When was the last time that you had such a great customer experience that all you could say was, Wow!"? Maybe it was an extraordinarily expensive excursion, or a trip to some exotic place. Or perhaps it was in some little shop where the fantastic experience was completely unexpected.
Unfortunately, those experiences are far and few in between. But does that have to be the case?
So now look at your business. Do your clients have a fantastic experience each time they come to you? Do you have a WOW factor?
You may say, "But there's nothing about my business that can have a WOW factor." Please, stop with the lame excuses.
Think of it, a WOW factor does not have to be exotic. It can be as simple as returning a call promptly when everyone else in your industry takes days. It could be as funny as the scale calibration company that leaves a chocolate bar on each completed scale with a note saying, "this scale is perfectly calibrated because the chocolate bar weighs (whatever the weight on the label says)." Or it could be as far out as the dentist whose staff greets you at the door, brings you to your own waiting room (with your name on it), and serves you your favorite tea or coffee in Royal Doulton china. FYI: the last two examples are real.
The most important thing is to use your imagination. Think of what your clients would absolutely love. In fact, it will probably have nothing to do with your product or service. Of course, you need to make sure that everything surrounding your core business is at mastery level, including the back end of billing and collections.
Ask yourself this: if my business were a high end spa or a luxury cruise, what would it be like? How would it be to enter the doors? How would every shopper be treated?
The obvious benefit of each experience with your business having a WOW factor is that you will have thrilled customers. And a follow-up benefit is that they will tell their friends about you. They won't just tell them, they will insist that all of their friends try your business. They will become raving fans. How great would it be to have all of your best customers out there selling for you?
Caution: You need to keep your ideas fresh. What was once a WOW factor will eventually be yesterday's news. Make it fun by getting your team in on the imagining. Have contests for best WOW idea. Implement one at a time.
It doesn't matter if you are a hair salon or a CPA, there can always be a WOW factor. All you have to do is find it. If you don't, your competition probably will.
Author: Tim Dollmeyer
