- “Make a raving-fan, not a sale.”
- It costs 5 times more to attract a new customer than to keep an existing one.
- 70% of buying experiences are based on how customers feel they're being treated.
- 89% of consumers began doing business with a competitor following a poor customer experience
The WOW factor is Exceeding Expectations, Communication at the Highest Level, and leaving a never-ending stream of Surprises that leave you saying WOW!!
From the Zappos.com site:
“To WOW, you must differentiate yourself, which means doing something a little unconventional and innovative. You must do something that’s above and beyond what’s expected. And whatever you do you must have an emotional impact on the receiver.”
What is good customer experience?
“It is often the little details that customers recall even more than the product they purchased or the service they received. Little details that customers notice, and that makes them feel good about not only making the purchase but making the purchase from you, is a significant part of the overall customer experience.”
In fact, a study by Oracle found that 74% of senior executives believe that customer experience impacts the willingness of a customer to be a loyal advocate.
In other words, if you want your clients to stay loyal, you have to invest in their experience, or someone else will.
Simply put, happy clients stay loyal.
Customer Service vs Customer Experience
If you get a phone call about one of your listings, that's an opportunity to deliver excellent customer service. However, customer service is only one aspect of the customer experience.
For example, if you call a restaurant to make a reservation for a special night and they answer the phone quickly and take great care of you, that's good customer service. Now, when you arrive for your reservation and they hook you up with the VIP room and a bottle of champagne on ice, that's a good customer experience.
See how the two are different?
“If businesses cared as much about keeping customers happy as they do about getting new customers, the world would be a different place.”
– Gary V.
So how important is customer experience?
A survey by Bloomberg Businessweek found that “delivering a great customer experience” has become a top strategic objective. And a recent Customer Management IQ survey found that 75% of customer management executives and leaders rated customer experience a ‘5’ on a scale of 1-5 (5 being of the highest importance).
But, the thing is they're still failing.
When Bain & Company asked organizations to rate their quality of customer experience, 80% believe they are delivering a superior experience.
This is compared to only 8% of customers who believe they are receiving a great customer experience
How to WOW
Surprisingly, a Wow client experience can be summed up in two words:
- Over Deliver
The 6 Aspects of Customer Experience
- Make it personal
- Aim to exceed expectations
- Understand how your clients feel
- The experience is a journey, not a moment.
- Harness the power of communication.
- The likability factor
Specific Ways to WOW
- Initial meeting ask “What would make this process an amazing experience for you?
- Take notes, write this down and do it!
- At closing, refer to this question and your notes, and ask for the online review.
- Listen to find unique & personal opportunities to WOW.
- Communicate with them before they even think about wanting to talk with you.
- Send handwritten notes after the first meeting, and after milestones.
- After contract acceptance
- After contract fall-out or multiple-offer loss
- After Option Period
- After Securing Financing
- After Closing
- 2 Weeks after closing
- Re-key clients home keys with branded keys include extras.
- Branded Moving boxes.
- Moving Day food & beverage delivery.
- Gift baskets when they LIST.
- Gift basket when they close.
Everyone we come in contact with is greeted as if they are the one person we most wanted to see that day.
Phones are answered with a smile and an upbeat “Hello! How can we help you today?!”
Every lead and every client is given an “expectation dialogue” (where we lay out what they can expect from us and what we expect from them) right then and at each and every step in the process so that they never need to call and ASK us anything as we have already informed them through each step.
Before hanging up the phone, a follow up appointment is scheduled then so the customer has clear expectations for what’s next.
- A follow-up email is sent to customer/client recapping phone, expectations and next steps. This should be recorded in your CRM.
*A WOW customer experience means being proactive instead of reactive and answering all questions before they are asked.
- Introductory video from team leader welcoming the customer/client to the team.
- Greeting Card from the Team explaining how excited we are to be working together.
- Client is added immediately to WOW care drip email program in Contactually
Follow UP “Aftercare” WOW program starts now.
- Facebook Communication, Monitoring special events – reasons to call
- VIP program for Specialty Events
- Holiday Mail Outs / Gifts
- Birthday and Anniversary Greetings
- Direct Mail Farming Campaign
- Monthly Market Insider Report
Questions to Ask Yourself
- What is the cost of not focusing on client experience?
- Will you have to pay for leads forever?
- How much money would you make in the next 12 months if you put a focus on client happiness and turning them into raving fans?
- A CRM (Contact Relationship Manager): Religiously using a CRM is the #1 way to improve the experiences of your clients and leads.
- Updater: Make moving a breeze for your clients by giving them everything they need to move while making you look like a superhero.
- BombBomb: Easily & quickly send personalized videos to your leads and client
- Wow Packet – Branded packet of market stats, Who’s Who (if you have a team), Blank Calendar, Branded Pen, Testimonials, Relocation or Buyers Guide, Sellers Guide (or Short Seller’s Guide), What to expect, and an early request for testimonials.
For a bite-sized presentation style version of this article, see the slideshow below.