Step 11 to Build a Better Business – See Through Your Customer’s Eyes

Posted on Aug 20th, 2009 in 30 Steps to Build a Better Business, customer service | no comments

There’s a clothing and shoe store near my house that I always go to everytime I want to splurge on something nice for myself. The store is small but well laid out, and I can easily get to everything in the place without assistance. The sales staff are helpful without being intrusive, and they remember me whenever I come in. They’re usually wearing clothes that are available in the store, which makes me relate to them more, because the clothes in the store reflect my personal style. The clothes and shoes are high quality and unique – everything I’ve ever bought and worn from there gets compliments. Even the smell of the store is wonderful. As soon as I walk in the door, it hits me and makes me want to stay there longer.

Oh, and just so you know, I’m not a shopaholic who simply gets a rush from shopping. I generally avoid buying new clothes until it’s absolutely necessary, and I’m more likely to go to a consignment shop than the mall. But I don’t go this particular store because of the great prices – it’s actually more expensive than where I might normally shop. So why do I go? Before I answer, let me give you another example.

I don’t east fast food regularly, but if I have to eat fast food for some reason, I prefer Chik-Fil-A. The quality of the food is much better than other fast food chains, and it’s always consistently good (some other chains are consistent, but consistently bad). The service is quick even when they have ridiculously long lines, the restaurants are always clean, and the staff is usually quite friendly along with being efficient. They even offer free wireless in most, if not all of their locations. But Chik-Fil-A has no 99-cent or value menu. In fact, their prices are higher than any other fast food chain I can think of. Plus, they’re not nearly as widespread as many other fast food chains. But I’ll still drive past 4 or 5 other fast food restaurants or go a bit out of the way if there’s a Chik-Fil-A even somewhat nearby.

Why?

In both of those cases, I’m not just buying a product, I’m buying an experience.

The first need that a consumer is looking to satisfy is function – something that’ll get the job done. If I didn’t have even a basic wardrobe, it wouldn’t matter as much what the shopping experience was like or how high-quality or unique the clothing was. If I was starving or extremely short on time, I’d be much more likely to eat at a fast food restaurant that I’d normally turn my nose up at.

But once the basic functional need has been met, consumers rely more on a product’s or service’s design and quality, and the sensory experience associated with it – that is, what does it look, feel, taste, sound, and smell like? Essentially, how good does it make them feel? 

In this step of 30 Steps to Build a Better Business, you are going to take a look at your business as if you were experiencing it through the eyes of your customer. Take a moment to clear your mind and totally remove yourself from the role of business owner. Put yourself in your customer’s shoes. Remember the fictional ideal customer from Step 8? Pretend as if you are that person. Now that you’ve got your customer goggles on, here’s where you should look:

• Your Website

  What information is the customer most likely coming to your website to find? Is it readily available, or do they have to click through several places to get what they’re looking for? Does the overall look and feel of your site make your customer see you as credible and trustworthy? If you are selling online, does your site convey how easy and secure the process is? Is information clear, short and to the point?  Or are there large blocks of text that no one will ever take the time to read?

• Your Location

  If you have a physical location that your customers come to, take a good long look at it. What does it look like and feel like when the customer walks through your door? Are they greeted by someone? If so, how? Are products attractively displayed and easily reachable? Are the people working in the location knowledgeable and courteous? Are your hours and /or policies clearly displayed? Is the area clean and well lit? If you work out of your home, is the space your clients come to separate or free from interruptions and personal matters happening in the other part of your house? Have you created a space where your customers don’t feel as if they’re intruding on your personal life or that your personal life is intruding on them?

• You

  Do you and your employees match the image of your company? Are you a yoga instructor who meets potential clients wearing a suit and tie? Your look should mirror the type of business you’re in. It should say that you’re serious about your business, not that it’s just a hobby. You don’t have to be suited up or spend a lot on an expensive wardrobe or company gear. Most small business owners and employees can get away with a crisp, well-fitting t shirt or golf shirt with your company logo on it, partnered with decent-looking jeans or khakis. Add a basic suit or sports jacket and the same outfit could go over in a slightly more professional setting, if needed.

• Your Customer Interactions

  Remember in Step 9 where you highlighted your differences? By communicating those differences to your customers, you have essentially made your customers a ‘promise’.  Where you deliver on that promise is through your customer interaction processes. Go back to Step 9and look at the differences you highlighted. Make a list of all the instances your customer comes in direct contact with your business through each of the following media:

• • In-Person
  • Phone
  • Web
  • Email
  • Mail

 For each instance when your customers interact with you, what are they seeing/ feeling? How can you change this so it invokes the feeling you want to convey or the promise implied by your differentiators?  Do you wish to appear dependable and solid? Whimsical and fun? Fast and efficient? Personal and caring? Edgy and avant garde? This feeling should be built upon at every stage of customer interaction.

Related Posts

1. Step 15 to Build a Better Business – Appreciate Your Rollover Customers
2. Step 24 to Build a Better Business – Read a Book
3. Step 19 to Build a Better Business – Talk With Your Employees
4. Step 20 to Build a Better Business – Talk With Your Customers

Sage Small Business Solutions provides inexpensive infrastructure solutions for small and microbusinesses. If you're interested in improving your small business, or implementing techniques discussed in this article, find out how Sage can help.

Leave a Reply

Click here to cancel reply.

Name (required)

Mail (will not be published) (required)

Website