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Defining the Customer Experience

If someone were to ask your customers what they thought about your company, what is the first thing that would come to their mind?  

You would hope that it is positive things, but is it all positive? There’s more to it than you think.  


A customer’s experience with your company ranges all the way from the smell of your lobby, to the difference in your website’s display on their phone versus their desktop. When it comes to business and retaining customers, everything counts.  


And whether a customer is spending millions of dollars or just one hundred dollars, their treatment shouldn’t differ. Any customer can be free advertisement for your business, good or bad. So, at the end of the day, all customers are important customers.  


Are you considering these things when it comes to servicing your customers? 

  • Digital Usability: Websites, applications, and emails do not display in the same format on smart phones and desktops. Making sure these electronic communications accessible helps prevent customers from getting frustrated because they can’t see what they need to.

  • Proper Onboarding: When you have a new customer, or a customer purchases a new product, they probably do not know all the ins and out quite yet. No one wants to feel like they have been left in the dust to figure it all out for themselves. Offering to meet them at their operation and walk them through the process, and then following up with a call a few days later will make a lasting impression to show customers that you care.

  • Handling SatisfactionIf a customer isn’t happy with their service or product, how are you handling it? Customers should never be made to feel guilty for returning something, or like their complaints aren’t being heard. This conversation and process needs to be pleasant and positive.
Pro Tip: For the chance to turn the sale around, ask the customer if they would like to learn about other products that may better fit their needs. 
  • Office AtmosphereWhen a customer comes to your dealership to buy, or to discuss their operations with you, they are not coming in for just five minutes. Adding comfortable chairs, providing complimentary drinks, keeping the area clean, using adequate temperature control and using air fresheners can appease all five senses at once. Additionally, customers will be willing to stay longer, learn more, and possibly buy more.

Remember that customers usually base their thoughts after their most recent experience, or the most extreme experiences, whether good or bad. So, even though they had a wonderful first interaction with your company, a bad recent visit could make them forget all about that.