Gaby Awad - “Buying Customers”
S4 Episode 11: WOWing Your Customers
My name is Gaby Awad AKA The Coach on Wheels (you have to watch my YouTube channel to know why 😉), and I am your host for the BUYING CUSTOMERS radio show 🔥🔥🔥
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In this “Buying Customers” Episode 11 of Season 4, we are going to talk about your Customer Experience and how to WOW it. More specifically we are gonna talk about your customer buying journey, touch points, WOW factors, value, differentiation, and more.
Satisfaction is no longer the acceptable standard of customer service. Satisfaction is no longer the acceptable measurement of customer service success. The standard and measure of success for the next millennium is loyal customers. Just because they're satisfied doesn't mean they're loyal. How loyal are your customers?
Each and every one of us serves customers, whether we realize it or not. Maybe you’re on the frontlines of a company, serving the people who buy your products. Perhaps you’re an accountant, serving the employees by producing their pay checks and keeping the company running. Or maybe you’re a company owner, serving your staff and your customers.
The big question is: how we can serve our customers better and improve ourselves in the process.
The smaller questions would then be:
What You Need to Know
The WOW factor can be defined as exceeding all customer expectations at every touchpoint by the actions you take to ensure that a customer is pleased with the interaction on a long-term basis. Interactions here are and should be mapped to your customer journey phases like Discovery phase, evaluation phase, comparison phase, consideration phase, deal or conversion phase, loyalty and retention phase.
So the WOW factor caters for the journey and not the after sale only. It starts with when in marketing they know about your existence and the journey continues until they stop buying from you. While “after sales service” or “customer service” entails only ensuring that the customer leaves a point of sale happy. Which is also part of your customer journey but not the only step that you should be focusing on.
Ensuring that customers are not only happy but WOWed going forward may require more care and attention, and this is where your service needs to be at its highest level. Pre-sales, after sales and point-of-sale are all essential elements of customer service. Also are your marketing interactions and the way you do business.
What You Need to Do
Step 1: Define your Typical Client Personas
List all typical client segments you want to work with. Give them names and then find out what they need and what they expect from you. Meet with your team to brainstorm their frustrations and motivations, their buying decision triggers, what they want to hear, and what benefits we can bring to each persona.
Step 2: Map Your Customer Journey
After you defined your different client personas, now map the phases of your client interaction with your business. These are typically Discover, Explore, Compare, Evaluate, Decide, and Retain and refer.
At every stage of the customer experience journey identify the ways you interact with your customers. For example, in discovery as yourself how they can reach us to know about us. Here you might identify things like your Website, Inbound call, Social media, Google Search, some Partners, some, Referrals / WOM, and events.
Now do you think about their thinking and feelings while they are interacting through each and every channel? As yourself, will they be uncertain of service knowledge, or uncertain of product quality or impressed with your reputation? Then identify improvement opportunities to enhance these touchpoints at every channel of interaction. How would you improve the website experience, how would you improve the welcoming message, etc.
Step 3: Systematize the Routines and Humanize the Exceptions
Think of the policies, procedures, processes, tools, and techniques needed to WOW your customers. What needs to be defined, what needs to be drafted and what needs to be re-invented. Have all your team involved in this and train, train them and then train.
Step 4: Test and Measure
Think of the ways you will be testing and measuring the customer delight. Will you work out some surveys, or implement a net promoter score kind of campaign? Will you be adding some quick smiley face feedback at points of sales or call your clients to collect valuable customer experience metrics.
Written by Gaby Awad
As a Business and Executive Coach, Gaby helps business owners, leaders, and teams grow and achieve their goals through alignment, business re-education, coaching, and mentoring. He has more than 25 years of experience in executive positions and transforming businesses. Currently, he is the Franchise Owner of ActionCOACH in Lebanon and in this position he also coaches Business Owners, CEOs and other top level executives. Gaby hold international accreditations as certified coach from ActionCOACH, Marshall Goldsmith, The John Maxwell Team, and Jeffrey Gitomer Sales Academy. Gaby is also the founder of Good Session Coaching, an online learning platform for executives and business professionals where leaders can go through self-paced learning.
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