Three Simple Steps to Customer Happiness

Updated: Nov 30, 2021

When reaching out to clients, always ask if the communication is meaningful, memorable and personal.

I walked into a business I frequent regularly this past weekend. Nobody said hello. Everyone just kept their heads down and kept working.

I got a new bank card today from a platinum banking service and they spelled my name incorrectly.

These are one-off exceptions, but they provide a great framework for today's blog.

If you want to provide excellent customer service and exceed customers' expectations, then you need to understand the power of personalization in a world gone mad with automation and cost cutting, and how to balance that personalization with the automation of the right elements of your business to maximize the impact of that personal touch.

The customer experience must be meaningful, memorable, and personal.

1. Meaningful, Memorable, and Personal

That’s the critical question to always consider when reaching out to your customer.

"Is this customer touch-point meaningful to our customers? Will they remember it? And are we engaging them in a personal way?

Not one of the three – all of the three.

A "platinum level service" sending a bank card with the client's name spelled incorrectly misses the boat entirely.

Too many companies drop the ball when it comes to providing experiences that are personalized, positive, and consistent. Today, more than ever, larger organizations are tapping into massive amounts of data to provide these more "individualized" experiences.

All companies of all sizes need to recognize the power of ensuring that experiences are personalized, positive, and consistent. Sometimes, this is as easy as making sure that you’re using the right language, and that the language you’re using is congruent with the experience you’re providing.

For example, something as simple as sending a letter to a long-time customer that reads, "Dear Valued Customer," can create feelings of resentment with that long standing customer.

How valued can they feel if you didn’t even bother to address them by name?

Or, if your automated phone service consistently tells customers “Your call is important to us. We’re experiencing higher than normal call volume, so you’ll be on hold until the next ice age.”

2. Was their call truly important to you?

Or, did you just say that because everyone says that?

Did it come with the system? Was it too difficult for IT to change?

Organizations need to be mindful of how the experience starts and how the experience ends as two key opportunities to influence the mind of a new customer and one that becomes a loyal customer.

3. Does meaningful, memorable, and personal increase customer satisfaction?

Absolutely! In one famous study done with servers at a restaurant, they were able to significantly increase their tips, showing that customers felt better about the service, through a simple, straightforward strategy. The servers would bring table mints, and then before leaving, give the table "extra" mints. This simple, meaningful, memorable and personal action alone increased tipping by 23% across the board.