Do You WOW Customers With Every Exception?
by Kate Nasser |
The True Loyalty From Exception-al Customer Experience!
From the customer’s perspective, exceptional customer experience has its roots in exceptions to standard policies.
Exceptional customer experience develops customer loyalty by creating personalized ease and comfort. Meanwhile, many companies ironically standardize in an attempt to deliver, manage, and measure exceptional customer service and customer experience.
Do your standard procedures WOW the customers into loyalty to your brand or push them to escape the chains of your procedures and go to a brand that focuses on their individual needs?
How Well Do You Deliver Exceptions to Create Customer Loyalty?
Large companies in the travel and hospitality industry use profiles for frequent customers to deliver personalized service. It’s a good start. Yet once again they standardize it to certain categories like type of rental car, floor preference in a hotel, aisle or window seat on a plane.
Companies that WOW, expect, accept, and deliver exceptions as the standard approach — and thus win the customer’s loyalty.
- Do your employees see exceptions as difficult? In hotels, customers miss not only the comforts of home but the comfort of being home. There’s a difference.
Many hotels have standard offerings now that provide some of the comforts of home and yet the employees struggle to deliver exceptions to it. On the other hand, the hotels that WOW give customers the comfort of being home where they can access whatever they need and want whenever they need and want it. The staff deliver truly personalized service. That’s a WOW. That builds loyalty.
- Are you using technology to enable customers to personalize for each interaction? What if there were a way for all hotel customers to electronically submit their personalized needs each day so that service teams could easily deliver? Picture a customer being able to enter a daily request for extra towels with a simple electronic entry and housekeeping staff being able to easily view and deliver this personalized service.
- Do your metrics demotivate or punish front line management and staff for delivering exceptions? Delivering personalized ease and comfort to customers is quite achievable when all teams (front line and behind the scenes) are free to do just that. When leadership, organizational culture, or performance metrics undermine that, it will not happen on a regular basis.
Few if any customers approach a brand with the thought, “how can I the customer fit into what the brand has to offer?” They want to know what your brand can do for them. Don’t trap your customers in your procedur-itis. They always have the option to escape to another brand.
Customer loyalty rests in delivering exceptional personalized customer experience through your caring and agility. Are your teams agile enough to deliver the WOW?
I am here to help you as I have so many brands.
From my professional experience to your success,
Kate Nasser, The People-Skills Coach™
©2012 Kate Nasser, CAS, Inc. Somerville, NJ. If you want to re-post or republish this post, please email firstname.lastname@example.org. Thank you for respecting intellectual capital.
Kate Nasser, The People-Skills Coach™, delivers coaching, consulting, training, and keynotes on leading change, employee engagement, teamwork, and delivering the ultimate customer service. She turns interaction obstacles into interpersonal success. See this site for workshop outlines, keynote footage, and customer results.