Taking a look at your Customer Experience is time consuming and daunting. However, business owners who seriously seek to continually improve their Customer Experience (CE) grow their businesses faster – without spending loads of money on marketing!
I know this from personal experience from both my clients and our boutique hotel business.
I started without a “marketing budget”; I didn’t even know what % should be allotted to marketing. I had a passion, a dream, and a whole-lotta-enthusiasm.
Right away we saw the powerful impact of providing quality Customer Experiences. It was so significant that I never did create a “marketing budget” but instead focused on the Customer Experience. It paid off in spades
This month’s tool for you is a 5-step guide to help you analyze and improve your Customer Experience.
Guaranteed Results of:
- Increased Profits
- Better Customer Reviews
- Increased Employee Satisfaction
- Increasing your positive impact on society
- Happy customers that refer you!
First, some definitions. Customer Experience and Customer Service are NOT synonymous. Customer Service is PART of the Customer Experience (CE).
Customer Service Definition
Customer Service typically includes an interaction with a person. That interaction is between your employee and your customer.
Customer Experience Definition
The Customer Experience is bigger, more encompassing, should be 24/7, and doesn’t always include people. The experience your customer has with you is broad.
- Your customers have an experience when looking at your website
- Your customers have an experience in your parking lot
- Your customers have an experience when entering your business
- Your customers have an experience when sitting at your table or in the waiting area
Through all of these experiences, and more, the customer forms an opinion about the quality of your product or service.
If your tables are dirty, the salt and pepper shakers sticky, your customer is getting an impression about the quality and care you take preparing food.
Seriously think about this and go use your public restroom. That’s a Customer Experience too! Like it or not, it is where your customer forms an opinion about the quality of your product or service.
Let’s dive in with you taking a look at the first and very vital step with analyzing your Customer Experience!
Step One – Begin Here!
First, you need to answer a couple questions:
- Who are you?
- Who is your Target Customer?
Who Am I? Who Are We?
I had a business consultant ask me why our hotel was special and at first I couldn’t tell her. I loved the hotel and thought it was unique and amazing but could not automatically say why I thought others would find it was unique, worth the trip. I struggled knowing with certainty why people would want to give us money to stay or to get married at our place. That had to turn around!
If I failed to define this with certainty, I would be spinning my wheels and wasting valuable marketing dollars (that I had not budgeted for!).
You may find yourself in the same conundrum. If so, below are some questions to help guide you with defining who you are and creating your Mission Statement:
- What do you provide or do?
- Who do we do this for?
- How do we do it?
- What makes your business different from other similar businesses?
What IS your company mission?
(Truth bomb here: I used to HATE defining a mission statement. Cannot say I love it today either. However, there is incredible value in articulating. The value of a mission pays in spades both in customer and employee departments. More on this later. Just trust me please! It needs to be done.)
It will take you approximately six minutes to read through these:
Mission Statement Resources
What I like: “Once you’ve written a mission statement worthy of your business, your job is only half-finished. A mission statement is most effective when you impart its message to your team — and when they align their actions with the mission’s vision.”
What I like: “Don’t underestimate the importance of a mission statement. Every entrepreneur should write a mission statement early on because they provide you and your employees with the framework and purpose.”
What I like: My favorite for creation of a Mission Statement. Lays out short step by step process to walk you through it
Next Step: Who is my Customer?
You must know who your target customer is. (Big businesses do, you can bet your boots. We’ve GOT to know to whom we are marketing and speaking to.)
Answer: It’s NOT everyone.
Customer Avatar/Profile Resources
Click this LINK for a few handy guides to help you figure this out.
Those are the two vital foundational steps to take this week. Next week’s second step in analyzing your Customer Experience.
Business Resources to keep you motivated and moving forward!
Continual Improvement at Kaizen.Zone
Make it a great one!