Customer loyalty through micro-experiences

“We perform at our very best when we create lasting relationships and personal connections. When we are fully engaged, we connect, laugh and improve the lives of our customers, even if only for a few moments. It’s really about human connection.

—Howard Schultz, Starbucks

Carpe Momento – “Seize the moment”.

There is no better motto to remind us that all connection with others, especially relationship building, depends on our total engagement with them. When you are with others, be there. Be there for your family, friends and colleagues. Be there for someone and let someone be there for you. There is a reason we are called human beings and not human actions. At the end of the day, ask yourself a simple question: “How many people had a better day after being in contact with me?” »

According to a study by psychologists at Harvard University, adults spend only 50% of their time in the present moment. This means that we are mind controlled half the time. Scientists have also discovered that when we’re in the moment, we’re happiest no matter what we’re doing.

One of the main predictors of success and happiness is the development of strong relationships. And one of the best ways to improve your ability to connect with others on a more meaningful level is to learn to be present, which makes those around you feel understood, valued, and supported.

“Obsessing on the past and worrying about the future tears us away from the only place we can find true happiness: the present moment.”

Customer loyalty is less about results and more about micro-experiences

Too many customer-facing employees are convinced that customers will be happy and loyal if they get the results they expect from doing business with them. It’s not true. Think about it. If you have a toothache, don’t you expect the dentist, any dentist, to fix it? If you go to a high-end steakhouse and you order your filet mignon medium-rare and it comes out medium-rare, do you do backflips? If the package you ordered arrives within two days as promised, are you satisfied? What if your accounting firm prepares your tax returns accurately and the IRS doesn’t audit you, are you impressed? Not at all, that’s what you pay when you do business with reputable companies. However, if that’s all you get, chances are you won’t be a loyal customer. Why? You would have received these results from any of this company’s viable competitors.

Customer loyalty is the result of the multiple positive micro-experiences a person has with a brand. This reflects the fact that not only is this company consistently brilliant on the basics, but also that it has taught all of its employees to be in the moment at every touch point.

Here are some examples of positive micro-experiences: A receptionist greets a patient by name when she comes in for an appointment; a waiter remembers what you ordered the last time you went there; your customer service representative contacts you to let you know that one of the products you ordered is out of stock, but has found the product from another distributor so that you have some enough to get through the end of the month; or maybe your counselor sends you a book on how to train for your first marathon because she remembered a conversation you had last week. Each of these examples will have a major impact on customer retention.

Our goal should be to provide a positive experience with every interaction, whether face-to-face, click-to-click, or ear-to-ear.

Today, too many companies believe they are in a race to evolve their customer experience from costly human interactions to technologies such as self-check-in/check-out, apps, kiosks, social media and online shopping. online support. While these represent a necessary evolution for most business models, we must not send the message to our employees that success is no longer about them and what they do. This will cause our employees to feel less important or have a diminished sense of worth and disconnect from the purpose of the business, which will create employee apathy. Employee apathy breeds customer apathy. Employee apathy is a sign of a dying company. We can’t let our leaders and employees rely on technology as a crutch for customer experience.

We must constantly remind our employees that “you are the eXperience” (URX). It’s about them and how they interact with the customer. Apps, iPads, websites, and kiosks do not create relationships. People do. Employees who connect, instead of just communicate, create loyal customers.

Sven Gierlinger, Vice President and Chief Experience Officer of Northwell Health, inspires his staff by reminding them, “Every moment we come into contact with our patients and customers matters. Never lose sight of the impact you have on others at any given time. The choice you make to smile (or not), to follow (or not), to be empathetic (or not) makes a bigger difference than you will ever know. Choose wisely.”

Joseph P. Harris