Are you a believer or an achiever? Do you cruise through your day believing you’re doing a good job or do you actually have a strategy to make it happen?
I read statistics recently that showed 92 percent of CEOs believe they deliver excellent customer satisfaction. The reality however, showed that only about 8 percent actually hit that goal.
The 92 percent may be true believers. But belief in itself doesn’t deliver anything other than a false sense of achievement. Making the leap to actually producing results requires something I call the 3Ds: design, develop and deliver.
So how do you do this?
First, take your final product and divide it up into the elements needed to design a complete customer experience. Then hone and further develop and refine that complete customer experience on an ongoing basis. Remember it’s not a ‘do and done’ thing: it requires attention and adaptability to influences both within and without the organization.
Finally, you and your team have to deliver.
Every. Single. Time.
Failing on that third ‘D’ makes everything else pointless. I’ve seen this happen again and again. And the result is wasteful spending on advertising, additional sales staff, acquisitions, products and gimmicks all in a desperate attempt to achieve a goal that is not clearly defined or understood.
Would you set out on a road trip without a map and travel plans? Of course not. So why would you do it in business?
The key is to make the connection between profits and your customer satisfaction experience. Many managers don’t understand this connection and spend their time squeezing staff and customers in pursuit of fast profits over long term success.
They never understand that a satisfied customer base is actually the best street level marketing team a company can have. Customers talk to their friends and colleagues and rave about your service at their dinner tables, social gatherings and family events. These advocates have a level of access and a credibility that no salesperson could ever match. What’s more, they’re free to you if you deliver a great customer experience.
Of course the opposite is true. Deliver a mediocre or poor customer experience and your business will suffer. Instead of talking your business up, people will ask their friends, family and colleagues for suggestions on where to find a better experience. So you’ve not only lost that one customer – but everyone else they talk to.
When developing that customer experience, look at all of it. From your appointment system to the cleanliness of your washrooms to the magazines in your waiting room, all of it is about delivering the ideal customer experience.
Design, develop and deliver. Turn that into your business mantra, your business culture and you’ll see the results in your bottom line.
If you’re a dentist or other healthcare professional and you’d like to discuss how to lead a business that works for you please get in touch.