7 Steps to an Amazing Customer Experience

Do you agree with these statements?

  • people will pay a premium for good service
  • people always remember how they are treated
  • referrals as a marketing method are free and very powerful BUT must be earned

Are your customers 'fans’? Are you delivering what they want?

You could be very close to taking them from 'satisfied customers' to 'evangelising fans'.

Michael Collins flew to the moon with Neil Armstrong and Buzz Aldrin on the Apollo 11 mission but never landed or set foot on the moon. Sometimes you are very close to something great and some small changes can make all the difference.

Basically, people buy things because of the way it makes them feel. But, how do you ensure they get that feeling?

Fine tuning your business to evoke the right emotions may not take a huge amount of effort but can deliver huge benefits. 

You may be very close. If one more minute dealing with a customer was the difference between simply giving them what they asked for and turning them into a raving fan, it is time well spent. But you must do it CONSISTENTLY!

Seven steps below to identify and build the correct “emotional journey” into your business;

  1. MOTs – identify the moments of truth. These are key 'touch points' and times during your customer’s experience with you. "White Space” needs to be included (when you not communicating but they are waiting to hear from you)
  2. FEELINGS – identify how they want to feel - spend some time putting yourself in their shoes, ask 6 customers what they want to feel
  3. DESIGN - your business to deliver these feelings – document in your manual, design processes to get an end to end view so gaps aren’t left in your approach
  4. APPEARANCE - facilities and website – reflect the experience in your facilities and website to evoke these emotions
  5. TRAIN – to change behaviour
  6. SYSTEMS – to support your people for the new experience – IT systems and management systems – documents, checklists
  7. MEASURE and REWARD – to embed new behaviours

Check out a great explanation about being "2 mm away from success" (amongst other things) from Tony Robbins during his interview with Tim Ferris here [link]. Have a listen.

Tom Woodbury