Nobody in their right mind remembers standard, mediocre service – the moments that truly stick with a customer are either the terrible or the amazing. It’s hugely important that you’re at the right end of this spectrum! Why? Because memorable moments get talked about, spread around and shared like wild fire.
But don’t be daunted by the pressure to stand above the rest, customers have multiple brands they will rave about every day, you just need to make sure you’re tapping into their expectations and then exceeding them.
Still sound difficult? Let’s simplify things…
Just because you know you’re capable of great things doesn’t mean that customers will come running and opening up pathways for you to create ‘WOW’ moments. You have to put some effort in and do your research.
A good place to start is by asking and listening. Create easy ways for customers to share their opinions with you and give feedback on your services. This helps to lay a nice foundation to build upon and draw inspiration from.
Some larger companies set aside budgets solely for random acts of kindness. Actively look for opportunities to make your customer’s day and jump on chances as they occur. Find out where your customers live online and watch what they’re saying about you. If they give you a stupid request just as a joke, why not surprise them by granting it? This reveals your human side by showing you care.
Invest in ‘WOW’ People
It’s not easy to create a ‘WOW’ moment if you’re a lazy, disgruntled employee who would rather be anywhere else than at work. Invest in people that are truly passionate about your brand and industry and this will shine through to your customers. If an employee truly wants to make a positive impression and grow with your business, they’re more likely to contribute ideas that will dazzle both you and your customers. This may mean paying that little bit extra… but as the staff are at the front-line of your business, it’s definitely a worthwhile investment to make!
Want to give your customers the personal and unexpected? Now that you’ve invested in the right staff, give them the freedom to create ‘WOW’ moments on a whim. As long as they’re not rinsing your budgets, your staff might be the best people to create an impact as they will interact with customers the most often. The beauty of this is that everyone is unique, so you will rein in a variety of incredible ideas from them. Give your staff the flexibility to get creative; arrange weekly meetings where they can brainstorm ideas and inspire one another. Variety is often the key to being memorable because you will be constantly surprising your customers.
Don’t Treat your Customer like a Customer
Sound strange? Think about it; if you treat all your customers like they’re exactly the same then they will leave feeling that way – like they are not special.
Treat and respect your customers as individual people. Pinpoint what is unique about each customer you interact with and draw attention to it. No, do not comment on their unusually large nose but DO compliment them on their individuality, whether that be their sense of humour or sense of style. Small acts like this show that you pay attention to detail and will make your customer feel valued. There’s a reason people like to have their own name on things! A little bit of ego boosting never hurts.
You can even go as far as treating your customer like a friend or family member. If you saw your grandmother walking to her car in the rain without an umbrella, you’d race over to lend her your own. If a friend was nervous about a dental appointment, you’d distract them with jokes and stories to put them at ease. These displays of compassion will go a long way with your customers for the very fact that you are a stranger treating them like a friend. It’s unexpected!
All in all, the best ‘WOW’ moments happen when the customer is the complete focus of attention and treated like a truly valued human being. If you can create this experience then it’s almost guaranteed it will be shared.