| Do what you do so well that they will want to see it | | | | Their interiors, filled with overstuffed chairs and the |
| again and bring their friends. -Walt Disney | | | | smell of freshly brewed coffee, invite customers to |
| SHAKESPEARE was right. The world is a stage and if | | | | relax and browse before making their purchase. The |
| you're in Customer Service, you are the one | | | | bookstores offer something the Internet hasn't yet |
| performing. | | | | mastered - an Amazing Customer Experience. |
| So you think Customer Service is strictly business. | | | | If you want to remain relevant in the twenty-first |
| Think again! | | | | century, you too, need to show your customers an |
| Your customer already knows your price. It's on the | | | | ACE. |
| Internet. She expects quality to be included at no | | | | TURNAROUND TIP: Your goal is to make your |
| extra charge. She knows amazing customer service | | | | customer happier after doing business with you than |
| when she sees it and frankly, she thinks yours will fall | | | | before. Get together with all of your associates and |
| somewhere between "mediocre and atrocious." | | | | brainstorm some ideas you can use at your business |
| Today's Customer demands quality, service and price | | | | to turn a transaction with your company into an |
| to be already in place. That's the benchmark, the | | | | Amazing Customer Experience. Below are some |
| bare minimum, the entry level and if you don't meet | | | | suggestions for jump-starting your brainstorming |
| that standard from the very beginning, you will | | | | session. |
| constantly be struggling to keep up with those who | | | | Engage your customer's senses. What's the first thing |
| are perceptive enough to embrace this fact. | | | | a customer sees upon entering your store? What's |
| SHOWING YOUR ACE | | | | the first scent a customer experiences when walking |
| An auto dealer took out a full-page advertisement | | | | into your business? Is it the smell of burnt coffee, |
| and printed the testimonial of a satisfied customer as | | | | mildew, or an overflowing trash container? |
| the headline for the ad. It simply read, "It was the | | | | Pay attention to appearances, fragrances and sounds. |
| best buying experience I ever had." That was it. She | | | | I know a realtor who lights a vanilla candle in the |
| didn't say, "It was the cheapest deal in town." Nor, | | | | kitchen of the house she's about to show, twenty |
| did she give praises about the wonderful features of | | | | minutes before her appointment arrives. She says it |
| the new vehicle. She didn't even mention the model | | | | creates an inviting scent that engages the customer's |
| she purchased. She simply said it was the best buying | | | | imagination by suggesting the aroma of |
| experience she ever had. | | | | home-cooking and fresh baked goods. |
| Most customers are exactly like her. They are | | | | There are several simple things you can do to |
| grading the Personal Experience Factor (PEF) when | | | | enhance your environment. Buy an automatic |
| they conduct business with you. Today's customer is | | | | air-freshener. Brew fresh coffee. Light a candle. Take |
| accustomed to being entertained and they are | | | | out the trash. |
| looking to you to provide an Amazing Customer | | | | Offer an interactive experience. REI, a retailer who |
| Experience (ACE). | | | | specializes in recreation gear, has simulated outdoor |
| IT'S NOT THE BIG MAC ® | | | | settings - such as a "Rain Room," a climbing rock and |
| You've probably seen the McDonalds' commercials | | | | bike trail - that are testing stations where members |
| that play to our focus on family values. The camera | | | | can try out gear before they buy. Golfsmith |
| drops in on an average family, Mom and Dad with | | | | superstores have practice ranges, classes in custom |
| their young children, gathered around red plastic | | | | clubmaking, putting courses and computer analysis of |
| tables for some good old-fashioned family fun. They | | | | your golf swing. Think of some industry-related |
| are all laughing and enjoying their "Happy Meals." If | | | | interactive ideas for your business and customers will |
| you blink, you might miss the five-seconds of | | | | think of you first, when it's time to buy the service |
| footage highlighting the burgers and fries. | | | | or product you sell. |
| Of course, in the "real world," if the camera dropped | | | | Provide entertainment. Do-It-Yourself centers hold |
| in on my family, the kids wouldn't even be at the | | | | "How-to" demonstrations on everything from how to |
| table. They'd be in Play Land and their mom would be | | | | hang wallpaper to proper paint selection. Barnes and |
| shouting, "Get over here and eat your chicken | | | | Noble and Borders bookstores provide musical events |
| nuggets before they get cold!" And if the children did | | | | and feature best-selling authors who lecture and sign |
| happen to be sitting at the table, they would be | | | | books. Here's an inexpensive way you can provide |
| yelling stuff like, "Mom, he's touching my fries," or | | | | entertainment at your business. Buy a combination |
| "Ooh, yuck, it has onions on it!" | | | | TV/VCR and play product videos or other programs |
| But, the point is, it's not the Big Mac® bringing | | | | your customers would enjoy. |
| them in; it's quality of the overall PEF. The message | | | | Create your own Amazing Customer Experience. Be |
| is, if you want to have a fun night with the family, | | | | open to new ideas and evaluate the PEF at other |
| take them to McDonalds. The food is secondary. | | | | businesses outside of your industry. |
| The restaurant and automobile industry aren't the | | | | Remember to look at your business from the |
| only ones improving the PEF to sell their product. | | | | customer's point of view. It's still a personal business. |
| While Amazon may be the world's largest online | | | | People buy from people they like who work at places |
| bookstore - and by the way, Amazon excels at | | | | they enjoy going. Create an Amazing Customer |
| customer service - the brick and mortar bookstores | | | | Experience at your business and soon your |
| continue to grow. They offer elaborate settings | | | | customers will tell others, "It was the best buying |
| reminiscent of stylish libraries of the rich and famous. | | | | experience I ever had! |