were not the best for Gitomer’s type of feet. He recommended a pair of running shoes that cost $70 less. But in doing so, he gained a customer for life.

Arahoz Noorhem is an educator who teaches English as a foreign language. She also has a passion for music, bird watching, photography and is an intrepid traveler.

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