must happen within the confines of the ring . No matter how creative you are , your creativity must not go beyond the box . Anything outside the box is therefore not allowed . If we want more flexibility however , we need to find ways to expand the diameter of the box . That box is what we call the process .
Many people are in the boxing ring and they are standing on one spot because they have been paralyzed by fear . Friends , you can move around the ring . Be flexible around the ring with your customers . That is where the experience happens . It never happens at the point of rigidity so the question that should be on the lips of everyone is , ‘ How can I make my customers ’ day today ?’
Why is this so important ? It is important because in a world where so many people are offering the same products or services , in a world where I can outsource virtually anything I want online , the master key to business growth is the experience that you give the customer . So much research now shows that people are after the experience more than anything else and this is why experience has become a very big thing today . It is what gets the attention of the customer .
It is important to note that customer experience though scientific is not academic . You cannot fake it till you make it . People know when you are authentic . They can feel insincerity . As such , if you are going to offer great experiences to your customer , you must express it from the heart . In essence , you need to purge your heart of all the clogs that can hinder you . You need to declutter yourself before you can give a great experience to people . This is more than serving the customer with a smile . This is about creating memories for and with people like I mentioned earlier . So , what memories are you creating for your customers ?
The memories that you create are very critical because in time to come , those memories can be recalled since as we have said memories never travel alone . A friend of mine who is an actress can literally cry on demand . When asked how she does it , she replied that she simply focuses her thoughts on her dead mother . Memories carry emotions .
This is why creating a great experience or memory for customers is the most powerful growth tool for businesses today . If you get it right , anytime they think about you , they will have the same emotions that were present when you created the memory and because emotions are contagious , they can pass the brand love from one person to another . This is why we say that with great products , customers are made but with great experiences , ambassadors are made .
Dr . Wale Akinyemi is the Chief Transformation Officer , PowerTalks Corporate & Personal Development Consultants . This article is an excerpt from his book titled : The Experience : From Customer To Ambassador . You can commune with him on this or related matters via email at : Wale @ powertalks . biz .