Opportunities to grow your business
We wrote this article for Rental Management Magazine. Yes, it touches the rental industry, but you will quickly see that it applies to all industries, mainly hospitality. This customer service tip of the month is worth the read. Now that January is behind us, this may give you an idea for a year-long resolution!
According to a “Digital Marketing Trends” survey by the research firm Econsultancy. The most exciting opportunity for growth in 2017 is customer experience. Over all, it is more impactful than some trendy topics such as content marketing, social media and mobile marketing. Of course, these are all important initiatives, but companies clearly recognize that they need to focus on the customer experience to ensure their business progresses well.
There is no one answer to the question: What is customer experience? In fact, it is your customer’s perception of how they are treated. This perception impacts mostly on their loyalty, repeat business, your reputation and, ultimately, revenues.
The customer must like you and trust you. You need to treat them as partners. Their success in using your product and services is the foundation of your success. Based on their experience they will continue to do business with you and recommend you. It is that simple!
On the other hand, what is not simple is developing and implementing a strategy that will improve the customer experience. This involves many things, such as: talking to your customers about what is important to them and how you can improve. It also involves collecting data and using relevant information to develop your strategy. There are no shortcuts here!
You also need to look at a few other things, such as online, mobile, in the store, over the phone and at the customer’s location. In the rental industry, even as it is evolving, you may be more focused as much of your business may occur on the phone and at the customer location, but don’t forget to take every touch points and channels into consideration.
It is your frontline staff that spends the most time with your customers, right? They need the focus, some tools and a good training program to retain and engage the customers. They need to get out of their operational bubble and start focusing on engaging and delighting customers. Once you have that strategy in place it needs to be shared with all employees if you want it to work. The customer experience needs to be your new way of life – not just the flavour of the month.
To be most efficient, this change in culture is led and developed by leadership. Your front-line team senses the passion and commitment you have for creating that exceptional customer experience. Leaders need to develop the strategy and the execution of that strategy needs to be brought to life with dynamic training and continuous reinforcement.
As you know, a frustrated customer can cause a lot of damages. One study indicates that 13 percent of these unhappy customers will tell 15 or more people they are unhappy, and 67 percent of customers mention bad experience as the reason for leaving a company. You work hard to obtain the customer and you need to work just as hard to retain them.
Successful companies focus on training, then would benefit from the results with happier employees and customers.
These tips, inspired by an article from Barry Himmel of Signature Worldwide, makes sense. Let me summarize it for you: 1. Customer feedback, 2. Customer experience strategy, 3. Staff training, 4. Training reinforcement and 5. Reap the rewards.
If this strategy is backed by one or more measures to help you follow the progress and impact of your plan, you will quickly be able to make necessary changes to ensure that the entire organization is going in the right direction. Best of successes!
According to a “Digital Marketing Trends” survey by the research firm Econsultancy. The most exciting opportunity for growth in 2017 is customer experience. Over all, it is more impactful than some trendy topics such as content marketing, social media and mobile marketing. Of course, these are all important initiatives, but companies clearly recognize that they need to focus on the customer experience to ensure their business progresses well.
There is no one answer to the question: What is customer experience? In fact, it is your customer’s perception of how they are treated. This perception impacts mostly on their loyalty, repeat business, your reputation and, ultimately, revenues.
The customer must like you and trust you. You need to treat them as partners. Their success in using your product and services is the foundation of your success. Based on their experience they will continue to do business with you and recommend you. It is that simple!
On the other hand, what is not simple is developing and implementing a strategy that will improve the customer experience. This involves many things, such as: talking to your customers about what is important to them and how you can improve. It also involves collecting data and using relevant information to develop your strategy. There are no shortcuts here!
You also need to look at a few other things, such as online, mobile, in the store, over the phone and at the customer’s location. In the rental industry, even as it is evolving, you may be more focused as much of your business may occur on the phone and at the customer location, but don’t forget to take every touch points and channels into consideration.
It is your frontline staff that spends the most time with your customers, right? They need the focus, some tools and a good training program to retain and engage the customers. They need to get out of their operational bubble and start focusing on engaging and delighting customers. Once you have that strategy in place it needs to be shared with all employees if you want it to work. The customer experience needs to be your new way of life – not just the flavour of the month.
To be most efficient, this change in culture is led and developed by leadership. Your front-line team senses the passion and commitment you have for creating that exceptional customer experience. Leaders need to develop the strategy and the execution of that strategy needs to be brought to life with dynamic training and continuous reinforcement.
As you know, a frustrated customer can cause a lot of damages. One study indicates that 13 percent of these unhappy customers will tell 15 or more people they are unhappy, and 67 percent of customers mention bad experience as the reason for leaving a company. You work hard to obtain the customer and you need to work just as hard to retain them.
Successful companies focus on training, then would benefit from the results with happier employees and customers.
These tips, inspired by an article from Barry Himmel of Signature Worldwide, makes sense. Let me summarize it for you: 1. Customer feedback, 2. Customer experience strategy, 3. Staff training, 4. Training reinforcement and 5. Reap the rewards.
If this strategy is backed by one or more measures to help you follow the progress and impact of your plan, you will quickly be able to make necessary changes to ensure that the entire organization is going in the right direction. Best of successes!
Francis Prézeau
Signature Canada is a leader in training employees to deliver legendary customer service while increasing sales. Since 1986, Signature’s unique training methodology has provided a measurable ROI for our customers, compelling them to return year after year. www.signaturecanada.ca