Begin with the end in mind ~ Your Customer Experience Goals
I love listening to books; I used to hate reading, so discovering Audible has introduced me to some brilliant books, which I’d probably never head read. I’m currently listening to Stephen Covey’s “The 7 Habits of Highly Effective People”. This is one book I have read before, and refer to his habits often.
If you’re familiar with the “Habits” you’ll know that the second habit is “to begin with the end in mind”.
Last week I talked about managing expectations, where one of the tips was to identify the experience you want your customers to have, and the emotions you’d like them to feel. This is an example of beginning with the end in mind.
Whenever I’m working with my clients on improving their customer experience or creating a customer focused culture I find this is the best place to start. I like them to imagine either the conversation customers will be having in the car on their way home, or what they’d like their customers to feel, say, or do as a result of their visit or experience with you.
What emotions do you want to create for your customers? What would you like them to feel before (bear in mind a customer’s experience is influenced way before they ever set foot in your venue or business), during and after their visit?
Do you want them to feel confident in their decision, feel excited about their visit, feel special as they arrive, feel relaxed as a result of their visit? What would you like them to say about their experience? What memories do you want them to take away? What do you want to be remembered for?
So, for example, if your venue is primarily for leisure you might want your customers to feel relaxed, energised, or calm. If it’s all about adventure you might want them to be feeling exhilarated, ready for anything, or on a high. If your customers come to you to be pampered and spoilt you may want them to leave feeling a million dollars, feeling special, or confident.
You might not want them to be saying something on the lines of “Wasn’t that fantastic / great value / fun/”, or “We must tell John and Sarah about this place”, “We’ll definitely go back there again next week / month /year”.
What you want them to do might be to pick up the phone and book to come again, you might want them to pass on your details to their friends and you might want them to be posting a rave review on TripAdvisor. (Or of course all three!)
So how does this help you?
Once you know what you want the end result to be it’s considerably easier to plan the experience you deliver for your customers – all working towards that end goal.
You can create the activities, experiences and emotions that prompt them to feel, talk and act in this way.
Know what good looks like
Once you’re clear on the experience you want your customers have and the emotions you’d like them to feel (and the more precise you are the better), the easier it is to design each touch point of the customer journey to achieve this.
What do you and your team need to do, what behaviours would you expect to see or hear to achieve this? Ensure you have clearly defined expectations and standards. If you can’t describe or demonstrate what good looks like, how will your team know when they’re doing it right?
And once you’ve determined what it is you want your customers to be feeling, saying and doing as a result of their stay with/ visit to you, share this with your team. Once they understand this you’ll not only all be working towards the same goal, but they’ll start to come up with their own ideas and spot opportunities to leave your customers feeling, saying and doing all the things you’d love them to.
If you only do one thing – Ask everyone in your team to sum up in one word how they’d like customers to feel as a result of visiting your venue or doing business with you. Hep them keep these in mind to help them achieve your customer experience goals.
If you’d like some help determining your customer experience goals and ‘What Good Looks Like’ for your customer experience, book a 30 minute call with me here, where we can get crystal clear on your end goal and your priority actions to achieve this.