By now, we should all know that fostering a superior customer experience is critical for distinguishing a small business from both its direct competitors, as well as the much larger companies that attract a broad audience (think big-box stores, supercenters, and the like). Many of those businesses out there offer a consistent, if plain and uninteresting experience. For some industries, that might even make sense—most people probably don’t want the unexpected at, say, a hospital.
But in today’s competitive market fighting for savvier and savvier customers, interesting experiences can set a small business apart. Personalization, interactivity, and fun surprises can turn what might have been boring sales and customer service processes into captivating ones.
One such example of this is the hold music at a podiatrist’s office. As customer-service guru Shep Hyken explains in his article, “Please Put Me Back on Hold!,” one practice began using playful music themed to the nature of their practice. Songs like Walking on Sunshine, Footloose, and Back on My Feet Again were used to inject a sense of humor into what would otherwise be dull.
Let’s explore a few other ideas your business might use:
Personalized Greetings and Conversations
The use of scripts has dominated so much of consumer’s interactions with businesses that it’s all become so tedious and impersonal. Instead, employees should ditch what’s rote and rely instead on conversation. Learning and using a customer’s first name is an important part of this process, but engaging in friendly small talk and inquiring about the customer’s interests and preferences will demonstrate that your business cares more about them as a person than simply as an obstacle to overcome with the use of a flowchart.
Simply remembering the customer beyond that interaction goes a long way. For example, when a frequent diner returns and the server knows their favorite drink, that goes a long way. A good customer-relationship-management (CRM) process can help—whether that’s literally a piece of software, or it’s the employee’s well-organized notes.
Interactivity Online and In-Store
Look to incorporate interactive elements wherever possible. A website that offers a virtual tour of your store, or utilizes quizzes and polls related to your products and services, can turn what might be a bland, brochure-like webpage into something your visitors enjoy using. Perhaps those interactive elements might even offer rewards or discounts for those who participate; not only will this pique the interest of your customers, but it’ll all provide insight into your clientele’s preferences.
For in-store experiences, even a static display (that is, a sign or screen that isn’t normally interactable) can simulate this experience with engaging photos and interesting questions. For example, the display at a hot-tub store might show a diagram of how a spa works, with questions in bold-lettering that say, “Did you know that a single hydrojet recirculates between 12 and 15 gallons of water per minute?” That question prompts the reader to look at a hot tub and begin counting the number of jets the unit has, daring them to do a little mental math. That’s so much more interesting than a price card with a bulleted list of features.
Unexpected Rewards
Most people enjoy pleasant surprises, and your business can delight its customers with these and other perks. This is especially useful for your most loyal patrons as a way to encourage positive word-of-mouth and boost their overall satisfaction.
This idea can take many forms, especially depending on the type of business you run, but here are a couple of ideas: a restaurant might surprise a frequent diner with a complementary dessert. The server might say, “I remembered how much you love chocolate, and I thought you might enjoy this slice of cake on us tonight!” Or at that hot-tub store, maybe the salesperson could send a thank-you card after making a sale, but add in a freebie: “I know you were worried about handling that monthly maintenance on your own. Here’s a complimentary voucher to schedule one of our service pros to come out and make sure you’re comfortable with everything.”
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Take a hard look at your own business: are there ways to make the repetitive more interesting? Can you transform the banal and bland into something engaging? Whether it’s through playfully themed music, personalized conversations, compelling interactivity, or surprise bonuses, there are many ways to make your sales and customer services processes a lot more interesting and delightful. These efforts will leave a positive and lasting impression, encouraging both repeat business and referrals. Moreover, these strategies will engage your employees even more, who will enjoy not simply reading from a script.
If you’re interested in creative strategies to grow your small business, drop us a line today. For over 30 years, we at The Brandt Group have specialized in maximizing our clients’ profits by helping them develop their own standout customer experiences. Don’t let your business be just another scripted, by-the-numbers copy of every other one in your industry. By engaging with your customers on a personal level, you’ll win their loyalty and ensure your own success for years to come.
