When was the last time you “shopped” your own business? Do you really understand your entire process from your customers’ perspective?
As a consumer, I am struck by this often. Most recently while staying at a hotel, there were beautiful cobblestone pavers from the parking garage to the hotel’s entrance – beautiful and annoying as I and dozens of other people tried to roll our suitcases unsuccessfully from our cars to the Registration Desk. It made me wonder if the people who had picked out those tiles ever tried this exercise in futility with their own luggage. Probably not.
While that might be an extreme example, I hope you get my point. You need to pave a smooth path into your business with minimal bumps, hiccups and uneven tiles.
Thinking through your customers’ experience means imagining yourself as someone interacting with your company, from beginning to end. By understanding the needs and pain points of your target audience and the overall perception of your product or service, you will be able identify areas for improvement and create a more positive customer journey – as well as return visits and referrals.
I recently had an appointment, and the office called to confirm 24 hours prior to my scheduled visit. They let me know at that time that if I needed to cancel or change the appointment, they require 48 hours’ notice or else I will still be charged for the service. Hmmm. Seems like moving the confirmation call to match the cancellation policy would benefit both sides of that call.
Customers expect seamless, hassle-free interactions with businesses. By anticipating their needs and removing friction points, businesses can create a positive experience that encourages repeat business and happy referrals. Whether it’s a user-friendly website, clear communication, or responsive support, each touchpoint should be designed with your customer in mind.
Are there any processes or rules in place at your business that are not aligned with your customers’ expectations or purchasing habits? Have you inadvertently made it more difficult to do business with you rather than easier?
A well-thought-out customer experience fosters trust and emotional connections. When customers feel valued and understood, they are more likely to return and recommend the business to others. Loyal customers not only generate repeat revenue but also become brand advocates, helping to attract new customers through word-of-mouth.
