Transactional or transformational? You choose!
An experience can become transformational with eye contact.
“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
I’m sure you’ve read this Maya Angelou quote before. It’s everywhere because it’s SO true, especially when it comes to your customers.
Exceptional service creates a lasting impression. It puts a spring in the customer’s step and makes you stand out from your competitors. So when businesses develop their customer experience, why do so many choose to process their customers rather than making our interactions memorable?
Why are experiences transactional when they could be transformational?
How to make the switch and make your mark
The switch from transactional to transformational is only possible when your team are on board and fully engaged with what you are trying to achieve. That means everyone at every level.
While the responsibility for delivering exceptional service is a shared one, it’s the leader’s role to guide their team to reach this point. As a leader it’s important to share an inspirational vision and be able to articulate what a transformational experience looks and feels like from a customer’s perspective.
This was apparent when I was recently delivering our Exceptional Service Makes Sense programme to some great leaders who work or have worked in amazing organisations renowned for their world-class service. However, it was interesting how difficult they found it to articulate what good looks like to their team. And they’re not alone.
Let’s look at an example.
On a recent visit to Cornwall, I purchased an item from a small independent shop. When I returned home, I thought the item would make an ideal gift so I searched the shop’s website to see if I could order more. I couldn’t see the product I wanted, but their phone number was clear and easily accessible (take note!).
I called the shop and the person who took my call was polite, listened to me and found what I was looking for. He told me he’d pop it in the post. I paid and put the phone down feeling happy. A few days later, the item arrived beautifully wrapped with a handwritten note, signed personally by the gentleman I spoke to, and with a smiley face. This made my day and left a fantastic impression. And because of the connection I felt, I’ve since returned to make more purchases.
It’s memorable transactions like this that create the potential to transform a business.
Small changes can make a huge difference
When it comes to exceptional service, it’s the small things that make the biggest difference. When staff decide to show care and consideration to customers and act on this generosity of spirit, one-off memorable moments transpire. These are what leave your customer feeling truly valued, listened to and considered. These are impressions that last.
So what are these small things that can transform an experience from transactional to transformational?
Being polite
Listening carefully to the customer’s needs
Delivering exactly what’s required
Making relevant conversation with the customer
Remembering what the customer has said
Following up appropriately
Giving the customer your undivided attention when looking after them.
Service costs nothing and makes a huge difference
Whilst on a work trip, I visited a John Lewis store in Glasgow. It’s a store I’m not familiar with so I asked an assistant where the ladies shoes were. She directed me to the right location. I already had some items in my hand and she offered me a basket to put them in. I commented on how good it was to be back in store after lockdown. She agreed.
Somehow our conversation then moved us to feel like dancing. I think we were affected by the energising music playing in store. Had I not been on a time schedule I would have probably had a little gig with the shop assistant! She was lovely. The whole experience put a smile on my face and spring in my step. It was gorgeous. It cost her absolutely nothing and made a huge difference to my day.
What are your team doing to make this difference?
When you decide to deliver exceptional service to your customer in a specific moment, it is YOU that stands out. People remember YOU. It’s a skill that cannot be underestimated. Your customers recognise the difference you make because of your positive and caring attitude and the impact you’ve had on them.
Being on the receiving end of exceptional service is magical and leaves you with a real Zest for Life.
What else might you do to guide and help your customers further? What can you do to make your customers’ experience super special?
YOU make the difference, remember this.