Engineering the Customer Experience
“Customer point of view. Always. Filter everything you’re doing, saying and pitching through that and you’ll improve just about every metric you care about today.”
-Matt Heinz, President at Heinz Marketing
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If you find that customers are repeatedly doing something “wrong” inside of your process, there is likely a flaw in *your* system. Remember, customers don’t go to customer school.
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The moment you realize you may be mistaken, when talking with a client, just say so. You’re human, and the client should see that. Your honesty and humility will be refreshing to them and their “guard” will likely go down … instead of up.
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Look to remove anything from the client experience that could possibly serve as a distraction (physical or otherwise).
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Give your customers and clients the benefit of the doubt. Most people are honest, and they deserve that this be assumed of them.
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“When you’re good at something, you’ll tell everyone. When you’re great at something, they’ll tell you.”
-Walter Payton
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When sharing, posting, or speaking about something that is not your own original thought or content, be sure to credit the source. People will value your ability to curate great content … and appreciate you for being honest about its origin.
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The same way that “Grenade jokes” take a moment to explode with understanding (and subsequent laughter), your customers will sometimes experience “Grenade acknowledgement.” This is what happens when they later realize how you’d gone above and beyond for them, but may not have realized it in the moment. You might not hear from them, but just know and trust that they do appreciate you.
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Focus on being more interestED than interestING. In an initial consultation, it’s especially important to let your client do most of the talking. The more you allow them to talk, the more they will like you. You can stay out of your own way by simply being a great listener.
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