Unforgettable is a customer experience education program, focused on delivering fresh content weekly to give business leaders what they need to succeed in a customer-driven, digitally-disrupted world. The program brings together the expert minds of Jay Baer, Shep Hyken, Jeanne Bliss, and Ian Golding to spotlight modern customer experience excellence. Get the latest content by bookmarking smartercx.com/unforgettable.
In episode five of Unforgettable featuring Shep Hyken, Shep talks about the secret to taking your customer experience to the next level: convenience. Leading brands are finding that by being convenient, customers are choosing them, coming back, and even paying more. Watch the video:
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Hi, Shep Hyken here, customer service and experience expert with episode number five of Unforgettable, the show about great customer experiences. Want a way to take your customer service experience to the next level? Be convenient. In other words, reduce friction, be easy to do business with, and be accessible. One of the most convenient companies on the planet is Amazon.com. They’re open 24/7, one-click purchasing, fast delivery, and much more. But, you don’t have to be a big company like Amazon. I started buying cars from a local dealership because whenever I needed any type of repair or service, they deliver a loaner at no extra charge. My salesperson said to me when I bought the car, “The only reason you’ll come back here is to buy a new car.” Now that’s convenient.
And sometimes people will pay more for convenience. Think about that $5 can of Coke in the minibar in your hotel refrigerator, and if you walk 25 feet down the hall, the same can of Coke can be just $1.25. Yet there’s a reason the hotel staff is restocking the minibar every day: because the guests like convenience, and they’re willing to pay for it. Same thing with a convenience store, a smaller store with less selection and typically higher prices, and customers still come there in droves. Why? Because it’s convenient.
So, the lesson for companies watching is simple. Ask yourself, “What can we do to be more convenient for our customers?” Or, “What friction can we eliminate to make doing business with us easier?” Convenience is a powerful customer experience strategy.
Join me next week for another episode of Unforgettable, brought to you by Oracle CX. Or, to binge-watch all of these episodes, go to smartercx.com/unforgettable. Thanks for watching.