Don’t serve to satisfy customers. Serve to WOW them.
We don’t have a “Peak-End Rule”. Customers don’t “journey” sequentially over time, from start to finish. They journey emotionally with “ow” and “WOW moments”. The more ow or WOW, the more emotional the moment, the more memorable the experience. The more ow, the more disgustingly memorable the experience, the more disloyal the customer. The more WOW, the more delightfully memorable the experience, the more loyal the customer.
So when we analyze the journey, we first ask, “What are the customers’ expectations? Then we ask, “What are the potential dissatisfiers and how can we remove them?” And when we ask and take action, a negative customer experience has turned into a neutral one. But that’s not good enough. Satisfied customers feel service is good, not better, just average. Nobody raves about average. And satisfied customers will leave when they find something better or less expensive.
So don’t serve to satisfy customers. Don’t treat customers as they would have expected. And don’t treat them as they want to be treated. Instead, treat them a little better than they want to be treated. Serve to WOW them.
Customer loyalty is not one BIG WOW to a customer. It’s one little wow delivered consistently to every customer. And when you consistently deliver a little wow, you transform a neutral customer experience into a positive one.
So Be Magnificently Boring! Consistently deliver a low-cost, no-cost “a little better than the average experience that customers expect” product or service so tediously repetitive that you feel it is boring, but to the customer, at that moment, you are Magnificent! For retailers, start opening 10 minutes earlier and closing 10 minutes later. For hotels, offer bottled water at arrival or departure. For auto service repair businesses, wash the car before returning the vehicle. For fine dining restaurants, personalize the menu with the customers’ names. Customers have an emotional connection with you. The more emotional the connection, the more memorable the experience, the more loyal the customer. And loyal customers will return again and again, raving about you to others along the way. Consistency builds trust. Trust builds loyalty. Loyalty builds your business. Deliver consistency Magnificently!