It may seem like an odd comparison, but an end to end customer experience is a lot like going on a date. Sounds odd I know, but stick with me on this one...
Like a date, the event itself; the time spent shopping, the staff interaction and the purchase of a product or a service, are all perceived to be what makes up the entire experience. But so much of a great customer experience is what happens before and after that interaction, much like a date.
After all, it's easy to pay attention to someone when they're sitting in front of you, whether that's on a date, at a desk or a on shop floor, but it's what happens when you're not there that can often make all the difference.
Still not sure? Let’s start from the beginning...
ON YOUR MARKS, GET SET
Why you?
Okay, so there are 7 billion people on the planet, so what makes this one person worth your time on a date? The same goes for anyone who chooses to interact with your company. There are so many shops, services and brands offering the same type of product that you have to ensure that you stand out against the rest. What do you have to offer that's better than the others? From price incentives to product innovations, whatever makes you stand out, customer experience starts before a customer has even chosen to start their experience with you.
First impressions.
So you've decided you will go on a date, you turn up and it's the moment of truth. First impressions cannot be re-created. If your date is unfriendly and badly dressed then it looks like the whole experience won't be a positive one. So why is a consumer experience any different? Whether it's being greeted by a friendly face in-store, a tidy shop layout, a logical website design or short waiting times, those first impressions are the ones that usually stick, so make them great for your customers.
GO!
Location, Location, Location.
Let's just say that your date’s decided where you’ll be going. You suddenly begin to understand the importance of location. A dark bar with bad music isn’t likely to put you at ease is it? Well, there's nothing different about a customer experience. Atmosphere can be key to an interaction going successfully, everything from the lighting and the music, to the overall tidiness and cleanliness of your space, will all make a difference. Unfortunately, these elements may not be the things that customers come away from the experience Raving about, but if done wrong, they can most certainly be the things that get them Ranting.
Great Expectations.
There have been dates in the past, and there will probably be dates in the future... so, based on this, you’ll have a set of expectations. Expectations differ from person to person but there are some which we can assume everyone wants, conventions if you like. You would of course want your date to be friendly, to have something in common with you and to make you feel at ease. Any customer service experience is the same, customers want your staff to be friendly, reasonably quick, and informative. Expectations can seem like no-brainers, but if you break these, the whole basis of the customer experience is flawed from the get go.
Above and beyond.
You may not want to admit it, but let’s be honest, if you're on a date there are usually those boxes you're looking to tick about the person sat opposite you. From being funny, to having a good job, or simply showing some interest when you're talking about your dog. These are more than your expectations, they're your ideals. They may be 'added bonuses', but without them, you're leaving unfulfilled. The same goes with any brand experience, even if what your customers would like is simply an idea in their head, perhaps a particular item of clothing that they’re imagining. It's not that they necessarily expect you to be able to fulfill this, but they’ll probably be disappointed if you can't, and they’re almost definitely Raving about it if you can. This is a tricky one, as exceeding expectations can seem impossible, especially when we're talking about undefined ideas. Having said this, sometimes a willingness to do everything you can to at least try and fulfill these ideals can be enough to make a customer leave the interaction feeling happy.
It's not you, it's him...
The date is in full swing. You've had your first impressions, you've seen how they speak to you and have gotten a sense of what type of person they seem to be... but what about everything that's not being directed at you? We've all heard those wise words... someone who is nice to you and isn't nice to the waiter, isn't nice. Well, you guessed it, the same goes for customer experience. Maybe your staff has fulfilled a customers’ request, been helpful, but what about their overall manner? Have they been rude to another customer, spoken to other members of staff unprofessionally or did they seem generally fed up with their day? Humans are sensitive creatures, so body language, tone of voice and the mood around your customers can all change how they feel. Service doesn't have to be directed at your customers for it to affect them.
Can I be honest?
A sure sign of being comfortable with someone is when you can really be straight with them. So let’s say your date won't stop that annoying finger tapping thing on the table, and it's just driving you crazy. The ideal outcome for this, slightly awkward, situation is that you can feel relaxed enough to tell them, and they stop it without seeming at all put out. It's the same story with customer experience. If something is making your customers feel uncomfortable or angry about their experience, they want to feel that you have channels available to them so they can share their thoughts in real-time. Plus, if you’re able to rectify the issue straight away, their experience is instantly improved.
Surprise, surprise
So the date is coming to an end and suddenly you find out they're a part time train spotter with twenty-seven cats and a passion for chess. No-one likes nasty surprises. Whether it's a shock delivery fee at checkout, or a huge queue and a slow cashier, that final let down can be what stays with your customers regardless of whether the rest of the experience has been a wonderful one.
AND THE VERDICT IS...
See you again soon?
As I said before, with so many people and companies in the world, what's to say customers will return to you after their initial interaction? There needs to be a spark for a second date, and an incentive to return to a customer experience. Often your product or service isn't enough to pull them back, not to mention the fact that competitors are constantly trying to tease people over to their products and services. You need to think of your customer experience as that little something extra to pull them back and build loyalty.
Do you know who I am?
When you leave a date you want to feel like the person you’ve spent time with has valued you and enjoyed your company. Similarly, feeling like a valued customer, and not just one of many, is so important in delivering an overall great experience. If you give your customers the impression that they're important, they’ll be much more likely to return.
Don't call us, we'll call you. So you're discussing the date with friends, and it's the big question. Will you see each other again? Well, did you exchange numbers? And, more importantly, have they text you? After your customers have interacted with you, make sure it’s clear you’d love to know their thoughts. That's how to make customers feel truly valued.
Round two...
All gone well? Looks like a second date is on the cards... but the hard work isn't over. If they’re bothering to return, you need to acknowledge this. Use personalisation, offer them something exclusive, or suggest other products or services based on their previous purchase.
Plus, for the date, remembering that dogs name will go down an absolute treat I’m sure.
If you're interested in finding out more about how to build a great customer experience from start to finsih, get your name on the list for our upcoming event on the 6th of October at LEGOLAND® Windsor.
