As a successful entrepreneur it goes without saying that you have excelled at great customer service to your clients throughout your career – it has gotten you where you are today – but is that really enough in the new competitive marketplace? Research and customer surveys all say “no”. Great customer service is no longer enough because today’s consumers generally just “expect” it – therefore great customer service no longer provides a competitive edge. In a recent survey 71% of senior business leaders stated that they believe customer experience is the new competitive battleground.

So what’s the difference in Customer Service and Customer Experience?

Customer Service – the personal service we offer – our one-on-one contact with the customer
Customer Experience – The sum total of all interactions the customer has with your brand across all channels

Consumer expectations have shifted and what was once differentiating service is now simply expected. Today’s consumer has evolved from valuing good customer service to demanding (and in some cases paying a premium for), an exceptional customer experience. This encompasses every facet of your business like your customer’s experience with your website, speed and efficiency in answering enquiries and questions, telephone service, how your team members and staff respond to customers and provide solutions as well as how they emotionally connect to them on all channels including social media like Facebook, Twitter and other multimedia. In short, the full customer experience is how you make them feel every step of the way when connecting with your brand.

I’ve put together 5 Core Principles for exceptional customer experience.

1. Culture – your business philosophy should not be about selling real estate – it should centre on providing an exceptional customer experience. Every team member should thrive on providing that experience. The consumer can feel this “experience” culture – and it is what will attract new consumers to your business.
2. The Right Team – Every team member and employee must have the same core values and the desire and ability to provide an exceptional customer experience. Hire only the right people – those who match your culture and customer philosophy.
3. Treat your People Well – If you take good care of your employees, they in turn will take good care of your customers. This should be an integral component of your company brand.
4. Feedback – It is impossible to be perfect every time or please all of the people all of the time – what is important is to listen to your customers and act on what they say. This requires protocols and procedures to respond quickly to possibly neutralize negative feedback and in many cases turn it completely around while creating a learning experience so it doesn’t happen again.
5. Exceed Expectations – From initial contact to every touch-point the consumer has with your brand – demand nothing but excellence from everyone everyday – your customer should be left with nothing less than that WOW factor.

In the end, providing an exceptional customer experience will become the most powerful weapon in your competitive arsenal – not only because it is so important to today’s consumer, but also because it is so difficult to constantly deliver. If your customer feels amazed, delighted and uncommonly cared for they will become a raving fan.

The Goodfellow Coaching Mastery Summit this October in Miami will be delving into the Customer Experience vs Customer Service issue in depth. The strategies, ideas and information you will receive will transform your business from a million dollar company to a multi-million dollar business. Our events always sell out quickly, so don’t delay and register today.