Customer-service expert Shep Hyken has another great take on what it takes to deliver a superior customer experience, this time taking a look at the importance of studying the competition. But, as he explains, it’s not as simple as copying what they do: “if all you are is a copy of the competition, you are a commodity.” Hyken lays out a series of steps that will lead your team to be both outward and inward-looking as your business ekes out its position in the marketplace.
The first thing he suggests is gathering the leadership team together and asking a deceptively simple question: “Why should people do business with us?” He goes on to explain that merely answering that your customer service is great is too vague; instead, you have to dissect exactly what makes your customer service so great. In what ways are you superior to the competition? If you and the leadership can’t think of any convincing arguments, then you have to find ways to set your business apart.
After you’ve made this self-evaluation, then it’s time to study the competition. Consider how they do business and compare it to how you do it. Are they doing things that you should be doing? “Don’t just copy their ideas,” Hyken reminds us. “Give them a twist and make them your own.” Your business has a brand identify and a style—or at least, it should have those things. (If not, now’s the time to remedy that oversight!) When you borrow from others, put your own little spin on those ideas. Any modifications you make should feel consistent with your company’s vision, a part of your signature.
But just as important as it is to consider your direct competitors, there’s a lot to be learned even by going outside of your industry. Hyken suggests asking your team, “What companies, not including the competitors, do you like doing business with the most, and why?” As you and your team quantify the reasons you enjoy working with other companies, you put yourself into a position to seek fresh inspiration. After all, your competitors will rarely consider comparing themselves to others in this way. But a retail store could learn a lot from a restaurant, just as restaurant could learn a lot from a car dealership.
Lastly, Hyken says that we should all take time to reflect on the changes we make. He says you should be able to return to the original question about why people should do business with you with better answers. As he says, doing so “will help you create a better customer experience.”
Self-scouting and competitive comparisons are our bread-and-butter. Using our mystery-shopping services, you’ll be able to see your customer experience from you’re a real-world point-of-view; this will allow you to pinpoint just what average people love and the things they wish were different. And by comparing different businesses with yours, you’ll gain a glimpse into what it takes to meet and exceed market expectations—not just within your own industry, but in the wider marketplace. Reach out to The Brandt Group today for a consultation, and we’ll arm you with the answers you need to adapt and thrive in an ever-changing world.
