Episode 106 – An Experience Your Customers Can't Forget

Picture this... close your eyes... (not if driving)

You pull up to your beach hotel for a vacation. As you pull up you notice the big palm trees, flowers and a big driveway to pull up to a grand entrance.

As you arrive, someone is there to greet you and open your door. You enter into the lobby and smell the fresh scent of flowers with a hint of mint.

You are guided to your room and when you walk in there are fresh flowers, some water and drinks on ice.

Throughout your stay you get doors held for you, chocolates put on your pillow and smiles everywhere.

How would you rate this hotel vs the EXACT same hotel without all the extras and fluff?

This is exactly what creating a memorable customer experience is all about.

Give your customers an experience that sets you apart from everyone else:

• They will like you more
• They will remember you
• They will perceive your product as being of higher value (more $$ for you)

According to a study done by Oracle:

• Customer experience impacts willingness to be loyal
• Customers will switch brands due to poor experience
• Customer is willing to pay for a better experience

Simply put, happy customers remain loyal. The way to create MORE happy customers is through creating a great experience for them.

Ways to improve your customers' experience

Create your vision

• Write down a vision statement for how your customers should feel when they interact with your business

• Example: We want our customers to feel like their order is important no matter how big it is. That it's not just about us taking orders, but creating custom apparel that exceeds their expectations and inspires them. Deliver on-time, every-time with stellar results.

Know your customer

• What is your niche? If they are urban, cool and trendy then match your style to that type of person. They might want to be able to communicate via text message and more likely to choose apparel that's less 'common'.

• If your customer is a parent of an elementary school student. They are probably very busy and would like email updates or text alerts on how their order is being processed.

• Create a 'persona' for your customer. Describe your customer narrowed down to 1 or 2 people.

• Example: Our ideal customer is a parent of 2 kids. They are very involved in their child's school. They both work full time and cherish their family time. They aren't interested in poor quality apparel but want their children to look great for pictures and be comfortable at school.

Become emotionally connected

• You have to know how your customers emotionally. What makes them happy? What would disappoint them? What is important to them?

• Example: If you know your customers are really busy, then empathize that with them during conversations. Go the extra mile to save them time, or make it very easy for them. Maybe you deliver to homes or deliver to the school. Package up apparel with tags/notes so they can easily find them at the school.

• Go the extra mile when possible. If the customer mentioned they have been so busy they don't even have time for breakfast, you can put a note in their order with a breakfast protein bar. "Enjoy this the next time you are too busy to cook breakfast"

Always ask for feedback... then act on it!

• Send a follow-up email/survey to ask how the order went.
• Ask during the process if they feel good about anything.
• If you have an upset customer, use it as a learning experience. what could you have done better/different in hindsight.

Building a customer experience plan

Initial contact

• How do you greet them?
• How do you let them know all you have to offer?
• How will you make them feel welcome

Quote Stage

• Make sure quote is clear and communicated well.
• Deliver in a way that is good for them. email a pdf? in person meeting?

Purchase Stage

• Do you accept payment in a way that is good for them?
• Paypal? Credit card? apple pay? cash? Terms?

Fulfillment

• How will communicate order status?
• Package the products to look nice. fold, bag, box
• Any finishing touches? notes, stickers, chachkies, free gifts

Post sale

• Thank you message
• Make sure they were happy
• Ask for a review or survey

In addition to this, one of the most important things you cannot miss is having a plan for when you make a mistake. What will you do when you order the wrong color shirts or forget to order the 2XL Shirts, or you are going to be a day late on delivery. It will happen so have a plan!

Customers have a ton of options and are empowered to make the choice of who they will do business with. Be sure the experience you deliver is the best for YOUR customer.