Every week, in the month of June, I will offer each one of the Three Principles to Build Customer Loyalty. Why only three? Because nobody can remember Number Four. Who is the first President of the United States? Surely, George Washington. Who is Number Four? Who is the first person to walk on the moon? Neil Armstrong, of course. Who is Number Four? (By the way, the answers to who is Number Four are James Madison and Alan Bean.)
For starters, let me give you these simple definitions: Customer service is what you do for your customers. Customer experience or CX is how your customers feel about what you do. Customer experience management or CXM is what you do before, during, and after your customers feel about what you did. And customer loyalty is how your customers feel about what you did over and over again.
Speaking about customers and customer experience, business leaders are happy because customers leave satisfied with their product or service. But that’s not good enough. Satisfied customers will feel that their experience is good, not better, just average. Nobody raves about average. And satisfied customers will not return as soon as they find an experience that is better or a price that is less expensive.
Rather than satisfying your customers, you have to deliver an experience that is better than satisfactory. Don’t treat your customers as they expect. And don’t treat your customers as you expect to be treated. Instead, treat them a little better than they expect. Don’t serve to satisfy them. Serve to WOW them. Your customers will have an emotional connection. The more emotional the connections, the more memorable the experiences, and the more loyal your customers are.
So here are Three Principles to Build Customer Loyalty.
- PRINCIPLE ONE: Be the Customer.
- PRINCIPLE TWO: Create Their Experience.
- PRINCIPLE THREE: Be Magnificently Boring!
Once you understand the Three Principles to Build Customer Loyalty, then you need to consistently deliver them. When you do, your customers will be WOWED and happy, loyally returning again and again, raving to others on social media.
NEXT WEEK: Be the Customer.
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BILL QUISENG | Deliver the World's Best Customer Experience 