Engineering the Customer Experience
When a client comes to you offering a detailed overview of what you could be doing better, with regard to their experience as your client, take the time to listen and show your appreciation. Few people are as thoughtful and care as much to provide this kind of feedback.
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Make relevant book recommendations (or even specific chapters) for your clients. It lets them know you’re thinking of them and their particular needs and interests.
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Some of the most successful companies have learned to go beyond meeting the needs of their customers and clients by instead anticipating those needs. Here’s an outstanding EXAMPLE of this [86-second video].
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Try to avoid beginning a sentence with “Let me…” (i.e., “Let me tell you what I found.” or “Let me send you that link.” or “Let me explain how we work.”)
Your intentions may be customer-focused, but your words are you-focused.
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“When your marketing message does not align with how you operate, then customers draw one of two conclusions:
1) You are intentionally misleading them; or 2) You are so dysfunctional that the right hand doesn’t know what the left hand is doing.
Neither conclusion is good for your business.”
–Ian Altman, Bestselling Author
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We know that “satisfied” is passé when it comes to the customer experience. WOW is in. And in order to deliver WOW, you’ve got to get creative; innovative. Do something for your clients that they would never expect from you. Show them that you’re exceptional and that you truly care.
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Let your customers catch you doing something that is obviously engineered to benefit them. (Click for example)
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Whenever possible, offer detailed parking instructions to your customers and clients: best entrance, best option of street vs. lot vs. garage, validation/reimbursement instructions, mobile app accessibility for paid parking, time limits, best entrance/elevator from garage, etc. Doing so will help prepare them, ensure punctuality and, subsequently, remove possible anxiety.
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Routinely check your company’s web site for broken links (clickable text or images that result in a “dead end” or error page). Having a website that simply works as it should communicates freshness, attention to detail, and helps to make a favorable impression on customers and clients.
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“The only businesses surviving with long-term sustainability are the ones fanatical about differentiating themselves through the Customer experience they deliver.”
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