There is very little joy in going to the post office or waiting in line at the DMV. We are required to use these services, yet often have reluctance. Going to the Apple store on the other hand is something we can look forward to. Getting ice cream at Marble Slab Creamery puts a smile on our faces.
The businesses operate differently and see the world completely polar to each other. There are those that require you to engage in an automaton fashion and comply. You are expected to work and endure as a customer. The business is more about them than you. Clock in, clock out and act like a machine.
Then there are those businesses which inspire. They ignite emotion. They think about you more than themselves. Everything you touch, see, smell and experience has been thought through. The hard work has been paid with inspiration by the business owners and employees. You, in turn, are inspired to do business.
Every day, you have an opportunity to make someone’s day or just get a transaction done. The correction in our economy is leaving less tolerance for transactional businesses to succeed, much less survive. There is too much choice and your consumer votes with their feet and wallet quite easily. Start with inspiration before all else. Make my day and everyone around you. Your business will stand out and attract buyers that are hungry for inspiration.
Take each step in your customer experience and examine how you can enhance the experience. Work on each step rigorously. This overall experience is what will differentiate you. It’s hard work and a blatant opportunity for those who truly care about their customer and give as much as they can. It’s where we like to put our dollars and our loyalty at the end of the day.