Principles for Creating a “Wow” Customer Experience
September 21, 2021
Great customer service and great customer experience are essential to build a beloved brand and essential to be successful in general. Our Global Head, Antonia Hock, shares a few of the most important things a business leader should know in order to create a “Wow!” Customer Experience.
Create Indelible Human Experiences
In a world of constant stimulation and options, the strongest brands are creating authentic connections that support meaningful memorable moments. As a consumer, if I share some important information with you, and you fail to turn it into a “moment”, you devalue your brand and you devalue consumer trust. A brand that gets this right is The Ritz-Carlton hotel company. If you share your birthday or anniversary, a special moment, a tiny detail of your stay, or simply give us an opportunity, we will find a way to turn that into a “brand defining moment”. When I joined the brand, I checked into The Ritz-Carlton in Dallas from a long day of difficult meetings, a rain-soaked flight delay, and a quick turnaround in the morning. I was on my last few squeezes of toothpaste — just enough to get through the night and the morning. When I returned to my room late that next day, I had a full new tube of toothpaste on my sink. I did not ask for that toothpaste. It was given openly by another human who saw my need. I was “wow’d” by the housekeeper’s thoughtfulness. Years later, I still love to tell that story.
Personalize Your Content & Anticipate Desires
The brands with a devoted following know that creating personal connections with consumers drives loyal behavior. The next step beyond this personalization is the anticipation of needs that demonstrates genuine care and connection. Brands that can show this degree of “commitment” and “relationship” create a 1-to-1 rapport that drives organic followership’s. Nike has invested heavily in technology that creates this type of connection to the individual consumer. As a NikeID member, when you approach the Nike Melrose store in California, the geo-fencing picks up your presence and alerts the sales associates to pull items that match your preferences in your size to present to you in store. This behavior not only personalizes your experience, but it also anticipates your tastes, and acknowledges that, as a loyal consumer, you matter to the brand.
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