The following is a Best of 360Connext post.
Much of what I do these days centers around evaluations. I evaluate web sites, shopping processes, social media presences, market trends, communications and more, all to inform my clients about the true experience of their customers.
So much of what affects the customer experience is about what you, as a business owner or employee, overlook. It’s not intentional. In fact, it’s really unintentional.
How can we think of all these seemingly minor details when we have big responsibilities and crises each and every day? I recommend, however, you take a minute and see if you can do anything about these “minor” details to improve the experience for your customers. They are simple, yet unusual.
Stand out by being extraordinary at the ordinary. Your customers will notice.
1. Fix something you know is broken.
There are such things as easy fixes. You know what some of them are – broken links, bad information, too much time waiting. Fix them.
2. Change a message.
If you send invoices, do they just ask for payment? Add a thank you. When you send confirmation for payment, say thank you again. (What? You don’t send confirmation? There’s another thing to fix!)
3. Look at your “front door” with new eyes.
Walk through your front door, call your sales line, check out the sign when customers walk into your dental practice. Ask yourself if it really shows your customers you respect and welcome them. If not, do what you can TODAY to make it friendly and inviting.
4.Check out the photos on your web site.
Do they represent your company and your customers? Many times they are boring stock photos of mostly 40-something white people. Consider who your customers are and do your best to represent them.
5. Give a little extra.
I recently heard a story about a dry cleaner who takes off 10 – 20% randomly for his best repeat customers. He gets to know their stories, and says things like, “Oh, you have a kid in college!” and then marks down the bill right there. It’s enough to spur real loyalty.
6. Greet your customers by name…for real.
How many emails start with “Dear Jeanne C. Walters, As a loyal customer…” Excuse me, but this is not how we talk to each other in real life. Take a page from the drycleaner mentioned above and get to know your customer.
7. Invite your customer to tell you how it really is.
Instead of just pushing out surveys or relying on a Facebook poll, look for the responses that are most meaningful and then call that customer up and ask them to share with your executive committee, your board or your call center staff what they shared. Then do something about it.
7 things you can accomplish in a week. Go forth. Make a difference.
What would you add to the list?