Nobody does business with a company because they expect to be disappointed. How ever you managed to win a customer’s business – your reputation, a product or promotion, a referral or just plain old convenience – that customer is predisposed to like your company. Get that first interaction right, and they might even end up loving you.
What a gift! Before you even try to answer a question, take an order, propose a solution or solve a problem, the customer is on your side. In the beginning, you have a big leg up.
Way (way, way) back when I was making a meager living as an actor, I remember reading a book by a celebrated acting coach. He suggested coping with stage fright by reminding yourself that the audience is already rooting for you. If the actors do their jobs well, the guests who expected to be entertained will be delighted. They’ll forget how expensive the tickets were and they’ll tell all their friends.
The same dynamic applies to you and your business whether you’re selling groceries, offering financial advice, or replacing windshields. Your customers want and expect to like you. They want to be happy with their experience. All you have to do is not let them down. Surprise them by doing more than that, by really knocking their socks off, and you’ll be on your way to building a base of raving fans.
There’s more good news. Knockout early impressions create a bank of goodwill you can draw on when problems arise. The restaurant business provides a perfect example. If the food and service is excellent the first time you visit, you’ll be much more likely to forgive a disappointing experience down the road.
If, on the other hand, you get bad food or your waiter decides to take a vacation to the Maldives before taking your order, and again before bringing you the check, there’s a very real chance you will never go back. Not only that, you’ll be telling all your friends and family about what a crummy joint it was. And, as we all know, negative reviews travel much faster and farther than positive ones, especially today with Urban Spoon, Yelp and social media all at our fingertips.
Customers give you a wonderful opportunity to win their trust and admiration. Your job as a business owner, manager or employee is not to blow it. Here are three principles you and your company can adopt to make your customers’ experiences exceptional.
Surprise Your Customers
The veterinary hospital where we take our dog, Alice, has a great staff of friendly professionals who go out of their way to greet and connect with their customers and their pets. The building is immaculate. The staff treats us as if Alice was the smartest most lovable and attractive dog they have ever seen. Their prices are competitive with the market, often better.
Surprised? We were blown away on our first visit and that experience has redefined the category in our minds. We enthusiastically recommend the place and, for as long as they continue to operate this way (and a little while after) we’ll be going back.
Some businesses attract customers and close sales by making extravagant claims about performance, product, price or service. Don’t be that company. If there is more than a random chance that your customer’s experience will fall short of your hyperbole, the consequences can be serious. Either modify your operations or your messaging. “Under Promise and Over Deliver” will always be good advice. Do it whenever you can.
Be Open and Honest
Years ago, I worked for a company that experienced a cyber attack. From the moment we became aware of the event, our chief objective was to share as much information as we could with all of the customers who were affected and to do all possible to shield them from risk.
In the span of a few days, we built, staffed and trained an emergency call center so we could deal directly and personally with concerned customers. Naturally, customers weren’t happy about the news, but our transparency and aggressive response to the problem soothed their concerns. What could have been very damaging to the business ended up being an opportunity for us to demonstrate the company’s commitment to, and genuine concern for, its clients.
In business, there will always be times when you’ll need to deliver information to customers that they don’t want to hear. Resist the urge to “spin” the message. Sure, you expose yourself to criticism, but the long-term benefits more than compensate for the pain.
Watch Your Front Line
It doesn’t matter what business you’re in. Competition is intense. The only way you can grow and keep business is to make all your customer interactions a success.
What distinguishes customer-centric companies like Zappo’s and Nordstrom is a disciplined, deliberate focus on every customer touch point in the organization. It doesn’t matter how skillful and attentive a sales person is if the people in charge of the delivery, installation or implementation are indifferent or – heaven forbid – hostile.
You need to pay attention to how phones are answered, how walk-ins are greeted, how (and if) you’re interacting in social media. No matter where and when a customer touches your company, you need a plan to make every interaction a success.
Where’s the love?
Seize the opportunity your customers grant you the first time they do business and you’ll have a lot to look forward to. Add a few extra flourishes, quick and earnest problem solving, focus on the details and you can be among the few whose customers proudly proclaim “I love (your name here)! They’re the best!”
What companies do you love? Are there companies in typically unlovable industries that have surprised you by going above and beyond? What changes can your company make right now to upgrade your customers’ experience?
Thanks as always for reading. Your comments and suggestions are welcome. If you enjoyed this or any of my articles, I hope you will share them. See you next week!