Don’t Forget About the Customer Experience
Lately, I have experienced a rash of just flat out poor customer service. Technology seems to be outpacing the need to ensure that customers have an exceptional experience the first time. Businesses are creating complex social media campaigns, promotions to get the customer in the door and a damage control strategy for dealing with the aftermath of less than stellar service.
The focus on the customer experience is simply not there. In the past it was all about wowing the customer once you got them in the door and making a great first impression every time without fail. If you own a small business and are wondering why your efforts are yielding no return, I am going to give you a few tips.
- The only thing that differentiates you from the hundreds of other companies providing the same offering is customer service. Customers like to know that you appreciate their business and would jump in front of a moving train to get it.
- There is never a good excuse for a poor experience. Instead of making excuses, own it and move forward.
- Focus on your brand and ensure that your customers perceive you the way you believe they do.
- Focus on quality of the experience versus quantity. Offering discounted service causes an influx of business, if you are not prepared to handle an influx while providing an exceptional customer experience every time… you may gain in the short term; however, you will do more long term damage than good.
- Outsourcing isn’t always a good thing. You should never outsource a function that directly interacts with your customer, if you can handle it yourself. There are a million other functions that you are doing that are not as critical as personally growing your customer relationships.
I can go on and on. I just want to encourage you to ensure that you don’t forget why you started a business to begin with. Look ahead five years and ask yourself, can you sustain being just like everyone else?