We all have our customer experience standards. For some it's Apple or Nordstrom, and others admire Disney. Whoever you regard as the best customer experience, most people agree that the abiding trait among all high-performing service companies is consistency. You predictably know what you're going to get when you walk in the doors.
So how can *your* establishment provide a consistent customer experience, every time?
Unsurprisingly, it starts with training and enabling your employees to deliver a delightful experience. Nordstrom stocks many of the same brands as other upscale department stores, but the employees at Nordstrom know that they are empowered by the company to make the customer happy. This can take on many forms, from merchandise returns to expediting service, but every associate on the floor has the authority to act. No need to call a manager for approval. This leads to exceptional customer service in every Nordstrom department store.
Apple's employees are ever-present and have the ability to complete any transaction wherever it may happen in the store. By decoupling the cash register from the shopping experience, the entire sales floor takes on the "instant purchase" feeling of buying something on the internet. Every Apple Store stocks just a few of each item on the walls of the stores, leaving the center tables available to display their well-designed hardware. This shopping experience has been replicated in Apple Stores throughout the U.S. and around the world, and customers know they can expect a helpful, friendly staff when they walk in the doors.
Disney employees - sorry, I mean "cast members" - deliver a cheerful, happy attitude whether in a retail store or at one of their amusement parks. Indeed, they have referred to their customers as "guests" since Disneyland opened in 1955. This transforms the experience beyond merely transactional to personal. After all, if you stay at a friend's house, you're not a "customer." People come away from Disney feeling as if they were treated like family. This is due to a careful consideration of how cast members are trained in the art of serving their guests. Indeed, on the Disney Institute blog they distinguish between "doing things right" - transactional - and "doing the right thing" - personal.
We've now seen how empowering employees and delivering a consistent experience no matter where the customer (or guest) may come into contact with the company should result in no surprises - only delights. How does your company stack up? Do your customers receive consistent service? How can you start to transform your business and train your employees to delight everyone they come in contact with? We can't answer these questions for you, but hopefully we've given you some points to consider in your efforts to deliver a quality customer experience.
