The customer experience is all about doing things that will be memorable and of value to the customer. Start with the basics and fundamentals. Once you have gotten them right, you will have earned the customer's trust and repeat business. To keep them loyal, break out and be different. There are plenty of companies offering what you offer, so be decidedly different. With that being said, there are things you must stop doing if you want to stand out.
1. Stop asking the customer to repeat information they have told you already. This includes asking them to repeat identifying information already keyed in while listening to prompts. Make certain transfers are smooth and seamless by sharing key information with the next team member. Repetition only increases the frustration factor.
2. Stop having all employees greet the customer when entering a bricks and mortar store. Let one do it and then stop. It is amazing how employees are being asked to look up from a current customer conversation or transaction to yell across the floor to the just arrived customer. It is rude to the current customer and feels odd to the one crossing the threshold.
3. Stop being oblivious and unaware. Get your team to recognize and learn current customers. Encourage them to check the database and acknowledge the customer specifically. If your team serves customers in person, show you know them. Learn names and make connections.
4. Stop being scripted. Customers want a real person delivering sincere service. Allow your team to build a relationship and use judgment. If you have hired and trained well, then trust them to deliver memorable experiences. There are plenty of things all organizations need to start doing but you start by stopping certain irritating behaviors. It just gives the customer a chance to think about taking their business to the competition.
What would you like for companies to stop doing?
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