ICMI's Customer Management Insight - September 2007 - (Page 27) eview RECOMMENDED READING The Ultimate Customer Experience: Eight Simple Ways to Keep Your Customers Coming Back In today’s business world, it takes more than flashy advertisements and proclamations that you’re the best to reach the top. In this excerpt from his new book, Scott Deming reveals how successful companies do something radical: They keep their promises. BY SCOTT DEMING Today’s world is filled with savvy consumers. They know how to find the best deals. They’re up on all the latest trends. If there’s a hot new product on the market, they don’t want to miss it. (Remember, those iPhone lines!) Their remarkable blend of exuberance and skepticism leaves many business owners wondering: “How can I keep my customers’ attention no matter what product or service my competitor is putting on the market?” The answer may surprise you: it takes more than great products to keep your customers coming back. You must create the ultimate customer experience. What does the ultimate customer experience look like? Maybe it’s an individual making a personal connection with a customer on behalf of the business. Perhaps it’s an employee going out of his way to make sure a customer has everything she needs and is more than satisfied with the transaction. Essentially, it’s keeping your promise — whether that promise is implied or stated outright. All companies make promises to their customers. They wouldn’t be in business if they didn’t. But not all companies keep their word. The ones that do will naturally set themselves apart from the comBY SCOTT DEMING petition. By providing the ultimate cusScott Deming delivers high-energy sales, marketing and tomer experience, you make people loyal customer service presentations to clients across the globe. to your brand. And brand loyalty is everyHis programs and unique presentations have appeared on thing. television and radio shows, in newspapers, and in regional You can’t develop brand loyalty and national magazines and trade publications. through creative advertising, or by developing a brilliant logo, color scheme or icmi’s insight M www.icmi.com | SEPTEMBER 2007 27 http://www.icmi.com
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