I just read an interesting article in Marketing Profs that I wanted to share with you. The article, “Three Uncustomer Customer Service Mindsets that Deliver,” gives the reader three different ways to potentially build a better experience and loyalty.
I left a comment on their site that basically said, good idea, but not something that will build loyalty longer term. Why? Simple. This, as many other articles and ideas out there focus on what to do immediately and uniquely to change the customer experience so your customer will go, “Wow, this is pretty interesting maybe I will be loyal to them now.” I hate to say it but that just isn’t how it works with customer experiences and loyalty.
What builds Loyalty is TRUST. And Trust can only be “earned” by “consistent” repetition of events. We use the word “Promises” as one way to describe these events. If someone understands the “Promises” a customer (or employee or shareholder or supplier or partner – you get the point) wants you to make, and you have a way to consistently keep that promise, your constituent will begin to build up trust with you. Without consistency you have no trust. And without trust you have no loyalty.
So, when someone starts talking about having a new way to deliver a customer experience that sets them apart, it is important to remember that it is the “basics” that create loyalty. Customers, based on our experience and research, have shown the one PARAMOUNT component they would like is to have a “consistent” and “predictable” experinece that can be repeated over and over again – customers DON’T like SURPRISES.
We have found that the only true way to actually build a “consistent” and “repeatable” experience is to link the desired experience to the processes of the organization. Without this linkage you can’t have everyone on the same page delivering the same experience. When the experience isn’t connected to the processes, you run the risk of getting “happy Harry” or “sad Sally” instead of what they want, which is “mediocre Mike.” Customers would rather have a mediocre experience that is consistent than an exceptional experience once in a while and not know what they are getting.
So when you read all the articles, blogs, comments, etc. out there that talk about the “latest and greatest” way to WOW your customers – don’t listen. Go back to what you know is what the customer really wants – CONSISTENCY and REPETITIVE experiences they can count on each and every day and not guess which experience they are going to get. Don’t give in – resist the temptation to continually confuse your customer – that will only lead to defection, not LOYALTY.
Blaine
