CUSTOMER SATISFACTION
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5 . EDUCATE VERSUS SELL
Being customer obsessed isn ' t just about satisfaction — it ' s about creating brand loyalty that makes your business indispensable in customers ' lives ."
The best brands gain brand loyalty and high customer satisfaction scores by teaching their employees to educate customers versus sell to them . I love technology and the moment something new is released I have to have it ( worst thing a consumer can do ).
Consequently , when Apple released a new iPad , I ran into the Apple store to upgrade . When the Apple employee asked me what I wanted , I said , “ I currently have the iPad , but I want the iPad 2 .” He could not have had an easier sale . However , he asked me what I used my iPad for . I said , “ For email , surfing the internet , social media , and I read articles and books on it .” He said , “ Do you play games or watch movies ?” I replied , “ No , never .” He said , “ Don ’ t get it . It won ’ t be worth it . The big difference between the iPad and iPad 2 is the resolution that you would only appreciate if you played games or watched movies .”
I couldn ’ t believe he talked me out of spending $ 500 . Subsequently , I was actually bummed ! Then I said , “ Well maybe I will start playing games .” No seriously , I would have bought anything in the store from this employee after that .
He wasn ’ t about selling me , he was about educating me and thus making sure I spent my money wisely .
6 . PERSONALIZED EXPERIENCES
Every regular customer at Starbucks has “ their order .” Additionally , it is unique from anyone else ’ s . It usually is something long and complicated like a “ grande , single shot , 4 pumps sugar free peppermint , nonfat , extra hot , no foam , light whip , stirred white mocha .” Did you know there are over 80,000 ways you can order your Starbucks drink ? What is easier than that ?
HOW CAN YOUR COMPANY BE THE BRAND CUSTOMERS LOVE ?
Review the list of six things that make a company a brand customers cannot live without . Then , do an audit of how your company fares in each of the six categories and see where you can improve so you can become the brand your customers can ’ t live without . +
John DiJulius is redefining customer service in corporate America today . He didn ’ t read the books on customer service , he wrote them : Secret Service , Hidden Systems That Deliver Unforgettable Customer Service , What ’ s The Secret ? To Being a World Class Customer Service Organization , The Customer Service Revolution , The Best Customer Service Quotes Ever Said , and The Relationship Economy . One of the most captivating and charismatic speakers today , John ’ s keynotes and workshops are used by world-class service companies to provide unforgettable customer service every day . In his high-energy presentations , he uses powerful visuals as he discusses the 10 commandments of customer service and explains how to improve the service aptitude of employees at all levels . As the authority on world-class customer experience , organizations across America use his philosophies and systems for creating world-class service . He has worked with companies such as The Ritz-Carlton , Lexus , Starbucks , Nordstrom , Panera Bread , Nestle , Marriott Hotel , PWC , National City Bank , Cheesecake Factory , Progressive Insurance , Harley Davidson , State Farm , Chick-fil-a , and many more , to help them continue to raise the bar and set the standard in service that consistently exceeds customer expectations .
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