How do you create Active Customer Loyalty?Firstly, lets blow the myth that customer satisfaction means that customers will come back! Satisfied means just that, satisfied, OK, average or not bad!
In the words of Jeffrey Gitomer:
“What do you want, a thousand satisfied customers or a thousand loyal customers?”
It now becomes clear what the difference is; Satisfied is doing what is expected constantly, loyalty requires something special, individual, unexpected.
Example 1) I went to buy six large plastic boxes from a well known stationery supplie this week. Upon checkout a shop assistant noticed me and ran over, stacked them to make them portable and then proceeded to carry them out to the car! WOW!
Example 2) Shopping in the Trafford Centre with two grandchildren in tow, I decided it was time to have some lunch however all of the ‘eateries’ looked full. A waitress saw us looking around, ran out of her restaurant and said she could find a table for us. WOW!
All of this WOW! service creates positive memories for customers which enables them to resist the tempting offers other providers put in their way through adverts, money saving deals, and other communication methods.
Customer satisfaction programmes tend to focus on making sure we are consistently average (this can be expensive). WOW! service creates value and is not expensive. How much did it cost the business for the assistant at the Stationery store to gain my loyalty?
It is our understanding of human nature and what the intrinsic motivators of individuals are that allows us to develop people to deliver this kind of service automatically and naturally without stress.
We create bespoke customer service training programmes for organisations ranging from the Automotive to the Hospitality Sectors, for Small and Medium Enterprises to Blue Chip organisations.
Would you like your staff to be able to WOW! your customers? Well the truth is that most can, it is simply about giving themselves permission.
If you are looking for this kind of customer service then we look forward to working with you!
