Creating the Ultimate Customer Experience: So Many Choices, So Little Time

As a consumer, do you ever remember a time when you had so many choices? There are options for everything! Think about how many grocery stores are within a 10 mile radius of your home. How many drug stores or pharmacies are nearby? Is there a bank or credit union on every corner? Advertising messages are coming at us from every angle and the “noise” in the marketplace is deafening.

Now go from the macroscopic view of the marketplace to the microscopic view of the brands we have to choose from. The last time I needed to buy laundry detergent, there had to be dozens of choices for me, as a consumer, to consider. Laundry detergent isn’t the only product that sends the consumer into analysis paralysis! Seems every product and service on the market has its share of competition – and lots of it!

The point of this line of questioning is to get you to stop and think – as a consumer- about what it is that makes you loyal to a business or brand.  What do they do that keeps you coming back for more? For most of you, the answer will be service since little else differentiates businesses in today’s marketplace.  The businesses and brands that strive to keep the customer at the center of their focus will be the ones capturing the lion’s share of the business out there. Providing a service oriented approach – in other words, constantly asking yourself – “Is there anything more I can be doing to make my customers’ lives better (easier, simpler, etc.)?” – will create an environment of doing business with your customers that will make them eager to engage in their next transaction with you.

As a business leader, take the lessons you learn from each of the companies you patronize and the brands that have captured your loyalty and begin to transfer their customer retention strategies to your business. Keep in mind that it’s important to have a solid customer service plan in place that is clearly communicated to each member of your company and don’t forget to mystery shop several times a year to ensure that your plan is being followed. Your customers will be sure to let you know if you are on the right track when it comes to getting their repeat business!

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Creating the Ultimate Customer Experience: Gem of a Sale

You know when you’ve just gotta have it now, whether it’s pizza, a new outfit or an answer? Instant gratification is everywhere.  Why wait, when you want—NEED—it faster than five minutes ago? I spotted a prime example of instant gratification in action just last week.  A new item, advertised as the perfect accessory for spring, created a buzz in the stores that make up a small chain.

The item, a delicate pendant spun from multicolor threads and embellished with tiny silver charms, was a surprise hit for the chain.  The buyer who liked it, underestimated its appeal, so the small order quickly sold out.  The trendy “gotta have it now” item of the moment was on backorder, much to the annoyance of those who fell in love with its design.

“We’ve been to every store,” one customer said. “They all say to place an order and we might get it in a month.” At the store where I stood, one saleswoman wore the necklace, its pastel-toned shadings enhanced by her simple black blouse.  “How many could you sell, if you had them in stock?” I asked, and she rolled her eyes. “No one wants to even look at anything else.  We could move hundreds, along with coordinating accessories. It’s like trying to sell pink flowers for Fourth of July.”

I watched as she patiently explained to yet another young teen that no, there were no more in the back.  “She really wants one,” the girl’s mother pleaded, waving a platinum credit card. “But not for herself.  It’s for her friend’s birthday.” The teen explained, “Jen’s dad‘s been out of work since summer, and she’d never be able to afford one. “

The saleswoman unclasped her own necklace, discreetly placing it in a small box, while the teenager’s face lit up like a sunrise.  When the happy sale was complete, I looked at the clerk, who shrugged. “I really hate disappointing customers,” she said.  “My grandfather ran a clothing store, and he always said, if you make the customer happy today, he’ll come back happier tomorrow.”

True, no matter what you’re selling—even, or especially, when it’s a surprise order of instant gratification.

Have you ever done anything really special for a customer? We’d love to hear about it!

Creating the Ultimate Customer Experience: Generational Marketing and Selling

Generational marketing is huge right now. Many companies are tapping into understanding the various generations in an effort to make more of an impact on the marketplace and capture more  market share. But so what if there are four unique generations working and making purchases in today’s companies and marketplace?

Who cares?

You should. That’s who!

For the first time in history we are dealing with four generations that have very particular needs and patterns of behavior when it comes to making purchases, being managed, being motivated, and being hired. Successful companies know that forging strong relationships with our customers is the key to profitable business because long-term customer loyalty pays off in the form of repeat sales, referrals, and positive word- of-mouth advertising. We create strong relationships with our clients when we truly understand their needs and wants. We all like dealing with people and companies that “get it” when it comes to understanding who we are.

Let me give you an example. I can not begin to tell you how frustrating it is for me, as a Baby Boomer,  every time I am in line at the checkout at the grocery store. I always make an attempt to engage the cashier in conversation. It’s usually about little things like the weather or the price of eggs. I find it frustrating when the Millennial (a person born between 1981 – 1999) at the register fails to make eye contact or laugh at my silly jokes. I feel left out of the transaction somehow. I sometimes even go so far as to look for a cashier who is about my age before I pull into a register station so that I might make a connection. You see, as a Baby Boomer, it’s all about connecting and I will go to great lengths to patronize businesses who understand that part of who I am.

Making your staff aware of the things that are unique to each of the generations can go a long way to creating customer experiences that are positive and enduring. Isn’t that what we’re all after? If you haven’t checked out Market Viewpoint’s Generations in the Workplace Seminar series, it’s not too late. Contact us to get the latest on this popular series and how it has helped other businesses.

Market Viewpoint wants to hear from you! What are some of your most frustrating encounters with people from other generations?

I bet we have a lot of talk about!