During my recent trip to Kigali, Rwanda where I facilitated a public workshop on the 7 Habits of Highly Successful People - Associates program - I ran into a Chef at hotel where we stayed. With one hand in the pocket while he prepared my omelette with other hand. What an image, first I thought this guy must be quite serious or just having a bad morning. So I asked "you a very serious Chef" I said and without thinking much the Chef responded "all the time".
Wow, I thought, a serious Chef with one hand in his trouser pocket claiming to be serious "all the time". I almost dismissed it as another one of those hotel experiences that fits between a hotel room with no AC or fan and a Waiter who told me drinks like "Stoney" and "Krest" bitter lemon are Ugandan drinks!. But I thought a little more about it. Chefs like this one or employees who by their attitude make customer experiences unpleasant are the very reason businesses lose customers and eventually go under.
You see providing remarkable customer experiences are not a nice to have but a matter that could make the difference between having loyal and lukewarm customers. Loyal customers, according to a global research from Franklin Covey, are an extension of your marketing department. Loyal customers - those who are more likely to enthusiastically refer you to a friend or colleague. These customers will also go out of their way to do the following four things, according to the study:
1. They purchase more in each visit
2. They come back and purchase more often
3. They refer to their friends
4. They devote time to give their feedback
The same study noted that loyalty leaders grow 2.6 times more than their competitors' average. But it appears these facts are either not known or some of our hotels, restaurants or other establishments don't care very much. Because if we care a little more about our we design experiences we will notice and give our energies to what customers care about.
Customers care about how they are treated, especially in the morning - when we are just starting our day - no one wants to see a Chef with one hand in his trousers frying eggs. The courtesy greeting of day and polite delivery of the order will go a long way to build a remarkable experience.
Wow, I thought, a serious Chef with one hand in his trouser pocket claiming to be serious "all the time". I almost dismissed it as another one of those hotel experiences that fits between a hotel room with no AC or fan and a Waiter who told me drinks like "Stoney" and "Krest" bitter lemon are Ugandan drinks!. But I thought a little more about it. Chefs like this one or employees who by their attitude make customer experiences unpleasant are the very reason businesses lose customers and eventually go under.
You see providing remarkable customer experiences are not a nice to have but a matter that could make the difference between having loyal and lukewarm customers. Loyal customers, according to a global research from Franklin Covey, are an extension of your marketing department. Loyal customers - those who are more likely to enthusiastically refer you to a friend or colleague. These customers will also go out of their way to do the following four things, according to the study:
1. They purchase more in each visit
2. They come back and purchase more often
3. They refer to their friends
4. They devote time to give their feedback
The same study noted that loyalty leaders grow 2.6 times more than their competitors' average. But it appears these facts are either not known or some of our hotels, restaurants or other establishments don't care very much. Because if we care a little more about our we design experiences we will notice and give our energies to what customers care about.
Customers care about how they are treated, especially in the morning - when we are just starting our day - no one wants to see a Chef with one hand in his trousers frying eggs. The courtesy greeting of day and polite delivery of the order will go a long way to build a remarkable experience.
No comments:
Post a Comment