We live in an age when you can get nearly anything cheaper at anytime thanks to the Internet. People have choices — almost too many choices. A business can no longer thrive just because it is the only game in town. Thanks to two-day free shipping, it isn’t.
The only way a business can compete in this new world is to become an experience.
Businesses can no longer compete because of exclusivity. Or price. Or selection. They have to compete by providing amazing customer service. They have to give a reason for a shopper to choose them.
Every morning, I get to experience amazing customer service.
I drink a lot of unsweetened tea. I mean a lot. And the last time I checked, you can pretty much buy unsweetened tea anywhere. But I buy it at the High Street Whataburger in Jackson. Why? Not price. They’re actually a few cents higher than a few of their competitors (although they do have bigger cup.) And it isn’t quality. Tea is tea. It’s hard to screw up (but can be done). No, I buy tea at Whataburger AND I go inside for one reason: Fannie.
Fannie runs the register in the morning. She’s usually working like crazy during the breakfast rush. But she takes time to smile. She’s glad to see each customer. She seems like she loves life. She provides excellent customer service. She provides a great customer experience. All for $2.28.
We’re in a brutal era of change. It’s time for us all to reevaluate who our customers are and how can we serve them better. Whether it is our boss, our clients or even our families, we need to figure out how provide them a better customer experience.
Question of the day: What’s an example of a company that you feel provides a great customer experience?