Why do people return to businesses they like? This is what we asked 1,000+ customers in our annual customer experience researchHere are a few of the most important reasons.
- Employees who are knowledgeable and helpful
- Friendly staff (thanks)
- Convenient and simple experience
- Experience a personalized experience
- Employees who demonstrate empathy
Customers can decide to return based on any one or a combination of these experiences, or anything else they deem to be positive. Are these experiences good enough to encourage customers to return?
Recently, I have read an article that I found very interesting. MarTech article How B2B and C2C brands are gaining customers by creating emotional connections using CX memories “memory-driven CX.” The point of this article was to show that creating a great experience is not enough. You can also read about our Memory Devices. Experience is the key to repeat business and loyalty.
Some companies get it better than others. Netflix is one example. It sends a special offer to all its customers once a month. “What We Watched Summary of what they watched. Or Starbucks, who sends its customers a summary of the shows and movies they watched. “members” A free drink or food item on their birthday. These companies have (and so many others) engineered A follow-up that brings back the memory of an experience. Remember When Moment. This triggers a moment and hopefully creates a reaction which makes the customer want to repeat this experience.
This is not something that only big brands like Starbucks or Netflix can do. Here is a five-step simple process to help you get started. Remember When experience:
- Create an Experience to Remember: If you do not have this, then stop right here and begin working on improving the overall customer experience.
- Identify key touchpoints The journey map can help you to identify your key interactions with customers. If you haven’t already created your journey maps for customers, please stop right here!
- Enhance Key Touchpoints that You Want Customers to Remember Not every touchpoint needs to be memorable. Sometimes it’s just a few – maybe even just one. Find these key interactions, and make them memorable. A restaurant could, for example, include a small chocolate plate with the bill to cap off a great dining experience. Last impressions can last a lifetime.
- Create a follow-up campaign: Like Netflix, remind your customers of the reasons they enjoy doing business with you. This is not a sales pitch. It’s meant to build the relationship. Remember When experience.
- Measuring the impact: Make sure you ask the customer if they agree with your memorable moments. Determining if your follow-up campaign works is also important.
I have written about the I’ll be Back experience. Create an experience that will encourage your customers to return. Remind them of the experience. You will get more customers who are willing to give feedback. I’ll return, Come back to the real world
Note: This is the shorter version of an article similar to one I wrote for my weekly Forbes.com column. CLICK HERE Read the original article.
Shep Hyken Shep Hyken is an award-winning keynote presenter, New York Times bestseller, and customer service/CX authority. Shep’s expertise customer service and customer experience keynote speeches It is customer service training workshops You can also check out our other articles. www.Hyken.com. Connect with Shep LinkedIn.
