Of course you are familiar with how bad news travels faster and is remembered longer than good news. This means that you have to do about 4-5 good things for every not so good thing you do. That is how you keep a balance.
Similarly, customer experiences will have a recency effect also. The last portion of their experience will carry the most weight in their overall rating of their experience. For this reason, you have to be very sure you do a very nice job with all the finer details even when the transaction is over. There is a grocery store near me that has not mastered this concept. They have great fresh food, excellent selection and other things that contribute to a top notch user experience.
Unfortunately, the paper bags they provide have an issue with the handles. On more than one occasion, the handles have failed resulting in a scramble to keep the groceries from spilling all over the place.
In this instance, these were an “afterthought” for the store. If they had a good handle on the recency effect, they would understand that this is a CRUCIAL aspect to the shopping experience, trumping most other shopping experiences.
In your business, dont skimp on the bags (or whatever they customers takes home from you). It could leave a lasting negative impression, even if you do everything else right!
To deliver a fabulous customer experience, you have to end in a fabuloous way!
I was on a plane last night, and i was casually browsing through a “SkyMall” catalog. On the inside front cover is a product called “Bottle Armor” which is intended for travelers who purchase wine or spirits while traveling, to safely transport it home.
What struck me about the catalog listing was that the product was unpriced. Where almost all of the other products showed the price, this one said “go to SKYMALL.com to check the price”. Either this was the result of having the product unpriced at the time of printing the catalog (unlikely) or it was an enticement to go to the Web site – and likely browse other products there. (Orders can also be placed using a toll-free number).
Customer interest is a fleeting event, and it keeps getting shorter. My belief is if you have to wait for the customer to be online, not always convenient on a plane) you have missed the opportunity to capture their interest. How many people (aside from marketing hobbyists like me) will remember this “Bottle Armor” 30 seconds after they turn the page. Not many!
Far better would have been to list a price for the product, with an enticement to select an online coupon code – which would get them to the Web site.
Yesterday we mentioned the importance of following the first key step in marketing – finding out what the customer wants.
For some reason even thought his is EXTREMELY important, it often goes ignored. We often kid ourselves into thinking we are so smart we can “figure out” what the customers need. After all, we are “experts”.
The true leaders in this field do not even bother wasting their time to “figure it out”. In fact, the best of the best don’t even worry about asking people their opinions and desires (they could get some bias – more on that another time). They realize that actions speak louder than words, and devote their energies to observing behavior.
So the goal is to figure out what customers want – spend most of your time on this. If you can’t practically observe customer actions and tendencies, then go ahead and ask them. Once you have this, finding a way to get it to them becomes much easier.