Estimated reading time: 3 minutes, 7 seconds.
TODAY’S IDEA: The 10 Es of great customer service
— From Woo, Wow, and Win: Service Design, Strategy, and the Art of Customer Delight by Thomas A. Stewart and Patricia O’Connell
As we get closer to Thanksgiving here in the U.S., I’ve been seeing more and more offers from retailers who have started their Black Friday sales early this year.
Thinking how much people like to buy stuff, I was surprised recently when I read, “people derive more happiness from new experiences—a day by the sea, a night at the opera—than from new things.”
It makes perfect sense in light of the fact that “the pleasure of a new object diminishes over time (as every child knows on December 26), while the pleasure of experience grows (as every adult knows, enjoying those warm holiday memories).”
So, knowing this, how can we create great customer service and a memorable experience, no matter how big or small a product or service we sell?
The answer for designing great service that is delivered expertly, according to Thomas A. Stewart and Patricia O’Connell, authors of Woo, Wow and Win, is to find “alignment among your strategic goals, your customer’s wants and needs, and what actually happens between you.”
And that alignment is a function of the following 10 E’s working together:
1. Empathy: “Developing products, services and experiences from the customer’s point of view; taking full account of how your customers use and interact with you.”
2. Expectation: “Ensuring that customers know what to expect from their interaction with you.”
3. Emotion: “Knowing the emotions your customer brings to your relationship, and guiding customers to a satisfied feeling about working with you.”
4. Elegance: “Providing offers that are clean, simple, easy to work with, and complete—nothing superfluous, nothing omitted.”
5. Engagement: “Communicating with customers—and they with you—at every point of contact, to understand their experience and how to improve it.”
6. Execution: “Reliably meeting all the expectations you have set.”
7. Engineering: “Possessing technical excellence (for example, compared to peers, but also general business standards) and eliminating waste of materials, time and effort, so that no extraneous effort is necessary on the part of you or your customer.”
8. Economics: “Pricing your services appropriately, so that the customer gets value for money and you the profit you expect.”
9. Experimentation: “Building processes for improvement and innovation into the daily work of your business; developing capabilities to develop and roll out new offerings.”
10. Equivalence: “Managing the customer, your team, and partner organizations so that you, the seller/service provider, are satisfied too.”
As you can see, the first five Es are focused on the customer’s side of the equation, and the last five ones are focused mostly on you.
These elements come together to create a system to build great customer service. But, “To what end?” the authors asked an expert in service design.
The answer?
Relationships. The goal of great customer service is to build a relationship with the customer; otherwise it’s merely a transaction.
“It is difficult to think of a transaction between a buyer and a seller that cannot be made more valuable to both parties by adding at least the possibility of a relationship beyond the transaction itself.”
What’s an instance of great customer service that you have received where you were happy to create a relationship with the seller? Please let me know here in the comments, I always love to hear these kinds of stories!
ACTION
TODAY: Think of the role you play in selling your products/services. How many Es can you apply toward creating great customer service in your business?
FUTURE: Study the customer’s journey and look at every touch point. What kind of relationship would you want to build (or strengthen) with your customers?
Want to build great customer service? Please share this post with your colleagues so that all of you can be in alignment: Email, Facebook or Twitter.