Whether you’re watching the football or a concert, what makes the experience remarkable is the performance. The unexpected ways the performer connects with you. Whether it’s a mark or a vocal note that you connect with, it’s what beings excitement & entertainment.
86% of customers are willing to pay more for great customer service according to PWC research
In business we are often told many things to make the experience remarkable from speed to polish. I too have often found myself doing everything to deliver on these values.
However, regardless of what you product or service you sell, the way you deliver your service is what will be remembered.
When service is prioritised, what can you do to improve your service delivery?
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Time
- To increase the value of your service think about ways to improve your service delivery times. Notice the work improve.. Take an elevator for example, the service delivery cannot go faster. This is why we often see tools of entertainment like mirrors in elevators to make the time feel faster.
- So what can you do in your business to improve delivery time for your customer or keep them entertained during the experience?
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Effort
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Pre Purchase
- How can we reduce the effort a customer experiences during their pre purchase phase?
- How can we reduce our teams effort in delivering this experience?
- David from RF Shop in South Australia has done an incredible job at this by not only enhancing the customers experience, but also creating a connection with customers building trust, reducing phone calls customers are making daily before they buy products.
Bonus Tip: Highlight problems the customer will have as a result of their purchase & be sure to offer solutions to these issues.
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During Purchase
- This is make or break time, it’s when your team needs to shine.
- These days your business processes & systems are often blocking your customers from purchasing.
- Your purchase process needs to be smooth with little friction
Bonus Tip: If you up sell the use don’t make the user fill in credit card details twice
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Post Purchase
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Post Purchase is where you define your reputation, either you define it or your customer will define it for you.
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Tech companies often dedicate teams to “Customer Success” not “Customer Service” this principle should be applied to every industry.
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How can you make your customer as successful as possible after purchasing your product or service?
- Do you have a great instruction manual or community that customers can connect with?
- Typically a designated customer success person will be used for sales over $2000 per year. If you sell a product under this thats where enhancing your business systems becomes the focus, from providing instruction manuals to creating communities with discord.
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Increase Interaction
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For every positive interaction you win a point towards building up your reputation. I use to only think this event would occur at the end of the product or service delivery. However this is false, your customer remembers every positive event so why don’t you highlight this?
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If you are selling Marketing services and the goal is to grow the customer business awareness over 90 days. If we don’t promote the positive events along the way if we fail to hit the target then the customer will only have one event to judge us on.
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instead do this:
- Send an email highlighting customer progress. “Hi, we have completed your business analysis report, if you would like to discuss it please let us know. Til then we have passed on your details to Kalindi who will be using the report to develop your marketing strategies prioritising areas of weakness & branding”
- Send Google reports highlighting increased traffic weekly
- If there is an issue that is not in scope but could add value to customer journey. Raise it immediately & suggest ways to resolve the problem a head of time. For me if it’s an obvious 15min fix I fix it straight away and let the customer know what I have done. “Hi, I noticed your email records were not configured correctly causing your emails to go to more spam boxes. I fixed this by adding a new A Record to your email file”. The customer doesn’t know exactly what I did.. All they know is that what I did was aligned to our common goal & that’s what matters.
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The goal is to elevate your customers confidence that you will deliver on the product or service. Doing this will increase the likelihood that they tell their friends and family about you.
