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Did you know that most businesses are swimming in the sea of sameness when it comes to how customers perceive them? Every day your customers are faced with more and more vendors offering more and more choices which means that every day those same customers need to be reminded more and more often why they should do, or continue to do, business with you.
Why you? Why should customers spend their hard earned money with you? Why you and not the business down the street or the gal across the continent whose products or services may or may not be the same as yours but whose customer experience is so compelling that the customer is driven back to them and away from you.
As I’m sure most of you are already aware, one of the most powerful ways to remind your customers “Why You?” is through the unique Customer Experience that your business provides. We're talking about a level of let-me-put-myself-in-your-shoes thoughtfulness. Your Customer Experience can be weaved into your business model or be at different touchpoints in your business. In fact, the fastest way to spark FREE Word-of-Mouth Advertising for your business is to do something a little "Unexpected" for your customers. People talk about unexpected experiences they had or out of the ordinary things they see. (Hint, Hint - Huge Opportunity!) Most businesses only provide what's expected so breaking out of this routine can be really good for your business.
Below are 5 examples companies that have been strategically innovative and thoughtful in applying customer experience to their businesses with big results.
1. As an early adopter of Zappos and a customer that repeatedly talked about them wherever I went I think they are a shining example of how to base your entire business model on customer experience. They not only made it really easy to research and buy the perfect pair
of shoes online, but they consistently delivered in 2 days and free returns! Many others like me talked Zappos up because at the time it was not the norm to have such a seamless shoe buying experience online.
2. When ordering from Stella & Dot instead of getting an email that your order has shipped you get a call from your stylist. A nice little unexpected personal touch!
3. A Restaurant that has simple colored cards on each table. Customers can display a green card on their table to let waiters know when they are ready for the check, red card means not to come to the table and yellow card means they need something so a signal for waiter to check in on them.
4. Crossfit Gyms will often develop tight-knit communities, create diet challenges, host social gatherings and encourage all members to enter into a Crossfit competitions. Not something most gyms offer, but customers get hooked on these extras.
5. Nuts.com also places samples of something you haven't ordered in with your order. So instead of just getting what you ordered you also might get a sample of some Goji Berries.