I went in to a store the other day to spend some money. The company will remain nameless to protect the guilty. There were two young clerks behind the counter discussing someone they both knew and disliked. Luckily, I was able to complete my transaction without interrupting their conversation.
Unfortunately, this experience is all too common in business. Any business can provide a product or service, but not every business delivers an experience. The benefits of a superior customer experience are enhanced customer loyalty, higher margins, and increased share of your customer’s spend.
A good first step is to draw a customer experience map of every TouchSpot the customer has with your business from start to finish. Then at key spots on this customer experience map design “magic moments” that will enhance the customer experience. Your goal should be to create a customer experience that people have to talk about…positively.
So what’s your customer experience? My name is Jay Ehret, I am the Marketing Guy, and my business is small business marketing solutions. For more small business marketing go to my website: themarketingspot.com.