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!
For many years, there has been a stranglehold of the “Profits over People” mentality in business. Senior executives care about top-line revenue, product and labor costs, market share, the stock price, bottom-line profits, and even their competitors, more than their people. Listening to the sweet cha-ching sound of profits, these bad bosses do not hear their grumbling employees and complaining customers many hierarchical rungs below. Even if bosses could hear, they would wear noise-canceling headphones, oblivious to the employees’ concerns and customer complaints. And “Profits over People” bad bosses would demand “My way or the highway” to the employees. Bad bosses didn’t care much about employees and employees could care less about their bosses or customers.
Today, instead of focusing on “Profits over People”, envision “People First” as the solid foundation for everlasting business success. One caveat is “Employees First”. Managers will always see people as “employees”. Despite preaching “Employees First”, senior leaders would always have the rank and file employees “first”, on the bottom of the ladder, well below the leaders.
Recognizing “People First”, leaders will CARE for their people.
COMMUNICATE openly, transparently, interactively, and frequently any information that their people need and want to know. Listen empathetically to the people’s suggestions, concerns, and complaints. Express compassion with their recommendations and encouragement.
APPRECIATE the important roles, responsibilities, and efforts of their people.
RECOGNIZE, honor, and offer accolades for individual and team achievements, accomplishments, and acts of service to colleagues or customers.
EMPOWER people to make the right decisions for themselves, their colleagues, customers, and their business.
Whether it’s the turmoil of the pandemic, Skimpflation, or The Great Resignation, businesses will invigorate the New Normal with the “People First” culture. No longer are people taking second or third seats to customers or profits.
This cultural transformation of “People First” and the leadership commitment to CARE will enthuse and energize people to be engaged with their colleagues, customers, and the business.
When we create a great experience for people as much as we do for customers, we will earn the loyalty of both. And soon, without our focus on profits, profits will grow.
Is customer service the frontline? Really? Are we called to duty on the frontline battling customers? Doctors and nurses don’t serve their ailing patients. They care. So shouldn’t customer service be customer care? Or even better …
We are the Customer CARE team.
We CARE for each member of our team:
COMMUNICATE openly, transparently, interactively, and frequently any information that our people need and want to know. Listen empathetically to the people’s suggestions, concerns, and complaints. Express compassion with our recommendations and encouragement.
APPRECIATE the important roles, responsibilities, and efforts of our people.
RECOGNIZE, honor, and offer accolades for individual and team achievements, accomplishments, and acts of service to colleagues or customers.
EMPOWER our people to make the right decisions for themselves, their colleagues, customers, and their business.
We CARE for each customer:
COMMUNICATE with each customer with a smile, eye contact, and polite interaction. We 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 us.
RESPOND empathetically to each customer’s questions, concerns, and complaints.
ENRICH the experiences of every customer.
And when we CARE, each customer is wowed and happy, intent on returning again and again, raving to others along the way.
Customer service is for a job. If all a person did was for a job, then it would be to satisfy a customer. Satisfied customers feel that customer service is good, but not more than was expected, just average. Nobody raves about average. And satisfied customers may leave when they find something better or less expensive. So don’t have a job that satisfies customers.
Instead, invest in Customer CARE to develop your people to wow your customers. And when your people are energized and engaged to enthuse your customers, everyone’s lives will be enriched.
A while back, I wrote an article entitled “Great Service is Great Theater”. Today I want to offer another article about the very same subject, an encore performance so to say. So, here it is:
There are some who say that they, as customer service professionals, have been trained to act the part to be happy to serve. They believe they are acting. They claim they can never “be the part” to be happy to serve. Here is what I say:
Movie actors like Scarlett Johansson, Meryl Streep, Tom Hanks, Anthony Hopkins, and Jack Nicholson act to be happy, sad, scared, scary, or angry. Yet, we, as the audience, believe they are genuinely real. The actors may “act their part”, but they are so good that we, as the audience, believe they are real. Whether actors are acting the part or believe they are real is not important. It is never about the actors. It is always about the audience.
The best movie actors have rehearsed before they are watched by their audience. Even theatrical actors rehearse before a live audience. We, as customer service professionals, can train or rehearse before we connect with our customers, our live audience. But, more often, we are interacting as we go. So we need to be better than actors who rehearse. We need to be so good that our customers believe we really are happy to serve. So be GREAT out there!
We, as customer service professionals, act to be happy to serve our customers so much so that they believe we are genuinely happy to serve. It doesn’t matter if we act it or not. What matters is if our customers believe we are genuine. When it comes to customer service, it’s never about us. It’s always about them. Like the movie and theatrical actors, we have to be Magnificently Boring! We need to consistently deliver a “better than the average experience that customers expect” so tediously repetitive that we feel it is boring, but to the customer, at every moment, we are Magnificent! 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 us to others along the way. Consistency builds trust. Trust builds loyalty. Loyalty builds our business. So we deliver consistency Magnificently!
When it comes to exceptional service, be Magnificently Boring! And always be GREAT out there!
When you are working in customer service, you have been happy that your customers leave satisfied. You have sold them a product or service that meets their wants or needs. Or you solved their problem for them. You were happy because, in the end, they were satisfied.
But their satisfaction does not guarantee their return. The good news is that your satisfied customers didn’t complain. But the bad news is that your customers also didn’t rave about you to others. And the very bad news is that some customers don’t come back as they seek alternatives that they think will be as good as you but might be less expensive.
You don’t want to earn customers who are merely satisfied. They have to be more than satisfied. They have to be happy. They have to be ecstatic. They have to be raving to others about how great you were.
And in order to do that, you have to do more than satisfy them. First, personalize their experience. Get to know who they are and understand how they are feeling. Create an emotional bond with your customers during your interaction. Don’t just take care of them. Care for them. Then make a difference. Do a bit more than they expect.
After you are done, they will be more than satisfied. And they will be coming back again and again, happily raving to others along the way
To earn loyal customers, you have to do more than be good enough to satisfy them. Be GREAT out there!
P.S. If you lead employees in your business who make your customers happy, then you have to do better than to satisfy every employee. Be GREAT in there, too.
Social media is bad for customer service. Whether ranting or raving, customers are telling stories online about businesses whether those businesses are listening or not. With customers using platforms like Twitter and Facebook to complain loudly and sometimes virally to the world, companies have had to add resources to respond accordingly. But I am not against monitoring social media or using it as a responsive customer service channel. On the contrary, I believe social media has been literally and figuratively priceless for small businesses. Those businesses offering exceptional customer service don’t build their brand through advertising. Their customers build it for them via their raves on social media.
So, it is critical to know how to respond on social media, especially to the rants from dissatisfied customers. If you feel you need to get better at social customer service, don’t look to me for advice. If you want to become a millionaire, don’t ask me. I am not a millionaire. I’d tell you to go to Las Vegas or play the lottery. If you want to become a millionaire, ask people who have worked hard to earn a million dollars.
When I say social media is bad for customer service, it is because, for retail, hospitality, healthcare, and other bricks-and-mortar customer service positions, it has created a pool of candidates who are lacking in the social skills to connect with and please customers. Millennials have already overtaken Baby Boomers as America’s largest generation. By 2025, Millennials will comprise 75 percent of the global workforce.
While today’s technology can create the opportunities to personalize customer service, it is still up to a person to deliver it. Yet this incoming generation can only deliver to the level of service that they themselves have experienced. And their experience has mainly been without in-person interaction. Text messaging and social media have made their interactions one-way communication. Baby Boomers have cellphones, and the subsequent generations have cell phones. But what is Gen X, Gen Y or Millennials doing on their cell phones? “OMG. LOL.” No real live conversations. I’m so old I remember hearing on my phone someone actually laughing out loud. I contend two text monologues do not make a real dialog. Texting is one-way communication. You don’t hear voice tone or inflection. Even a pause is dubious. Was it because they were thinking about what you said or is it because they got busy with something else for a minute?
Likewise, a post and a reply on Facebook do not make for real dialog. The average Facebook user today has 338 friends. When people post on their page, they have no loss of self-esteem when only eight “like” the post. The other 330 have ignored them – and they are OK with that! Even those that “like” the post rarely leave a comment to begin an interaction. A meager “thumbs up” is all the acknowledgement given to a friend. Really?
Despite all the buzz about how social media keeps people connected, social media is not really social. Look around you. Social media and text messaging have turned people into digital zombies. Walk into your staff break room and see what is going on. Did anyone even look up to acknowledge you? Do you hear any real conversations going on?
At the same time, retail technology in the form of self-service or contactless purchases may have made it more convenient for the customer, but it eliminated the human connection.
As a result, the experiences for many people are not full of good examples of emotional intelligence, body language or verbal communication that only face-to-face interactions can teach. I believe that translates in a real world where it is OK to ignore our co-workers and worse, ignore the customer. Many don’t feel it is important to greet our co-workers every morning or every customer who walks through the door.
People buy from people they know, like and trust. Likeability is perceived by a smile. Trustability is driven by eye contact. Yet, self-service technology and social media have reduced the number of human interactions for potential candidates to not only experience it for themselves but also to understand the value of its importance. Having not experienced good examples of communication, collaboration or relationship-building skills, how will your people whom you entrust to take care of your customers emotionally connect with them? And if you allow yourself to accept that such a level of emotionless transactions is adequate, how will your business build customer loyalty to succeed? Remember that satisfied customers are not necessarily loyal ones.
QUI CUSTOMER SERVICE LEADERSHIP STRATEGY
For you to succeed in this very competitive marketplace, you will need the right people. You will need people who know how to consistently welcome your customers with eye contact and a smile, listen and respond empathetically, and bid them a sincere fond farewell. You should not assume that every candidate who applies for your open positions will do that just because you put it into your job ad. Finding and keeping the right people starts with the selection process to welcoming them at first day orientation and continues every day thereafter for as long as they are with you.
As the manager, always remind yourself that you are only as good as the people who surround you. Your success is dependent on you identifying the right people among all the candidates by asking the proper interview questions with the specific intent of finding out if the candidates have the skills or potential to express sincerity, empathy and trust. The STAR interview process will better be able to identify the right candidate than the standard interview questionnaire.
Take ownership for the education of those you select to deliver the experience your customers are expecting. That education starts on the first day. Of course, you need to introduce the policies and rules required by your legal department or the state. But the first day should be as much, and I contend should be more about your company mission, values and performance standards. And that message should not be delivered by the Human Resources onboarding specialist. It should be delivered by the highest-ranking operations manager to convey the critical role your employees play in driving customer satisfaction. That manager, ideally the CEO, should convey the message that when employees interact with an individual customer, they ARE the company to that customer. As the general manager, I scheduled myself for every orientation to explain that with every single customer interaction, we were expecting them to commit to “Be the Company”. I shared a video of the CEO of the company headquartered in another state reinforcing that commitment to end orientation.
Customer service training cannot be a “Day One and Done” kind of thing. Soft skills reinforcement must be continuous. Define forbidden phrases like “No problem,” or “Sure, you bet,” and offer the proper alternatives. Role-play recent customer situations and the best responses. Explain the service recovery process and empowerment guidelines. Build in frequent opportunities to remind your team what great customer service looks like. Whether it is a daily 15-minute huddle or weekly update e-mail newsletter, be sure to reinforce often your customer service performance standards. Repeat it often to make it stick.
Regularly ask “What are you hearing?” to get feedback from those who are directly interacting with your customers. Listen, act, and let them know what you did.
And if you want your employees to make it a habit to deliver outstanding customer service, you need to make it a habit to thank them when they do. For example, share customer feedback and rave reviews you earn on Yelp or TripAdvisor with everyone.
QUI TAKEAWAY: Select the right people. Educate them on what great customer service looks like in your business. And then continually remind and recognize them when they deliver it. Only then will you strengthen the interpersonal skills of your staff to drive their success and yours.
Facemasks, door signs, floor decals, partitions, and hand sanitizers won’t keep your customers. Such safety protocols in response to the pandemic are expected from your customers. While failing to implement them will cost you customers, maintaining those standards will not guarantee that you keep them. Your competitors are doing the exact same thing which means what you are doing is average, heightened like everyone else, but still average. And … wait for it … nobody raves about average. Customers don’t rave about a business that simply meets their expectations. Nor are they loyally bound to them. With these safeguards, you have simply changed a negative experience to one that is neutral. But what are you doing to move the experience from neutral to memorably positive?
CARE for your Associates first. Hearing about hospitalizations, the struggling economy, and massive layoffs every day, your associates are still anxious and concerned about their jobs. Reassure them by your actions that their leadership team CARES. Communicate. Appreciate. Recognize. Empower. Serve.
Serve your associates by asking at the end of each interaction, “What can I do for you?” And act on their suggestions to make your associates feel as happy working with you as you want your customers to feel about doing business with you.
Re-orient your Associates to the delivery of the customer experience in what is now the “not-so-new-normal”. In the first weeks of the pandemic, you were focused on introducing all the new protocols. Over the last few months, your associates consistently follow the safety guidelines, from temp checks to facemasks. Take time now to remind them of the principles of delivering exceptional customer service. Emphasize that since your customers cannot see their smiles, they need to use other body language, except handshakes and hugs, their words, and tone of voice to convey a warm welcome. Remind them to practice active listening and responding with empathy. Do they remember the forbidden phrases that distract in customer conversations? Make sure they know the difference between taking care of the customer which is a transaction and really caring for the customer, a relationship-building interaction.
Seek feedback and then act. You may know 10-20% of your customer complaints via your customer surveys. Your customers know 100% of what displeases them and your associates do, too, since your customers tell them every day. So ask your team directly, “What are you hearing?” Then act on their feedback to eliminate those pain points. Be sure to involve your associates in defining solutions to remove these dissatisfiers. Without their involvement, you will not earn their commitment to care for your customers.
Become a storyteller. Three things can happen after customers do business with you. They can say nothing because you gave them nothing to talk about. They can rant about you to others because they experienced such poor service that they want to make sure no one else makes the same mistake. Or they can rave about you. And if you want to have your customers tell stories about you, you have to give them a story to tell. Involve your associates to define key points in the customer experience where they are empowered to create memorable small “wows” so the story can end, “And they lived happily ever after.”
QUI TAKEAWAY: Remember nobody cares about how good you used to be before this pandemic. They only care about how good you are now. And now changes every day. You need to do the same.
This was originally published as a guest post on Shep Hyken’s customer service blog.
There are only two ways to make a profit in business. One way is to increase sales. The other is to reduce costs. Companies have relied on technology to reduce one of the most expensive costs in any business – human labor. Banks have replaced tellers with ATM’s, direct deposit and internet banking. Gas stations and supermarkets have moved to credit card readers and scanners, reducing the number of cashiers and eliminating gas attendants and grocery store baggers. Even hotels are experimenting with robots to deliver room service. But in this technological evolution, too many companies are confusing customer services with customer service. Customer services is all about how to speed up the transaction. Businesses have used technology to become more efficient at the process of serving customers.
But being good at customer services does not build customer loyalty. All a competitor has to do is ante up with the same technology. Now even non-related businesses are looking to take revenue from each other. Where banks might have been the first to offer self-service options and debit cards, stores now offer ATM’s and their own credit card services, stealing fees and interest revenue from banks. In fact, how loyal would you be to your bank if it started to raise fees for its services? When was the last time you actually walked into a bank and interacted with a teller? Businesses may have reduced labor costs by offering hi-tech customer services, but by reducing human interaction with their customers, they inadvertently have jeopardized customer loyalty. As a result, customer services may help to keep customers, but rarely does it increase sales.
Walt Disney had the best formula for boosting sales, “Whatever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.” Great companies will always remember that despite advances in technology, customer loyalty must be earned by nurturing a genuine emotional connection.
Focus on the interaction, not the transaction. Define ways to personalize the customer experience. Restaurants that take reservations usually ask the question, “Are you celebrating a special occasion this evening?” Many will offer a complimentary dessert for an anniversary celebration. But the best create a wow moment by personalizing the menu header with the couple’s names and delivering that dessert with Happy Anniversary and their names written in chocolate on the rim of the plate. Of all the pictures taken that evening of the food, which do you think is featured and forever immortalized on Facebook for their friends to see and like? And how many friends have gone to that restaurant hoping to have that same kind of experience?
Personalizing the customer experience can be as simple as using the customer’s name. Simple, but simply not done. Think back to the last several times when you were a customer. You hand a credit card with your name printed right on it to the cashier. Yet the last five times you used your credit card, how many times did the cashier use your name in giving it back to you? Rarely, if at all. An opportunity to embrace you, as a customer, is lost.
The sales adage that people buy from people they know, like, and trust should be your customer service mantra. If I were a retailer, I’d use the technology to make sure that the card swipe info would post the customer’s name on the mini screen in front of the cashier. I’d educate every cashier to look at the screen or the credit card and then look back to the customer to establish eye contact (trust), smile (likeability) and sincerely say, “Mr. Customer’s Name, thank you for shopping at Name of Company. We certainly appreciate it.” That small wow would make a big difference in having that customer return again and again.
QUI TAKEAWAY: Don’t confuse customer services with customer service. Real customer service is all about how to enhance the human interaction. As Shep Hyken has said, “The greatest technology in the world hasn’t replaced the ultimate relationship building tool between a customer and a business – the human touch.”
Micah Solomon is a customer service and marketing speaker, strategist, and author of the book, High-Tech, High-Touch Customer Service. Ever since reading his book, I have been following his customer experience articles on Forbes. So when he recently published an ebook entitled Culture Of Yes: Practices And Principles Of Great Hospitality, I was all over it. While I was quoted in the first chapter, I bought the Kindle version for the invaluable insight shared by some real hospitality heavyweights. And while this ebook is focused on those who are in the hospitality industry, I am sure that customer service professionals in any industry will benefit. Find out more about Micah and his new ebook at the end of this post.
A hotel’s associates have more impact in building the reputation of a hotel than the general manager. In one day, the associates have more direct interaction with the customers than the general manager might in one week. Yet, those associates can only deliver the level of service that they themselves have experienced. Many of them have never stayed at a hotel recognized for its exceptional service. Some of those associates may have graduated from a hospitality school. As a hotelier, I have interviewed my fair share of college graduates. These hospitality students have learned the technical parts of running a hotel – budget preparation and analysis, menu engineering, purchasing and inventory, property management systems, and sales and marketing. But rarely has the curriculum focused on the critical ingredient of a truly successful hotel operation, namely the art of hospitality, taking real care of the guest. So it is up to the manager to educate the associates and their junior managers on the principles of hospitality.
And if you are going to learn the principles of hospitality, shouldn’t you learn it from the best? Ask frequent travelers to name the best hotel chains and they will tell you Ritz-Carlton or Four Seasons. Or wouldn’t’ you want to know the secrets of the luxury resort properties that are frequently named in travel magazines as the very best like The Broadmoor or The Inn at Little Washington. Micah has interviewed the key executives from hospitality’s best, including others from Montage, Fairmont, EDITION, and Virgin Hotels and has published in this ebook their insights and, as a seasoned travel and customer service expert himself, those of his own.
Their collective insight focuses on all the key ingredients to deliver an exceptional guest experience – hiring the right people, developing the necessary internal systems and hospitality standards, creating the proper service culture, and defining steps for service recovery. Micah even discusses how technology has and will change the guest experience.
Busy managers may complain that they have no time to read an entire book on hospitality. Micah responds by offering bulletpoints at the end of the chapters, as he calls it, a “cheat sheet” to “begin learning from the best of the best – the greatest leaders and professionals from the very best lodging and foodservice organizations in the world.” That invaluable insight is offered from such hospitality icons as Isadore Sharp, founder and chairman of Four Seasons Hotels and Resorts, Herve Humler, president and COO of The Ritz-Carlton Hotel Company, and Danny Meyer, president and CEO of Union Square Hospitality Group. And if you want to be great at hospitality, then ask someone who has already proven that they are one of the hospitality greats. Micah has done that for you here.
While this ebook is directed to hospitality professionals, there is value for a manager of any business who has customers. Whether it is buying a Big Mac from a McDonald’s, a book from Amazon, or gasoline from your local Chevron station, you exchange money for a tangible product. Unlike retail, the hospitality industry is unique. In exchange for hundreds of dollars for a weekend stay, you check out of a hotel without receiving any physical item. You may have taken extra bottles of shampoo or even the bathrobe, but were they worth the price you paid for your room? Of course not. The only “thing” you take with you is the memory of the experience. That experience has to be so memorable that you are willing to pay to repeat that experience again and again. In retail, almost any product can be replicated by your competitor. What can’t be replicated is the unique experience surrounding the sale of the product. So wouldn’t any retail business gain from the insight from hospitality where the experience is what customers pay for? Of course it could.
You have heard, “Knowledge is power.” That is not true. It is what you do with the knowledge that is the power. So buy this book. Read it. And then do something to start delivering great hospitality for your guests or a great experience for your customers.
Micah Solomon is a keynote speaker, author, customer service speaker, customer experience consultant and company culture consultant. Find out more about Micah, his blog and his recent Forbes articles at http://www.micahsolomon.com . You can find out more about the ebook or purchase it from amazon by clicking on the book cover.
“Never go to a doctor whose office plants have died.” Erma Bombeck
What do dead plants in the waiting room have to do with the skill of the doctor? Logically nothing, but to the customer, everything.
When we are sick, we go to the doctor because we do not know what is making us sick. The doctor is the expert. Even if he misdiagnoses the illness and prescribes the wrong medicine, we would still take his word for it since we have no experience in medical diagnosis. We assume that the doctor is the trusted authority. In fact, we assume it so much that we don’t ask the doctor to prove it. No one has ever walked into a doctor’s office to ask “Before you examine me, from what medical school did you graduate?” We take his expertise for granted because we have no benchmark.
But we can judge a doctor on what we do know. We know what clean and orderly looks like. We know what friendly looks and sounds like. We know what waiting too long feels like. And we certainly know what dead looks like. And with past experiences, we can judge how our doctor visit stacks up to those experiences. And based on the entire experience we will decide whether to come back or not, and depending on the experience, will either refer our friends or tell the world to stay away with an online bad review. Is that logical? Of course not, but as management consultant Tom Peters says,
“Customers perceive service in their own unique, idiosyncratic, emotional, irrational, end-of-the-day, and totally human terms. Perception is all there is!”
When there are dead plants in the waiting room, the customer is saying to himself, “If they can’t even take care of the plants, why do I want them taking care of me?”
While a general manager at a resort up north in Michigan, I served as an adjunct instructor for many years teaching customer service at the local community college. To their credit (pardon the pun), the college made my customer service class a prerequisite for the office administration and medical administration paths. They understood that it is not what you know; it is how you say it. At the end of the semester, a survey was given to the students on how I did. Was I on time for class? Did I cover the objectives defined in the syllabus? Was I available after hours? All the survey questions were focused on the instructor. As part of the class session discussing customer feedback, I surveyed the students on their school experience. My question was, “If there was anything you could improve in your education experience, what would that be? Very few answers were specific to what the administration thought was the college experience. Rather the improvements ranged from the parking lot to the restrooms. What does the parking lot have to do with higher education? Logically, nothing. But to the female student who is taking night classes, everything. She perceives a burned-out light in the lamp post as an unsafe parking lot. What does the restroom have to do with the education offered? Nothing. But as a female student wrote in her survey, “During the winter, the restrooms are so cold, I can’t even think after going in there.”
Several weeks ago, I needed to see a dentist. When I asked a friend for a referral, she gave me the name of her dentist. I asked why she thought the dentist was so good. She said the waiting room had Wi-Fi, they offered free bottled water and juice and there was a large flat-screen TV in the waiting room. And, as an afterthought, she said the dentist was nice, too. The most important aspects of her dental experience were the touchpoints that eliminated the waiting time and angst of the perception of visiting the dentist for the first time.
QUI TAKEAWAY: Don’t be too focused on just your expertise. Your customers have no way to judge you on what you know. But they can grade you on the other touchpoints that they have experienced before. Take the time to look at your entire customer experience. Identify all the potential dissatisfiers and remove them. Then replace them with something positive.
What potential “dead plant” dissatisfiers in your customer experience are you leaving unattended?