The following is the 5th part of an 8-Part series focused on “How To Become A Customer Magnet,” the metaphysical mindset, processes, and systems that contribute to developing a team of RAVING Customer Fans. The magnetic process, now being incorporated into a stand-alone book, will be released on Amazon this summer. Authored by Danna, the Customer Magnet concept is incorporated into many of her strategies over the past decade. Enjoy!
Creating an Environment that ATTRACTS
I hope that all of you are maneuvering this COVID pandemic safely and protecting you and yours. I don’t know about you, but my time under house arrest is really beginning to bring out my inner maniac. The only really good thing to come out of this solitary confinement is that I have been able to concentrate on things that I’ve had on the back burner for years and never had the time to complete. One of which is my book “How To Become A Customer Magnet.” Enjoy the next chapter in my book which focuses on building an infrastructure for building RAVING FANS within your organization. Enjoy.
By definition, the Magnetic Field is the area around a magnet, magnetic object, or electric charge in which magnetic force is exerted.
Up to now, we have been discussing the early stage of the customer engagement process, the attraction side. Let’s now move on to what converts and keeps customers engaged, the “Stick to It” stage. So much effort is placed on the sales side of the equation within the customer acquisition process. Once the prospect is converted, many times the wooing effort stops. One of the primary components of becoming and remaining a customer magnet is having the ability to “scale” the acquisition process. The fastest way to accomplish this is by engaging the customer in the selling process.
Engaging existing customers in the sales process relies heavily on how you meet their expectations during the delivery aspect of the relationship. In order to guarantee customer satisfaction, it is imperative that you build an infrastructure that not only attracts but keeps the customer engaged and happy. This is accomplished by building a culture that is consistent, recognizable, and has the approval and acceptance of all employees and stakeholders.
Consider the dating process again. When we first begin the dating game, everything is carefree and rosy. You’re both on your best behavior. You spend more time with your appearance. You make a special effort to make the other person feel revered and special, right?
The same can be said about the customer engagement process. What efforts can you make to engage the customer during the onboarding process? They’ve already decided they will work with you, but that’s not the end of the wooing process. How can you reassure them that they made the right decision?
Customer Experience has fast become a top priority for many businesses over the past several years. Instead of customers shopping price and/or product, today’s customers are leaning more toward the shopping “experience” and the attention they receive. In the past, a concerted effort was made to create differentiated value by focusing primarily on providing good service or having a quality product.
But things have changed. Now the more important success factor is the experience the customer receives. It’s more than having good customer service. It’s even more than having a good product. Apple might have the best personal computer system on the market. But do you honestly believe that consumers would spend twice the amount on an Apple computer over their competitor if Apple had not already demonstrated an understanding of what their customers wanted? If you look up Apple’s Mission Statement, you will see that its mission is “to bring the best user experience to its customers through its innovative hardware, software, and services.” Apple’s value is not their product but rather the experience they provide to their customers. Their product is simply the delivery system.
Building an Experience Culture
That experience begins with the environment, superseding the physical attributes and focusing on relational Culture.
Culture acts as a magnet field, and it is driven from the top down. It creates focus around one commonality known as core values, and it is woven into every individual, offering, operational system and methodology within the organization.
Think about the franchise Chick-fil-A. This organization has been built on faith-based values such as honor, dignity, and respect. You can feel this every time you visit one of their stores. The workers are always happy and eager to engage and help you. Their culture expands to the community, too, with their philanthropic efforts and the fact that they close on Sundays to honor their faith-based beliefs. But what is most important is the contagious enthusiasm you feel from experiencing employees who enjoy working as a team to make the customer’s experience rewarding. The consistent cultural experience that Chick-fil-A emanates attracts like-minded individuals and keeps them coming back. This is the quintessential example of what a BRAND is. This is the ultimate achievement involved in engaging a loyal fan base.
Next in the “Incorporating Magnetic Components – Creating an Infrastructure to Support Sustainability
MarketAtomy, LLC is a growth development and eLearning organization for small and medium business owners with one goal in mind…to empower you with the tools and knowledge needed to build your business on a rock-solid foundation. Our patented “Journey Mapping” program designed to build a “Customer Experience” infrastructure within your organization, combines eLearning and monthly Mentoring/Coaching.
Through foresight and fortitude entrepreneurial dreams become reality. For more information, please visit marketatomy.com