Delivering WOW!
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Delivering wow means surprising and delighting customers with personal touches that make them feel valued and create memorable experiences. Most companies focus too much on basics and not enough on differentiation. The document suggests brainstorming "toy surprises" to differentiate from competition and identifying unexpressed customer needs to meet them in various situations. It provides contact details for additional customer service training resources.
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Delivering WOW!
- 1. DELIVERING WOW! Myra Golden
- 3. Surprise & delight Produces a ‘wow’ reaction It’s the personal touch Makes customers feel valued Is memorable Creates a talking point
- 4. Most companies focus too much on the basic ingredients and not enough on adding that extra something that differentiates them from their competition and builds brand loyalty. What “toy surprises” can you create that will differentiate you from the competition? Come up with 3 ideas.
- 7. Identifying unexpressed needs… Brainstorm 2-3 opportunities/situations employees might identify and meet unexpressed customer needs.
- 10. Additional questions not answered today
Editor's Notes
- Business is about two things and two things only: Winning customers and keeping customers. The hard part, for many companies, is holding on to customers. What does it take to engage customers and keep them for life? That’s the question I began to study and research more than 10 years ago. I wanted to know what kept a customer from defecting to the competition? Was it price, uniqueness of product, convenience, customer service? To answer this question, I decided I would take a year and look and research customer loyalty. I held focus groups, studied loyalty-leading companies, I had hundreds of consumers write into me sharing their stories, I visited with dozens of executives and small business owners and I read every piece of research I could get my hands on. One of the first things I discovered is companies were focusing on the wrong thing. They were focusing on customer satisfaction, when they needed to be focusing on customer loyalty.
- Cracker Jack – While Cracker Jack® was consistently popular since it was introduced in the late 1800s, its appeal increased dramatically in 1912, when a surprise could be found in every package. People have always liked and expected good caramelized popcorn and peanuts when they open a box of Cracker Jacks, but they are delighted by the surprise that is thrown in as part of the deal. Starbucks uses this same concept in its stores. People expect high quality coffee that is consistently prepared when they visit a Starbucks, but they are pleasantly delighted with the attentive service and feeling of community in the stores.Zappos.com follows the Cracker Jack philosophy as well. People expect a good quality shoe that fits when they order from Zappos, but are surprised and delighted…WOWed when their order arrives the very next day…And the shipping is free!Unfortunately, many companies focus too much on the basic ingredients and not enough on adding that extra something that differentiates them from their competition and builds brand loyalty. ~The Starbucks Experience
- Next…
- Zanes: "The number one thing is customer service," he says flatly. "Service will keep you in business, and the lack of it will put you out." What's the bottom line with great service? "I keep my customers out of my competitors' stores," Zane says. "They don't have the opportunity to sell even a water bottle." Zappos: Powered by Service – A service company that sells shoesSouthwest Airlines
- Always think: “What else might the customer need/want?”Focus on meeting both the customer’s expressed and unexpressed needs.Best Buy guy…”You mentioned you have an iPad. Have you ever wished you could print a document or picture right from your iPad?”
- Next…
- Apple Genius Bar - Undivided attentionGenius-level knowledgeFast serviceFriendly serviceKeep customer in the loop
- REMEMBER, Profitability and growth are dependent on a firm’s ability to successfully acquire and retain customers. The keys to building loyal customer relationships are to fiercely focus on gaining not only market share, but customer share. Keep the customers you have acquired by managing the customer experience, developing a customer recovery strategy, and creating a winback plan to win back high net-worth customers who defect. There’s enormous opportunity out there…seize it!