August 2008 :: Commodity Update: Gold Down Sharply, Platinum Advances

Yesterday I was speaking to an old friend, industry leader, and all around memorable human being named Maryann. We were discussing the attributes of memorability, specifically as it relates to the one MQ Clue (Memorability Quotient Clue) that is arguably the most powerful: Word of Honor.

As she thought about the possible applications of this MQ from her experience, she told me about the Platinum Rule.

Most of us have heard about the Golden Rule for as long as we can remember. It is defined by Wikipedia as: the ethic of reciprocity and is a fundamental moral value which simply means “treat others as you would like to be treated.”

The more strict discipline that she applies is the Platinum Rule. This says “treat others as they wish to be treated.”

She explained that in a business that requires the ability to not just be client-centric, but also to stand apart from the commoditized masses, the ability to deliver on the clients’ terms, the way they wish to be treated, is essential.

In fact, businesses promote Platinum Service to be their highest, most client-friendly echelon. An example of this is found across the spectrum of industries:

• Software: The Platinum Plan features 24-hour access to the Client Services Center, seven days a week, ensuring reliable system performance without interruption. Platinum offers clients the benefits of a more collaborative business relationship and is designed especially for world-class organizations.

• Fitness: If you select Platinum Service in-home assembly as your shipping method, the delivery men will finish the last few steps of the treadmill assembly. The delivery men do not assemble the treadmill when doing the normal Gold Service in-home delivery.

• Computer OS: Maximum system availability when every minute counts, this robust level of service integrates all of the optimal features you need, including VIP interoperability support, with the highest priority response available exclusively to Platinum customers: 24/7 hardware service coverage and 24/7 telephone and online technical support.

• Insurance: Platinum clients receive a concierge level of service beyond any other insurance service experience. The Platinum clients are handled by hand-picked specialists who are experts in personal lines insurance. They have experience in insuring prestigious homes, jewelry, yachts, aircraft and more.

• Travel: A toll-free, 24-hour customer service number, 24-hour personalized travel service, access to exclusive clubs and exotic excursions, and special amenities at some of the world’s most prestigious hotels, resorts and restaurants.

And yet should the Platinum Rule or Platinum Service just be reserved for the best clients?

The services offered by the industries mentioned above are afforded to their best clients, and for good reason. The economics of business dictates that to offer these levels of service and convenience to all would be cost prohibitive.

But the point of the Platinum Rule is to see the world through the client’s (prospect, broker, support staff, branch personnel, home office folks, significant other) expectations.

Doing so makes you memorable and increases your MQ.