When I first came across the CustomerLove challenge, I was a little confused. When I heard “challenge”, and learned there was a blog, I thought it would akin to something like the 31 Days to Build a Better Blog challenge – a task a day, every day, for a month. But there weren’t any tasks anywhere on the website! Or in the ebook! And there didn’t seem to be any hard and fast rules! How does it work?!
I spent a few days being baffled, even as I enthusiastically read as much as I could find on the challenge. And then I realized that due to the very nature of customer love, a task-a-day challenge wouldn’t work – couldn’t work. Arguably, it would miss the point entirely.
Why? Because it would be treating customer love like a one-size-fits-all sorta deal.
And as anyone who’s worn a one-size-fits-all garment can tell you, that garment does anything but fit. It’s made for the averagest of average bodies, and as such, fits – really, properly fits – nearly no one.
Is that how we want our customers to feel?
No! We want them to feel like they’re decked out in the finest of haute couture, tailored for their every nuance.
So how do you create a haute couture experience, instead of a one-size-fits-all experience?
First off, don’t commit what Pace & Kyeli call the Usual Error – assuming that just because you like or want something, your customers will too. That’s not always the case! Instead of assuming, ask your customers what they want and how they want to get it.
Do they want audio or video or text? Long or short? In their email inboxes or through RSS or via Twitter? Arial or Helvetica? (Okay, that might be getting a little too picky. Not if your customers are font fanatics, though!)
And then, once you know what your customers want – deliver. Over-deliver, in fact. Wow them with the goods they’ve been aching for, in the ways they want ’em.
There! Doesn’t that look so much better – on you and your customers – than one-size-fits-all? Feels better, too, doesn’t it?
Just remember: everyone’s customers are different. What fits your customers won’t fit mine, and vice versa. And don’t be afraid to tweak things a bit – the ready, fire, aim method – if what you’re currently doing isn’t working as well as you want. Continually adjust things until you’re happy with the results (and, of course, your customers are too!).
How do you make your customers feel like they’re wearing haute couture? Tell me in the comments below!
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I love the aspect of over delivering, the key to it for me is also under promising. And I don’t mean that in a “I’m a slacker” kind of way! It’s just that so often we are tempted to promise the world to close the deal and that simply doesn’t work. We end of feeling resentful, bitchy, and often behind schedule which leads to disappointing the customer. Under promised, over deliver works much better!
My version of haute couture…contact in between sessions, check-in texts or emails when they need extra support, birthday cards in the mail. Small ways add up to make a big difference and that leaves them feeling loved and special!
Exactly, Sandi! I don’t think we really can over-deliver if we promise the sun, moon, & stars…what else is there to deliver? You need to make your promise good, but your delivery better.
Your version of haute couture sounds deeelightful 😀 I agree that the little things can make a big difference, when used with love & care!
Wow, that is a really good point – I never thought of it like that. If you under promise, then the pressure to over-deliver on impossible promises isn’t there. You can actually do what you say and then some. Thanks, ladies!
One size definitely does not fit all in working with customers, so I think this is a great reminder Michelle! As customers, our ideas of how and what we want from those we work with is as varied and unique as individual taste in design, fashion, food, hobbies, etc. It takes a little bit of tap-dancing sometimes to adjust, but it is always well worth it to hear the delight in a customer’s voice when they realize we’re listening to them and tailoring our work to their specific wants/needs.
Definitely, Christy! And I think people can start making “alterations” in small ways to see what the customers like, before changing anything in fell swoops. Even remembering a tiny detail about a customer’s life can bring a big smile to that customer’s face.
There’s no such thing as “one size fits all” in panty hose, customer love or anywhere in life! (just sayin’)
*shudders while thinking of one-size-fits-all pantyhose* Never again, that’s all I have to say about that.
I agree, up to a point.
However, I would temper that by saying that I’m going to do that which I do best, because that’s the way I can do best by my people.
So, no, our peeps won’t get to choose everything.
But they will get our best work.
Haute couture – answering their questions on-air, so to speak. Tailoring content to a degree as we fine-tune interests & subjects.