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2 simple principles of customer experience to live by

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Tommy Smothers of the Smothers Brothers – if you do not remember them, watch them on YouTube – used to have a little comedy about golf with a title like: " The 37 most important things to remember during your downswing "

Although the routine was particularly hilarious for all those who have already taken a golf lesson, she also sent home an important truth: We can not treat and act according to a list of rules; we need general guiding principles.

Heck, God got all directions on how people should live up to a list of 10. (If only the IRS or IKEA could do as well!) So with that feeling in mind, let me give you two principles should instill in your team that will bring your customer experience to a higher level.

  1. Teach the "mind" of your procedures and systems in a manner equal to or better than teaching the "how to" of your procedures and systems.
  2. Give your customers or customers a memorable experience.

Meet the spirit of your systems

In the legal world, we have the letter of the law and the spirit of the law. Sometimes they may seem to disagree with each other. The same relationship is true with the systems and procedures we put in place to work with our customers in the business world.

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We are establishing systems to standardize certain efficiencies that we believe will benefit everyone. However, while we spend the meeting after meeting the members of the teaching team how to fill out the forms and what step follows which step, we do not emphasize how the system is intended to benefit customers; we do not teach the spirit of the system or procedure.

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When customers and employees go through your system – whether it's processing a statement, ordering, or answering a question, for example – it's not the case. they do not retain a global impression that matches the spirit of your system, something is wrong.

Your employees must be able to take some liberties with your systems so that they do not destroy the spirit in which they were created. In addition, if this happens often, they must be able to return to management and say how the spirit of the system is not respected and make suggestions for improvement. As the poet Robert Burns wrote in To a Mouse :

The best shots of mice and men can go awry.

Remember the experience

To answer my second guiding principle – To give your customers or customers a memorable experience – I suggest you ask yourself the following question:

What makes the product or service of my company memorable?

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If you can not answer this question quickly, you have work to do. If you think you know the answer, look at the situation and see if things go the way you think. You could use secret buyers, surveys or a similar strategy to achieve this.

This point also enters into the idea of ​​what differentiates your company from your competitors. Let me give you an example. A friend of mine recently needed an emergency roof repair on a Sunday. He went to Home Advisor to get the names of the roofers who could do the job. He was calling Saturday night. He called four names recommended by Home Advisor. Only one of them answered the phone. He was recalled Monday by the others. Of course, the one who answered his phone got the job and his five-star rating on Home Advisor.

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Simply being responsive in an industry known not to respond can be the attribute that makes your customer experience memorable.

In any case, if you can not list the things that make your customer experience memorable, chances are you do not have one!

So, how do you stack? Has your team internalized the spirit behind your procedures? Are customers leaving your business with one or more clearly positive impressions of their experience?

Do well with these principles and you'll be well on your way to leading your industry in your community.

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