The “World’s Best” experience is not as “the world” sees it, but as one customer personally FEELS it.
Customers pay for their experience. And they seek the best value in their experience for the price you are asking them to pay. So, a person living in Detroit, MI who has a five-figure salary feels the best value isn’t a luxury plane to the Alps, but rather a four-hour drive UpNorth to Boyne Mountain. Instead of skiing through mountainous terrain for the week, sipping on Malbec wine from Argentina, and savoring Swiss cheese fondue, he skis up and down, again and again, on Boyne Mountain, every weekend day, gulping beer bottles of Milwaukee Light, and chomps on Wisconsin brats with his friends every weekend night. To him, that’s the World’s Best!
Once you understand the World’s Best experience for each customer, then you need to consistently deliver that experience to every customer with the Rule of Three QUI TAKEAWAYS to deliver the World’s Best customer experience. Why only three? Because nobody can remember Number Four.
Here are the three:
QUI TAKEAWAY: Customer service is what you do for your customers. Customer experience is how your customers feel before, during, and after what you do. Customer experience management is what you do before, during, and after discovering how customers feel about what you did. Customer loyalty is how your customers feel about what you proactively do repeatedly.
QUI TAKEAWAY: Customers pay for their experience, not your product or service. They buy with emotion and justify their decision with reason. Customers seek the best emotional value in their experience, not your logically reasonable best price, product, or service. When they complain, they don’t complain about the price. They complain about the value of their experience for the price that you’re asking them to pay. On the flip side, when customers seek the best value in their experience, they will pay, no matter the price.
QUI TAKEAWAY: The best emotional value in your customers’ experience is in your personalized interactions with them, not their business transactions with you. When it comes to customer loyalty, don’t get inside their heads. Get inside their hearts. Create an emotional connection. Don’t serve to satisfy your customers. Satisfied customers feel that their experience was good, not better, just average. Nobody raves about average. And satisfied customers will not return as soon as they find an experience that is better or a less expensive price.
Serve to WOW them! Serve to CARE.
- COMMUNICATE with every customer with a smile, eye contact, and polite interaction. Inform each customer transparently and interactively of the product’s or service’s function, liabilities, and advantages to them.
- ACKNOWLEDGE each customer’s presence and value to you and your business.
- RESPOND promptly and empathetically to each customer’s questions, concerns, and complaints.
- ENRICH the experiences and, ultimately, the lives of every customer.
The more emotional the connections, the more memorable the experiences, and the more loyal your customers are. Your loyal customers will return repeatedly, spend more money, and rave to others on social media.
When you understand the Rule of Three, don’t just think and talk about it. Do it! Don’t just serve to satisfy your customers. CARE for your customers and be GREAT out there! To them, that’s the World’s Best!
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BILL QUISENG | Deliver the World's Best Customer Experience 