When was the last time you were a customer in your business? When was the last time you called your organization? Or the last time you reviewed your website? And have your employees ever been that same customer? If not, how do they know what your customers see, hear, touch, and most importantly, FEEL about your organization and the services you provide?
If there ever is a time to think and act like your customer, now would be that time. Your customers and prospects are looking at every part of your business. And the perception that we have of our organization may not be the same that our prospects and customers have.
Think about any experience you have had recently when YOU were the customer. You probably noticed several items that made a positive or negative impact on you. And whether you realized it or not, these impact points affected your subconscious and if you were going to do business with that organization again. When someone asked you how your experience was in working with that company, those impact points came right back to you, and you started talking about them.
I have news for you- your customers are doing the same thing with your organization. That's why it's important to take time to become your customer and experience what they do.
The old saying is true- "You never get a second chance to make a great first impression." That is why Impact Points are a critical element in your organization. And there are two types- Business Branded and Behavior Based. What does each mean?
Business Branded- this is everything that makes up the brand of your organization. However, it's more than just your logo, your tagline, and your marketing pieces. It is any place where someone interacts with your brand, no matter how small or insignificant it may seem to you. It could be your lobby, your on-hold message, your conference room...and yes, even your restrooms. It could also be the copy in the email that was sent, as it could be perceived as inconsiderate or unorganized.
Behavior-Based- this is a fancy term for- your people. You could have the most beautiful building and the most "polished" brand around. However, if your people are not friendly, helpful, or maybe just don't care, it won't matter what the first type of Impact Point is. Why? Your people also make up your brand. And how they treat people can have an even bigger impact on the minds of your customers and prospects.
Yes, we are all busy in our organizations, And sometimes when we are that busy we leave the "blinders" on, and we just don't see, hear, or read, stuff that's important to our customers.
My advice- take a step back, take the blinders off and become your customer every once in a while. Put yourself in the shoes of your customers, so that you can better create that first-class (or Black Tie) Experience for them. It's one of the best things you can do for your organization.
Bob Pacanovsky is a Keynote Speaker and Trainer, and he works with companies and organizations that look to achieve the highest levels of Hospitality and Service Excellence to attract and retain more customers and employees. His "Would YOU do business with YOU" seminar is well-received among organizations as it's interactive, entertaining, and eye-opening. It's also customized to meet the needs of his customers. He can be reached at Bob@BobPacanovsky.com.