Guest Blog: Four Things to Stop Doing that Make the Customer Experience Better

This week on our Friends on Friday guest blog post my friend and colleague Lisa Ford shares some great advice.  Instead of teaching us what we should start doing to create a better customer experience, she teaches us what to stop doing.   

The customer experience is all about doing things that will be memorable and of value to the customer. Start with the basics and fundamentals. Once you’ve gotten them right, you will have earned the customer’s trust and repeat business. To keep them loyal, break out and be different. There are plenty of companies offering what you offer, so be decidedly different.

What you must STOP doing if you want to stand out.

1. Stop asking the customer to repeat information they’ve told you already. This includes asking them to repeat identifying information already keyed in while listening to prompts. Make certain transfers are smooth and seamless by sharing key information with the next team member. Repetition only increases the frustration factor.

2. Stop having all employees greet the customer when entering a bricks and mortar store. Let one do it and then stop. It is amazing how employees are being asked to look up from a current customer conversation or transaction to yell across the floor to the just arrived customer. It is rude to the current customer and feels odd to the one crossing the threshold.

3. Stop being oblivious and unaware. Get your team to recognize and learn from current customers. Encourage them to check the database and acknowledge the customer specifically. If your team serves customers in person, show you know them. Learn names and make connections.

4. Stop being scripted. Customers want a real person delivering sincere service. Allow your team to build a relationship and use judgment. If you have hired and trained well, then trust them to deliver memorable experiences.

There are plenty of things all organizations need to start doing but get started by stopping certain irritating behaviors. It just gives the customer a chance to think about taking their business to the competition.

What would you like for companies to stop doing?

Lisa Ford is known for her work on customer issues. Her ideas help companies create customer-focused cultures and keep customers loyal. She is a speaker and author with over 20 years of experience presenting to businesses, associations and government. Lisa is the author of the videotape series How to Give Exceptional Customer Service, the #1 selling DVD series in the U.S. for over three years.