How do you get your customers to feel that their experience with your business is so over the top that they want to tell the world? In order for them to be that delighted, you have to answer this question for your customer “What would World’s Best look like?” or “WWWBLL” (pronounced “Weeble”). And it is not “World’s Best” as you see it, but it is “World’s Best” as your customer expects it. Once you understand the WWWBLL expectation of your customer, then you need to deliver that experience consistently. There are Three Principles to delivering the WWWBLL experience:
- Think Like Your Customer.
- Create Their Experience.
- Make a Difference.
I addressed Principle One in a previous blog. On to Principle Two.
Principle Two of the WWWBLL Experience: Create Their Experience.
Customers walk into your establishment with expectations. Creating their experience means understanding those expectations. Too often, businesses are telling their customers, “Here’s what we offer that is different from our competitors?” Instead they should not focus on the “what” but on the “why” they offer it and make sure the “why” is important to the customer. When I was general manager for a business hotel, we offered free high-speed internet, a mouse pad, and upon request, at no charge, in room computer printers and basic office supplies. We thought the reason why guests chose us over our competitors was because we created an atmosphere where they could be more productive. We invited our frequent corporate guests and meeting planners for lunch to confirm that we were on the right track. To our surprise, we were not only on the wrong track; we were going in the opposite direction. They said, “We aren’t looking to be more productive when we get back to the hotel. In fact, we do that all day when we are out there pounding the pavement or making sure the meeting runs smoothly. When we get back into the room, all we want to do is decompress. Offer us things that allow us to do that.”
In our case, the reason “why” customers selected our hotel was not to be more productive, rather it was to relax. Once we knew that, we offered amenities and services suggested by our guests that allowed them to do just that. The list included Bose® IPod speakers, aromatherapy candles, memory foam pillows or foot massagers upon request, an extensive wines by the glass room service menu and in room massages. Of course, we continued to offer the other amenities but we had created loyalists and advocates of our hotel because we asked and answered the right question, “Why?” We had created their experience, not ours.
Once you have created their experience by understanding the “why” from your customer, then deliver that experience consistently. Make sure you remove all the potential dissatisfiers. Just ask this question, “Is there any one thing we could have done to make your experience more enjoyable?” Whatever your customer mentions is a dissatisfier. Do all you can to eliminate each dissatisfier from future experiences.
But meeting the expectations of your customer by addressing the reason why he wants to do business with you and removing all the dissatisfiers only gets you to be competitive. What do you need to do to stand out and become your customer’s “World’s Best” favorite?
PRINCIPLE THREE OF THE WWWBLL EXPERIENCE: Make a Difference.