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customer satisfaction

How well do you know your customers?

By | Marketing Strategy, Sales Process, Small Business Marketing | No Comments

Having an “outside in” approach to your business is difficult. It requires you to shift your focus from running, managing and developing your business to that of your customer. This mind shift of really stepping into the customer shoes and then developing a marketing strategy  is critical to be a successful small business (well any business really) and yet most companies are still selling a promise to customers that they can’t deliver or one they don’t want.

I hear customers I interview say all the time;”If they had only asked me what I wanted I would have told them.”

Your customer’s perceptions of you are not based just on an email, your website or going into your store to buy something. Their perceptions are formed when you live up to your promise or break it, generally after the sale. What happens when the product breaks, they are left on hold for 10 minutes, they are given the run around! It is hard to keep promises. It is hard to always treat the customer well, but that is why it is more important than ever to preempt their concerns and stay ahead of their expectations to deliver a really compelling customer experience.

It is about identifying with the customer journey that you can really ensure that your promises are kept. If you make promises that are not kept the customer will judge you as a liar and customers will tell others, as we all hate liars.

If you want to gain some customer insights and map out your customer buying path book a marketing strategy session today.

 

Related posts: Creating a customer centric culture

Podcast on creating a customer centric culture

What is your secret sauce?

By | Small Business Marketing | No Comments

Are you memorable or boring? Are you safe or unpredictable? In small business it is important that you are creating something your customers feel compelled to shout about. How do you do this? What is your secret sauce?

Well I believe it has something to do with the customer experience you provide.  The Dijuluisgroup is a company that focuses their efforts on creating world class customer service organisations.

Let’s face it; there is so much choice with products. Just look at the supermarket shelf and the choice of different sorts of bread, milk, yoghurt or tea. Everything has become commoditised. The real last point of differentiation is your service or more so the customer experience that you deliver to your customers in a consistent delightful way.

Everyone will say that they have great customer service but interestingly as John DiJuluis points out that is an internal view point and when you ask your customers you might be surprised about how they rate your service. Most people however only notice your customer service when it is bad. If you screw something up, believe me it is memorable! Customer insight is a key.

Customer experience speaks more to this secret sauce. It is about your companies culture and focus on delighting the customer at every touch point. How do we personalise their experience. How do you deliver your experience to the customer currently? If you are not sure how you stack up why not take some of the surveys on the DiJulusgroup site. They have one for the organisations customer experience aptitude and one for the individual. If nothing else it will make you think.

Two key questions to keep in mind.

  1. You can make price irrelevant. John tells the story on Jay Ehret Power to the small business of two hairdressers. One had a sign in his window “HAIRCUT ONLY $10”. The salon across from them was a totally different salon and had an average haircut cost of $50. The suggestion was to put a sign in the opposite window saying “We fix $10 haircuts”. The challenge to make price irrelevant is to create a haircut and an experience that is so different is like taking a 60 minute holiday.
  2. Create a fantastic customer experience every time. Imagine instead of charging $100 per hour for a consultation you charged $1000. Now note down what you would do differently and do it. Make the experience exceptional.

Look at how I create an exceptional experience.

Dan’s Quick tips:

Use the customer and your name a few times when on the phone.

Add some value by doing your homework before you meet a potential client, the web is an awesome tool for this

Ask your customers for feedback every chance you can and act on it, own it, improve it.

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