29 May How to Be a Customer Experience Marvel (Part 3)
I’m excited to share the final piece of this series with you…Part 3: Launch and Measure. If you haven’t already read Part 1: Document the Steps and Part 2: Practice and Refine, I encourage you to do that now.
So you’ve put in the time to create a system that you believe will thrill your customers and keep them coming back (Congrats to you for doing so!). Now it’s time to launch that plan into action.
Start to implement your new process right away and (here’s the big one) be open to feedback. Encourage your employees to report back anything they notice. And pay close attention to ‘cues’ from your customers. Listen for comments like “This is great” or “I don’t like this.” Look for visual cues (Smiles or frowns on their faces? Contentment or confusion?).
Observe general behaviors too. For example, say you’ve added a Keurig machine to your lobby. Notice how often your customers are using it, which K-Cup pods get used most (stock up!) and the overall condition of that area. If they’re leaving stirrers everywhere, perhaps you need a small garbage can nearby. Or maybe you have a garbage can but it’s not visible enough. Why not add a sign? (ex: Please put your used stirrers and napkins in here.) You can even put some personality into it — as appropriate for your clientele. Perhaps something like: Our trash can loves your used stirrers, cups and napkins. Please deposit here.
Remember: The little touches mean a lot. These are the things that customers notice and it shows them that you care.
So you’ve launched your new process and it seems to be going well. Feedback has been positive. But the work doesn’t stop here. Continuous improvement is crucial to every business. The world is changing and so are your customers so be sure to stay in tune with them.
I’d suggest gathering ongoing, more formal feedback from your customers. One way to do this is through quick surveys. This could be via a follow up email, post-service/purchase or a ‘How are we doing?’ check-in about once per quarter. Even twice a year check-ins may be sufficient if you and your employees are engaging in dialogue with customers enough that you feel you are getting regular, authentic feedback.
Another way to get feedback are good old-fashioned ‘comment cards’. If your business has a waiting area, why not include a fun-looking comment box with small cards & pens available for them to provide their input. Or if you’re more tech-savvy, perhaps an I-pad or tablet can be used. Be creative and inviting. “Leave comments here” is a lot less personal and inviting than “We love our customers. Please tell us what you love about us or what we can do better.”
I hope you enjoyed this series. And I encourage you to post your comments below.
Also, I’d love to know what topics you care most about. If you’d like to make suggestions for future posts, contact me here.