One of the few things left to do that isn’t easy to copy is to deliver a loyalty-inspiring customer experience.
Now, the difference between customer service and customer experience is feelings. It’s emotion. It’s how you feel about an organization after you interact with them.
A lot of these things don’t cost money. They could be as simple as remembering customers’ names or being genuinely curious about their business. You could also do some extra research to understand what your customers are trying to accomplish. That way, when you come back with proposals or ideas for ways they can improve, you’ve already invested in and paid attention to them.
The Science of Service and Loyalty
Jack Mackey, a founding member of the Customer Experience Professionals Association, harps on the importance of having a service management framework, a tool that can be used by any business regardless of its industry.
Harvard Business School spent nearly five years trying to figure out the difference between service management and all other types of management such as that of factories and utilities.
They found that overall satisfaction had a direct correlation with the intent to recommend and intent to recommend had the most direct relationship with sales, growth, and referrals. Advertising can attract new customers but if you haven’t got something worth coming back to experience, advertising is not nearly as effective.
Once you have the research model behind it, you know what kind of experiences create loyalty. From there, you can copy a lot of the processes and best practices that people do to evaluate their service. Make sure to make it different and better than your competition year after year.
For more information and resources on The Science of Service and Loyalty, check out The Customer Service Revolution podcast. If you’d like to listen, head over to Episode 053: The Science of Service and Loyalty with Jack Mackey.