SHOW ME THE MONEY! …THE CUSTOMER – SERVICE AND EXPERIENCE

Every brand has its own unique signature, it could be their; logo, advertisements, prices –
discounts and sales and so on. But I have found that repeat customers/clients who may go as
far as advertising for free for these brands are always doing so in response to premium and well
thought out customer service and satisfaction, which forms the core of any customer
experience, either positive or negative.

Often times this key component that drives marketing and profit margins either in the black or
in the red is taken for granted by some businesses, and they have always paid the steep price.
Either it is because of laziness, negligence or sheer ignorance, customers are unforgiving to
poor customer service and they are very receptive towards good customer service and an
excellent experience.

Either you provide a service or sell a product, the customer experience is non-negotiable,
because it is what is left after the customer is not using your product or in need of your service
at a given time. It is a “psychological residue” which was first initiated upon first contact with
your brand- product or service. Simply put, it is what your brand is remembered for.
Repeat customers/clients in any venture could be the difference between an 11% profit or loss
margin. They either bring in more business or deter potential business. It’s nothing personal,
it’s just business.

Every customer wants to savor the experience of spending time and money on anything
they do, especially when they do not want to. Making them part with their money in exchange
for what you offer is an art, failure to accomplish this objective turns it into ‘rocket science’,
where you believe only a few can do it and somehow you never make that list.
It also helps in understanding that spending isn’t an innate instinct but an acquired one, which
first stems from the need of necessity to the wants of luxury, this will make you appreciate the
need for providing a sound customer experience to trigger this impulse. Because until the
money is freely given it shall not be yours to be freely received.
Though they are getting something in return, attempting to provide the corresponding value to
the amount received can be an interesting tango. An optimum customer experience is the
volume where the quality you offer isn’t loud enough in the client’s ears.
Never be too confident that you offer exclusivity in service or you have the cheapest prices in
the industry, even the strongest monopolies have lost out because a smarter competitor came
on board ‘suddenly’. Taking pride in what you deliver in value is wise, but arrogance because of
same is folly.

QUICK TIPS TO PROVIDING THE OPTIMUM CUSTOMER EXPERIENCE
 Business Environment: the ambience of your business environment should be a
vocabulary in itself, the ‘body language’ of the business as it were. It must exude what
you want your brand to be known for as well as where your client would be most
comfortable to be. Until both lines cross you may be subjected to your vocabulary being
nice, but your potential clients listening to your competitor.
 Reception: nothing says, “You’re welcome” like a kind smile and a polite tone. A good
ambience or the lack thereof can be ignored (partially) when the human interaction is
pleasant and welcoming. A smile has never sent anyone out the door, it brings them in.
 Prices: a smile can get someone through the door, but a good discount surely keeps
them in longer than they planned originally. Adopt the “F-Formula” in your
pricing/billing system, be Fair and Flexible. Learn to anticipate when you have a
potential repeat customer, give them better deals, because you just empowered them
to be your volunteer marketers and THEY DIDN’T EVEN KNOW IT!

 Feedbacks: to be effective in business, learning to listen is usually understated, but
improvements and adjustments come from feedbacks given by customers, ex-customers
and even staff (to be treated another time). But learning to respond aptly and
accordingly could save you a lot more money than being rigid. Strategic adaptation has
only brought out the best in any system, so adapt. Identify the positive feedbacks aimed
at correction, acknowledge the negatives aimed at discouragement and provocation
with a smile and nod. Insulation from feedback is isolation from reality, bubbles are
designed to burst.

 After Sales …: after getting the client’s money do you wave goodbye or extend a
handshake of relationship? The latter is profitable, the former is not sustainable. To
build an effective system of influx of Customers If/when possible, reach out and inquire
about your client’s satisfaction about your product and service (feedback) but also
about other issues that do not cross the boundaries of professionalism, example: if it’s
in your capacity, you could ask a client if you could be of any assistance in fostering a
relationship that will make their business more profitable. Always think of your clients, if
they are not happy with you, their money won’t be running to you in the next cycle.
 Complimentary gestures: a seasonal or complimentary gift is what it is, a Gift. But the
thought behind it is always appreciated, thoughtfulness is a seed you reap its harvest
either you sow it or not. Even offering a glass of water on a sunny day could have them
stick with you for all time. Thoughtfulness – obviously it’s always cheaper because of its
potential return of investment. Who knew that thoughtfulness was a business strategy?
Now you do.

Understand your product/service and your clientele, these are clear pointers to the
expectations your customers have of you. You give them what they need, not what you think
they want.
One clear fact is certain, no matter; how good your product/service, how cheap or how polite
you are, without customers you are not running a business but an exhibition.
In 2018, treat your clients like Kings, they fund your kingdom too. Get them to SHOW YOU THE
MONEY!
PS: the words CLIENT and CUSTOMER are used interchangeably to accommodate the tone and
cover respective forms of interactions with the business.