{"id":4015,"date":"2014-08-20T03:47:41","date_gmt":"2014-08-20T03:47:41","guid":{"rendered":"http:\/\/bme2.flywheelsites.com\/blog\/the-devil-is-in-the-details-simple-ways-to-creating-a-personalized-customer-experience-part-2-of-2\/"},"modified":"2020-01-16T22:06:12","modified_gmt":"2020-01-16T22:06:12","slug":"the-devil-is-in-the-details-simple-ways-to-creating-a-personalized-customer-experience-part-2-of-2","status":"publish","type":"post","link":"https:\/\/www.benchmarkemail.com\/in\/the-devil-is-in-the-details-simple-ways-to-creating-a-personalized-customer-experience-part-2-of-2\/","title":{"rendered":"The Devil is in the Details: Simple Ways to Creating a Personalized Customer Experience [Part 2 of 2]"},"content":{"rendered":"

In Part 1 of \u201cThe Devil is the in the Detail,\u201d we covered the advantages small business owners have over their competitors when it comes to creating a great customer experience. We also covered the first half of a six part list on simple ways how you can do this. Add to that list with the last three dead simple ways you can part business benevolence and reap a compelling customer experience.<\/p>\n

Don\u2019t Hen-Peck Contracts<\/strong><\/p>\n

I recently subcontracted a new corporate logo. The client has been on the roster for a while and comes back every now and again for some work. More importantly, this client always pays on time and can be trusted to communicate \u2013 which, if you\u2019re a small business owner, know is pretty rare and valuable. The point of this story is that the client reached for work outside the terms of the contract, but rather than hen-peck the contract, we obligingly delivered exactly what they wanted. As I explained to the subcontractor who didn\u2019t understand this process, \u201cif you hen-peck the contract, you\u2019re just looking petty. She\u2019s not asking for that much more\u2026so just give her what she wants and she\u2019ll be happy enough to come back again.\u201d<\/p>\n

Recognize the \u201cBig Stuff\u201d<\/strong><\/p>\n

Birthdays, losses, new babies, charity drives. This is the important stuff \u2013 or in honor of Robin Williams in Good Will Hunting, \u201cthat\u2019s the good stuff.\u201d Money will come and go but creating relationships is, at least for me, the most important aspect of my business. I always try to recognize the important stuff in a person\u2019s life. Honestly, it doesn\u2019t take a lot to do this. For example, I have a micro-business for custom handmade jewelry (an Etsy storefront called \u201cQahani\u201d). Earlier this year I had a client who mentioned she wanted an order of earrings to go with her wedding dress. I didn\u2019t just send her the earrings. I also sent her an extra little gift of jewelry with a personal not that it was a wedding gift from me. I can tell you, it meant the world to her. On another note, I knew an old-time client was having a particularly rough year\u2026so for her birthday, I sent a gorgeous bouquet of flowers from the company. That also went over very well.<\/p>\n

Recognition comes in several different forms. The \u201cbig stuff\u201d stuff in their personal lives is one of them. The other is recognizing business milestones. Have they won a recent award, accepted an invitation to join a local board of directors, or have they won an election for local council? Have they been featured in a magazine or are they celebrating their second year in business? These are important, especially if you had a hand in helping them reach this step. Here a simple card will do, or a bouquet of flowers for more notable achievements.<\/p>\n

Expenses incurred from client recognition can be written off as \u201cgifts\u201d. You should also step forward to recognize people\u2019s lives without expecting any business in return. It\u2019s not about getting the business\u2026it\u2019s about keeping the clients so that next time around, they\u2019ll be likely to go with you \u2013 or that when they speak of you to their friends and colleagues, they\u2019ll speak fondly and with favor.<\/p>\n

The reason recognition works like a charm is because most people don\u2019t do it. It\u2019s something I\u2019ve been meaning to write a future post on \u2013 the lost art of basic business etiquette and manners. So if you\u2019re one of the few handfuls that\u2019s capable about giving without expecting anything directly in return, you\u2019ll do well creating an exceptional customer experience.<\/p>\n

Be Willing to Have a Conversation<\/strong><\/p>\n

Make time for your clients. Make it a point to reach out to them to get to know them as people. On the same note, never be to busy to have a quick 10 minute conversation with a client who\u2019s reaching out to you \u2026whether that\u2019s about your company, their experience, or something entirely unrelated like new baby photos or tales from their last family reunion. Creating a connection with a customer as a human being is always ten times more effective than any marketing campaign you could throw at them. Also consider that sometimes that conversation can take place on social media, which is particularly true if you\u2019re a digital company with no physical office or storefront and limited face-to-face time.<\/p>\n

Author Charles Bukowski once said that you\u2019ve got to passionately love what you do. If you don\u2019t love it, you\u2019ve got to go and find something you do love. His reasoning was that unless you\u2019re madly in love with your work, your work suffers. The same rule applies to you. It\u2019s not a reasonable for you to expect to create a positive customer experience unless you\u2019re passionate about what you do. Without passion, that dulled begrudging enthusiasm seeps through to the other end of the line.<\/p>\n

Creating a great customer experience all comes down to the details. It\u2019s a question of being able to do the little things in a client\u2019s life, outside of standard business practices, that helps create a connection between you, your company, and your client. It\u2019s about stepping outside of the marketing wall and coming face to face with the people that make your business happen\u2026and getting to know those people intimately. At the end of the day, your clients will love the great work you do, but you want them to also love the great people your company is comprised of.<\/p>\n","protected":false},"excerpt":{"rendered":"

In Part 1 of \u201cThe Devil is the in the Detail,\u201d we covered the advantages small business owners have over their competitors when it comes to creating a great customer experience. We also covered the first half of a six part list on simple ways how you can do this. 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