To Rock or Not To Rock
Lots of day job stuff keeping me from being able to get the creative juices flowing, so I’ll pass on to you some good stuff from Becky Carroll’s Customers Rock! blog.
The post from last week was actually written by another great Customer Experience blogger – C.B.Wittemore.
Here’s a sample and a link so you can read the rest….
What’s the difference between companies where customers rock and those where they don’t?
Where customers don’t rock, companies tend to focus on product, on price, on their own internal systems, and not on adding value, creating a memorable experience and building loyalty. We’ve all been in those places… They’re uninspired, grim places that drive you out as quickly as possible. Employees tend to be surly, resentful and unhelpful.
In places where customers rock, the opposite happens. Rocking retail environments practically sing out to consumers inviting them in to explore and imagine the possibilities within. For example, an Anthropologie or Urban Outfitters store disavows direct selling [i.e., NO HARD SELL!] because that conflicts with a customer rocking attitude. Talk about an experience! These stores are magical in how they have been designed to engage the senses – beautiful juxtapositions in product displays, unusual materials [e.g., old bricks wide, sun bleached planks] used in-store to create a wall or a shelf, intriguing scents – and welcome all those interested and not so interested [they offer comfortable seating]. Essentially, customer rocking companies design the whole experience – their processes, their communications, their product assortment and display, their follow up, their interactions – from the customer’s perspective rather than their own.
A customer rocking retailer exudes passion and enthusiasm for the product, the category and how it adds value to a customer’s life. Everyone working within feels energized, empowered, and focused on how to provide customers with meaningful value.
Customers inevitably react with delight and curiosity, appreciation, and heightened expectations. And once that customer has fully experienced what that company has to offer, she leaves feeling good about the transaction and more than willing to engage in a series of transactions – otherwise known as a relationship – for additional purchases. She also tells everyone she knows about this amazing customer-centric or customer-focused organization she just encountered. In other words, it generates intense loyalty.
Wow, that really pulls it all together doesn’t it. C.B.s post goes on to discuss some of her favorite “rocking” organizations. I like to think about retailers who are not on the top of their game through this lense. I haven’t found one that you could say is a place where customers rock. If you say that doesn’t prove anything, then think about those retailers who design every aspect of the experience from the customer’s perspective. Can you name any who are struggling? If you work for a retailer, which category do you fall in?