Had the opportunity to visit with one of my friends, who is also one of the sharpest businessmen I know. He’s a particularly good marketer and approaches sales based on statistical data. But he also has the ability to sense what a customer wants. I saw him deal with a customer service issue with an ease that most people could never master. I didn’t sense a defensive moment in the conversation. It was impressive.
He and I were talking about how many businesses forget to create a positive customer experience. He said that his business tries several small things to engage the customer. “It may just be one thing that impresses them. I don’t know what it will be, but they will encounter something they like.” His philosophy reminded me of a recent trip to the Galleria shopping mall in Houston, Texas. I could have bought anything in that mall for 50% off on the internet. But the place was packed. Why? All of the stores engaged all five of their customers’ senses. They created an experience.
As I write this, I have a drawing I have to get done for a customer that is overdue. I had intended to get it finished on Sunday, but life got in the way. No excuses, though. I think about the experience my customer is having because of my lack of performance. It’s not good.
I will rectify my error today.
But it’s something we all should think about whether in business or in our daily lives. Every encounter with a person should be an experience. Make it memorable. Engage their senses. Make it count. (even if you intend it to be negative — by God let them walk away knowing how you feel!)
Right now, I’m sitting in a waiting room munching on a cookie. But I’ve gotten more than dessert to eat. I’ve been given pretty good food for thought.