My real estate agent demonstrated an awesome Critical Non-Essential (CNE) to me. I am amazed at how her very thoughtful, effective, and simple CNE is.

I am currently in the process of purchasing a new residence. Now that I am almost at the finish line and about to engage movers, my agent called to ask my wife and I if we needed any moving boxes. Of course, I replied, “yes.” A few days later she dropped off two moving boxes. These were not ordinary moving boxes; they are customized with her name printed on the sides of the boxes. This is a prime example of a very effective CNE. I will certainly tell my friends about my real estate agent going the “extra mile.” Her consideration of our needs after the sale is closed and she collects her commission is extraordinary. I Have already told many people about this very simple gesture which demonstrates her commitment to being about her relationship with her customers.

So, what exactly is a CNE? A Critical Non-Essential is an item, a service, or a behavior that is not an integral part of your products or services. A CNE will enhance your customer’s overall experience with or impression of your company. Why use CNEs in your business? There are several reasons, including:

  • CNEs enhance customer loyalty.
  • CNEs will get your customers talking about your business.
  • CNEs can demonstrate your dedication to your mission.
  • CNEs can demonstrate your commitment to quality.
  • CNEs communicate your organizations differences from others in your marketplace.

Here are a few additional examples of CNEs and their results:

  • A copier repair person is famous in certain circles for leaving candy on copiers after each service call. When his contract was up for renewal his customer did not put it out for bids.
  • My residential irrigation client has their technicians wear booties that are color coordinated with their graphics, whenever they need to go into a customer’s home. This demonstrates their attention to detail and quality. They were among the earliest adopters of booties, which have been embraced by many contractors.
  • A residential electrician wears full uniforms, arrives in a van that was run through a car wash (every morning, weather permitting), and wears booties on every job. This answers their customers’ concern about the quality of the wiring they can’t see within the walls.

My question for you is what are the Critical Non-Essentials you might add to your business? If you don’t know the answer to this question, please contact me to schedule a complementary consultation.

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About the author,

Certified, Award Winning Executive, Leadership and Business Coach - My mission is to assist as many business executives and owners as possible to leverage their talents and experience for the purpose of maximizing the value they bring to their markets, teams, families, and communities.