Exceptional Customer Experience = Exceptional Success
We know this stuff, but how well are we doing it? When airlines around the world put in airport lounges to increase the end-to-end experience, they were embracing this philosophy.
Even though they may have been motivated by trying to also lock in loyalty with memberships that encouraged them to always book with the same carrier. Many times a day we are someone else customer so there is every chance you already understand the kinds of things that may contribute to an exceptional customer experience. These are basic things but in combination with some engagement from you may create something exceptional.
Some of the building blocks of exceptional customer experience are:
Someone that genuinely cares about your wellbeing by suggesting a more comfortable or convenient solution, a recommendation of something that they think I might enjoy, anticipation of a need and doing something thoughtful for you etc. Examples are your local medical centre sending you articles and latest break-through treatments or information on an ailment you have; or a text follow-up after 10 days, to check the treatment or drugs they prescribed had actually worked; the car repair place that rings to book your car a month before the WOF is due; the restaurant that sends you a teaser a few days before you are due to go for dinner. These should not be confused with things that are attempts to directly sell you something.
Personalised service is important to me, and in fact I chose my bank on the level of personal service they offered, including their telephone support service. Consider that your mobile phone tells you automatically who is calling you and gives you information about that person before you have answered the call. Ponder for a minute: if you can set up your phone to do that, why can’t the businesses you deal with do the same? (It seems the larger they are, the worse they are at this.) Nearly all of them ask you to give them that information, and in many cases, more than once, even though they have your details on file as a long-standing customer; they are saying ‘we don’t choose to recognise you’.
Access and urgency is always appreciated, even when it isn’t required; after all, it is hard not to be impressed when someone makes you feel like you are their only priority.
Great communication will remove barriers and help you know all of their needs, not just what they are currently wanting.
No-strings-attached kindness: something as simple as a smile.
Following up isn’t just good business, it’s excellent service. Consider the person who has just spent $500k on a house alteration, $50k on a new car, $27k having their house painted etc. Some companies send out follow-up promotional emails and tell themselves they are committed to ongoing customer service… they aren’t! When they ring you up periodically to make sure the windows aren’t sticking after an alteration; to check you are enjoying driving your new car; whether you need any follow-up training with the tech; or the painter reminds you that it has been a year since he/she finished your house and encourages you to have someone wash your house (excellence would be to tell you how many square metres of walls your house has and the going square-metre going rates).
Things that do not feel like exceptional customer experience are:
Having to self-manage your own loyalty so you can tell the business you are a good customer, an example is places that give you a coffee card to present each time you buy a coffee so you can then tell them you are a valued customer and they can reward you with a free one. They should either keep the card and fill it out or use your credit/debit card to track your loyalty, or even, just occasionally, say ‘it must be time I showed my appreciation of you as a customer and today’s coffees are on me’
Taking your details under the guise of service, when all they are interested in as filling your inbox with spammy newsletters and generic promotional material. Making customers that telephone your business endure a 20-question interrogation and layers of pushing 1, 2, 3, 4, or 5 to get to an unanswered phone where you are told to leave a message or hold. Every business can improve their customer’s experience so what are you going to do today, tomorrow and the next day for yours?
