I look forward to visits to the Apple Store. As a fan of the brand and a tech nerd, visiting any Apple facility is a joy to me. (I even went out of my way to see the visitor center at Apple’s corporate headquarters last time I was in Silicon Valley.)
So, last week when my wife said that she wanted to go to the local Apple store to get a new iPad, I gladly offered to go with her.
When I arrived at the store, there was a security guard watching the door. In the tent, another security person interrogated us, asking us why we were there. After explaining that we wanted to buy an Apple product, she then told us to wait our turn.
Understanding that accommodations need to be made, we waited patiently for our opportunity to go in the store. Surely the in-store experience would be better. After all, Apple is the gold standard for customer experience.
In the store, we found a makeshift wall of white plywood with booths kind of like a ticket booth at the train station. Behind the glass, the employee barely welcomed us or thanked us for coming in. Instead, they asked for our order number. We explained that we hadn’t placed an order. Instead, we decided to drive 30 miles to the store so we could see the various models of shiny new iPads. The store employee apologized and said they were out of stock on the model we wanted. “Is there anything else I can help you with?” Nope.
I left the store dazed and confused. One of my favorite brands had confronted me with a dystopian experience.
Look, I’m not going to sell my Apple gear. The brand has 14 years of positive equity built up with me. But it got me thinking, “How does a store like Apple not get this better after a year of social distancing and updating processes for customer and employee safety?”
And, if my experience with Apple was like this, how are our clients experiencing our company?
I realize that we have all needed to make accommodations for the pandemic. I understand that going virtual is a challenge. I appreciate the reality that we need to protect our employees. I get that life in Zoom meetings or behind a sheet of plexiglass is not fun. All of this is true. However, it’s time for us to ask the question, “How can we make our experience better inside this virtual reality in which we must conduct business?”
Client Experience (CX) is critical to business success. Great experiences drive cross-sell revenue and loyalty. Poor experiences do the opposite.
Right now, it’s critical that we work as teams to improve customer experience. This applies to us for the remainder of the pandemic. It also applies as we chart our path forward beyond the pandemic.
Map Your Experience
The first step is to identify the stages of your experience. Look at it through the lenses of a prospect and client. What happens from the time they first encounter your company all the way through their time as a customer? Break it into stages. Then look at each stage and begin to ask, “How could we make this better?”
When we are leading a Revenue Growth Workshop for a company, I enjoy seeing teams of marketing, sales, and operations leaders work together to map their customer experience. Lightbulb moments happen as they put themselves in the place of their buyer or customer.
“This is the way we’ve always done it” simply doesn’t cut it in this dynamic market. As a result, we must be intentional to ensure that our experience is as remarkable as possible. Plus, with so many companies delivering a poor experience right now, creating a remarkable experience is a beautiful way to shine and create a competitive advantage.
Smart companies are intentional about every single experience. In Revenue Growth Engine I use my wife’s newborn photography business as an example. She has inspired me to pay attention to the details. Even as her business was able to open up with the right safety precautions in place, she has continued to look at the details of the experience she provides to new moms. The amount of goodwill and loyalty this creates is powerful, especially in the midst of so many bad client experiences that people have.
Consider New Options to Communicate
In his book, Never Lose a Customer Again, Joey Coleman outlines six options for communication that can be used during the stages of the client experience: in person, email, mail, phone, video, and presents. Your business may have relied on in-person interactions. During the pandemic, maybe you leaned heavily on email. What could it look like if you tried some other ways to communicate. Here are some ideas to get the ball rolling:
- Send a thank you card in the mail after someone makes a purchase or meets with you
- Send a creative mailer after the first meeting. (Interesting ideas in this podcast: Nick Runyon-Tactile Marketing Automation)
- Pick up the phone and call them (Tip of the hat to Jeb Blount!)
- Send a video in place of an email to re-humanize your interactions
- Find a gift to send that aligns with your values and supports the stage of the process
What can you do to improve your client experience? Take bold steps in this area and you will build competitive advantage that will drive revenue growth!