Shep Hyken's Blog, page 224
July 9, 2014
It’s Not the Product. It’s the Experience.
Deliver a Great Customer Experience
What makes the great companies so great? It’s the customer service and experience the customer receives when doing business with that company. The companies that get it are customer-centric. They put the customer in the middle of decisions, ideas, marketing, system design and more.
It is definitely not the product – at least not on its own. The product can be truly amazing. It can even be a lifestyle changer. But that doesn’t make the company great.
For example, cable television. Cable TV is truly amazing. When I was a kid, growing up in the 60’s and 70’s, there was a whopping four channels to choose from. And, the programming usually ended not long after midnight. We were excited just to have television. Four channels seemed like plenty. Today we have hundreds of channels to choose from, and many with amazing high-definition clarity. We get to record shows on the cable box to watch later. Other shows we can watch “on demand,” when we want to watch them. This is an amazing product. However, the cable TV industry, as a whole, delivers an abysmal customer experience. One of their less-than-customer-friendly policies: Asking a person to stay home on a work-day to meet the cable TV installer during a four-hour window, well, that hardly seems customer-centric.
Year after year the cable companies are, unfortunately, recognized as being customer service laggards. Currently, customers put up with the poor service experience because there aren’t really any alternatives. If a new company were to come into the cable industry and could provide a consistently high level of customer service, and be recognized for it, they would have the opportunity to own the industry.
Then there are companies that have both the product and the experience. Companies like Apple, who create products that people don’t even realize they need. Even the packaging of their products adds to the customer’s experience. And, they are recognized as a leader in customer service. What would it look like if Apple had a cable TV offering? I bet customers would even pay a premium if they received the Apple experience.
By the way, a company that delivers a great customer experience won’t survive if the product or service the company sells doesn’t work or do what it’s supposed to do. There are certain expectations that the customer has. It’s the combination of the two, a great product and an amazing customer service experience, that can propel a company to the top of their industry.
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXIV, Shep Hyken)
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July 7, 2014
5 Top Customer Service Articles for the Week of July 7, 2014
Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
When customer service goes to the dogs by Dayna Steele
(Your Daily Success Tip) Don’t be afraid to get personal with customers.
My Comment: I love great customer service stories. This one makes me smile. It’s very short, to the point and proves that it’s never out-of-line to “get personal” with a customer.
5 impacts that Amazon has had on customer experience by Pauline Ashenden
(Eptica Customer Experience Blog) Amazon has radically changed how consumers shop, read and watch films, and affected a wide range of industries, from bookselling to video rental, and now, with the new Amazon Kindle Fire phone, mobile telecoms. So what have been the 5 key impacts on the customer experience?
My Comment: In five short points, this article sums up what has made Amazon – and many other companies – successful. Sometimes customer service seems so simple. However, simple is not always easy. Still, follow these five points and just about any company can upgrade their customer service/experience.
5 Signs You May Not Be As Customer-Centric As You Think You Are by Kate Feather
(PeopleMetrics) So many businesses claim that they have or aspire to have a customer centric culture – to become more customer-centric, to put the customer first, to be customer-inspired.
My Comment: I’ve always believed that leadership (and management) define the culture. They also deliver and defend it. However, there are many companies that claim to be customer-centric, but aren’t. They think they are, but in reality, they aren’t quite there. The five points raised in this post will give any company ideas on a customer-centric “gut check.”
17 ways to identify your level of commitment by Doug Sandler
(Doug Sandler) How committed are you to your career? I know many people that get paid by the hour but take ownership of their position at work. And I know many people that hold ownership and management positions that do not like what they do for a living. Life is too short to not love what you do.
My Comment: One of my favorite customer service points is to “Act Like an Owner.” In other words, be so good people think you are the owner. While I don’t think everyone will agree on all of the points made here (and that’s okay), there are a great number of points that could be a conversation starter for how engaged we are with the customer as well as the company and employees.
Moving from Customer Service to Customer Care by Gareth Cartman
(WintheCustomer) When you care, you’re proactive, and you listen to the needs of the customer (or patient), or better – provide what your customer needs before they say they need it.
My Comment: Yes, there is a difference between customer service and customer care. Sometimes they appear to be the same. So, consider this: Customer service is something you deliver to a customer. Customer care is the attitude you and your company demonstrates toward the customer. The best companies make their customers feel like they care for them as they deliver amazing customer service.
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com . For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com . Follow on Twitter: @Hyken
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July 4, 2014
Guest Blog – The Psychology of Effective Communication: Q&A with Dr. Stephen Kosslyn
This week on our Friends on Friday guest blog post, my colleague Megan Van Vlack spoke with Stephen M. Kosslyn about how psychological research can improve the way we communicate with our customers. He provides some excellent tips from which we can benefit. – Shep Hyken
You’ve probably heard the maxim “think like your customer” in both marketing and service contexts; however the phrase takes on new meaning when psychological research is applied to how organizations communicate with their customers. But companies can (and should) take advantage of this research to improve customer experience, explains Stephen M. Kosslyn, former chair of the psychology department at Harvard University and founding dean at the Minerva Project. Recently, Kosslyn was interviewed by Inc. on how basic psychological principals can be used to improve sales presentations. Here, we speak with Kosslyn about how psychological research can also be applied to improve the way service professionals communicate with customers:
Is it more effective to show a customer how to solve a problem or to explain it step by step?
Choosing whether it would be best to show the solution or explain it is going to depend on the problem itself. Showing is not always better than telling, but it can have several advantages. Showing a person a map, for example, will allow them to come up with multiple ways to get from point A to point B on their own. If you just hand a person a list of directions, it will really constrain and limit the outcome. It can also be overwhelming if, for example, the customer needs to do something very specific and the information they need isn’t on the list. Showing is a good way to give people more options.
When is an in-person interaction more effective than directing them to, say, the company website?
This depends partially on the customer. People don’t always want an in-person interaction. In some ways, that might be more of a cognitive effort for them and they would prefer to just read something. On the other hand, when something isn’t working, not everyone knows how to solve the problem. The good thing about personal interaction is that it affords the opportunity for quick feedback. When you’re dealing with something that’s frozen, such as a map or a list of directions, they are only useful if they solve the exact problem. An in-person interaction gives the customer the ability to to draw out the information that they need from the service professional.
How can service professionals help customers who might not know exactly what they need?
Depending on the problem, you would approach it different ways. One advantage of interacting in real-time is an instant feedback loop that allows you to converge on the problem quickly.
It’s important that the first thing a service professional does is make sure that they understand exactly what the problem is. One effective way to do that is to simply paraphrase what the customer has said. Repeating the issue back to the customer can also be a very focusing experience for the service professional, and it can help them solve the problem.
Another thing that service professionals should keep in mind is that people can hold a very limited amount of information in their mind at once. It’s surprising, but people can only hold three to four categories of information at a time. When imparting information to customers, keeping it simple is key.
Any advice to organizations that are developing their customer service channels?
The main thing to remember is that people are different. It’s important for companies to give people the ability to help find the solution to their problem in a way that fits the way that they think and approach things. The key to all of this is to respect each individual customer’s differences.
Megan Van Vlack is a writer for SmartVan, where she covers technology and management tips in the field service industry.
For more articles from Shep Hyken and his guest contributors go to customerserviceblog.com
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July 2, 2014
When it Comes to Customer Service, Be a Leader
I was boarding a very early morning flight to Dallas. One of the pilots of the plane, Gerald Higginbotham, was greeting every single person who walked on the plane. He was so outgoing and engaging. He welcomed everyone and built rapport with many of the passengers.
He would ask, “Where are you going?” If they said anywhere other than Dallas, he would say, “Well we’re flying to Dallas, and as long as that is on your way, you’re on the right plane.” Then he would laugh.
He had lots of little sayings that put smiles on everyone’s faces. I was sitting in my seat and admiring this amazing display of enthusiastic interaction. I’ve seen pilots engage with passengers before, but not at this level.
Then came the bad news. Our flight was going to be delayed by at least a half hour due to weather. That didn’t scare too many people. But, a few minutes later we found out it would be at least an hour. Typically when this kind of news is announced many of the passengers start to get restless. They want to leave the plane, see a gate agent, call reservations or do just about anything, to feel like they are proactively doing something to avoid missing connections or being late to their destination. I’m one of those passengers.
But, that day was different. I was in a different mood and so were many of the passengers. And it was all because of our pilot, Gerald Higginbotham. His mood was contagious. And that is what brings me to the point.
You may have heard the old expression: Enthusiasm is contagious. Well here’s a new one: Customer service is contagious. Actually it might be better to say that…
Friendly customer service is contagious.
There is no doubt that Gerald put us into a better mood. His mood made accepting the bad news easier. It wasn’t the airlines fault that there was bad weather. And, by the way, there are many passengers that seem to think it’s the airlines fault when there is a delay due to weather. But, I digress. It just seemed that the outward friendliness of our pilot made everyone a little happier, more accepting and more tolerant.
And, guess what else? The other captain and all of the flight attendants were in a better mood too, and as a result, they delivered an even higher level of customer service.
Here’s the lesson: A friendly, outgoing, customer focused employee can raise the bar for everyone. Gerald set a great example for the rest of the employees to follow, and they did. In a sense, Gerald created the plane’s “culture.” Just like any other company might have a customer focused culture, it starts with leadership.
And, here is a reminder about leadership. My friend and colleague Mark Sanborn says that you don’t need a title to be a leader. And when it comes to customer service, anyone can step up and be a leader and role model. So, step up. Set an example. Others will follow. It’s contagious!
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXIV, Shep Hyken)
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June 30, 2014
5 Top Customer Service Articles for the Week of June 30, 2014
Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
Customer Centricity Should be at the Core of Customer Service by Tatiana Ceresa
(Green Rope) The Internet has changed the way organizations interact with their stakeholders, both internal and external. But, have companies truly made the effort to implement a strategy to communicate effectively with their internal audiences to effectively improve their external audiences? Well, yes and no.
My Comment: If you want to be known for your delivering an amazing customer service experience, then start with your own people. It takes good people that are aligned with the company’s core values that are work for both employees and customers alike.
Virgin’s customer chief: Customer experience comes down to your people by Nadia Cameron
(CMO) Virgin Australia’s Mark Hassell shares how the airline has transformed its business to become customer-led through a combination of leadership, culture and winning the hearts and minds of staff.
My Comment: I’m a big fan of just about anything Virgin. The real lesson is in the first lesson. It’s not just about the customer, it’s also about your people.
Quality service, not low prices, creates loyalty by Herb Weisbaum
(CNBC) According to a new report from Gallup—The State of the American Consumer—in their “panic to compete,” brick-and-mortar stores “often overlook what really matters to their customers—service.”
My Comment: The research (again) proves that customer service, not price, is driving loyalty. Consumers are shopping with more than just their wallets. This applies to just about any type of business, even B2B. Great article that makes the case for the importance of being customer-centric.
7 Of The Biggest Customer Service Influencers Share Their Advice by Marek Didak
(Youstice) Are you looking for some advice to improve your customer care? You’re in the right place! Who could be more dedicated to this case than some of most influential people of the industry?
My Comment: I love these kinds of lists. Seven great customer service tips that include culture, tactics, social media and more. And, it is an honor to be included as one of the seven.
4 Tried and True Ways to Increase Repeat Customers for your Bar or Restaurant by BuzzTime
(Restaurantnews.com) If you’ve been strategizing about how to increase your customer retention rates, here are four tried and true ways to turn your new customers into loyal guests for years to come.
My Comment: There’s a lot any business can learn from the restaurant/hospitality business. These four tips, while geared toward building repeat business for restaurants can be applied to just about any organization. Number four, based on feedback, is especially applicable.
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com . For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com . Follow on Twitter: @Hyken
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June 27, 2014
Guest Blog True Professionalism – The Core of Service Excellence
This week on our Friends on Friday guest blog post, my colleague Dennis Snow shares his story of a truly amazing customer service shopping experience. As a fellow reluctant shopper I can appreciate customer service at it’s best! – Shep Hyken
As a “certified reluctant shopper,” a recent shopping experience was a pleasant surprise. This experience showcased customer service at its best, and at its most simple. I was reminded that great service isn’t about grand acts, it’s about common courtesy, artfully delivered.
While visiting Chicago, I needed a pair of dress shoes (I had forgotten mine), and found myself in a store called the Walking Company. It was crowded, so I almost left. But one of the salespeople made eye contact with me. It was eye contact that said, “Please don’t leave, I’ll be right with you.” It was good eye contact.
A couple of minutes later the salesperson walked up and said, “Sorry about the wait, let’s get you some shoes.” I showed her the pair I wanted and asked to try a size 10. She said, “Let’s measure your foot just to make sure.” I know I wear a size 10, but it was clear she wanted to make sure I got the right shoes.
She measured my foot and said, “Size 10 is right, but the shoes you’ve selected won’t be the most comfortable for you. I think this other style would feel much better.” I looked at the price of her suggested shoes to see how much she was upselling me. Same price. With nothing to lose I tried on the style she suggested, and had to admit they were extremely comfortable.
The salesperson continued to wow me. She said, “If you ever buy a pair of shoes somewhere else, be sure to tell the salesperson that the arches in your foot have fallen, and you need shoes with arch support – like these.”
Impressed with the service, I asked if there is a Walking Company in Orlando, where I live. “Absolutely. At the Millennium Mall.” Since then I’ve purchased two more pair of shoes there, always with great service. I can’t imagine buying shoes anywhere else.
Let’s look at what this salesperson did that made this a great shopping experience. I’ll analyze the details in a moment, but one word sums up her style – professional. She was a professional in every sense of the word. Her skills would apply in any business.
Here are four universal traits of a professional in any job:
1. Professionals are responsive When I entered the store, the salesperson made immediate eye contact. It was sincere and that said she cared I was there. As soon as she finished with her customer she came right over to help me, apologizing for the wait. The store was busy, but everyone was being helped. The salespeople had mastered the art of handling more than one customer at a time while making each customer feel valued.
2. Professionals are knowledgeable This salesperson knew about shoes; I know very little about shoes. So she took charge of the situation and made sure that I was getting shoes that were right for me. I benefited from her knowledge. By briefly talking to me she realized she could make a recommendation – that I was flexible. Professionals read the situation and adapt to the personality and needs of the customer. All of this means knowing your product. Professionals are constantly learning about their products and their customers. The only way my Walking Company salesperson could steer me to the right shoes was by knowing shoes. Professionals know their stuff.
3. Professionals care My Walking Company salesperson could have easily brought me the pair of shoes I originally asked for. But she wasn’t selling shoes – she was selling the right shoes for me. Professionals aren’t happy just selling a product. They want it to be the right product for the customer.
4. Professionals teach you something I left the Walking Company knowing more than when I walked in. I now know to ask for extra arch support in my shoes. Not a big deal, but I will always remember that advice.
Think of some of your best service experiences: the waiter who made the perfect recommendation, or the computer helpdesk that gave you a tip on how to make an application more effective. In most cases of outstanding service, the employee left you more knowledgeable than when he or she found you. The new information might not change your life (though it could), but it does make your life a tad better.
Conclusion: Being a true professional takes thought and effort. But, once you are truly professional you can go just about anywhere. The skills are universal, and they are rare. True professionals stand out from the crowd and grow rewarding and satisfying careers. And the customers of the world know when one is at work.
Dennis Snow is the president of Snow & Associates, Inc. Dennis worked with the Walt Disney World Company for twenty years and now consults with organizations around the world helping them achieve their customer service goals. He is the author of two books, “Lessons From the Mouse: A Guide for Applying Disney World’s Secrets of Success to Your Organization, Your Career, and Your Life” (DC Press), and “Unleashing Excellence: The Complete Guide to Ultimate Customer Service.” (Wiley). Dennis can be reached at www.snowassociates.com, or at 407.294.1855.
For more articles from Shep Hyken and his guest contributors go to customerserviceblog.com
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June 25, 2014
Being Easy to Do Business With Is Good Customer Service
If I had a nickel for every time someone told me, “You should call ‘so and so.’ Their customer service is terrible. They could use your help,” I might not be rich, but it would definitely pay for a great vacation or two at a customer-focused resort. Seriously, many people share their customer service horror stories. Most of the time, it is an indifferent or bad attitude from an employee that causes the customer service snafu. However, my friend Victor Cohen recently told me a story that is worth sharing. It wasn’t the attitude of the employee that caused his problem. It was the company’s system and guidelines.
All Victor wanted to do is watch the hockey game. It was the final game of the Stanley Cup and he knew it was being televised on a major network. He rushed home to watch the last part of the game, but couldn’t find it. He went to the “guide” that the cable company provided on screen and it wasn’t there. The reason, by the way, was that the game went into overtime and the originally scheduled shows were showing up on the on-screen guide instead of the game. But, that’s not where the real problem was.
Victor decided to call the cable company. After holding for few minutes and being reminded that his “call was very important,” a customer service agent finally came on. All Victor needed to know was what channel the Stanley Cup Final game was on. It was a simple question.
Instead of a simple answer, the customer service agent had to follow the script and started asking his own questions that started with Victor’s account number, billing address and more. Victor said he didn’t have his account number handy, and couldn’t see how that had anything to do with what channel was showing the hockey game. Couldn’t this rep just look it up? Other than the city, the account number and other requested information was unnecessary.
After fifteen minutes of wasted effort on the phone and a little channel surfing, Victor found the channel. But it was too late. The final goal in overtime had already been scored. Game over.
This disappointing story can, unfortunately, be told in many different ways with many different companies. It may not be a hockey game or even a cable TV company. It’s simply a customer calling in for information or help, usually with a simple question that doesn’t require knowing the customer’s account number, billing address, mother-in-law’s maiden name, etc. But no, the policy or “system” can get in the way of creating an easy and simple customer service experience.
Now, in all fairness to support centers around the world, I understand the need to have a customer’s information to link a customer to an issue. However, there may be times when it really isn’t necessary. That’s where other options, such as a website with frequently asked questions, self-help options, YouTube how-to videos and other ways the customer can access information on their own come into play. Or, the customer service agent can just share the information without asking any other questions. The bottom line… Be easy to do business with!
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXIV, Shep Hyken)
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June 23, 2014
5 Top Customer Service Articles for the Week of June 23, 2014
Each week I read a number of customer service articles from various online resources. Here are my top five picks from last week. I have added my comment about each article and would like to hear what you think too.
30 smartest customer service moves by Customer Thermometer
(Customer Thermometer) To help you on your way, we’ve collated 30 of the smartest customer service “moves” and ideas around. If you want to improve your customer retention, boost your positive word of mouth or are just looking for a few new customer service ideas, we’ve got you covered.
My Comment: I love articles that list out customer service tips and there are 30 great ones here. There is something here for everyone in any business. Thank you for compiling these ideas, strategies and tactics.
Restaurant insiders reveal their customer service tips and tricks for ensuring your repeat business by Dana Schuster
(news.com.au) AN ELITE group of restaurateurs and professional foodies met in New York this week to focus on mastering the art of hospitality.
My Comment: Even though this great article seems to be focused on the restaurant business, there are a few ideas that any and every business might want to consider. Using Google to learn more about customers that are coming in for dinner is a great idea that can used in any business. We actually set Google Alerts for some of our best customers. Pampering the kids is more about recognizing that others in the company (or family) might have influence.
Strauss: No do-overs for first impressions by Steve Strauss
(USA Today) So how do you make sure that you create that all important great first impression? Here are a few ways.
My Comment: The “First Impression” is such a simple interaction to manage, why blow it. Simply put, the first impression is what sets the tone for whatever interaction is to follow. And, as this article points out, the first impression may set the tone for a loyal relationship.
This Tiny Restaurant Knows More than You About Customer Experience by Noreen Seebacher
(CMSWire) If you want to learn about customer experience, forget the next overhyped, overcrowded, tech-focused conference. Just eat at Joe’s in Savannah, Ga.
My Comment: What happens when you combine a great product, great customer service and social media? An amazing customer experience. Great insights from a small business that plays on a pretty big field; and wins.
4 Best Focal Points for Killer Customer Service by Elliott Brown
(Survey Monkey) According to Buckingham and Coffman, the four levels of customer expectation are accuracy, availability, partnership, and advice. And the book’s authors say that companies that measure these sequential levels will have a better understanding of what their customers really want beyond a mere product or service transaction. Here’s a breakdown of the four expectations.
My Comment: Customer service doesn’t have to be rocket science. It’s common sense, that unfortunately isn’t so common. Gallup has identified four essentials to making your customers happy, and I doubt that anyone would disagree.
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
(Copyright ©MMXIV, Shep Hyken)
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June 20, 2014
Guest Blog: When Business is Good, Customer Service Gets Tested
This week on our Friends on Friday guest blog post, my colleague Marilyn Suttle writes about a topic I often talk about, the importance of speed and customer service. Speed creates customer confidence. – Shep Hyken
You know your company is doing well when new business comes in the door, and old customers keep coming back. During growth spurts, time gets tight. That’s when customer care is most in jeopardy.
It starts with a whisper that creeps into even the most dedicated minds saying things like:
“I don’t have time to follow up on that email. It will have to wait.” Followed later with, “I think I’m forgetting something.”Gently nagging while dozing off to sleep, “Did I ever respond to William about his order request for George?”
That whisper will have you weighing which customers are “worth” your limited time, and which ones can be put off “for just a while.
It can hypnotize you to “reach for the nearest cookie” for comfort when you’re feeling time-starved and overwhelmed. Over time, it rewrites each employee’s definition of “this is the way we do things.”
Customer service can appear to be intangible – hard to measure, and hard to track. It’s not an impossible metric. The issue most people fail to factor in is this – customer service always needs immediate attention, though the bottom-line impacting results are not immediate.
As you look around your business at the height of success, what you’re seeing isn’t your current customer service culture at work. You’re seeing the results of your PAST service efforts.
That whisper that shows up during times of growth, much like a new puppy, needs to be trained so it doesn’t make a mess of things.
What can you do about it?
ACKNOWLEDGE TEMPTATIONS. Pay attention to thoughts that tempt you to skimp on the customer experience and congratulate yourself for noticing it. You can’t make positive adjustments unless you notice what needs adjusting.
HAVE BRAVE CONVERSATIONS. Talk to your team and “out” yourself. Talk about your own struggles with service levels and check in to see if others have had similar issues due to time constraints and growing demands. Your authenticity will make it easier for others to share concerns openly.
FOCUS ON SOLUTIONS. Brainstorm ways to minimize any growing pains your clients experience as you put new systems in place to handle the new work load your company’s success has created.
PRACTICE ACCOUNTABILITY. Hold yourself and your company accountable to maintaining a culture of customer care. Growth is a good problem to have as long as the commitment to uphold service values stays intact.
Results coach Marilyn Suttle is an international conference speaker and co-author of the bestselling book, “Who’s Your Gladys? How to Turn Even the Most Difficult Customer into Your Biggest Fan.” She works with companies who want to create and maintain cultures of customer service excellence. For more information on Marilyn’s presentations, online training, and books, contact (248) 348-1023 or Marilyn@MarilynSuttle.com or visit www.WhosYourGladys.com
For more articles from Shep Hyken and his guest contributors go to customerserviceblog.com
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June 18, 2014
Today’s Marketing Keeps Customers Coming Back
Customer Service Is the New MarketingTraditional marketing was used to get customers “in the door.” But today’s marketing keeps customers coming back. It’s more than a marketing message. It’s a marketing experience.
More and more, the case for customer service and experience is being closely linked, if not actually one in the same, with marketing becomes stronger. The marketing department has always been responsible for delivering a message or brand promise that makes customers want to do business with you. At one time marketing was all about the product. In some cases, it still is. However, the smart companies are recognizing that what they sell is a commodity; in that most of the time their customers can find the exact product, or something very similar, at another business or website. The smart companies market more than the product. They market the benefit of buying that product from them. And, the benefit that is commonly used is the promise of customer service and an amazing experience.
Think about the advertising on TV, radio, print and online that touts various customer service awards, such as JD Power. These companies want you to know they deliver value beyond the product. That is what they do to de-commoditize themselves from their competition.
The “New Marketing” continues long after customers hear or see the original message. It happens throughout the entire customer journey, and when the customer comes back, it repeats itself. The new way of marketing is to be so good throughout the customer’s journey – at every interaction or touch-point – that the customer not only wants to come back, but also evangelizes on behalf of the company. Hence, the term, word-of-mouth marketing. The perfect situation is when the customer tells their friends, family members and business associates about not only the product they love, but the company from which they bought it.
Tom Baldwin, the former Chairman and CEO of Morton’s The Steakhouse, used to say that the restaurant chain’s best marketing didn’t come from any traditional advertising on television, radio, newspapers or magazines. It came from the employees doing what they were supposed to do; deliver an exceptional experience that made their guests want to come back and talk about it to their friends.
The key is to manage all of the contact that your customers have with you throughout and after their experience that reinforces that they made the right decision to do business with you. It’s about how you handle the touch-points and interactions that the customer has with your people, your website, your support channels and more.
Customer service drives the customer experience. That’s your best marketing. That’s the New Marketing.
Shep Hyken is a customer service expert, professional speaker and New York Times bestselling business author. For information contact (314)692-2200 or www.hyken.com. For information on The Customer Focus™ customer service training programs go to http://www.thecustomerfocus.com. Follow on Twitter: @Hyken
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