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7 Principles to Fully Engage Your
Customers � Part 2
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By: Bryan K. Williams, May 2008 There I was�excited to dine in a popular steakhouse with my wife. After all, this night was to celebrate her final day of coursework in her professional degree program. Although we eat out regularly, we especially were looking forward to dining on this night. The food was good, waiter was good, service was good�in general, no problems. Afterwards, I told my wife that we won�t be going back to that restaurant anytime soon. Why? Because �good� was not my expectation. If I wanted a �good� experience, I would�ve taken my wife somewhere else with �good� prices. In business, your price point says a lot about the promise you make to your current and future customers. In this case, the high prices (which I don�t mind paying) suggests an exceptional, not �good� experience. As a customer, I am expecting the business to create a total service experience�which happens to be Principle #4 from the 7 Principles to Fully Engage Your Customers. If you�ll recall, I�ve already discussed Principles 1 � 3 in a previous article, and this article will focus on principles 4 � 7. As a reminder, here they are:
Creating a total experience begins with having the right people in the right roles. It means that the greeter must be the person with the most welcoming personality on the team and have the biggest smile. It also means that every person the customer comes in contact with should not only like other people, but they should be happy and excited to be of service. That may sound trivial, but I�ve been in many businesses where the front line employee�s demeanor is sending the message of �leave me alone�I don�t want you here�. Perhaps the biggest thing to remember about creating the total experience is that the experience is comprised of many touchpoints. Touchpoints may vary from answering the phone, to escorting a customer down the hallway; the point is that the overall experience is built on individual touchpoints. At the end of my service experience with your business, if you ask �Overall, how was your stay with us?�, I will be responding to the overall experience. Principle #5: Turn customers into ambassadors
Principle #6: Offer a gracious goodbye
Principle #7: Earn your customers� confidence�reap
the rewards
So commit to fully engaging every customer you have. Feel free to download and use our complementary 7 Principles Worksheets. Use your team huddles and department meetings to engage your team in a meaningful dialogue about the importance of engagement. As customers become more savvy shoppers, simply competing based on fancy equipment or �bells and whistles� won�t suffice. Today�s customers want to feel like you value and appreciate their patronage, or they will simply go somewhere else. Let 2008 be the year where exceptional service is not just a buzzword or flavor of the month. Commit to not settling for �good� or acceptable service delivery from your team (and yourself). Only exceptional service will do. Fully engaging your customers requires dedication, commitment, and action. Follow the 7 principles, and your customers will always follow you. The EngageMe course is now available! For details click here. You can also view Bryan�s testimonials by clicking here. Thank you for making the EngageMe DVD and Poster a success! Act now to add these great products to your training collection. |
B. Williams Enterprise, LLC
EngageMe�the voice of your customer
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