On Making Customers Smile
Another stellar post from Creating Passionate Users, on making customers smile:
Marketers and managers tell us to "delight" the customer. But they're usually talking about heroic gestures, "empowering the front line", and virtually always about how to use this "happy customers" focus as a competitive advantage. But sometimes it's the smallest of things that can make all the difference.
CPU blogger Kathy Sierra gives a handful of examples of uninstitutionalized, smile-inducing touch points, which create a genuine (and positive) lasting impression. Here's one:
Fresh-baked cookies in the lobby. GOOD coffee in the reception area, not that crap instant with fake creamer. When I taste that first sip of really good coffee, I always close my eyes and smile. Bliss : )
Ugh. I really, really hate the fake creamer.
All of the examples speak to exceeding a customer's expectation of the experience. And it usually is the small things that make all the difference.
This really is a can't-miss post; check it out in full here and think about the little things you can do to improve your customer's experience—to make them smile.
Gorgeous photo by Flickr under Creative Commons license: http://flickr.com/photos/daexus/329687468/
Comments
What an absolutely fantastic article! I know I'm not speaking for myself here when I say this, but we really need to see more of this genuine, "make you smile" customer service. Too many companies aren't doing anything to make their customers or their prospects smile. In the insurance industry, which is the industry I am in, there is a lot of opportunity for going that extra mile to make the client - even the prospect - smile. Just taking the time to really listen to the customer or prospect in a genuine way will do a lot! So many people I talk to say how frustrated they are to be treated merely as a number. That's why they don't do business with the companies that show zero interest in them. Companies need to really get into the habit of treating their prospects and customers to fantastic service. Not just reading from a script or memorizing something verbatim. That won't cut it!
Posted by: Michaela Roberts | January 18, 2007 07:52 PM
Hey Michaela!
Thanks so much for your great feedback. I'm big fan of this (and nearly every) Creating Passionate Users post, and I agree with you that it's time to toss the sales script and start building relationships.
You've seen it via TIME and Ad Age—we're on the crux of a major customer revolution. Those who turn a blind eye to it, I think, face certain [sales] death.
Thanks again for your great comments on the Agent Blog, Michaela!
Posted by: Megan Mahan | January 19, 2007 10:20 AM