We often banter, in marketing and sales, about delivering customer satisfaction or the WOW factor. What does that mean? Does it translate into real long-term success? My morning blog reading came across a post about the difference between the WOW and YUM.
It is a great way to frame the problem.
Often we are focused on the immediate impression and impact and forget the meat, the substance of really delivering a compelling experience to our customers. You have to think beyond the click, or the submit, or the initial contact, and think about the whole process. Satisfied customers got what they needed. Satisfied customers leave with the impression that all mortgage inquiry sites or mortgage brokers are the same. The result? When satisfied customers talk to friends or do their next transaction they reach for the nearest, not the best. It’s kind of like being satisfied with a burger and fries. Do you care if you go to McDonald’s, Burger King, Wendy’s, In and Out, or Carl’s Junior? No, but you might drive out of your way, or pay more for Red Robin.
Giving your consumer the full experience means higher converting leads and higher referral/repeat business. How so? Consumers become loyal when not only meet their needs, but exceed their expectations. Here are some thoughts on how you can build a customer loyalty experience:
- Educate and give value to them before they even engage you
- Help frame your consumer’s expectations with commitments
- Ensure you fill all of the little commitments along the way
- Check on them through the process, just because
- Tell them what to expect next at every contact
- Tell them bad news. Tell it to them faster than good news
- Give them options and let them feel in control
- Check in on them even after you close the deal, just because
As you are building your customer loyalty process look at some of the best in the business.
.
.
