5 Steps To “WOW” Customer Experiences

Discover the rewards of creating a service culture that connects people and increases revenue

Did you know that analysts predict that by the year 2020 the key differentiator will be the customer experience. Crazy, right? Think about it…..how you treat your customers will overtake price and product. Those companies who don’t get on the “WOW your customers” wagon will be left in the dust.
 

Most businesses are losing money because of the hidden customer service gap. Did you know that exceptional customer service businesses outperform the S&P by 4 times? (Hospitality Index Report). That’s huge!

Companies who offer WOW customer experiences enjoy the 4 R’s of loyal customers:

1. Repurchase: Loyal customers buy again.
2. Refer: Loyal customers tell their friends.
3. Retain: Loyal customers don’t switch to a competitor.
4. Rewards: Loyal customers increase your bottom line.

Let’s look at just five simple steps to begin the journey to exceptional service.

Step #1: Align Leadership

One of the biggest issues within organizations is the issue of leadership alignment. When the leadership team is not in agreement with the mission, there’s confusion. Employees feel disconnected and lacking direction. Leadership must speak the same language, have the same goals, and agree on the process of desired initiatives.

Step #2: Create a Service Vision

A Service Vision is a statement of how each and every employee from the top down will serve your customers AND each other.

A thoughtful Service Vision gives a sense of purpose and meaning. It is the platform on which providing WOW customer experiences is based upon. A Service Vision must be concise, actionable, relatable, and easy to remember. Think about your industry and the needs and expectations of your customers. What’s important to your employees and your customer alike?

Consider the Service Vision of the Ritz Carlton: We are ladies and gentlemen serving ladies and gentlemen. Concise. Actionable. Meaningful. Memorable.

Step #3: Respect Employees

Consider this: Companies who empower, celebrate, and educate their team reap the rewards. These companies not only enjoy a happier environment, but they have higher employee retention and lower turnover.

Empower your team by allowing them to WOW a customer or fix a service problem without asking for permission. Celebrate your team by looking for opportunities to acknowledge their accomplishments. Educate your team by creating mandatory training for each employee on customer service. Many companies only spend time educating new hires on policies and the technical aspects of the job. This is good, but if you are shooting for a world-class organization that WOW’s your customers, all employees from top down must have an understanding of what great customer service looks like. Never assume your team knows how to treat customers and colleagues.

The American Psychological Association found that 93% of employees who feel valued report they are more motivated to do their best for their employer. Happy employees are:

•    Productive and creative
•    Stay with the company longer
•    Become better leaders
•    Take less sick days
•    Provide better customer service
•    Handle conflict better
•    Recommend the company to others

Step #4: Develop Consistent Communication

Did you know that 75% of all communication is either forgotten, ignored, or misunderstood? No wonder there’s so much confusion out there. No wonder there’s an epidemic of “He said, she said.” No wonder there’s frustration, inconsistencies, and lack of understanding.

It’s time to fix the communication dilemma. Your customers, as well as your internal team, should receive the same kind of communication at every touch point within your organization. Communication must be standardized, consistent, professional, and friendly. Every outstanding organization is obsessed with creating communication guidelines.

If you’ve ever visited Chick-fil-a, you’ve probably noticed there’s something different about this fast-food business. They actually use the customer’s name. They don’t say, “no problem,” but instead say, “It’s my pleasure.” This kind of attention to communication is the reason Chick-fil-a outperforms every other fast-food establishment.

Develop communication guidelines for your entire organization. All departments should follow the guidelines. Your customer should not experience great service in one department and then poor service in another. They should experience the same service no matter who they are interacting with in your company.

Scripting is another great way to develop consistent language throughout your organization. Take time to focus on the most common questions, concerns, and complaints from your customers. Write them down and brainstorm with a group of individuals from different departments to find the best way to address each one.

Step #5: Fix Service Failure

Many organizations look at service failures or mistakes as problems. Here’s a new thought… how about looking at service failures as opportunities. Think about it… every time you receive a complaint from a customer, you are getting free advice on what needs fixed.

Here are 6 steps to service recovery that will WOW your customers and create brand ambassadors.

6 A’s of Service Recovery

1. Acknowledge: Is your customer really satisfied? Unfortunately, most customers usually don’t complain. They just don’t come back. Pay attention to your customers’ body language, tone of voice, and facial expressions to determine their level of satisfaction.

2. Apologize: Was the problem your fault, your colleague’s fault, or the customer’s fault? It doesn’t matter! Apologize for the problem, the misunderstanding, or the inconvenience. Don’t make excuses or place blame on others.
3. Assess: Do you have a clear understanding of the problem. Listen and ask questions to gain a clear picture of the issue.
4. Action: Are you too busy to handle the problem immediately? Never! Take action to fix the problem immediately.
5. Above & Beyond: Do you understand this is a BIG opportunity? Fix the problem beyond the customer’s expectations.
6. Attitude: How’s your attitude? This is the most important aspect of effectively handling a customer’s complaint. Your attitude must be positive and sincere.

Bonus Step: Look for Opportunities to WOW

How will you differentiate yourself from your competition? Why will customers choose you over another company who may be more convenient or less expensive?

Implement these tips today to give a WOW experience and you WILL become a WOW company.

•    Know your customer’s name
•    Use positive body language
•    Communicate with warmth, friendliness, and understanding
•    Keep a database of your customer’s preferences
•    Personalize the experience – remember birthdays, anniversaries, vacations,
•    accomplishments
•    Anticipate needs
•    Become a no risk company
•    Fix service failures beyond your customer’s expectations
•    Empower your team
•    Make each and every customer feel like your only ONE!

Begin implementing some of these steps today and become the company who WOW’s!

Author Bio

Christine Chen is Founder of Christine Chen Consulting. Christine is a customer service expert, professional speaker, consultant, and trainer. She works with companies and organizations who want to build exceptional service cultures, connect people, increase revenue, and enjoy long-term stability. Connect Christine Chen Visit www.cchenconsulting.com