The details that define exceptional service
The way we treat our customers has always mattered. An individual’s experience of interacting with your business influences how they perceive your brand, quality, value for money and whether they will return. Every company is operating in challenging and competitive market conditions. I see this first hand in the retail, hospitality and care sectors I work with. This means attracting and retaining customers matters even more. It should be our number one priority. Companies that focus on the details, offer added value, build lasting relationships and loyal customers will be the ones that successfully weather the storm and emerge stronger and resilient.
In this blog, we look at service as a way of differentiating your business from the competition to attract and retain loyal customers. We share examples of the five type of detail that make a huge difference to customer experience, no matter what kind of business you run.
Service as a differentiator
Exceptional service defines good and bad experiences; it separates the outstanding from the bang average businesses. The way we deliver exceptional service is to notice the small details that make a big difference to our customers, and to commit to doing these exceptionally. Attention to detail influences the way customers think and feel when they enter your establishment or interact with your business. It sets the standard for the service customers can expect from your business - every time they do business with you.
What are the details that make a difference for customers?
Defining what details look like depends on the sector in which you operate, whether you provide a product or a service, and how you interact with your customers. Here are some examples:
It’s the personalised message on the ‘You are Awesome’ postcard tucked into your parcel, thanking you for shopping with a small online business.
It’s the warm, freshly-baked cookie presented to you on the prettiest plate at your local cafe.
It’s the evocative summer breeze scent that greets you as you enter your favourite clothing shop.
It’s the genuine beaming smile from the receptionist as they welcome you into their hotel.
It’s the fresh, colourful flowers in the corridor that make you smile as you’re searching for your room.
It’s the supermarket shop assistant who quietly and patiently gives you time to pack your bags before scanning the next person’s items, so you never feel rushed.
It’s the detailed questions the nurse asks you about your sick relative to help personalise their care, putting your mind at ease that your loved one is in safe hands.
These are a handful of examples of the small but significant details customers appreciate as part of an exceptional experience. Getting these things right, every time, delivers the quality of customer service that builds confidence, trust and loyalty. And it’s loyal, retained customers that help grow businesses.
What happens when businesses ignore the details?
When teams fail to pay attention to the details that create an exceptional customer experience, the impacts can be huge. Customers lose trust in your business and may leave negative reviews, tell their friends and family about their poor experience, and take their business elsewhere. Without returning customers, where would your business be?
Falling short on customer experience may also lead to more errors and complaints, leaving increasing scope for frustration and creating additional work for your team to put right their mistakes.
How do we define and deliver the details that enhance customer service?
In customer facing operations, we use the five senses to help us define the details a team will deliver to achieve exceptional service. In our Exceptional Service Makes Sense programme, we focus on Smell, Taste, Touch, Hear and See to create a clear and realistic set of service standards the team will strive to achieve.
The five senses may not translate directly to every business, but every business can still apply the principles. For example, let’s imagine you operate an online business and send out customer orders by post.
Touch: Is it easy to find product details, dimensions and specifications on your website?
See: Have you answered commonly asked questions customers might have?
See: Is the pricing information clear?
Touch: Is your packaging robust and the product safely packed?
See: Does it look aesthetically pleasing when you open the box?
Hear: Are your customer communications clear, respectful and personalised?
How easy is it for customers to buy from you?
The only way to know if your customer journey is exceptional is to test it. When did you last experience your business from a customer perspective? Mystery shoppers may provide valuable feedback and recommendations as they test your customer journey.
Consumers are buying more and more online. Competition is fierce. First impressions count more than ever in building an emotional connection, because it’s so easy for a customer to close down one browser window and jump to a competitor’s site. If you are selling online, you have to pay attention to the small details that matter to every customer.
Focusing on the details won’t eliminate mistakes
Mistakes will always happen. It’s how you deal with them that counts. Customer service and complaints handling training will help your business to retain customers by responding exceptionally when things go wrong. In many cases, managing complaints with confidence actually makes your customer respect your business more, and can increase customer satisfaction scores. Focusing on their needs can turn a disgruntled customer into a loyal customer.
Keep reviewing the details to stay ahead of the game
Once a team reaches the required standards of service delivery, it’s important not to take your foot off the gas. To keep things fresh, interesting and challenging, teams should be regularly reviewing every detail of the customer experience and sharing how they can become even better. If your business stands still, you risk your competitors gaining the upper hand. Never forget how easy it is for a consumer to purchase elsewhere.
Is your business ready to define the exceptional service standards that builds loyal customers and will take your business to the next level? Book a discovery call with Sally to learn how Zest for Life training and development programmes can help you get there.