3 Things Great Companies Do for Customers
Colin Shaw
LinkedIn 'Top Voice' & influencer Customer Experience & Marketing | Financial Times Award Leading Consultancy 4 Straight Years | Host of 'The Intuitive Customer' in Top 2% | Best-selling Author x 7 | Conference Speaker
According to trendwatching.com, the feelings a Customer has when they are getting excellent Customer service are the same as the feelings they have when they feel love. I couldn’t agree more. Most excellent Customer Experiences leave Customers feeling valued and important, or, in other words, feeling the love.
There are three things that Companies that have great Customer Experiences do in common to make Customers feel the love. They are:
- They always do more for Customers.
- They know these two words: Customer Convenience
- They know accessibility is an investment, not an expense.
Let’s take a closer look at each of these with specific examples from companies with great experiences:
Always Do More for Customers
A company that understands this is Amazon. They are always improving their services with the Customers in mind. Amazon never is content to keep their experience stagnate. In late May this year, they announced they will begin same-day delivery services for many of the Prime Customers for no additional charge.
But you don’t have to be as big as Amazon to do more for your Customers. The Airport Fast Park at the Baltimore Washington International Airport also thinks of ways to do things for Customers. From helpful advice on arrival regarding the best possible space at that moment to a shuttle picking you up at your car instead of a shelter, they look for ways to do more for the Customer. They even take your right back to your car when you get back—with a complimentary bottle of water. Now, they offer complimentary electric vehicle charging as well.
These companies know the value of doing more. They don’t ask more of their Customers, but they give more service all the time.
Know these two words: Customer Convenience
The words hassle and confusing are never good when associated with your Customer Experience. A famous story from a few years back tells the tale of a young woman concerned about her dad not having any food when he was snowed in during a Pennsylvania snowstorm around the holidays. After calling several stores, Trader Joe’s agreed to deliver the food to the man and refused payment from his daughter. The Trader Joe’s team told her to “Have a Merry Christmas!”
Convenience takes many forms, however, and lately that form is mobile. In a recent article, “3 Ways to Use Mobile To Your Advantage,” I discuss how Macy’s, Dick’s, and Taco Bell have embraced mobile Omni-channel approaches in unique ways to take their relationships with their Customers on-the-go to a new level. It is essential to consider convenience for your Customers and mobile technology and access is upping the ante in that game all the time.
Accessibility is not an expense; it’s an investment.
Chik Fil A staffs their incoming Customer calls in such a way that the average hold time is always better than five minutes. Anyone who has worked in call centers knows that this amount of time is exceptionally low. Why do they staff this way? They want accessibility to be part of their experience. This stat is just one part of their strategy to raise the standard for keeping Customers happy. They also created a survey on their website that allows Customers to submit feedback any time of day—without even the five-minute wait of the Call Center.
It isn’t just Chik Fil A that understands this concept. Hilton is a fan of accessibility and a multi-channel approach. In addition to the traditional email and toll-free number options for Customer Service, they added a “click to call” feature to their website that connects them to Customer Service (quickly). They also present the option to leave your number for a Customer Service agent to call you back.
From sufficient staffing to good training to creating new ways to communicate with Customers, accessibility is an investment that is sure to pay off in the long run with happy Customers. Why? It’s formulaic: Happy Customer = Loyal Customers.
By always doing more, minding the Customer Convenience, and investing in accessibility, you make Customers feel valued and important, two key feelings associated with love. These days it’s important to make sure the Customers feel the love.
Are your Customers feeling the love from you?
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Colin Shaw is the founder and CEO of Beyond Philosophy, one of the world's first organizations devoted to customer experience. Colin is an international author of four bestselling books and an engaging keynote speaker.
Follow Colin Shaw on Twitter @ColinShaw_CX
Passionate Tech Operations Analyst | Specialising in POS menu and feature configurations, digital offers and loyalty campaign technical implementation.
9 年A good read. There's some good insights smaller companies should look at adopting.
Forretningsudvikling & v?kst - theView Agency & Ventures - Relations in Business - Design Thinking
9 年Nice piece, as always (I think we all remember when one of your'n became the crux for one of mine: https://jesperwille.com/talkback-customers-and-their-emotions/ - good times...). Of note, though, a few things. One, there's also a kind of customer experience in which the customer doesn't explicitly feel either loved or important - namely the kind where the one defining characteristic is the convenience. Sometimes we'll go through a customer experience and barely notice it, and it's exactly how that particular kind of customer experience is supposed to go - in that category, you'll often find that the seamless, almost forgettable experience stands out in a field where something that should, by all rights, be seamless, for some reason isn't. A good example would be queuing number systems - when it works you don't think about it at all, but when, say, the post office starts asking you to tap touch screens, enter initials, download apps etc., then suddenly the standing-in-line part starts to be more inconvenient than the thing you're standing in line for. Granted, the seamless version is still mostly the norm here... mostly. So far. Also, for an object comparison that's maybe easier to handle, especially for smaller businesses, than the Hiltons and Amazons of the world, consider the friendly neighborhood grocery store. I know it's a cliché but the whole myth surrounding the cliché is a store where they do a little bit extra - remember your name or your favorite fruit, help you find and fetch, deliver or help you home when you're shopping big, and smile cincerely at you when you enter and leave. The kind of store that wants you back, not just for your money, but to see you satisfied and happy. Yes, it really is that simple, and you shouldn't let people - say, companies trying to sell you touchscreen-based solutions (I don't know why I thought of that example...) - confuse you about it.
Marketing Leader ? Product Marketing ? Business Development ? Strategy ? Market & Product Development ? Product Launches ? Sponsorships ? Digital Marketing ? B2B ? B2C ? Strategic Partnerships ? Corporate Intrapreneur
9 年And great companies know that exceptional experience has to occur across ALL touch points!
NHS Inclusive Career Development Programme Lead & Training Manager
9 年Agree