When your business starts to grow and scale there are many things that start to change, but how to keep consistent with what you offer to your clients during this process? In today’s episode, Claire will talk about how to build a solid system to offer a great customer experience in the process of growing your business. She will explore other business success stories and will share some tools to help you in this process.
Listen to find out more about:
- Some key points to consider when thinking about CX (customer experience) in your business and how to get inspiration to start.
- A sample of how CX was important for building the reputation of a famous company.
- What do you have to think about first when defining your business’ CX strategy.
- How to work along the process of building your business’ CX.
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When your customers know they can rely on you, it builds loyalty. But as your business grows, creating that consistent customer experience can be a challenge.
In today’s episode, we’re going to talk about why consistent experiences are important for your business, and how to put the systems in place to ensure that you’re consistently delivering for your customers.
Over the last nine years, I’ve worked in innovation teams across industries including research, manufacturing, retail and technology. I’ve seen the good, the bad and the downright ugly when it comes to innovating on behalf of customers. And now I alongside my esteemed guests, I’m sharing these learnings with you to help you avoid the mistakes and capitalise on the learnings so that you can grow your business with good systems and innovation.
This is the innovation and business podcast.
Tell me, who’s your favourite brand? Why do you love them? Right now my favourite brand is union coffee. They deliver fresh coffee to my door every week and it’s always delicious. Having a good cup of coffee in the morning is something that’s incredibly important to me. And union coffee is great because their coffee is always good. They deliver to my house on time just as I need them. And that business is in line with my values.
How does this match up with what your favourite brand is? That consistent experience and alignment with your values is so important when you’re trying to build loyalty in your business. And so I want you to think about first what is your favourite brand, why do you love them? And what are some of the things that make them stand out in your mind? Once you’ve got this think about how you can do the same for your customers to build loyalty with your brand.
I’m going to talk a little bit now about another brand that most of you will be aware of, Amazon.
Amazon built their reputation on their ability to able to offer prime delivery. Back in the US at the time, it was very common for online delivery to take a week, if not two weeks, because the country is so large. So when Amazon started offering free two-day shipping on a lot of their products, it was a game changer. They made sure that they were able to stand out by offering this product. And they put the infrastructure in place to make sure that they delivered against this promise. They were ready and they were prepared. They use data to be able to better model their supply chain and create systems that allowed them to always revert to their promise. And if by any chance they did fail, they offered customers compensation. And guess what customers loved it. And I think we all know how successful Amazon has been. And a lot of that is being able to create this consistent experience that has built trust in that brand and has allowed customers to remain loyal to the brand so that they can grow over the years.
So what do you want to be known for? What do you want your customers to say about you? What makes your brand stand out against your competition?
When you’re trying to think about this, think about making things easier for your customers than they expected them to be. And think about how you can add fun and joy into your business and create those unique client experiences that help bring people back again and again.
When I’m thinking about this, I think about how I want to help businesses set up automation and good systems. This isn’t a particularly interesting topic, but I like to think that I do it in an interesting way. By having the DRIVE formula in place I can take people through a step by step process to set up systems, or processes that breaks everything down for them and stops them from getting overwhelmed. I don’t like to take myself too seriously -as you’ll probably know, it’s definitely know if you’ve seen some of my videos on LinkedIn-, and so I like to bring that into my work and make sure that me and my clients are having fun and not taking things too seriously. Because as much as business can be a very serious topic, your business to be something that brings you joy and gives you fun. The way that I reflect that in my packages is I have systems in place that make sure that onboarding and working with me is a clear process that my clients can follow through. And it’s consistent because it’s delivered in the same way each time and I use different software’s to help me to do that. The language I use when I’m talking about my packages isn’t very serious, I try to avoid a lot of the buzzwords and I make sure that people know that if they’re signing on with me, they’re going to have a good time and I’m going to make it as fun as I possibly can.
I like to put everything up front because I value transparency in my business. So all of my pricing is very transparent, and everything I offer is the same for everyone. Finally, I try and create a sense of community, so I have this podcast, I have Facebook groups, I have all these different things to try and build community because I believe that community and family are great ways for us to grow together. So that’s how, what I want people to say about my brand, and what I value and my values have shaped the packages and systems that I offer.
So think about how you can do that and how that relates to your business. What are your values? What do you want to offer? What do you need to have in place to be able to offer that consistently? With that in mind, what you need to have in place to offer things consistently, I now want to start thinking about how you get to that value. So now that you know what you want to offer your customers, you need to know what is the process that gets them there? Is it like my onboarding process where you go through the same experience each time and people get delivered different parts of the process at different times? Is it your shipping, if you’re working in e-commerce, making sure that that’s always done the same time that you’re letting people know when their orders been dispatched, and you’re keeping in consistent communication with them? Is that the way that your software is set up so that everyone gets the same experience, and people are able to take what they need from your services?
So when you’re thinking about building this consistency, think about the milestones. I’ve talked about this before on the podcast, but you’ll definitely hear me talk about it again. But I want you to think about what are the different steps that people need to go through, really write them out as steps. I know it can feel a bit weird depending on what business you’re in, but you need to understand the process and you need to understand the system and have it clear in your mind before you can think about how you can automate it and create a workflow.
Once you’ve got that workflow in place, I want you to test it. Put a few people through that process, walk it through with your team and see if it makes sense to them. Think about what are the features that you need? What needs to happen when and how can you deliver that? This is where you want to start thinking about software and thinking about the different things that you need to have in place or templates that you can use to help you deliver this in the same way each time. Trust me once you’ve written it out as a process, and once you’ve written out all the steps, everything else will start to fall into place. It’s remarkable the change in your mindset that happens when you get something out of your brain and onto paper or into a virtual document. It really will help you gain a lot of clarity and help you implement different systems in your business that give that consistency and help offer your customers the right thing at the right time.
Finally, as always, I want to make sure that you’re iterating until you get it right. Maybe that first step by step process you were out wasn’t perfect. Perhaps you missed something, run through the process a few times in real life, and think about what’s missing, what’s going really well and what could be improved. Think about how you can iterate on things to make them more relevant. How can you add more value? If you’re getting a lot of feedback about one part of your process, saying that customers love it, how can you take what’s good about that part, and add it to other parts of your process, so you’re always delivering more and more value? This is how I build out the DRIVE formula, and this is how I build out the way that I coach people in our free one on one course, making sure that I’m tackling the key issues in their business first, so they’re getting value as quickly as possible, and they are starting to see improvements, even if they don’t sign up to my services.
It’s less about getting them signed up, but more about helping them get that next step ready. Experimentation, like we talked about last week can help you with this. But overall, the main thing you need to remember is always put yourself in the mindset of your customer and think about what they need first. If you’re giving your customers what you expect, delighting them in the process, and using systems to support you so that you can deliver the same consistent experience each time your business is going to grow.
That’s it for this episode, but tune in next Tuesday for your top offer inspiring innovation stories and techniques. Next week, we’ll be discussing how to do more with less and ways to save time in your business. Make sure you subscribe to the podcast on your podcast provider so you don’t miss an episode. If you have time. Please leave a review as it helps others find the podcast and helps me get great guests for you.
Right now I’m offering free 20 minute One on one coaching calls to help you implement seamless client onboarding and management processes in your business.
If you’re interested in learning more, click the link in the show notes to apply for one of my five weekly slots.
Have a great week and I’ll see you next time!