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You have got to hit the customer

July 5, 2011 by Doug Fleener — President and Managing Partner, Dynamic Experiences Group, LLC

No, not literally! Although while hitting customers would obviously be bad for business, it would give you a chance to build a relationship with Bubba the Bail Bondsman. But I digress.

If your primary competitive advantage is your customer experience then you must hit every customer on every visit with the key elements that make your store experience distinct, memorable and effective.

Think of it this way. Say you're shopping at a grocery store known for its low prices. If on one particular trip you find that the prices are the same as any other grocery store, you're disappointed. You may never go back because that store failed to meet your expectations.

You win your customers, and add them to what I call your community, by delivering the best experience your customer is going to have that day.Not compared to another store. The best experience of the day. Period.

We all know this is a lot harder than it sounds. Almost every retailer can deliver a great experience every now and again, but making it happen with everyone who walks through the door is far more difficult. Every time you don't you risk losing a customer, or at the very least not maximizing an opportunity.

So how can you guarantee that every customer receives a distinct and memorable experience?

There is no magic formula. It comes down to one word: Leadership.

Leadership designs the most effective experience.

Leadership enables the frontline employees to successfully deliver the experience.

Leadership teaches and coaches people how to deliver the experience.

Leadership sets the expectations and holds
people accountable.

Leadership recognizes and praises people for demonstrating the expected behaviors and achieving the desired results.

Leadership speaks with actions, not just words.

There's no doubt about it, to hit the customer with an extraordinary experience you must first hit your leadership stride.

So let me ask, is your organization delivering a distinct, memorable and effective experience to every customer on every visit? If not, maybe it's time to hit your leadership skills even harder today.

About Doug Fleener

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