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Springfield, MO

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Opinion: Customer attraction is more than a product

Industry Insight

Posted online

I was out to eat recently with the family on a Sunday afternoon. The restaurant we selected came recommended from a friend who had recently done a takeout order. We had plenty of time, so we decided to dine in.

When we walked into the restaurant, I was struck with the sensation that they did not want us there. They had clearly just started recovering from a rush of business. The tables were not cleared off, and there was food and debris on the floor. The waitress, who I think was also the owner, looked at us and literally took a deep breath and sighed: “Sit anywhere you want, and I’ll get a table cleaned off when I can.” 

As we waited for our food, we watched what was a train wreck. The cook and the owner were clearly not getting along because we could hear them arguing. The owner was so stressed running around that it made us feel stressed. It took an hour to get our food, which was less than ideal considering that we came pretty hungry.

When the food came, we dove in not expecting much at this point. However, the food was really good. It was authentic and unique to the area. In fact, it was a type of food that I enjoyed in my hometown of Omaha, Nebraska, but couldn’t be found in Springfield until now. The food I had been craving was now available.

I haven’t been back.

Today, a restaurant is more than just its food. The experience is made up of the building, decor, service, music, tables, chairs, dishes and then, yes, the food. If the experience is poor, it doesn’t really make too much difference if the food is incredible. 

When we think about attracting customers to our businesses and organizations, we often focus on getting the word out about the value of our product. However, there is a need to shift this focus to the overall experience rather than the product itself.

An accountant may sell accurate books and tax compliance, but great accountants spend time focusing on how their customers interact with them on all levels. They think about the customer’s onboarding experience. They think about establishing good mutual expectations for service, including reasonable response times and methods of communication. They think about how the client will be greeted when they meet at their office. Most of all, they understand the priorities and needs of the client and they deliver on it. 

The best and worst brands are really all about experiences. Sometimes, the companies we love have a product that we need, but the experience is lacking. The companies we love to do business with deliver on our needs, and we know we can count on them. Those companies are driving the most loyalty. In fact, the best brands not only attract and keep great customers but also turn those customers into disciples of the product who go out and recruit their friends.

Here are a couple of tips for turning the corner.

1. Listen to your customer.
Too often organizations put up an unnecessary wall between them and the customer. They guess at and assume what the customer really wants instead of asking them directly. Talk to your customers or even hire a marketing company to conduct a facilitated focus group, and be open to thinking differently about how you deliver your product or service.

2. Get your employees involved.
Your people are the ones who interact with your customers, so they know what concerns, questions and inquiries come to your business. Give them the autonomy they need to explore better ways to do what they do. This will not only yield process improvements, but also it will earn their engagement, leading to better customer service. 

By focusing on the experience of your clients and customers and making them part of your marketing machine, your business will get better results, improve your bottom line and better fulfill its purpose.

Don Harkey is the owner and CEO at People Centric Consulting Group. He can be reached at donharkey@peopleccg.com.

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