It seems that people have become more focused on service as a competitive edge. That is good. The problem is that, compared to proven world-class companies, they are going about it all wrong.
To truly provide superior service, you need to provide more than just niceties. Training on how to smile and say please and thank you will not create an engaging, value-added experience for your customers. In addition to developing a caring relationship with with them, you have to provide legitimate expertise that helps them accomplish whatever they can't do on their own. (Think about why they are looking for your products/services in the first place!)
What the most successful know: It's not either/or...it's both/and.
Not only is service you provide critical, but the way you provide that service is critical as well. Pretty much anyone can provide one. It's only those who can succeed in both aspects will have the competitive edge and triumph in their industry.
So, do an informal assessment today (preferably with your team...and your customers!) - How does your product/service compare to your customer's expectations/wants? How does your offerings compare to their other options (your competition)? How does the experience (how you serve them) compare to their expectations/wants? How does it compare to the other options?
If you want to exceed all their expectations and earn their loyalty, you'll need to deliver excellence in all aspects of their experience...with both relationship AND expertise.
Think about it. But more importantly, do something about it...today!
Showing posts with label loyalty. Show all posts
Showing posts with label loyalty. Show all posts
Monday, January 2, 2012
Sunday, November 13, 2011
Connecting For The Long-Term
Have you ever thought about how to create raving fans or advocates for your business? Working with Disney, Apple, Ritz-Carlton, Nordstrom, and others, I've seen the approach these successful companies use to consistently engage their customers - both externally and internally (their employees). It can be stated in this simple phrase:
Reach their hearts, then teach their minds.
Of course, logically being a great value is critical to success, but facts and figures will never truly create passionate relationships. Before you can "prove" your worth, you must first reach their hearts with a shared purpose, build your relationship/credibility, THEN seal the deal with your (logical) products and services.
Once you form that deeper link with what they truly value, then the rest is just details that evolve over time. If your connection remains dynamic and value-added, you will (like every healthy relationship) serve to develop each other over time. Each adding value in a dance that gains momentum, grows in depth, goes the distance.
No complicated formula or expensive technology required. Just authentic person-to-person interactions that make a difference in the things that matter. We regularly see this with the loyalty leaders out there. There's no reason why you can't do this with your employees (first) and (then) your external customers. Create opportunities to have meaningful discussions about Values, Vision, what they truly, deep down care about most. Then build on those connections each and every day to provide a pattern of consistency. Invest in these efforts now and you'll discover a growing list of passionate advocates for you in no time!
Think about it. But more importantly, do something about it...today!
Reach their hearts, then teach their minds.
Of course, logically being a great value is critical to success, but facts and figures will never truly create passionate relationships. Before you can "prove" your worth, you must first reach their hearts with a shared purpose, build your relationship/credibility, THEN seal the deal with your (logical) products and services.
Once you form that deeper link with what they truly value, then the rest is just details that evolve over time. If your connection remains dynamic and value-added, you will (like every healthy relationship) serve to develop each other over time. Each adding value in a dance that gains momentum, grows in depth, goes the distance.
No complicated formula or expensive technology required. Just authentic person-to-person interactions that make a difference in the things that matter. We regularly see this with the loyalty leaders out there. There's no reason why you can't do this with your employees (first) and (then) your external customers. Create opportunities to have meaningful discussions about Values, Vision, what they truly, deep down care about most. Then build on those connections each and every day to provide a pattern of consistency. Invest in these efforts now and you'll discover a growing list of passionate advocates for you in no time!
Think about it. But more importantly, do something about it...today!
Friday, May 27, 2011
Life/Work Lessons From The Front Line
A colleague recently shared some remarks made by a career soldier:
1. Remember, if the enemy is in range, then you are too.
2. All cover is temporary.
3. Above all, remember your mission.
4. When in battle, soldiers are less focused on winning for the country than fighting for their buddy/team.
These simple statements hold profound truths that apply to our work - and our personal lives.
1. The closer you get to engaging any activity, the chances of danger/failure goes up. Talking about taking action is risk-free because you aren't really doing anything other than talking. Of course, you gain nothing as well. Real living requires stepping forward and confronting the challenge. Remembering that those situations can "bite back" is critical. Choose wisely.
2. When colleagues/friends offer help, they expect it will be for a specific window of time. No one wants to be left hanging or obligated for long-term support when it should only be a temporary situation. To make the best use of their support - and not wear out your welcome - plan, coordinate and execute accordingly.
3. Life and work are full of distractions. It's easy to get focused on the many micro details and lose track of the macro big picture of why we're doing what we're doing. Reminding ourselves of our ultimate purpose/goal is critical in making the most of our time and resources. It's all about priorities.
4. Workers that are part of an organization aren't necessarily loyal to the company - they are more connected with the people they work closely with inside the company. Anyone who wants to create a culture of loyalty must create an environment that is conducive to people engaging each other at the team level.
As you enjoy this holiday weekend, consider the value these insights provide and thank a veteran for keeping us safe/secure enough to be able to focus on life and career.
Think about it. But more importantly, do something about it...today!
1. Remember, if the enemy is in range, then you are too.
2. All cover is temporary.
3. Above all, remember your mission.
4. When in battle, soldiers are less focused on winning for the country than fighting for their buddy/team.
These simple statements hold profound truths that apply to our work - and our personal lives.
1. The closer you get to engaging any activity, the chances of danger/failure goes up. Talking about taking action is risk-free because you aren't really doing anything other than talking. Of course, you gain nothing as well. Real living requires stepping forward and confronting the challenge. Remembering that those situations can "bite back" is critical. Choose wisely.
2. When colleagues/friends offer help, they expect it will be for a specific window of time. No one wants to be left hanging or obligated for long-term support when it should only be a temporary situation. To make the best use of their support - and not wear out your welcome - plan, coordinate and execute accordingly.
3. Life and work are full of distractions. It's easy to get focused on the many micro details and lose track of the macro big picture of why we're doing what we're doing. Reminding ourselves of our ultimate purpose/goal is critical in making the most of our time and resources. It's all about priorities.
4. Workers that are part of an organization aren't necessarily loyal to the company - they are more connected with the people they work closely with inside the company. Anyone who wants to create a culture of loyalty must create an environment that is conducive to people engaging each other at the team level.
As you enjoy this holiday weekend, consider the value these insights provide and thank a veteran for keeping us safe/secure enough to be able to focus on life and career.
Think about it. But more importantly, do something about it...today!
Tuesday, February 8, 2011
Are You Free Or Fantastic?
Have you noticed that, these days, your customers are more demanding? The recent economic challenges have caused us all to be more thoughtful and demanding when it comes to spending our hard-earned dollars. How do you compete when, more and more, people expect something for nothing?
As wonderful as the Internet can be, it is also the source of easy access to the lowest price option. In fact, "the low, low price of FREE" is becoming a common goal in the race towards commoditization. Bottom line: When there's nothing special/different/better about your product or service, why should anyone pay more for it than the cheapest source?
The only time it makes good business sense to offer something for free (or even at no profit) is if there is strategic value. Either 1. To entice your customer so they do business with you and you can sell them more items where you make your (ultimate) profit; or 2. to use it as a tool to gain exposure/awareness for future sales.
Otherwise, the "strategy of free" is, ultimately, a default strategy for going out of business.
The only other strategy is to be "fantastic". Designing your product or service so customers experience a "WOW" means you can charge (and they will pay) a premium. (At Disney, we used to call this "pixie dust" - you can do it too!) Not only do you get a buzz of publicity (happy customers tell everybody!), but you earn profit that actually keeps your business in business.
Wouldn't you prefer that scenario?
What does the "strategy of fantastic" require? Simply adding value at every touch point of your customer's experience. Exceed their expectation (by being different/better) every step of the way and they will come back - AND tell all their friends/family to do business with you too!
Think about it. But more importantly, do something about it...today!
As wonderful as the Internet can be, it is also the source of easy access to the lowest price option. In fact, "the low, low price of FREE" is becoming a common goal in the race towards commoditization. Bottom line: When there's nothing special/different/better about your product or service, why should anyone pay more for it than the cheapest source?
The only time it makes good business sense to offer something for free (or even at no profit) is if there is strategic value. Either 1. To entice your customer so they do business with you and you can sell them more items where you make your (ultimate) profit; or 2. to use it as a tool to gain exposure/awareness for future sales.
Otherwise, the "strategy of free" is, ultimately, a default strategy for going out of business.
The only other strategy is to be "fantastic". Designing your product or service so customers experience a "WOW" means you can charge (and they will pay) a premium. (At Disney, we used to call this "pixie dust" - you can do it too!) Not only do you get a buzz of publicity (happy customers tell everybody!), but you earn profit that actually keeps your business in business.
Wouldn't you prefer that scenario?
What does the "strategy of fantastic" require? Simply adding value at every touch point of your customer's experience. Exceed their expectation (by being different/better) every step of the way and they will come back - AND tell all their friends/family to do business with you too!
Think about it. But more importantly, do something about it...today!
Sunday, February 28, 2010
How To Lose Loyalty
Interesting how a few weeks can make such a difference!
Toyota, previously the driving public's darling of the automotive industry, has been reeling ever since the revelation of problems with the accelerators in some of their best-selling models. Toyota went from media darling to media target. How will Toyota fare? What does this situation show us about loyalty - and how to earn it/keep it?
Well to begin with, unless Toyota makes some MORE blunders (the company's decision to delay the recall and then admitting it was for financial gain was a huge misstep), I expect they will stop the bleeding, turn things around, and be on top once again very soon.
Here's the deal: Earning loyalty in business is the same as earning it in our personal relationships. Both start with getting your attention, then getting to know each other. Finding similarities in values, preferences, and interests. Occasionally, one makes a mistake - but if there's been sufficient deposits in the "emotional bank account", AND open/honest regret AND sufficient behavior change, the relationship can be repaired. For this to happen there MUST be value for BOTH sides. Common ground. It needs to be worth the effort.
Yes, Toyota screwed up. Safety is a non-negotiable when it comes to driving. But they've built up a lot of deep relationships with many, many years of consistent safety, excellence and service. If they make the proper recovery, their reputation and future opportunities will be as impressive (or nearly so) as it was before.
The lessons are:
1. Always be wooing your significant other (in this case, your customers are the significant ones)
2. If you really care, you'll do what's in their best interest
3. If you screw up, and you really care, you'll make an obvious effort to fix the problem AND fix the relationship...based on what the offended party deems appropriate
Loyalty is rarely earned by "faking it" in front of the customer. We all know when we're being conned. If the relationship is fake, then these kinds of mistakes will ultimately be fatal - and any loyalty gained will be lost. If the relationship legitimately has value, it's not by accident. It's because you've taken action on the things that matter to the customer.
Toyota can rediscover that truth and get past this...as soon as they SHOW it (not just talk about it) and the media finds another whipping boy - which should be any day now.
What are YOU doing to earn loyalty? What are you doing to KEEP it?
Think about it. But more importantly, do something about it...today!
Toyota, previously the driving public's darling of the automotive industry, has been reeling ever since the revelation of problems with the accelerators in some of their best-selling models. Toyota went from media darling to media target. How will Toyota fare? What does this situation show us about loyalty - and how to earn it/keep it?
Well to begin with, unless Toyota makes some MORE blunders (the company's decision to delay the recall and then admitting it was for financial gain was a huge misstep), I expect they will stop the bleeding, turn things around, and be on top once again very soon.
Here's the deal: Earning loyalty in business is the same as earning it in our personal relationships. Both start with getting your attention, then getting to know each other. Finding similarities in values, preferences, and interests. Occasionally, one makes a mistake - but if there's been sufficient deposits in the "emotional bank account", AND open/honest regret AND sufficient behavior change, the relationship can be repaired. For this to happen there MUST be value for BOTH sides. Common ground. It needs to be worth the effort.
Yes, Toyota screwed up. Safety is a non-negotiable when it comes to driving. But they've built up a lot of deep relationships with many, many years of consistent safety, excellence and service. If they make the proper recovery, their reputation and future opportunities will be as impressive (or nearly so) as it was before.
The lessons are:
1. Always be wooing your significant other (in this case, your customers are the significant ones)
2. If you really care, you'll do what's in their best interest
3. If you screw up, and you really care, you'll make an obvious effort to fix the problem AND fix the relationship...based on what the offended party deems appropriate
Loyalty is rarely earned by "faking it" in front of the customer. We all know when we're being conned. If the relationship is fake, then these kinds of mistakes will ultimately be fatal - and any loyalty gained will be lost. If the relationship legitimately has value, it's not by accident. It's because you've taken action on the things that matter to the customer.
Toyota can rediscover that truth and get past this...as soon as they SHOW it (not just talk about it) and the media finds another whipping boy - which should be any day now.
What are YOU doing to earn loyalty? What are you doing to KEEP it?
Think about it. But more importantly, do something about it...today!
Monday, October 12, 2009
Who's YOUR Most Loyal Customer?
I just returned form delivering the Pre-Conference workshop for the Society for Human Resource Management's Strategy Conference in Phoenix. We visited several world-class operations - including the Westin (one of the upscale Starwood hotel brands), Cold Stone Creamery (making ice cream buying a real experience) and the famed Mayo Clinic.
During the visit to the Mayo, several professionals spoke to my group revealing the best practices that have created the Mayo reputation/brand. The Chief Human Resource Officer, the Human Resource Manager, and the Operations Manager all shared amazing information that, according to the attendees, was extremely helpful from an operational standpoint. The interaction that made the most memorable impact was when a "customer" volunteered to share his experience with the group.
This patient just happened to overhear that our group was going to be there and offered to recount how he was treated during his liver transplant...just 5 WEEKS EARLIER. He went on about how the clinical aspects were over his head, but every Mayo employee he worked with took the time to, not only educate him so he could make the best choices - or execute his multiple procedures and surgery impeccably, but that they interacted with him in a way that made him know they CARED.
Tragic that experiencing the "care" in "health care" is so rare these days.
This "customer" went out of his way to prepare, drive out, and stand in front of a group of strangers to brag about an organization he is loyal to.
Impressive. That spoke volumes to everyone in the room. Passionate customers who are justifiably loyal usually have that affect.
Mayo earns that loyalty - and reaps the benefits as well.
The question is: Who is/are YOUR most loyal customers? Are they sacrificing to be an advocate for YOUR company? Have you EARNED that commitment?
Think about it - but more importantly, do something about it...today!
During the visit to the Mayo, several professionals spoke to my group revealing the best practices that have created the Mayo reputation/brand. The Chief Human Resource Officer, the Human Resource Manager, and the Operations Manager all shared amazing information that, according to the attendees, was extremely helpful from an operational standpoint. The interaction that made the most memorable impact was when a "customer" volunteered to share his experience with the group.
This patient just happened to overhear that our group was going to be there and offered to recount how he was treated during his liver transplant...just 5 WEEKS EARLIER. He went on about how the clinical aspects were over his head, but every Mayo employee he worked with took the time to, not only educate him so he could make the best choices - or execute his multiple procedures and surgery impeccably, but that they interacted with him in a way that made him know they CARED.
Tragic that experiencing the "care" in "health care" is so rare these days.
This "customer" went out of his way to prepare, drive out, and stand in front of a group of strangers to brag about an organization he is loyal to.
Impressive. That spoke volumes to everyone in the room. Passionate customers who are justifiably loyal usually have that affect.
Mayo earns that loyalty - and reaps the benefits as well.
The question is: Who is/are YOUR most loyal customers? Are they sacrificing to be an advocate for YOUR company? Have you EARNED that commitment?
Think about it - but more importantly, do something about it...today!
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