The old adage that people buy from (and become repeat customers of) people and businesses they know, like and trust is true. This month I’m focusing on the “like” part of that equation. Nobody likes organizations, such as the Department of Motor Vehicles, that are a pain in the neck to deal with. Everyone likes those, such as Apple, that make the experience enjoyable and fun.
If there’s anything negative about dealing with your company, now’s a good time to do something about it.
|ELIMINATE THE FRICTION
Which got me to thinking: How can other companies apply this principle to their businesses? In concept I think it’s just a two-step process…
Identify the friction points – Start by listing what it is about the buying and/or product/service delivery processes in your industry that usually cause customers the most pain. These are the annoyances that prospects expect to experience. Things like the cable company’s 12-hour service window or trying to figure out if that piece of art you like will look good over your sofa.
Find ways to turn the experience around – For example, my best friend is an excellent photographer. Her website has a slick feature that uses augmented reality to let you see exactly what one of her images will look like in your home. It’s unexpected and fun.
Another example: When my kids were little, their pediatrician had little footprints going from the building door to their office door. These footprints made walking down to the doctor’s appointment a game instead of something to dread.
To make your company more likable don’t settle for “just” eliminating the negatives. Take things a step further and create surprising positives.
CUSTOMER SPOTLIGHT: CATHERINE BALCK PHOTOGRAPHY
To learn more, check out the website that I helped Catherine create (I wrote the “Home” and “About the Artist” pages, and edited the rest) at www.CatherineBalck.com. While you’re there, check out the augmented reality feature that lets you see how a given image will look in your room.