The Customer Experience - It’s the Little Things
As the marketing manager here at ArcherPoint, I am constantly bugging our subject matter experts to blog (the never-ending battle for SEO rages on…). I thought it was about time I put my money where my mouth is. The trouble is, I’m not a Microsoft Dynamics NAV expert, nor am I a manufacturer, distributor, or retailer. However, I AM a consumer (and an active one at that), and I’ve also been around the marketing block. I think that combination brings me some insights—and some questions at times—that I believe will help our retail clients become better advocates for their customers, which will ultimately bring more value to their businesses.
I recently started reading Unleashing Excellence: The Complete Guide to Ultimate Customer Service, by Dennis Snow and Teri Yanovitc. One point that struck me was that “everything speaks” to your customers—not only the interactions with your employees, but also the physical environment of your store (or your online presence) goes a long way to creating the total customer experience.
I know this might sound like just about the most obvious thing you’ve heard in a long time, but hear me out. As I read retail newsletters, I’ve observed that we’ve begun to lose the forest for the trees. We are so concerned about chasing the omni-channel grail (never pass up the opportunity for a shameless plug), having the right technology, and gathering every dust speck of data and know where are customers are at all times that we’ve lost sight of the basics.
For example, I was recently in a restaurant restroom. I went into the stall immediately after an employee left the same stall. While she did wash her hands before she left (to my relief), she also obviously stepped over a pile of paper towels on the floor as she left the stall, rather than stopping to pick them up and deposit them in the trash. This “it’s not my job” mentality most likely shows in other areas of her work and is always noticed by the restaurant’s soon to be former customers.
On the flip side, a diner my friend frequents—and is “always packed”—has obviously trained its staff that it is everyone’s job to fill empty coffee cups and clear dishes from tables, regardless of who the table belongs to. If you are doing it in your station, you can help out in other stations while you’re at it. It not only streamlines the filling/cleaning processes, but it shows their customers that everyone cares. (As an aside, the waitresses have been working there an average of 25 years…at a DINER. I think that speaks for itself.)
These are just two simple examples from either end of the spectrum. They did not involve analytics or handheld devices—just people doing little things. But they were memorable and made a difference. Now, I pose the question to you: How does YOUR company ensure an exemplary customer experience—in little ways—EVERY time? I look forward to hearing from you!
Author: Suzanne Scanlan, Marketing Manager at ArcherPoint