By Lisa Blankman, CPA
Manager, Audit & Assurance Services
[email protected]
In 2019, when customers enter any business, they are seeking more than a transaction — they want an experience. Customers crave human connections and the feeling that people in the marketplace care about them on a personal level. Rather than simply providing a product or service, businesses should ultimately focus on building relationships with those that come in contact with their enterprise.
Think about when you visit a Chick-fil-A. It’s not just the hot and tasty food that makes you come back. It’s the personal touch of the customer service, specifically the way their staff members subvert expectations by saying “my pleasure” rather than “you’re welcome.” The phrase was embedded into the company’s culture after founder Truett Cathy heard it uttered by an employee of the Ritz Carlton. It filled him with a warm feeling that he wanted to bring to his restaurants.
So, what do you do to give your customers this feeling?
First, take a fresh look at your company’s culture. Is the environment vibrant and positive? How do your staff members greet your customers? Remember that an employee can only share a positive experience if they themselves feel valued and appreciated — and THAT starts at the TOP! Make sure you institutionalize attentive friendliness within the culture of your operations on a daily basis.
More importantly, be transparent with your customers. Let them know you want them to have an exceptional experience, and ask for honest feedback about your performance. Also ask how they’d prefer you interact with them. Over the phone? Via email? In person? Customize your relationship to fit their needs.
Speaking of communication preferences, always be aware of generational differences among your customers. For example, baby boomers are often called members of the “show me generation,” as they place importance on body language and in-person interactions. Millennials, on the other hand, prefer digital communication. The attention span of millennials is roughly 11 seconds, so keep those emails short and sweet! Another fun fact: 78% of Generation Z members (born between 1996 and 2011) have never visited a brick-and-mortar bank. Imagine their expectations for face-to-face customer service, or even walking into your business. You may have to go to them!
Every customer is different, but they all long for a positive personal experience tailored to their individual needs. Think about what you can do to leave a smile on their faces after they do business with you. If you are successful, they will crave your relationship and tell others about your enterprise.
If we can assist you further with achieving success in your business or personal affairs, please call Lisa Blankman at (317) 613-7856 or email [email protected].