Exceptional customer experiences are the bedrock of small and big businesses looking to stand out in the market. These experiences transcend mere transactions and create lasting connections with customers. To understand what makes these experiences exceptional, I share six success factors using inspiring examples from real businesses.
1. Empathy and Understanding
Zappos is renowned for its exceptional customer service. They not only address customer issues promptly but also go the extra mile to connect with customers on a personal level. In one instance, a Zappos customer service representative ordered a pizza for a customer whose order had been delayed. Such gestures of empathy showcase commitment to understanding and caring for customers.
2. Personalization and Customization
The apparel company Threadless takes personalization to a whole new level. They allow customers to submit their own designs, and the most popular ones get turned into actual products. This level of customization empowers customers to create unique, personalized items that reflect their individual style and preferences.
3. Prompt and Responsive Service
Warby Parker provides an online chat feature that offers quick responses to customer inquiries. Their dedication to fast, helpful customer service sets them apart in the eyewear industry. Customers appreciate the ability to get answers to their questions promptly, whether it’s about frame styles or prescription information.
4. Transparency and Honesty
Online fashion retailer Everlane is transparent about its production costs and pricing. They believe in “radical transparency”, allowing customers to see the breakdown of what they pay for each item. This builds trust and loyalty among customers who appreciate knowing where their money is going and how products are priced.
5. Going Above and Beyond
The Ritz-Carlton hotel chain is legendary for its commitment to exceeding customer expectations. Their staff is empowered to spend up to $2,000 per guest to resolve any issues, ensuring an unforgettable stay. Such dedication to going above and beyond creates memorable experiences that guests cherish and share with others.
6. Creating Emotional Connections
Harley-Davidson doesn’t just sell motorcycles; it fosters a sense of community among riders. Events like “Harley Owners Group” rides create emotional connections that last a lifetime. Harley-Davidson enthusiasts aren’t just buying a bike; they’re joining a family of like-minded individuals who share their passion for the open road.
Whether or not you successfully create exceptional customer experience can make or break a business. The trick is to weave customer value into the core of your company DNA. At the heart of a successful business strategy sits customer value, and your priorities need to be aligned with that core accross the business. Everyone, in every department, needs to see how their work contributes to creating exceptional customers experience. It’s motivating and creates incredible momentum.
Find out more about creating successful business strategy in my book The Strategy Legacy.
Main Image by Karsten Winegeart