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4 Ideas for Improving Your Customer Experience

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Buying_food_at_Eaton's_using_ration_couponsWhen I walk into your place of business, what happens? Am I greeted or am I left to wander? If I interact with someone, am I treated warmly or am I an annoyance? Is your employee (or you) under control or flustered? What do your customers look like? Are they happy to be there or are they aggravated? If I have a question about your goods or services, can someone answer it? Are you (the owner) the only one that can answer some questions? If so, are you readily available? Can you be reached? If I want to buy something, is it easy to do so? Do your employees know how to work your technology?

I could go on and on…The real question is, what is your customer experience? Whether you sell goods or services, the feeling I get when I interact with you will leave a lasting impression on me and will influence not only what, if anything, I will buy, but will affect whether I return and will determine what I tell others about you.  Like Will Rogers said, “you never get a second chance to make a good first impression!”

There is an entire industry built to gather this type of feedback – mystery shopping – but many businesses don’t need a formal program to get the insights that they need. Here are four simple ideas that will help you make dramatic improvements in your customer experience:

  1. For many businesses, they haven’t actually thought out what the customer experience should be. One idea might be to take a step back and think like a customer. What do you want to happen when someone walks in? How should someone feel? What makes a successful interaction? Write down a list of things that paint a picture of how you’d want the experience to be.
  2. Once you’ve got your picture worked out, prioritize that list. What’s the most important thing that needs to happen? Is it a greeting? Is it that your employees are knowledgeable? Put your list in order from most to least important. Cross off the bottom half. The top half is your action list.
  3. Share your action list with your employees. Ask them how they can help you create a great experience. Ask them what they need to make it happen. They are your front line and should be a valuable resource. *One note, if your employees can’t help you in this way, maybe you need to think about who is on your staff.
  4. Ask a friend or someone you trust to visit or call your business. Give them your action list. Ask them how many things actually happened. Do this again, and again, until you get things right.

There is always more you can do to improve your customer experience, but taking these first steps will move you far down the path to ensuring you are exceeding expectations.


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