Southwest Airlines halted all their operations this past Tuesday morning, citing “intermittent technology issues.” By 1 PM/Eastern, 43% of the airline’s schedule was delayed.
The airline released a statement saying that an issue with a “vendor-supplied” firewall (I’d hate to be that vendor) caused data connection problems within its operations teams. An internal message seen by the frequent traveler website, The Points Guy, noted several computer systems that had lost connectivity.
Any and every business will have IT problems at some point – ranging from what Southwest experienced this week to a solopreneur uncertain of how to run a credit card. And, following their holiday debacle over the old scheduling technology that Southwest was using, “Southwest executives have said that they were accelerating plans to modernize the airline’s systems and doubling down on investments in new infrastructure improvements,” according to The Points Guy.
They had better be doing that. Because as I state in my forthcoming book, “The Ultimate Customer Experience,” the first level of customer interaction is “Processing.” In other words, there are some aspects that are non-negotiable from the customer’s point of view. If you fail to deliver at this first level, none of your other activities to drive customer retention will succeed.
Customers do not want us to “make it right.”
Customers want us to “GET it right!”
For Southwest, keeping the planes moving safely and on time is part of the deal. Certainly, there will be issues out of your command, but passengers understand those. Wednesday afternoon, my friend, Mark Sanborn, was delayed for several hours on his United flight to Denver. He wasn’t upset at United – the delay was because of an ice storm at their destination. However, if I’m on the tarmac and can’t take off because of a software issue – or another aspect, such as crew scheduling, that I perceive to be under your control – now I become an upset and dissatisfied customer.
The primary question is, “What do we have to get EXACTLY right…every time…for every customer?” Another that my new book encourages you to ask is: “What do our customers have a RIGHT TO EXPECT from us every time they do business with us?”
Have you had a conversation with your team about those questions? One study indicated only 16% of businesses even HAVE THE LIST of what customers have a right to expect!
You cannot expect your team to deliver what your customers have a right to expect…if you have failed to identify and train your employees to deliver on those expectations.
My research and experience have identified five steps you must make certain every employee knows and executes as he or she interacts with your customers. This is the first one – “Don’t make it right; GET it right.”
However, if the employee doesn’t know what “getting it right” means – or if they haven’t been trained properly or exposed to what an Ultimate Customer Experience® is – you have no right to expect them to deliver it for your organization.
Start with this first step: Make a list of what every customer has a right to expect from you every time they interact with your organization.
(Want to be certain every member of your team knows the five steps to an Ultimate Customer Experience? We have special offers for bulk purchases of the forthcoming book –some even include a virtual presentation from me to kick off your UCX efforts! Contact us for details.)
If your goal is to provide an Ultimate Customer Experience®, here are five ideas that could help you achieve your target. However, there are always reasons NOT to take action – so I’m going to go a bit backward and present “Cons and Pros.” First, you’ll see a reason why you should not take the recommended step, followed by an incentive to overcome the potential objection.
Implement a personalized experience: Customers want to feel special and recognized, and using their data to personalize their experience can go a long way. This includes personalized recommendations, customized offers, and tailored communication.
Cons: Personalization requires access to customer data, which can raise privacy concerns if not handled properly.
Pros: Customers feel valued and appreciated, leading to increased loyalty, spending with your organization, and enhanced engagement.
Offer a seamless omnichannel experience: Customers expect to be able to interact with your company through various channels, from social media to email to phone. Ensuring a seamless experience across all channels can improve customer satisfaction.
Cons: Maintaining consistent messaging and branding across channels can be challenging and requires investment and commitment.
Pros: Customers will be able to interact with your brand in a way that is most convenient for them, leading to increased engagement and satisfaction. How can it be an Ultimate Customer Experience if it’s difficult for customers to connect with you in the manner they desire?
Continuously gather feedback and improve: Customers want to know that their voice is heard and that the brand is listening to their feedback. Continuously gathering feedback and using it to improve the customer experience can lead to a better overall experience.
Cons: Gathering and analyzing feedback can be time-consuming and resource intensive.
Pros: Customers feel heard and valued, leading to repeat and referral business – the lifeblood of profitability.
Create a community: Customers want to feel like they are part of something bigger than just a transaction. Creating a community around your brand through social media, events, and other initiatives can foster a sense of belonging and connection.
Cons: Creating and maintaining a community can take a lot of effort and monitoring. You need to have team members ready to respond when your customers provide input.
Pros: Customers feel a sense of loyalty to the brand and are more likely to advocate for it. If “word-of-mouth marketing” is truly impactful, this is a dynamic way to stimulate more of it.
Deliver the Ultimate Customer Experience®: Customers now expect quick and effective solutions to their problems. Providing support, offering multiple channels for customer service, and empowering employees to make decisions can all contribute to a positive customer service experience. It’s your primary opportunity to improve retention and referrals – and create the kind of organizational culture that inspires productivity from your team.
Cons: Providing this level of high-quality customer experience can require additional training and investment.
Pros: Customers feel heard and valued, leading to increased loyalty and repeat business…and profit!
You can always find a reason not to do what needs to be done to deliver an Ultimate Customer Experience.® However, for every action, there is an ROI. As I’ve written before, ROI can mean what we customarily assume – Return on Investment – or it can have another impactful meaning: Return on Inaction.
What if your competition decides an investment in the Ultimate Customer Experience® is worthwhile – and you do nothing? What if your customers become attracted to your competition because they are serving them at a higher level where they feel known, heard, and valued?
The “pros” of the Ultimate Customer Experience outweigh the “cons” – and by a significant margin. Now the question becomes, what action will you take?
My new book is about eight weeks from release – and it’s titled (as you might expect) “The Ultimate Customer Experience: 5 Steps Everyone Must Know to Excite Your Customers, Engage Your Colleagues, and Enjoy Your Work.”
This book is NOT about theories, complex strategies, or customer journey maps. It’s about the five steps that every organization must ensure that each team member knows in order to create the kind of customer experience that ensures repeat and referral business.
It’s available for price-protected pre-order from Amazon and other retailers now:
When it comes to serving customers, employee accountability is crucial. As my pal, Larry, says, if you don’t hold your team accountable, you’ve just endorsed inferior conduct. And, let’s face it, that type of performance will never deliver an Ultimate Customer Experience.®
Customers rely on companies to provide them with quality products and services. However, they also have a right to expect employees to act with professionalism, integrity, and responsibility. This is why companies must ensure that their team members are held accountable for their actions, as it will have a significant impact on the customer experience, loyalty, and trust.
Here are five components of making sure that you hold your team accountable for delivering an Ultimate Customer Experience.®
First of the most important aspects of employee accountability is ensuring that employees understand their roles and responsibilities. This includes providing them with clear expectations and guidelines on how to interact with customers, how to handle complaints or issues, and how to represent the company. When employees understand their roles and responsibilities, they are more likely to act in a way that is consistent with the company’s values and objectives.
Another key component of employee accountability is training. Companies must invest in training their employees on customer service best practices, how to handle difficult customers, and how to resolve conflicts. When employees are properly trained, they are better equipped to handle challenging situations, and they are more likely to provide customers with a positive experience.
(Naturally, we would love to assist you and craft a custom solution to deliver the education that your team needs to consistently deliver an Ultimate Customer Experience.® Just contact us and we’ll get to work to design exactly what you need!)
I’ve written before about the training for my first job, which was, “You sit here for three days and watch Ray.” Then, I progressed to advanced training: “Ray will sit here for two days and watch you.” This, of course, meant that my productivity would be determined less by my potential, and more by Ray’s abilities. That’s not good enough in today’s hyper-competitive world!
In addition to training, companies must also provide their employees with the tools and resources they need to succeed. This includes access to customer data, feedback mechanisms, and support from management. By providing employees with the necessary resources, they are better equipped to handle customer inquiries and complaints, and they are more likely to resolve issues in a timely and effective manner.
Employee accountability is also critical when it comes to ensuring that customer information is protected. Companies must ensure that their employees understand the importance of data privacy and security, and that they are held accountable for any breaches or violations. This is particularly important for our clients in industries where sensitive customer information is collected, such as healthcare and financial services.
Finally, employee accountability is essential for maintaining customer trust and loyalty. When customers know that a company takes accountability seriously, they are more likely to trust that the company will act in their best interests. This can lead to increased customer loyalty and repeat business, as well as positive word-of-mouth referrals.
Team member accountability is crucial when it comes to serving customers. Companies must ensure that their teams:
Understand their roles and responsibilities
Are properly trained
Have access to the necessary resources
Protect customer information
Are held accountable for their actions
By doing so, companies can foster a culture of accountability, protect customer information, and maintain customer trust and loyalty. Ultimately, this can lead to increased customer satisfaction, improved business performance, and long-term success.
When you hold your team accountable for their actions, it helps to foster a culture of accountability within the organization. This means that employees are more likely to take ownership of their work and act in a responsible manner.
When employees feel accountable for their actions, they are more likely to take pride in their work and strive to provide the Ultimate Customer Experience!®
The Ultimate Customer Experience® is the cornerstone of any distinctive business. In today’s highly competitive market, delivering this extraordinary level of customer experience has become a necessity rather than a luxury.
While most businesses focus on traditional customer service techniques, here are a few unique approaches that could help differentiate your business and move you toward delivering the Ultimate Customer Experience®. Let’s explore just six of these approaches.
1 – Personalized Experiences:
My pal, Joe Calloway, always has said his favorite restaurant is, “The one where they know my name.” He makes a great point — the key to delivering the ultimate customer experience is personalization.
Customers want to feel valued and appreciated, and personalization is an excellent way to achieve that. I’ve often mentioned that Benjamin Franklin indicated the sweetest sound in any language is a person’s name.
Personalization can be achieved in a number of ways. For example, a clothing store could send personalized messages to customers that highlight recommended styles based on past purchases or indicated preferences.
A restaurant could personalize the dining experience by learning about the customer’s favorite dishes and seating preferences. For example, Tammy and I both are fans of big, bold Cabernets. At a favorite local pub, they start pouring two glasses as soon as they see our car pull in the parking lot. (Making it nearly impossible to just drive by and grab a bite elsewhere!)
2 – User-Friendly Technology:
Technology has revolutionized the way businesses operate, and it has also transformed customer expectations. Customers expect businesses to provide user-friendly technology that enhances their experience.
For example, a mobile app that allows customers to easily book appointments or order food. (Think Uber Eats, but just for a specific restaurant with specials tailored to cuisine you’ve previously ordered — or a form of Open Table for a doctor’s office.) By leveraging technology, businesses can make the customer experience more convenient, efficient, and enjoyable.
3 – In-Store Experience:
In-store experiences are just as important as online experiences, if not more so. Customers expect a welcoming and engaging environment that reflects the brand’s values.
For example, a luxury car dealership could provide customers with a lounge area that features a coffee bar, comfortable seating, and high-speed internet. In fact, our local Lexus dealership has an area where I seem to get work done just as efficiently as when I’m in the office. It makes getting my car serviced just a stop along the way — instead of something that pulls me out of work for part of my day.
The dealership could also offer test drives that allow customers to experience the car’s features and performance first-hand. (For more on this, check out some of the insights from my friend, Randy Pennington, and the amazing experiences he has had from his local Lexus dealership in Dallas.)
4 – Social Media Engagement:
Social media platforms are great for businesses to connect with customers and build brand loyalty. By creating engaging content and responding to customer inquiries, businesses can foster a strong connection with their customers.
For example, a restaurant could encourage customers to share photos of their menu items, post daily specials, and engage with customers by responding to comments and questions. I constantly post pictures of the events where I’m speaking — not only to engage with those who will be in the audience through my use of event hashtags, but also to build mindshare with potential clients that are hosting events.
5 – Surprise and Delight:
Surprising and delighting customers is a great way to create a lasting impression. For example, a hotel could provide guests with a welcome package that includes complimentary snacks and beverages. One of my favorites — the Fairmont Scottsdale Princess — even greets guests with friendly (and well-behaved) golden retrievers to make their customers feel more at home.
A beauty salon could offer a complimentary mini-treatment to customers who refer their friends. Small gestures can go a long way in creating a memorable experience that customers will remember and share with others.
6 – Team Member Training:
Well-trained team members are essential to delivering the ultimate customer experience. By providing employees with training in communication, problem-solving — and perhaps with our unique programs on the Ultimate Customer Experience ® — businesses can ensure that customers receive exceptional service.
In addition, businesses could also empower employees to make decisions that benefit customers. For example, a retail store could provide employees with the authority to offer a discount or complimentary product to a customer who has experienced a problem.
Delivering the Ultimate Customer Experience® is not an easy task, but it is essential for business success. By implementing unique approaches like the ones discussed here, businesses can create a distinctive experience that sets them apart from their competitors.
Personalization, user-friendly technology, in-store experiences, social media engagement, surprise and delight, and team member training are all effective strategies to craft and deliver an Ultimate Customer Experience®.
If you’d like to learn more about the impact a UCX will have on your business, click to learn more and contact our office for personalized information.
We own the federally registered trademark on the term “Ultimate Customer Experience®” — and are, therefore, the ONLY company that can legally present training, coaching, speeches, and consulting on this vital topic.
In today’s world, your customers are perhaps your company’s most valuable asset. Customers can make or break your business, so it’s important to always treat them with care and respect. While there is no one-size-fits-all strategy for the customer experience, some best practices are essential if you want to remain competitive in your industry.
Always Deliver The Three “Bs”
Be proactive: Give customers what they want before they even know they want it. For example, when you find out that someone is going to be traveling, send them an email with suggestions for hotels and restaurants in the area.
Be responsive: A customer-centric company will respond quickly to requests and complaints. If a customer is having trouble with your product or service, help them fix it immediately. Your prompt responses will make your customers feel valued and respected—and help build loyalty as well!
Be respectful: It’s easy for businesses to treat their customers like faceless statistics on spreadsheets or special offers in the mail; don’t do that! When talking with customers—whether in person or online—remember who you’re dealing with: actual people who are spending their hard-earned money on your products/services because they believe in what you’re doing. This means showing empathy when dealing with complaints or problems. Remember that every person has different needs and values, so no two experiences are exactly alike!
Next, here are two critical steps to make certain you grow your most valuable asset – your customers!
Step 1: Define your focus. The goal is to be known for ultimate customer experiences.
The first step is about defining your focus. What makes you distinct from the competition, and how can you use that difference to set yourself apart? You want people to remember your brand in a positive way—for example, “If I need something fixed on my car, I go see Mark. He knows all about cars and always takes great care of me!”
To define your focus, you must be clear about who you are and what you do. This might sound obvious, but it’s not as easy as it appears. Many businesses don’t know exactly why they exist or how they fit into the marketplace.
To find out, first make certain you can answer these three questions in a manner that will be compelling to customers:
What do I want to be known for?
How can I use my strengths to help me stand out from the competition?
What one word would people use to describe me?
Step 2: Stay connected with your customers. The goal is to remain top of mind and create an emotional connection with customers through social media.
The goal is to remain top of mind and create an emotional connection with customers. One critical method for achieving this is through social media. You can do this by:
Listening and responding to customer comments on your social channels.
Sharing helpful tips, stories, or promotions through your social channels.
Building relationships with customers by responding in a prompt and personal way when they reach out via email or direct message (DM).
Commit to becoming known for exceptional customer experiences and staying connected with customers to keep them coming back.
The Ultimate Customer Experience® is the key to success, and not just because it can turn a one-time customer into a repeat client. It’s also the best way to keep your existing customers coming back.
According to a survey by Zendesk, 89% of customers say they would become more loyal if their issues were resolved quickly. If you want customers coming back again and again, make sure you resolve issues quickly — better yet, prevent them from happening in the first place!
Deliver the Ultimate Customer Experience® – and create distinction through your focus on uniqueness – then watch your most precious asset…your customers…continue to grow in value.
We recently booked two major events for me as a keynote speaker in January 2023. One was a group where a member of the C-Suite had me speak at his meetings for two previous employers. The other was from a CEO of a group I addressed about a decade ago. He contacted me and said, “It’s past time that we had you back!”
The important aspect I wanted to share about this is not that I have booked a couple of really terrific programs for great leaders. The critical point is that I’ve stayed in touch with both of these clients (in a non-“sale” oriented manner) on an ongoing basis.
Relationships matter significantly in business; as a result, referrals are often the lifeblood of our success.
I’m not saying that all of my business comes through word-of-mouth recommendations. However, I have found that the more time I invest in nurturing relationships with colleagues, clients, and associates, the more likely they are to refer me or work with me again. And when it comes down to it, isn’t that what we ultimately want – a strong network and engaged community?
Here are three ways to enhance the relationships you have with clients and prospects:
Keep in touch regularly. It doesn’t matter whether it’s through a quarterly newsletter or a simple “thinking of you” card. DON’T SPAM! Engage! Bring value to the conversation by helping, not selling.
Deliver help without expectations – offer to introduce them to a colleague or share an article you think they might find valuable. Show interest and invest in their success by providing thoughtful advice or insights that may benefit them.
Make time for in-person conversations and connections, whether it’s a coffee meeting or attending their industry event. We strengthen relationships through face-to-face interactions. Catch up on what’s new in their world. Share valuable information or resources with them.
Investing in relationships can pay off tremendously in the long run.
Build trust and loyalty by consistently demonstrating that you value the professionals you work with and for, then watch as your network grows more robust and engaged.
So, reach out to colleagues, clients, and associates today and strengthen those connections. You never know where they might lead!
