Creating Positive Customer Experiences
By JoAnna Brandi
About JoAnna
JoAnna Brandi, often called the “Customer Care Lady,” has 20-years experience helping create more positive, customer-caring companies that thrive, where employees are motivated, customers are loyal and competitors are nervous. She's the publisher of the Customer Care Coach®, a ten session self-study customer care leadership program, and Monday Morning Motivation, a weekly focused “self-talk” for people who care about their customers.
JoAnna is a consultant, well-regarded public speaker and author of two books on customer loyalty: “Winning At Customer Retention: 101 Ways to Keep ‘em Happy, Keep ‘em Loyal and Keep ‘em Coming Back” and “Building Customer Loyalty: 21 Essential Elements in Action.” She’s been delighting people worldwide with her biweekly “Customer Care Tip” for over 15 years. JoAnna is a practitioner of applied positive psychology and an “Authentic Happiness Coach," bringing the teachings of the new “Science of Happiness” right into the workplace. She's currently working on a new book, “The Feel-Good-at-Work Factor.” She's also a founding member of the Positive Workplace International.
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First-Class Upgrade
On a recent flight back from the West Coast, I was delighted to hear my name called. “JoAnna Brandi, come to the counter.” Hmmm. I’d already been told there was a line for upgrades, and I wasn't high on the list. The attendant gave me the good news: “You lucked out. A couple of people didn’t show up.”
A broad smile broke out on my face. An upgrade on a red-eye flight is even more deeply appreciated since I sleep so much better in a bigger seat.
First class just feels better. The seats are wider, they pay more attention to you, call you by name, hang up your coat, feed you drinks and snacks. They make you feel … special.
It got me thinking: What does it take to provide “first-class” seats for customers in any business? Take your business, for instance. Whether you’re a retailer, cataloger or online merchant, you have opportunities to upgrade customers to first class with simple mechanisms for making people feel special.
In person, there are “head up” behaviors like eye contact, smiling and using customers’ names. Every contact person can be taught how to build rapport using words, tonality and body language, so whether face to face or on the phone, he or she can make that special connection.
High-level listening skills let customers know they matter and that you truly paid attention — e.g., “So if I understand you correctly, what you really need is …” The skill of clarifying and confirming can go a long way in helping customers feel understood.
Online chat offers options, too. The choice of words becomes even more important when tone takes the form of language. Mirroring and matching a customer’s mode of communication can happen in any channel, using words that reflect the customer’s visual, auditory or kinesthetic style. “I see what you mean,” “I hear you” and “I’ll be in touch” reflect her preference and build rapport.
Every time you make a deliberate effort to make customers feel special, important and appreciated, you're upgrading them to first-class status. Consider trying some of the following:
- send a handwritten thank-you note in the box with their first orders;
- pack a surprise gift in the box;
- for brick-and-mortar retailers, have a bowl of special treats that changes with the seasons;
- use current, interesting and even amusing voice mail messages;
- speak positively (that means ditch phrases like “no problem”);
- create emails that sound like they come from real people;
- make it easy for consumers to find your customer service number on your website;
- call to thank new customers for their business; and
- make it easy to compliment or complain.
These are just some of the ways you tell customers they deserve first-class treatment. Get your staffers together in one room and ask them what they think a first-class upgrade to your service would look, sound and feel like. What will you do TODAY to upgrade your customers?
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