A weekly marketing column by Graham McGregor

Graham McGregor: The power of creating an amazing customer experience

How do you create an amazing experience for your customers? Photo / iStock
How do you create an amazing experience for your customers? Photo / iStock

I interviewed Chris Bell recently. (Chris is the owner of a fascinating business called 'Customer Experiences'.

Chris is an expert on helping New Zealand Businesses to create an amazing customer experience for their customers.

In our interview Chris noted that competitors today can copy a lot of what you do in business.

However one thing that is extremely hard to copy is having a team of people who have a total focus on delivering an amazing customer experience that creates raving fans for your business.

When you do this well you create an environment that causes delighted customer to tell everyone they know how good your business is.

You also have a business that is filled with people who are highly productive and really love working there.

The end result is you have a business that has a wonderful competitive advantage and is very profitable.

Chris shared an interesting story about one of the businesses that he works with to help create amazing customer experiences for their customers.

It's a business called Trev Terry Marine.

A customer recently drove from Tauranga to Trev Terry Marine in Taupo to buy a $30,000 jet ski from them.

And the main reason they did this was not because of a cheaper price.

It was because they were not happy with how they were treated as a customer by the businesses they visited in Tauranga that sold jet skis.

The end result is this person drove to another town to find a business to spend their money with that gave them a remarkable customer experience.

So how do you create an amazing experience for your customers?

First of all you have to involve everyone in your business.

Chris noted that when he works with a business to create amazing customer experiences he works with everyone in that business (and also the suppliers of the business as well.)
Chris's reason for this is simple...

Every person in a business (no matter what their role is) has some impact on the experience a customer has when interacting with a business.

The important lesson here is to involve everyone in your company if you want to create a culture that delivers an amazing customer experience.

A person in accounts for instance may not speak with a customer personally.

However if an invoice is incorrect or late that can easily have a big impact on what a customer thinks and feels about a business.

The important lesson here is to involve everyone in your company if you want to create a culture that delivers an amazing customer experience.

Chris has discovered that it's often the lowest paid people in a business that can come up with the highest value ideas.

He worked with a plumbing supply firm a while ago and he had morning tea with all the people who worked in the warehouse for that business.

Chris encouraged them to come up with ideas on how to improve any part of what they were doing.

A new staff member mentioned that they were not doing as well as they could with regards to getting deliveries out promptly to customers.

He suggested a couple of ways they could do this better.

Initially his colleagues told him his ideas were not practical and would not work.

However Chris encouraged the warehouse team to consider these ideas seriously and look for ways to make them work.

The end result was they came up with some simple processes that made a huge difference to how fast a customer received their orders.

And this produced delighted customers and a large jump in revenues.

When you listen to what your people have to say and put it into action they feel empowered and love going to work.

(All because one staff member in the warehouse was encouraged to share ideas on how they could improve what they were doing.)

In fact a big secret to creating an amazing customer experience is to start first with the people in your organisation.

Show your team that you want to build a culture that is committed to creating an amazing customer experience and demonstrate you want their help your business do this. Then take action on the ideas and suggestions that your people give you.

When you listen to what your people have to say and put it into action they feel empowered and love going to work.

(Trev Terry Marine do this remarkably well and have created such a great work environment that they actually have to remind their people to stay away from work on their days off!)

Secondly you need to have a plan to create an amazing customer experience along with systems to help you deliver this experince consistently.

Creating an amazing customer experience is a superb way to positively differentiate your business from many of your competitors.

And could really be worth taking action on.

If this sounds like something that could be useful for your business I highly recommend you book a complimentary consultation with Chris Bell.

He will happily share with you the six simple steps to creating both delighted customers and a team of people who love coming to work in your business.

"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Maya Angelou

Action Exercise:

What can you do in the next 30 days to create an amazing experience for your customers?

What can you do in the next 30 days to build a team of people who love coming to work and who are committed to creating an amazing customer experience?

- NZ Herald

Graham McGregor is a consultant specialising in memorable marketing. You can download his 396 page 'Unfair Business Advantage' Ebook at no charge from www.theunfairbusinessadvantage.com.

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A weekly marketing column by Graham McGregor

Graham has had 36 years 'hands on' experience in sales and marketing. He has sold a range of services including advertising, sales training, personal development, life insurance, IT services, investment property and business consulting services.

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