Creating Strong Customer Experiences

It’s school holidays and I’ve taken a break with the children at Thredbo.
At a ski resort, there is much to be learned about the customer experience. Imagine having a transient workforce that shows up for a few months each year, and you need to train them, inspire them and motivate them to deliver on your brand promise. Now that’s a challenge. It takes to process and systems to make sure that your front line people are able to deliver a great customer experience.
I was standing in a queue at the lift ticket office, this is the point of purchase. You do the sums in your head to work out which option is best for you. There are many options. The man in front was of me was earnestly imploring the person selling tickets to listen to his feedback. She was not interested. ‘I have purchased a season (platinum) pass for the last fifteen years, and I would like another one please’. The ticket clerk responded ‘Please fill in this form sir’ He said…’I have filled in your form 15 times before, surely you have a database that I am on and you can just click renew’. ‘If you would like a season to pass then you will need to fill in this form’. By now the veteran season pass holder was quite frustrated. ‘I don’t want a discount or even any special deal, please just remember me so that I don’t have to fill in your form every year.’
Surely there is a business opportunity here. It is much better business sense to get people to subscribe with a renewal than wait for them to come back next time. How easy would it be to send a letter to season pass holders from the previous year inviting them to renew? Look at Quickflix, I get more DVDs than I ever would if I were to go to the local video store.
The one thing that no amount of money can buy is time. So I ask myself how can I take the time element out of doing business with RedBalloon – whilst still adding value to the customer.
Customers now expect to be recognised no matter what size the business is, as the basic level service. Sophisticated customer tracking systems that proactively support customers in their purchase suggestions have become table stakes in the business.

Grow & Scale Your Business by Naomi Simson

Tell Naomi a little bit about your business by completing the questions below. (It will take less than 60 seconds)

Answering your #1 Biggest Business Challenge question tip: 

Go beyond just saying "Poor Cashflow" or "Unreliable Team". 

Instead, give Naomi details & specifics on how this is currently your #1 Biggest Business Challenge. 

I.e. "Every month I'm struggling to pay my bills on time because there just isn't consistent cash flow coming into the business. I've tried sticking to budgets in the past & pay myself less to keep some extra funds aside for emergencies, but still every month there seems to be another financial fire to be put out. I don't know what to do about it, so I'm just grinding it out."

 

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