We all know how extremely demanding consumers have become. Constant innovation and novelty has made us all more impatient and critical. We want things better, faster and sometimes cheaper as well. And customer satisfaction is becoming insufficient to drive growth alone. Marketing must deliver more!
I was recently in the US and as seems to be the norm these days, the hotel in which I stayed asked me to rate their performance afterwards. I completed their form, giving only four and five-star ratings, as I had been very satisfied by the hotel, its rooms, the staff and their services. Imagine my surprise therefore when I got the following mail a day or so later:
“Thank you for taking the time to complete our online survey regarding your recent stay at our hotel.
On behalf of our entire team, I would like to apologize for failing to exceed your expectations. Your satisfaction is important to us and we will be using the feedback you provided to make improvements to ensure we offer an exceptional experience for our guests in the future.
I hope that you will consider staying with us again so that we can have another chance to provide you with a superior experience.”
Shocking mail isn’t it? To think that a Hotel apologises for not exceeding my expectations! But I believe that is the reason why they get a 4 1/2 star rating on TripAdvisor. For them customer satisfaction is not enough; they want their guests to be enchanted, enthralled, excited, so that a return visit is a “no brainer”; no other hotel choice would make sense!Shocking to think that a Hotel would apologise for not exceeding my expectations! #hotel #travel #leisure Click To Tweet
How do you treat your own customers, consumers and clients? Do you do just enough to satisfy them, or do you consistently look to exceed their expectations?
If you are a regular reader here – and I’d love to know why if you’re not, so I can do better in the future – you will know that I often talk about “surprising” and “delighting” our customers. These are not hollow words; there’s a very real reason I use them. The reason is that our customers may be satisfied, but they will never stay satisfied for long.Our customers may be satisfied, but they will never stay satisfied for long. #CRM #CEX #CustomerSatisfaction Click To Tweet
The above personal example I gave is one way that the hotel staff ensure they have enough time to correct whatever is not a “superior experience” as they term their own desired service level, and to continue to offer total customer satisfaction.
Here are a few examples of other companies who go above and beyond in terms of their own customer service; I hope they inspire you to do the same and to aspire to exceed customer satisfaction whenever and wherever you can.
I have to start with Amazon because they clearly mention in their mission statement that they want “to be the Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.”
Although they don’t specifically mention exceeding their customers’ expectations, they are known for regularly giving extra in their customer service. This might be by surprising their customers by sending the ordered goods by priority mail when only standard was paid for, or refunding the total cost of an article that failed to totally meet if not exceed expectations.
They are also known for being extremely helpful in proposing other articles you might be interested in buying, based upon your current or past orders. Yes it might also make good business sense to do this, but as a result of this practice, who doesn’t trust Amazon and start their search online on their website? Customer service to Amazon means going beyond customer satisfaction alone.
Their mission statement, also referred to by Zappos employees as their “WOW Philosophy,” is “To provide the best customer service possible.”
CEO Tony Hsieh is often quoted as saying that “We believe that customer service shouldn’t be just a department; it should be the entire company.” That makes it crystal clear how customer centric they are.
Another of his quotes is “To WOW, you must differentiate yourself, which means do something a little unconventional and innovative. You must do something that’s above and beyond what’s expected. And whatever you do must have an emotional impact on the receiver.”
This mentions another of the reasons it is important to go beyond what customer’s expect today – the emotional connection. That is what touches our customers and makes them feel differently about our brand, company or service. Customer satisfaction is not enough, we need to stimulate their emotions too.Customer satisfaction is not enough, we need to stimulate their emotions too. #CEX #CRM #CustomerSatisfaction Click To Tweet
It was therefore his philosophy to do limited market research and never to ask the advice of consumers on his innovations. What he did ask questions about however, was their pain points.
In a video way back in 2014 Tim Cook talked about being “better.” While Cook mentions the environment, the bigger picture in what he was saying was that he wanted Apple to produce world-changing products that leave the planet better off. This can be in a literal sense like pollution, but also in a more figurative sense, like the iPhone, which has made millions of lives better.
Over the past four years, we have seen clear evidence of Cook’s vision coming true. In an interview for Fast Company earlier this year, he was asked what makes a good year for Apple. His reply?
“For me, it’s about products and people. Did we make the best product, and did we enrich people’s lives? If you’re doing both of those things–and obviously those things are incredibly connected because one leads to the other—then you have a good year.”
How many orgaisations would look different if we used these same criteria!Did you make the best product, and did you enrich people’s lives? If you’re doing both of these, then you are having a good year. @TimCook #CEX #CRM #CustomerSatisfaction Click To Tweet
In conclusion, these examples provide a clear roadmap for anyone wanting to move their customer service and engagement to the next level, by offering more than mere customer satisfaction:
- Surprise your customers with something unexpected. Whilst I know it is more difficult than ever to do these days with such demanding customers, it is definitely worth the effort to build their loyalty.
- Touch the customer emotionally so your product or service resonates with them. (>>Tweet this<<) As Maya Angelou is famed for saying “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.”
- Strive for better in everything you do; never be satisfied yourself with just repeating previous successes. This is perhaps the greatest lesson from all these great companies. As the Hotel mentioned, they want to exceed the expectations of their guests.
- Make it a part of every employee’s objectives to ensure products and services that not only obtain customer satisfaction, but go even beyond that in any way they can. As Tony Hseih says, customer service is not the responsibility of any one department.
I am sure you too have examples of companies that were not satisfied until they had gone above and beyond what you expected of them. In a previous post I mentioned Dyson; what others can you add to this list? Please share your suggestions below.
This post used an image from “Winning Customer Centricity” Denyse’s new book out next month.