In this video, I’m going to share five customer experience strategies, that will grow your profit, and help you build a successful company.
I know that these strategies work, because I use them within my business on a daily basis. My company does over eight figures a year in revenue, and has over 100 employees. I’ve also used these strategies when consulting for companies like McDonald’s, Blue Cross Blue Shield, and Lexus.
Regardless of your industry, these strategies will work for you as well too. No matter how many employees, or how many customers you actually have.
These strategies aren’t going to be for beginners, so get ready to use them in your business, and get super strategic on how you apply them to start growing your business.
My name is Michel Falcon, and for nearly 10 years, I’ve been using customer experience strategies to grow successful companies.
Before we start trying to improve our customer experience, we all have to be on the same page of what it actually is. Customer experience is not customer service.
Customer service are actions. When you go to the grocery store, and purchase milk, bread, and bananas, the employee helping you pay is delivering customer service to you.
Customer experience is the design of the interactions that your customer experiences with your company from beginning to end. Again, before you try to improve your customer experience, everyone on your team must understand what it actually is.
A quote on customer experience that I absolute love, comes from Jeff Bezos, the CEO and Founder of Amazon. “Focusing on the customer makes a company more resilient.”
If you’re a resilient company, then you have the opportunity to bounce back from some frustrations that you might be experiencing. Such as high customer turn over, and bad online or offline reviews.
These strategies are going to help you with all those things, so let’s get right into it.
The number one strategy that you have to have in your business, if you want to improve your customer experience, is that your leadership team must exemplify the type of customer experience that you want your employees to roll out to your customers.
In my business, we have a program called The Partner Shift, where every single business partner will work a full shift once per quarter, so that we can have a better understanding of the inner workings of our business, so that we can go back and build some systems and processes to improve the customer experience.
Steve Jobs has a perfect quote that aligns with this strategy. “Get closer than ever to your customers. So close that you tell them what they need well before they realize it themselves.”
Leaders in companies, I challenge you, once a month or once a quarter, get into your business, and act like a front line employee. Work in your retail store. Take some calls in your call center. Respond to customers on social media, get in the trenches, learn what’s happening on a daily basis, and use that data to build better systems and processes, to build your customer experience.
The second strategy is developing premium customer experience training material. I told you earlier that I have advised and consulted for some of the biggest companies in the world. So, I’ve seen training programs, from small companies and multi-billion dollar organizations. And I can say, that I think every company has the opportunity to build better content.
Now, what does this content entail? You have to teach every single employee the difference between customer experience and customer service. You have to teach them about different customer personality types, and let them know what organic growth means.
These are just a few of many modules that should be included in your customer experience training program. Now everyone, regardless of their position, regardless of the tenure that they have with their company, should go through this training so that you have an aligned organization. For me, this is a non-negotiable. According to Gallup, “1 out of 3 employees say that uninspiring content is the barrier to their learning.”
My recommendation to all entrepreneurs and leader, is to audit your current training program. Do you feel that you’re providing premium content. If you do, how can you continuously refine it, to set your employees up for success. And don’t forget to make it inspiring, and entertaining.
For the third strategy, I want to introduce you to something that I call micro customer experiences, and are implemented with every single business that I own.
A Micro Customer Experience is a small, memorable and affordable gesture that you do for your customer, that resonates with them for years.
Let me give you a real world example of a micro customer experience. In one of my businesses, which is a restaurant, I had an employee named Yasmin have a conversation with one of the tables that she was serving. She learned that one of the guests was celebrating a pregnancy announcement.
Immediately after learning this, Yasmin went to her experienced coordinator who manages our micro customer experience program. She went across the street to a local pharmacy, and purchased a $25 gift certificate to Toys”R”Us. They put the Toys”R”Us gift certificate in the billfold when they presented the bill to the customer, to be able to create an experience that the customer’s never seen before.
To be able to have this happen within your business, you need a single point of accountability. You need a budget to be able to make this happen, but you have to give your employees the autonomy to actually bring it to surface, and deliver these experiences to your customers.
This is exactly what a micro customer experience is. It’s a small, memorable and affordable gesture that you do for your customers that they’re going to talk about with their friends, family members, and hopefully write a Facebook or Google review about.
I’m often asked, “How much should I budget?” Well, to give you an example, and it’s completely up to you, the business that I just described does $10 million a year in revenue, and our monthly budget for this program is only $250.00. Every single company on this planet can afford to make this program work.
Don’t just take it from me the entrepreneur, I want you to listen to Yasmin herself describe exactly why she loves the micro customer experience program.
Yasmin: I enjoy the program because it gives me an opportunity to get to know my guests, step out of my comfort zone, and do something to surprise them and make them happy.
The fourth strategy is increasing your customer intelligence by surveying your customer. Regardless of your industry, or the size of your company, every organization must be surveying their customers to gather customer insights, so that you can celebrate great customer service, and build operational improvement plans if you get bad reviews, and bad feedback.
Now, some of the pitfalls in surveying your customers is that your survey is too long, and you’re sending the survey to the customer at the wrong time. You must overcome these barriers to gather this intelligence to continuously improve your customer experience, to grow your profit, and grow admired organizations.
To successfully survey your customers, you must have a single point of accountability. An individual within your business managing the voice of the customer program. Now, if you’re a large organization, maybe there’s a few people managing this program. But, this team must report on the data on a weekly basis, and share this intelligence with people within the company that are able to influence change.
It’s up to those individuals to commit to building operational improvement plans to ensure that strategies and processes are being built within the company to increase customer loyalty.
You may be familiar with this legendary quote from Bill Gates where he says, “Your must unhappy customers are your greatest source of learning,” and that remains true today.
Go out, survey your customers, take the feedback, and build operational improvement plans to secure customer loyalty.
The fifth strategy that I use within my business to build a legendary customer experience is have a complaint resolution system. What this entails, is having a single point of accountability, or multiple people if you’re a big company, to ensure that every single customer complaint, across email, social media, phone, and all channels, is resolved within one business day maximum. This is going to help you manage your customer retention rates, and secure that customer loyalty that you want to influence your profit.
To be able to do this, your single point of accountability is going to need to report on the data that they’ve received to the same group that receive the customer survey results, so that they can build operational strategies to build the business. This single point of accountability needs a budget for reimbursements and discounts just in case you delivered poor service.
There you have it, those are the five strategies that I use within my business to improve my company’s customer experience, to influence profit and growth. If you learned something by watching this video, stop what you’re doing and click the Like button on my Facebook page, so that you can be made aware when I release my next video.
Visit michelfalcon.com to learn other systems and processes to improve your customer experience, increase your employee engagement, and build your company culture. And leave a comment below, and let me know what strategy you are looking forward to implementing within your business, and let me know how I can help you.
Thank you for watching. Have a great day.