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Forgotten Facts & Fantasies of Customer Delight

If you follow me on social media, you’ll know that I’ve just returned from a three-week visit to Peru. I had the privilege of being the keynote speaker at IIEX-Latam in Lima and decided to take time off to visit the country after the conference. How glad I was that I took that decision, because I discovered that Peruvians are experts in customer delight!

PeruPeru is an understated yet remarkable country that deserves a more amazing reputation than I believe it has today. While its image is dominated by Machu Picchu, this wonderful l and has so much more to offer visitors. From the sprawling cities of Lima and Arequipa to the rugged desolation of the high altitude desert plains and the humid cloud forests, I quickly fell in love with the country and its people.

Of course, my mind is never far from work and I realised that I was so enamoured by this country because it’s people have customer centricity down to a fine art. They are happiest when they are delighting their visitors. Let me share a few of the surprising experiences I had on my trip –  I’m not referring to the amazing l andscapes – and which I hope will inspire your own customer centricity!

 

You’re welcome

Nowhere is this truer than in Peru. The North Americans may be quicker to wish you a good day, or to ask how your trip was, but they don’t really expect nor hear your answer.

It is the opposite in Peru. They go out of their way to ensure you are happy, even when you can’t speak their language.

A warm welcome is something you show your customers, consumers, and clients. (>>Tweet this<<) It is not a simple phrase repeated without depth or substance. It is caring about how you can deliver customer delight. So how do you show your customers that they are truly welcome?

If you have a digital presence and have an opt-in form, then this is by sending back a welcome email immediately, introducing yourself and thanking your customer for signing up. You’d by amazed in this day of simplified automation, that not all websites have this welcome programmed within their sales funnel!

GoldfishAccording to research conducted last year by Microsoft human beings have an 8-second attention span these days. And yes that’s shorter than a goldfish! But more than 70% of consumers expect a welcome email when they subscribe to your offer, according to BlueHornet. So why disappoint a third of your customers before you’ve even started your relationship with them, by not thanking them? Another reason to respond rapidly is that real-time welcome emails see more than 10x the transaction rates and revenue per email over batched welcome mailings according to Experian.

Another way of welcoming your customers’ business is by providing additional value. We all know how Amazon remain the first and best at this with their recommendation engine. But there are many other organisations working with recommender systems, including Netflix, social media platforms Facebook, Twitter and LinkedIn and retail giant Ikea

Do you have something similar to offer your customers? Whether it’s an additional free offer, or a paid product or service, your customers are connected, so make use of their engagement to provide even greater value. And speaking of value:

 

We value your business

The evidence of just how much Peruvians appreciate their visitors again comes down to the warmth of their welcome. But they go even further; I felt that I was treated with real respect. Nothing was ever too much trouble and apologies abounded for even the slightest mishap. The hotel front desk couldn’t immediately answer my question? Profuse apologies, not a canned “sorry to have kept you waiting.” The restaurant waiter had to make me wait thirty seconds to provide something? Profuse apologies and perhaps even a small extra such as a drink or special treat.

QueueOn my first day, I spent the morning getting a local SIM card and changing money. Now I agree that back home these two tasks would have taken me about thirty minutes, but I wouldn’t have enjoyed them nearly as much. They would have been chores to accomplish as quickly as possible. I would have tolerated the queues and been irritated by the time lost waiting to be served.

Not in Peru. In the bank, I was treated to a comfortable sofa, coffee and a TV channel to watch, as my name moved quickly up the waiting list on the large central screen. In the phone company’s retail outlet, I was shown to the front of the line as a “valued new customer.” And then, of course, I got the traditional apology for being kept waiting. None of the tiring, st and-up queues we find in most cities.

How do you show your customers that you value their business? (>>Tweet this<<) I hope not merely by saying that you do – if so, reread the previous point again! Don’t you get irritated when calling a company to hear those automated “your call is important to us” messages before being put on hold for ten, twenty, thirty or more minutes? So why would you think that your customers accept such “lies”? You’re certainly not proving that they are important to you. Find ways to make their wait more comfortable, if not enjoyable. Read ” Changing perception: Simple ways to improve your customers’ waiting experience” on Business.com for some great suggestions from Sarah Pike.

 

We want you to be delighted

There is still a lot of talk about customer delight and satisfaction, but there really is a huge difference. Satisfaction is meeting the minimum st andard of service. Delight happens when people are both satisfied and surprised by the level of service or quality you provide. If you can’t provide an alternative solution such as automatic call back, chat or email response, then at least give the caller an idea of how much time they need to wait. It would be even better if you could suggest a better time for them to call back when lines would be less busy if they prefer, rather than making them merely wait. Treat your customers as you would like to be treated is not a hollow rule for businesses to think about customer delight and service. (>>Tweet this<<)

In Peru, after every interaction with someone, I was always asked if there was anything else I needed. Again not the automatic response upon the completion of a job, but a real desire to provide more than just satisfactory service.

So what are you offering your customers? The lowest acceptable service level at the highest price possible? Do you even know what would delight your customers? When did you last check how their dem ands have changed? We are all excited by novelty, but it makes customer delight difficult to maintain if we don’t have our finger on the pulse of the market. As one of the young digital marketers I follow says “you can never go wrong by offering true value.” (I’m speaking about Neil Patel of course) (>>Tweet this<<) So don’t target anything less than surprise and delight; satisfaction is no longer enough. (See ” The new challenge of marketing: Customer satisfaction is not enough!” for more on this topic)

 

Enjoy the ride, not just the destination

Belmond Group LogoI am sitting on the Andean Explorer as I write the first draft of this post. It is part of what used to be known as the Orient Express Group, which recently changed its name to the Belmond Group because it offers more than just train services. I mention this group because they have customer delight in their blood. You could say it’s old-fashioned in today’s world and I, unfortunately, would agree.

According to Wikipedia, “slow” lifestyles first emerged in the slow food movement. It emerged in Italy in the ’80s and ’90s  as a reaction to fast food, emphasizing more “traditional” food production processes. Too often today we race from one action or experience to another. Think about all the photos you take which mean you never really see the places you visit until you get home and review the slides. What a waste!

I recently experienced just such a regret myself after a flight over the Nazca Lines. I have a few blurry images taken through the scratched windows of the small plane on which I flew. A fellow traveller told me that his pilot told him not to take any photos but to admire the view. I so wish I had done that. What I had expected to be the highlight of my whole trip, turned out to be just an uncomfortable scramble to see all the figures as the plane banked steeply, first in one direction and then the other. The photos on Internet are far better than any I could have taken!

This train ride is another example of luxuriating in a “slow” experience. You could take the luxury coach service from Puno to Cusco and arrive four hours earlier. But you would miss the experience I am having. I actually don’t want the ride to end! Do your customers feel the same about your product or service?

 

We want you to feel comfortable

Cruz del surOne of the many surprises in Peru was their transport system. They rely primarily on coach services between the major cities, but they are unlike anything I’ve seen anywhere else around the world.

The value for money is outst anding. Your luggage is taken from you when you arrive, similar to airport check-in; no hauling your bags on and off the train or coach. Meal service is a three-star affair, not the snacks that most airlines offer today. Cozy blankets and pillows are provided, together with headphones and a personal entertainment system. And the seats, oh the seats! They would put every airline business class to shame! They recline to a comfortable sleeping position with plenty of space for personal belongings.

Starbucks LogoSo how do you make your own customers feel more comfortable? Today’s customers will pay for experience, not for commodities. Which are you offering? With the similarities of products and services today, customers remember how you make them feel, far less than the price they paid. This is why we happily pay five dollars for a cup of coffee at Starbucks or five to ten times the economy price to fly Business or First. Improve your customers’ experience and they will happily pay more. (>>and%20they%20will%20happily%20pay%20more%20[tweetlink]%20%23CEX%20%23Customer” target=”_blank” rel=”nofollow noopener”>Tweet this<<) According to Oracle, 86% of customers will pay more for a better customer experience, but 82% of customers have left a company because of a bad customer service experience. These are HUGE numbers to be ignored at your peril! 

 

We know we can do better

Almost every tour I went on, every guide I had to show me around and every hotel or restaurant I went to, asked me to complete a short survey if I could spare the time. And when I say short I mean short. They rarely if ever went over one page. Just a few, essential questions and a request to comment on what they could have done better to make my visit even more enjoyable.

How many of your own customer satisfaction surveys ask only the essential, actionable questions? Even if you collect answers, do you make regular use of their analysis to improve your customers’ experience? Every business could benefit from following what their customers think of them and I don’t mean by simply tracking your NPS! (Net promoter score) Apart from its now questioned validity, are you even sure that this metric is relevant to your industry? If you’ve never compared your results to sales trends, do so; you are likely in for a shock!

Of course, not everything is perfect in Peru. There’s a lot of rubbish along the side of the roads in the countryside. But there are also a lot of recycling bins everywhere. They are trying hard to educate the locals that the country depends on tourism and as such they must value and protect their own country, as much as the visitors do.

My trip in Peru was truly a “once in a lifetime” experience. Hopefully, the ideas from my experiences have inspired you to make some changes in how you treat your own customers, whatever industry you are in. 

I’d love to hear about any “ah-ha” moments you had while reading this post. If you have further thoughts on how we could all increase customer delight in our businesses then please share them with the thous ands of readers here. Thanks a lot.

And finally, if you know you could be doing better in terms of customer delight, take a look at our and-evaluation” target=”_blank” rel=”noopener”>1-Day Catalyst training sessions and contact us for a quick chat about how we might support you.

 

What do Customers Really Want Today?

As a customer centricity champion, just like you, I spend a lot of my time researching what customers really want today. I’m always trying to understand exactly what customers want. My regular searches include customer service, customer satisfaction, customer care and similar topic areas. Google is my best friend!

However, I recently came across some surprising facts, which prompted this post. I believe they show a serious problem in the business of looking after our customers today. Read the article and then let me know whether or not you agree with my analysis.

 

Customer centricity

Wikipedia, another online friend of mine, doesn’t have a definition of customer centricity! If you look the term up, you get directed to customer satisfaction!  Try it for yourself and see.

My other go-to source for definitions is  businessdictionary.com which defines customer centric as:

“Creating a positive consumer experience at the point of sale and post-sale.” 

It then goes on to say

 “A customer-centric approach can add value to a company by enabling it to differentiate itself from competitors who do not offer the same experience.”

Now although I find the definition limited, since it refers only to sales and post-sale activities, I do like the fact that it mentions three important elements of customer centricity:

  • a positive customer experience
  • adds value to a company
  • enables differentiation

This clearly identifies three huge benefits of becoming (more) customer centric:

  1. A positive customer experience has been shown to increase both loyalty and advocacy. (>>Tweet this<<) As we all know, it costs ten times if not even more, to acquire a new customer as it does to keep a current one. Therefore loyalty is a valuable benefit for a brand.
  2. Adding value to a company also increases the ROI of its marketing investments. This is something that marketing is challenged to prove today, with the risk of seeing their budgets cut. Luckily, what’s good for the customer is good for business. You can see many more facts and statistics in Forrester’s report “The Business Impact of Customer Experience”  HERE.
  3. The third benefit is just as important to the growth of a business. Enabling differentiation in this complex world is invaluable in standing out from the competition. (>>Tweet this<<) In so many industries today product performance and services are almost identical, so how can you stand out? By your customer care, that’s how and knowing what your customers really want . It has been shown that customers are willing to pay more for excellent customer service. You can read a summary of the American Express research that found that  HERE.

I would also add that what customers really want today is a seamless experience from pre to post purchase, as well as both on and offline. That’s how you deliver satisfaction and build loyalty.

 

The importance of customer satisfaction and understanding

There is no denying that customer centricity is important. However some companies are (too?) slow to adopt best practices in this area, which concerns me for a number of reasons:

  1. Changes are happening too slowly in most organisations. If it is important for the business, then what is stopping companies from adopting a more customer centric approach? The longer they wait, the more they risk being beaten by a more customer friendly competitor. It’s no longer (just) about product performance any more.
  2. Customers are complaining – a lot – about the way they are being treated. Why are companies not accepting these criticisms as the gifts they are? Acting promptly before the issue becomes a social media viral discussion is essential today.
  3. Customer service is confused with customer satisfaction. Companies are happy when their customers say they are satisfied, but they should be looking to delight them!

As mentioned before, the research that prompted this post was a google keyword investigation of terms related to customers. Having seen the strong positive trend for the word customer, I then wanted to understand what it was about customers that was of interest. I found that both customer service and customer care showed almost identical positive trends.

However, when I looked at customer satisfaction and customer understanding the trends were flat and worse, minimal. (You can see the trend graph below with service in green, care in blue, satisfaction in red and understanding in yellow)

 

These trends suggest to me that companies search how to improve their customer service and care, but not about how to understand their customers or increase their satisfaction!

How can this be? Surely an interest in customer service should come from an increased understanding of how to deliver customer satisfaction? Apparently not.

And this is when I realised that perhaps businesses are more interested in the process than the real benefit of customer connection. That is a serious flaw in their thinking in my opinion.

To confirm my hypothesis, I looked into customer satisfaction levels and their trends. After all, many more companies are interested in customer service these days. So you would think it should have a positive impact on customer satisfaction.

 

According to the latest report from  The Institute of Customer Service on customer satisfaction across Europe, retail, insurance and banking are the three best performing industries. This was a surprise to me because they used to be the most heavily criticised. However this suggests that they have taken action, albeit because they had little choice, but most other industries continue to ignore what their customers really want. You can see the full Infographic overview above; click on it to see the full-sized original.

I then went back to Google to find ways which were suggested for increasing customer satisfaction. I found more than  two million articles on how to do it, but very few on the results. Again, extremely worrying.

US Customer satisfaction
National ACSI Scores, 1994 to Q1 2016 (0-100 Scale) (PRNewsFoto/American Customer Satisfaction)

 

According to the US ACSI (American Customer Satisfaction Index) June 2016 report, customer satisfaction has finally increased for the first time in over two years.

However, as Claes Fornell, Chairman  and founder of the ACSI says:

“By and large, the overall customer experience for goods and services purchased and consumed in the United States is getting worse.” 

In the UK, which leads Europe in terms of customer satisfaction, levels also rose for the first time in four years, reflecting a more positive economy. However, that was before the Brexit vote! I am looking forward to seeing whether the Brits’ optimism continues this year.

 

The Key Takeaways

So what does a business need to do to deliver what their customers really want today and increase their satisfaction? There are seven facts that become apparent from this analysis:

  1. Businesses should always provide a positive customer experience and do whatever it takes to satisfy, but ideally delight.
  2. Companies need to go beyond the mere process of customer centricity, to truly put their customers at the heart of the organisation.
  3. Customer centricity adds demonstrated value to a company; it should be a no-brainer.
  4. Customer centric improvements are happening too slowly in most industries, especially when customers are becoming increasingly dem anding.
  5. Providing customer service doesn’t guarantee customer satisfaction.
  6. A positive customer experience increases loyalty and advocacy.
  7. Excellent customer service enables differentiation and even higher prices.

In summary, people want businesses to listen and understand them. When a customer takes the time to contact a company because they are unhappy, they expect a satisfactory outcome as a minimum. Those organisations who go beyond, to deliver delight, will see their reputation improve, as well as an increase in their customers’ loyalty and advocacy. 

Customers also want companies to be open and transparent. They want answers to their questions and criticisms. They have a right to know the source of ingredients, the ingredients themselves, their country of origin, the charities the company supports, or the organisation’s policies on waste, water and sustainability. What customers really want today is to have their questions answered (almost) immediately, especially on social media. They expect things that go wrong to be put right – quickly, with an equally rapid explanation and apology.

So how are you doing? Are you living up to your customers’ expectations? Are you delivering what your customers really want? How have you made progress in this area in the past year or so? Please share your success stories below. 

You know you can no longer wait; you’re getting left behind by those organisations – and competitors – who are taking action today! If you need help in catalysing your organisation in customer centricity and aligning your business to what your customers really want today, C3Centricity provides 1-Day training on many relevant topics. See more about them and download the summary brochures HERE.

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