The best customer service/experience happens when I feel respected and/or appreciated, and my expectations are met or exceeded. My expectations can be anything - good food, good service, a knowledgeable salesperson, a fast check-in, open registers, I’m not kept waiting, a product in stock, etc., etc., etc.
While many elements make up a great customer experience, there is one common theme: Me. As a customer, I’m the one that determines whether I’ve had a good experience or not.
I’m sure most, if not all, of the companies I do business with have a defined service approach and training for their employees, but there’s a big miss by virtually every one of them. Me. Companies talk about customers as if they’re all the same; as if each person who walks in the door is just another version of the person before.
If thousands of people walk in over the course of a week I’m one of thousands but in reality, customers are thousands of ones.
That is why delivering a personalized experience is such a great differentiator and the key to both winning customers and maximizing the sales opportunity.
Every specialty retailer should have a defined sales experience approach. It’s an important roadmap for the staff to add value to the customer’s visit and not simply clerk the sale. It’s also important that the staff be taught, and expected to, deliver the experience uniquely to each customer.
You’ve probably defined how to do this. The difference is in the details and the quality of the execution.
Saying “hello” is one of thousands. Welcoming and acknowledging each individual is thousands of ones.
Talking to a customer is one of thousands. Having a conversation with someone whose name you know and about whom you know something is thousands of ones.
Showing a product is one of thousands. Recommending products based on the answers to questions you’ve asked is thousands of ones.
Giving good service is one of thousands. Making sure your customer has the best possible experience is thousands of ones.
This starts with how the company/store leadership sees and engages their team. A staff can be one of many or many ones. When we teach and coach each individual person to learn how to deliver a more unique and memorable experience, we are well on our way to succeeding one customer at a time.
So let me ask, is your experience delivered to one of thousands or to thousands of ones?
Doug Fleener is a proven retail and customer experience expert that helps companies dramatically improve their customer experience and their results. Visit our website or call Doug at 866-535-6331 to discuss how he can help you create an extraordinary experience and results.