Most of the time you don’t appreciate your water heater… until it’s broken. When Skipio strengths coach Wyn Dunford’s water heater created a pool in his basement, he immediately contacted the hardware store he had bought it from nine years ago. With a 12-year warranty on it, he thought it would be a simple replacement. Rather, the hardware store put Wyn in contact with a local HVAC company. He spoke to representatives there and was sold on the idea of a tankless water heater. However, Wyn didn’t have a working water heater, at the moment. But the HVAC company sent someone out the next day to install a temporary water heater.
While replacing the water heater, the installer offered to go to the hardware store to work on the warranty disagreement. The original water heater had cost Wyn $500, and after some negotiations, the installer got him $475 off in-store credit! The installer went above and beyond just installing a temporary water heater. But the excellent service didn’t stop there…
A few days laters installers for the tankless water heater arrived at Wyn’s house. Upon meeting the installers, they handed him a contract, aka a WOW agreement. This was for the installers to sign and return to their headquarters. There are four clearly defined points – 1) clear installation times 2) installers would have professional appearance 3) the work area would be kept clean 4) and clear explanation of the service and process. While Wyn wasn’t “surprised” that they showed up on time and left the work area clean (just like they stated so in the agreement), their determination to wow-ing him was shocking. Wow was their goal, and wow Wyn they did.
In business, to create loyalty you need to provide an exceptional experience – not the kind that leaves your customers pleasantly surprised, but the kind so great that they can’t help but say “WOW!” aloud to themselves (or better yet, to everyone around them). The kind that has them thinking “how did I ever live without this service before?” That can be by making it clear exactly what you’ll be doing to provide a great service. Studies have found that 89% of customers switch brands due to a bad customer experience. Service-related problems are behind the majority of customer losses, not the price of a product or service. In fact, customer experience as a loyalty factor is said to be the key brand differentiator by 2020.
Customers want to turn their purchases into an experience that’s enjoyable. They want it to be something more than a simple transaction they pay for; there has to be some emotion involved that forms a good memory. The experience Wyn had with the HVAC company is something he is telling everyone about, and he’ll definitely be recommending it to everyone who has HVAC issues.
Here are five keys to creating that WOW factor so memorable that you’ll want to tell everyone in your life about it too:
- SPEED
While service quality is very important, the speed of service still trumps all other aspects of customer service. A majority of companies are failing to make fast customer service a priority – want to WOW your customers, help them immediately. (That includes after hours and weekends too!) Wyn had a temporary water heater within a day or two, and a brand new tankless water heater within a week. The company took no time servicing all of his needs.
- REASSURANCE
If a customer issue requires several steps, never leave them hanging. Tankless water heater installation takes time and is quite complicated. The installers Wyn spoke to took the time to explain every step of the process – and told him that upfront in the WOW agreement. Even after installation, a supervisor came out to follow up and see how his experience was, and if it was in line with the contract Wyn had signed with the installers. Keep your customers in the loop throughout the process, offer updates and empathy. Reassurance and communication are powerful customer service tools.
- PERSONALIZATION
Your customers are people with individual lives, unique situations, and very real feelings. Take notes on your customers so you can address anything that means something to them, such as important events or experiences that impacted them. This type of relationship-building effort yields trust and connection – creating lasting bonds.
- GIFTS
Everyone loves free stuff especially when it is thoughtful, and even more when it is unexpected. Now, you don’t have to break the bank to wow your customers. You’d be surprised the impact some free movie tickets, Starbucks gift card, or gift basket can have on turning satisfied customers into lifelong brand ambassadors.
- HANDWRITTEN NOTES
Do people even write notes with their hands anymore? Not really, and that’s exactly why you should! It’s a surefire way to go the extra mile and show just how much you care.
A lot of times, wowing your customers doesn’t need to involve crazy deals and services – it’s mostly about communication and meeting expectations. Be clear from the beginning what you’re hoping to do for the customer, and they’re going to be wowed for sure.
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