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.
- 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.
- 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.