Forget ‘great’, your customers expect ‘wow’

WOW

September 24, 2015

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What makes you unashamedly say “wow”? A stunning sunset? A gorgeous meal in your favourite restaurant? The opening number of a live musical? As cheesy (albeit true) as those wow moments are, how do they translate to the world of business? In customer service? In user experience?

In other words, when it comes to being wowed by service, what does it take?

A telephone call is likely to be the first port of call for consumer to business interactions. A lot is at stake, therefore, when it comes to impressing customers over the phone, as that all-important first telephone conversation is a business’ first chance at a great impression – in simple terms, the pressure to ‘wow’ is on.

No longer are ‘great’ and ‘excellent’ enough – as consumers we seek (and expect) that wow feeling more and more. We want to be able to Tweet, talk and text about the experiences that make us feel special as consumers – like we’re the only one being treated in a certain way. Personalised service makes us take notice – as consumers, we love that personal touch (a hotel room TV screen displaying ‘Welcome, Mr Jones! Enjoy your weekend with us’).

Likewise, a telephone call that makes the caller feel valued , compared to one that makes them feel rushed or unimportant – or a call that’s not answered at all – can be the difference between gaining a new customer or losing one from the off. However, answering the telephone is still a remarkably undervalued part of day-to-day business, with its potential for good massively underestimated.

No business can afford to miss, or mishandle a telephone call. Especially since a single call can result in a sale potentially worth several hundreds or thousands of pounds. The customer on the end of that line is waiting to be wowed –  just the same as a customer in your office or shop expects the A-list treatment.

Achieving wow is vital. Those longstanding rules of customer service (which we delved into in our #ServiceFirst series) are the bread and butter for delivering satisfactory service. But in terms of putting the cherry on the cake (there is certainly a food theme emerging here), there is opportunity and expectation to make customers’ jaws drop.

Consumers have power. They have Twitter, they have TripAdvisor, they have tongues that will wag with tales of poor experiences. Instant naming and shaming is the click of a button away – it is all too easy to spread bad reviews, so give your customers the opportunity to talk about being blown away by excellent service instead. Word of mouth has more influence than any amount of advertising – a recommendation from a friend or colleague goes a lot further in influencing our decisions; we buy into people, not promotions.

Moneypenny knows about wow. How? We set the standard for it. Here are just a few examples:

  • The unique, carefully selected gifts we hand out to delegates at national events – it’s the little things
  • Detailed, considered welcome packs for new clients and employees alike
  • Award-winning telephone handling from our dedicated receptionists
  • Encouraging clients to visit our offices to get a real Moneypenny welcome, and feel for the company

Who else knows how to wow?

  • Totally Fudged artisan fudge makers place personalised, handwritten notes in their deliveries
  • My Starbucks Rewards turns visits into rewards and treats customers like stars
  • Bravissimo’s tailored, thorough service in store and online – complete with Perfect Fit guides and Boob School!

It’s about firing on all cylinders: wowing on all levels. It’s about compelling customers to Tweet, tell and share their experience – in a fast paced society, only the wow moments warrant the effort of a ‘Like’, ‘Follow’ or good review. Likewise, an exquisite meal in a restaurant could be diluted by poor service. Which part will the diner remember and share?

Originally posted March 2015.