In today’s rapidly changing and highly competitive marketplace, standing out from the crowd has never been more crucial.
Gone are the days when delivering great customer service guaranteed customer loyalty. Thanks to the digital era, your potential clients are googling your business or organization, reading yelp reviews, looking at your social media pages and making up their minds about whether they want to do business with you way before you’ll ever know.
Whats superceded great customer service is EXCEPTIONAL CUSTOMER EXPERIENCE.
From googling your organization/business name through to all the touch points along the way, how easy is it for your potential clients to find you and decide if they want to spend their hard earned money on the services you offer? What makes you stand out from your competitors? Price? Ease of purchase? Extra add ons/unexpected added value? Ongoing services? Exceptional staff that are brilliant communicators and brand ambassadors?
Each buyer will be motivated by one or all of the above. So what makes you “stand out” from the crowd?
Underpinning all of this is the culture in your organization. And we all know company culture starts with at the top with the CEO and trickles down.
The reason my highly successful school of performing arts won the Outstanding Speciality Business Award seven years in a row, was because we offered an Exceptional Customer EXPERIENCE.
From how we handled their initial phone call/enquiry, to offering a complimentary first class, to the ambience of our studio and reception area complete with comfy lounges, crystal waterfalls, motivational posters, relaxing music and a great library of books where parents could relax and read about parenting, self esteem, self belief etc… and help themselves to beverages.
Our students were also trained to genuinely welcome new students. And we were told time and time again the our studio felt like a “close knit family. My exceptionally well trained team of teachers and admin staff were walking talking examples of our companies mission statement “to create an environment where students and teachers alike could develop to their true potential.” So the moment new clients arrived at the studio the energy was palpable. And they were blown away by all the little things that no other studio offered. I knew that parents were juggling so many balls in the air, running their children to all of their after school activities, battling traffic, deciding what to feed their families for dinner etc… so I set about to create a mini oasis for parents/babysitters/caregivers to simply relax.
Our USP (unique selling proposition) was that not only did our students study all the aspects of performing arts; everything we did was underpinned with developing their self esteem, their self confidence and their self belief. And guess what? No one else was offering that. Added to all of that, we consistently won regional, state and national championships. And 85% of our students achieved highly commended, honors or honors with distinction in their exams.
Were we the right fit for everyone? Gosh no… but the clients that we were the right fit for turned into raving fans and of course our most powerful marketing machine. And we all know one thing that hasn’t change in this rapidly changing marketplace is the power of word of mouth marketing.
Understanding how customers interact with your brand and the customer experience you create is vital to your success. Consider the following:
When customers are unhappy, there’s a 91 percent chance they won’t do business with a company again (Lee Resources).
Dissatisfied customers typically tell nine to 15 other people about their experience; some tell 20 or more (White House Office of Consumer Affairs).
A negative customer experience is the reason 86 percent of consumers quit doing business with a company (Customer Experience Impact Report).
Good customer experiences lead 42 percent of consumers to purchase again (Zendesk Customer Service Study).
So take a moment right now and think about how your potential clients find out about your services? And what are they saying about their CUSTOMER EXPERIENCE?
I hope you’ve enjoyed this article? And look forward to reading your comments.
And do contact me if you’re interested in having me come in and train your staff to deliver Exceptional Customer Experience. And keep an eye out for my next article about Exceptional Employee Engagement.
Until then yours in creating Exceptional Customer Experience,