I love great customer experiences:
These are all big, inclusive brands, places where the experience goes beyond buying products or using the brand’s assets.
These are experiences that are about being a part of the collective. About being excited, passionate, and proud to be associated with the brand. To be on the inside. To be cutting edge.
How did they get that way? And how do you create the same relationship with your customers?
They are all first and foremost about the product. There wouldn’t be any reason to go if you weren’t passionate about your iPhone, your Two buck chuck, or your Hard Body Meltdown class.
Second, they don’t try to sell you anything. They’re about sharing information. And that’s part of the reason we like them. No hard sell. No pressure. We can experience the brand as we want to, when we want to, how we want to.
Third, they constantly innovate. They listen to their customers and then do something about it. New products. New technology. New classes. New locations. These brands are not content to rest on their laurels.
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The signs are out there. Read them, then follow them.
It’s so easy for anyone to create a great customer experience. But the truth is that most people don’t talk to their customers. Or if they do, they don’t do anything with the information. And often, if they do something with the information, they don’t communicate it back to their customers.
But that’s just the first step: catching up. It’s being reactive to the customer’s needs. Once you’ve accomplished that, you need to move to the second step: anticipation. This requires you to be proactive, and to think ahead of the customer, and to communicate with them.
Once you learn how to do that, you’ll find yourself playing in the leagues of Apple, Trader Joe’s, and Equinox. And you’ll create a business for yourself that’s miles ahead of your competitors. In fact, you’ll create a business that’s unbeatable.
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