February '17

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62 THE SHOP FEBRUARY 2017 more, and got something better for it. We haven't had the opportunity to exceed expectations yet." That comes with further interaction. "When something doesn't go as expected, this is one of the best opportunities we have to showcase our customer-first philosophy and exceed their expectations," he says. "It's very rare that we see a product failure. Our warranty rate is in the hundredths of a percent, though if they never broke, we wouldn't need a warranty. But if something does go wrong and the customer has to contact us, it is imperative that we dem- onstrate how important they are to us and find a timely and permanent solution for them. While it seems like 99 percent of the problems we encounter are caused by an insufficient ground, if there's a hardware failure it gets fixed immediately." STEP 3 QUALITIES OF A GREAT CAUSE Your product, service, company or idea is your cause, and what makes it great are these quali- ties, which Kawasaki defined and refined over the past 20 years. By category, they are: Deep Deep causes have many features, in part because you've anticipated what your cus- tomers will need not only presently but in the future, as their knowledge or interests grow. Wizards Products' Adam Bateman notes, "You spend all day cleaning and polishing to make your vehicle look its very best, sweating every detail. Anyone who has built a custom car or bike remembers the first time they got a thumbs-up from an admirer or had a crowd of people checking out their ride. For many, that's the pay-off after all the long nights, busted knuckles and financial sacrifice it took to get their project on the road. The pay-off for us is all the testimonials—in person at a show, by email or social media—we get from our customers, telling us we've got 'the best stuff ever!'" Intelligent An intelligent cause solves problems in smart ways. Papadakis Racing owner Stephan Papadakis relates, "I do feel Papa- dakis Racing is likeable and trustworthy, but those are things that we do organically. Affinity from the public is something we When companies view you and your work as likeable and trustworthy, then you've established a real connection. A Delightful Experience Carolina Kustoms' Jake Keyes works on a lift kit installation with shop own- er Lonnie Thompson (left) watching. Carolina Kustoms' presence at shows helps the shop achieve likeability, says owner Lonnie Thompson. Mitek's Cyndie Nelson, with mentor and longtime friend Jeep Worthan, finds music enchanting.

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