Lighting the Customer Experience

There are few things that make a grandparent more proud than helping young granddaughters put on a dress-up beauty contest!  Our three granddaughters (age 3, 5 and 7) were our guests for the weekend.  With a number of dress-up princess dresses, each complete with tiaras, shoes, jewelry, and gloves…plus a Flip video on a tripod, we were set to film the special show.  But, one important thing was missing!

“We need big light,” said the youngest as she adjusted her shiny necklace.  We turned on the overhead lights and lamps.  “No,” she said, “the big light!”  We finally figured out she was expecting a spotlight.  “But, the lamps will be enough,” we added, trying to lower her stage show expectations.  “No,” she said, “You won’t be able to see my ear rings!”

Customers value organizations that “notice their ear rings.”  They assume service providers will pay attention to the big, obvious needs and expectations.  Customers of an auto repair shop expect a mechanic to correct what is broken.  But, they give accolades to those who notice oil spill marks and recommend repair to an emerging issue.  Returning hotel guests enjoy a front desk clerk that locates a requested corner room on a high floor.  But, they rave about the clerk that ensures the guest’s preferred Coke Zero is in the honor bar in the room.

Are you putting the “big light” on your customer’s needs, expectations and hopes?  How can you win your customers’ beauty pageant by taking care of the important details of their experiences?

Don’t forget to read about 7 Game Changing Customer Trends by Adrian Ott in Fast Company.com.

About Chip&John

Chip R. Bell and John R. Patterson are customer loyalty consultants and the authors of several best-selling books. Their newest book is "Wired and Dangerous: How Your Customers Have Changed and What to do About it."
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