by Peter Wilson | President
In the world of business, the customer experience is paramount. This concept is beautifully explored in Allan Dibb’s “The 1-Page Marketing Plan,” specifically in chapter seven, which is dedicated to delivering a world-class customer experience. This chapter offers a wealth of insights that can help businesses transform their customer interactions and create loyal, satisfied customers.
Here are some key points:
- The Importance of the ‘After Phase’: The period after a customer has made a purchase is crucial. It’s during this phase that businesses have the opportunity to deliver a world-class experience. This involves not just selling customers what they want, but also giving them what they need.
- Using Technology to Reduce Friction: The author highlights the importance of using technology to make the customer experience smoother. A prime example is Apple’s introduction of the iTunes store, which made it significantly easier for customers to get music onto their iPods, thereby boosting sales.
- Becoming the Voice of Value: Businesses should aim to continuously provide valuable information to their customers. This enhances their experience and relationship with the brand. Whether you’re a dentist sharing oral health tips or a plumber advising on what not to put down the sink, providing valuable information can help deliver a world-class experience.
- Sharing the Effort that Goes into Products or Services: The author encourages businesses to tell customers about the effort that goes into their products or services. This can make the product or service more appealing and create a sense of appreciation among customers. For instance, Guinness turned the long pouring time of their beer, initially seen as a negative, into a positive by emphasizing the effort that goes into pouring the perfect pint.
Delivering a world-class customer experience involves more than just selling a product or service. It requires providing additional value, reducing friction with technology, and educating customers about the effort that goes into your offerings. By doing so, businesses can create loyal customers and even turn them into cheerleaders for their brand.