I’m going to start this article with a theme I’ve preached for years: When it comes to customer service and experience, our customers no longer compare us just to our competitors. Their mental benchmark, whether they know it or not, comes from the best experience they have had from any company or brand. It’s companies like Amazon, Apple, Costco, Chick-fil-A, and others that excel in providing an experience that gets customers to come back, that become our customers’ standard for service. When they have anything other than a positive experience, they may say something like, “Why can’t they be as good as _____?” (Fill in the blank with their favorite company.)
With that in mind, I’d like to offer up the idea that if we focus on creating an experience based on trying to be better than a competitor, and that may mean you are the best in your industry, it still may not meet a customer’s expectations. All you are is the best dog in a horse race.
Being best in your industry means best in class, but as I just mentioned, it may not be enough. What you want to do is start comparing yourself – as in your company – to the obvious customer experience leaders. No, you may not be able to do what Amazon or Apple do, but using them as a model can help you move from best in class to world class.
So, how can you make this shift? Start by identifying what makes world-class companies so appealing to their customers. In my annual customer service and CX research, we find the best companies and brands share certain traits:
- Consistency – Customers can predict their experience every time. It’s not great one time and the next time just average. Consistency creates predictability, and if the consistent experience is what customers want and know they will get, they come back.
- Quick Response – Whether it’s Amazon’s instant confirmation emails or a faster-than-expected returned phone call or email, customers love it when the companies they do business with are fast in their communication.
- Empowered Employees – Your customers are frustrated when they are dealing with employees who aren’t allowed to make decisions. If you hire good people and train them well, let them do their job. Not only will customers be happy, but your employees will appreciate the company they work for even more.
- Friction-Free – I wrote an entire book on this topic, The Convenience Revolution. Find ways to be easy to do business with. Eliminate anything that is a hassle or has friction associated with it.
Here’s why I love these ideas. You don’t have to be Amazon or Apple to implement any of these. Any company, regardless of size or industry, can do this. You don’t need a technology budget to respond to customers quickly or empower your team.
Look at your customer journey and ask: “What would world-class companies, such as Amazon, do at this touch point?” Or, “How would Apple handle this situation?” This exercise can reveal the opportunities you might miss when you’re only comparing yourself to your direct competitors.
