Have you ever considered the experience you are creating for your customers? Once a customer has completed your full sales cycle what feeling do they have about working with your company?
If you don’t know, then chances are you have not been intentionally weaving that feeling into your marketing and communications.
Think about a really great experience you have had with a company.
Now think about a really terrible experience you have had with a company.
You are likely able to come up with a few of each right?
What that means is that the bulk of your experiences as a customer fall somewhere in the middle in what I like to call the “meh” category. In the “meh” category your experience with a company is not exceptionally great but it is not terrible either.
You need a thing, you buy a thing, and then you move on with your life.
The problem with “meh” experiences is that customers are more likely to forget about your company or to move on to a competitor if they find a better deal.
However, when you take the time to cultivate an exceptional experience for your customers you instill loyalty, trust, and a sense of belonging that makes it much more likely to gain repeat business and referrals.
The question then becomes how do you create this exceptional experience?
- By striving to be honest, not perfect. Things go wrong; technology fails, products are not delivered on time, and miscommunication happens. Where you stand out for your customers is in how you handle situations after they occur. If you do everything within your power (without sacrificing your values and company culture) to make it right, the far majority of your customers will forgive the issues and continue to do business with you.
- By developing systems that ensure all of your customers have the same experience. Every customer should go through the same process when purchasing from you. If you typically call your customers to thank them after a purchase then you need to make sure you call ALL of your customers to thank them. Imagine the horror if one customer found out you called everyone but them!
- By going above and beyond. What unexpected extras can you provide for your customers that go above and beyond their expectations? Examples include – sending birthday cards, sending thank you gifts, an annual client appreciation lunch or dinner or a phone call to ensure they are having a good experience with your products or services.
I share more tips on how to make your business stand out in this week’s Simply Marketing vlog, you can watch the full episode here: