Managing the customer experience requires efforts in many areas. As leaders, we consider the staffing levels, the shopping environment, the product lines we offer, the marketing and advertising to draw customers in, sales incentives, etc. But as much time and attention as we put into these, many companies neglect one critical factor.
“People don’t care how much you know until they know how much you care.”
This is a saying that has been around for quite some time and holds so much meaning in so many different contexts. But, ultimately, it comes down to the fact that you must care in order to reach people. When you care, you are giving of yourself. When you give of yourself, you connect with people in a way that most business leaders fail to recognize is the missing ingredient to a successful business relationship.
We many know everything about our product and all of the benefits and features it has, but until we care about the customer and how our product will be their solution, the customer will feel as though they are merely part of a business transaction.
By caring about the needs of the individual consumer, the business is setting itself apart from the competition. So many consumers today feel that they are simply a number or a part of the bottom line that they feel companies do not regard them personally at all. When business leaders consider their customers as actual people with a problem that needs to be solved, it brings the relationship to a deeper level.
Consumers have a need for certainty and connection that can be met simply by having the right mindset in place to serve them. It takes empathy and a genuine sense of customer service to connect with customers and to show them that you genuinely want to provide the best product and experience for them. When we want to do our best, we usually become more resourceful in ways to accomplish our goal.
Creativity and wanting to best serve the customers are the two main factors I see in delivering excellent customer service that drives the customer relationship. When we’ve hired the right staff that shares the customer centric mindset we have, the customer wins by receiving the time and attention from those that truly want to serve their best interest.
A team that cares about the needs of the customer is also the team that is empowered to make the decisions that make the customers happy. By giving the staff more control and power, they are more willing to work with customers, to know what it will take to retain their business, and how to best resolve an issue that has the potential to sever a customer relationship. The staff also is encouraged to make decisions as if they owned the company. They seriously consider the long term benefits to the decisions they make and how it will sustain the customer retention levels.