Engineering the Customer Experience
Take action by assigning a team leader to each newly-created customer experience enhancement. That next great customer experience idea is only as good as its implementation and consistent adherence.
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“If you see someone in distress and your natural instinct is to step forward and ask if they need help, then you’re probably going to be successful in customer service.”
-Johnson Wong
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Uncover what matters most to your customers, then work consistently and thoughtfully on being the very best at that.
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The next time a customer raves to you about their experience, consider asking them the following question: “You can certainly say no to this, but would you be willing to say that again in a quick video testimonial?” You may be surprised at how many people are happy to oblige. They are, after all, your raving fans.
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If you would hesitate in labeling that employee a “People person,” then he/she does not belong on your front line.
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Huge companies like Disney, Nordstrom and Apple are able to consistently deliver a remarkable customer experience by first carefully screening the thousands of potential employees who pass through their doors each year … and so can you.
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“Customer Loyalty can be worth 10 times as much as a single purchase.”
-White House Office of Consumer Affairs
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When a negative customer situation has been escalated to you, the last thing the customer wants to do is tell their story yet again. Begin by apologizing and letting them know what details you have gathered about their situation. They’ll be quick to fill in any gaps.
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Would you rather attract bargain hunters or experience seekers? If you’re using a coupon/promotion to drive more business, what’s your long-term goal? If you’re doing it to increase your visibility please remember this: You and your front-line staff should have a goal of providing an experience so remarkable that those customers will feel compelled to return … *without* a coupon.
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Only 12% of current marketing spend goes to customer retention. 33% goes to brand awareness and 55% goes to new customer acquisition. (Source: McKinsey) Imagine what might be possible if these companies flipped their priorities.
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