Give them the celeb treatment… And get red carpet rewards in
Article from the Feb/March issue of Your Business Magazine.
If Oprah Winfrey walked into your store today would you treat her any differently from your other clients?
If you’re like most people, you’d probably drop whatever you were doing and approach her smiling, ready, and eager to serve. You’d escort her to the best seat in the house and you’d cheerfully do whatever you could to get her whatever she asked for.
But what about your other customers? You probably think you treat them in a similar fashion, but chances are you don’t. When out for dinner recently, I watched as a Springbok rugby player walked in and immediately received star treatment. Every member of staff rushed up to him, and to tell you the truth he seemed quite overwhelmed by all the attention. My wife turned to our dining companions and said: “I don’t know who he thinks he is, but I’m still waiting for my cold drink.”
It got me thinking. The customer is ‘king’ is a phrase you hear often, but the reality is that service experience rarely lives up to customer expectations. The stats reveal that up to 90% of customers believe that companies do not provide good customer service.
How can you turn this trend around in your business? Having seen the way the rugby player was treated, I suggest if you treat all your customers like celebs, you will be most of the way there.
Bank CEO Garrett Richter told employees: “If we roll out the red carpet for billionaires, they won’t even notice it. If we roll out the red carpet for millionaires, they expect it.
If we roll out the red carpet for thousandaires, they appreciate it… But if we roll out the red carpet for hundredaires, they tell everybody they know.”
Here are six tips for giving your customers the celeb treatment:
Do something extraordinary, unique, and memorable.
Commit to being remarkable in every way that you serve customers. Respond with urgency. Show enthusiasm. Have the widest smile in the room. Call everyone by name. Constantly look for ways to make your customers feel like the most important people in the world. Do this, and you’ll develop raving fans that will go out and spread the word about their incredible ‘celebrity’ experience and come back for more.
Throwdown the red carpet for their arrival.
When celebrities arrive for events, it’s a big deal. There’s a red carpet. There are photographers. Hundreds of fans line up, shouting their names and begging for a chance to spend even two seconds with the star. When the rest of us arrive at a place of business, we’re lucky to even get someone to look at us. Treat your customers like stars by showing them you’re glad they came. Look up, smile, walk out from behind the counter and greet them. Most people don’t need a fancy carpet – or a bunch of paparazzi – just eye contact is enough. (But just imagine if you did hire a red carpet and some paparazzi every once in a while.)
Did you recognise them as if they are famous, and call them by name?
Record and remember customers’ names and use them as often as you can – every time you see them. Make it a top priority, and you’ll find it’s easier than you think. Find unique ways of using customers’ names, for instance, IT company AdvanceNet welcomes all expected guests with their own special parking space and a welcome board in the reception area bearing their name. Visitors are even offered a free car wash while at their meeting. Some restaurants name dishes after famous people and buildings are named after important benefactors. What if you named some of your products or meeting rooms after your best customers? Now that’s the star treatment.
Remember personal details.
Also take note of others. When one grocery store manager recalled that the ‘grumpy lady who comes in on Wednesdays’ had been to visit her daughter, he asked her about the trip and made her day. Now that once grumpy customer seeks the man out with a smile on her face whenever she comes into the store. It doesn’t take much to make ordinary people feel special. Just pay attention.
Pander to their preferences and quirks.
While your customer may not be as picky as the celebrity who wants all the brown Smarties taken out of the boxes (yes, it does happen), everyone has their likes and dislikes. My local Chinese restaurant remembers that I don’t like peppers. Surprise your customers in little ways that let them know you are paying attention. What are the important things in their lives? I once paid R40 to buy a book of Sudoku puzzles for a prospect, and he gave our business a lot of work as a result. A hotel in Durban bought me my own special feather pillow when they discovered that I take mine with me whenever I travel.
Provide little gifts and free stuff.
At most events, celebrities walk away with gift bags filled with products and gifts. There is a reason why people line up and even pay good money to give their goods away to celebrities in these ‘swag bags’. When the superstar wears or uses their product, it creates buzz. Doing something for ordinary customers also makes a difference.
Ben & Jerry’s, an ice-cream shop chain in the USA, holds a ‘Free Cone Day’ every once in a while. Virgin Atlantic does something similar with a bag of goodies, even for economy class passengers. One dry cleaner will wash your suit for free if you are unemployed. What swag can you offer your customers?
Treat your customers like stars and they will return the favour in a big way.
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