How To Create The "Ultimate Guest Experience"
The lifeblood of any business is repeat and referral customers. The way that you get those is through creating an ultimate customer experience.
How do you do that exactly?
Scott McKain, author and member of the Speakers Hall of Fame and the Sales and Marketing Hall of Fame, explains that in order to do this, you need to clearly identify the primary differentiator for your business.
Focus On Attracting People, Not Pursuing Them
The people you pursue are the ones you’ve emailed a gazillion times, beaten over the head with 10% off offers, and hounded until they finally surrendered and bought something from you. Very seldom are customers loyal over an extended period of time.
However, once you’re able to create an emotional connection with your customers, you begin to attract them and they become more valuable to your business than the customers you’ve had to pursue. They will come to you over and over again and refer other people to you.
How To Differentiate Yourself From Competition
From the customer’s perspective, differentiation is something that sets you apart from your competition to the point that you become the top of the class within your chosen field. However, if you don’t know how you’re different, then you can’t expect your customer to understand how you’re different either. Additionally, if the customer doesn’t perceive some type of meaningful differentiation between you and your competition, then the only thing you’re going to argue about is price.
Now, they’re obviously going to go with the cheapest option. Once you start separating yourself from the competition, though, there’s something else to talk about. The more meaningful that differentiation is, the more distinctive you appear to the customer, and the more you’re able to attract customers.
Ultimately, what creates such distinction is the ability to achieve that level where customers can’t wait to enjoy that experience again and want their colleagues to experience it as well.
Dave Murray is senior customer experience consultant at the DiJulius Group.
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