It is easy to get caught up in the trap of focusing TOO heavily on the “glitz and glam” of advertising and not enough on what your customer actually experiences. Attention getting and effective ad campaigns only work when they are paired with a positive customer experience.  Follow through is critical! Your ads are designed to draw people into your doors, but once they are there it is no longer the responsibility of the advertising.  Now is the chance to really wow your customers and turn them into word of mouth promoters! (The ultimate goal!)

Here are a few quick tips to help you determine your customer experience strategy:

• Go above and beyond: People expect to be happy – word of mouth occurs when those expectations are blown away.
• Communicate with your customers: Invite your customers to give you feedback and take their responses seriously (even if it’s not what you want to hear!)
• Take an objective look: Being in the midst of the business, this is sometimes very difficult to do. If so, hire a team of professionals to assist you in determining what needs to change and tweaks that can be made.

I would love to hear your thoughts about customer experience. What companies are doing a superior job?

Notice I said a happy customer, not a satisfied customer. A customer EXPECTS satisfaction. They expect good food, good service, and a good experience. The process cannot end here. Word of Mouth advertising (the most powerful form of advertising) is only truly activated in full force when a customer becomes dazzled, delighted, and happy.

A great business man I know is in a retail business where delivery is offered to his customers at no charge. He once told me a strategy of his was to tell his customers (especially new customers) their product would be delivered one or two days after the date he knew for sure he would have it delivered by. This seems simple, however, the level of customer happiness greatly increased!

It is surprising how small gestures and offers greatly impact a customer’s mindset and take their level from satisfied to dazzled.

These simple suggestions will help your business take your customer’s satisfaction to the next level:

1) Start Practicing an “Open Hand Policy”

In the book, “9 Lies that are Holding Your Business Back: And the Truth that Will Set It Free” by Steve Chandler and Sam Beckford (which I greatly recommend), lie number 6 states that, “You have to be tightfisted.” The exact opposite is true! They use a wonderful example about holding sand. While holding sand, if you squeeze your hand most of the sand is lost. Likewise, when your hand is open you can hold the most.

The same goes for business. Tightfisted businesses that have stingy refund policies, do not show appreciation to their patrons, and are not willing to spend a couple extra dollars to really dazzle their customers will end up losing the most customers in the long run. They have no emotional connection to you! They are not impressed. When a competitors’ coupon shows up in the mail, they will be more likely to leave you.

2) Do Not Have a Short-Sighted Mentality

Businesses that see customers as a one-time hit will not be concerned with dazzling their customers. Do not become short-sighted. Although it may seem like a pain to offer that unsatisfied customer a complimentary meal, do not forget about the people that person communicates with in a day and the people he/she will tell about you. Every customer is more valuable than their one-time purchase.

3) Think “Dazzle”

Next time a customer walks through your door do not think “satisfy this person” think “dazzle them.” Write down a list of things you and your employees can start doing that will get your customers excited and talking. Perhaps offer a complimentary gift card to some of the faces you see on a regular basis or offer a special gift with a purchase. Make customer “dazzling” a company culture and stick to it. You will not be disappointed.