What does all this mean?

1. Commit to delivering that last boost of effort, however small

That last 5% effort in service will dramatically improve customer perception of your business. There is a saying, “Retail is detail.” In Japan we often say, “God is in the details.” So, if you are providing a service, this very last effort is incredibly important. It does not matter whether it is a Saturday or Sunday or any non-business day. At Rakuten, we provide 24-hour, 365-day services. As a global team, we have to deliver an experience that meets the customer’s standards for perfection at all times. Otherwise, they will leave for other services and never come back.

2. Make connections for your customer

What partnerships can you create that will deliver an even better experience for your customer? This season, for example, we connected our U.S. cashback service, Ebates, with rideshare pioneers Lyft, providing customers with additional reasons to visit with us.

3. Innovate constantly

Even if you have delivered innovation all year, the customer may be looking for more. Constantly ask yourself the question, “What else can I do to improve the customer experience? What new ideas can I deliver?” Innovation in operations can be one of your most powerful tools.

Keeping the Key Perfection Indicator in mind is important for everyone in business, from engineering and design to sales and marketing. It is not something we should do, it is what we must do. It is about survival, and it is about winning the heart of customer.

Customers will always find the imperfections in your system, the weak link in your process. You can never be satisfied with “good enough.” This holiday season, set your standard to perfection. Your customer already has.