How Do Your Customers Feel?
Last week, I stopped at a liquor store I don't ordinarily frequent to purchase a chilled bottle of wine. I asked the clerk where to find it and was told, "Go to the back and to the right in the walk-in cooler."
Simple enough. Or so I thought.
I entered the cooler, turned right, and found beer. No wine. I returned to the clerk and asked again. "It's on the right," he repeated.
Back I went. Still no wine.
On my third attempt, the clerk was visibly exasperated. He finally walked me to a different cooler I hadn't noticed. His attitude was downright rude, as though I were the problem.
Now, let's contrast that experience with my gym.
From the day I joined, the coaches and staff made an effort to learn my name. Every time I walk through the door, I am greeted with a genuine, enthusiastic, "Hi, Vicki!" And it isn't just me. Every member receives that same personal welcome.
Every. Single. Time.
But here's something else I've noticed. By consistently greeting members by name, the staff helps us learn each other's names. What begins as a personal welcome creates connections and builds a genuine sense of community. That simple, intentional practice strengthens the customer experience far beyond the initial greeting.
Two businesses. Two very different experiences. And two very different feelings.
Your customers remember how you and your team make them feel.
Wine is a commodity. I can purchase it anywhere. And you can bet I won't return to that store. My gym, on the other hand, has created an environment where I feel welcomed, valued, and part of a community. That's a powerful reason to stay.
So, here's my challenge to business leaders.
First, decide how you want your customers to feel.
Respected? Valued? Appreciated? Important? Confident? Be intentional and specific. Consider every interaction, whether in person, over the phone, or digitally.
Second, communicate those expectations throughout the employee lifecycle.
Are you hiring people who can deliver the experience you envision? Does your interview process help identify candidates who demonstrate those qualities?
I firmly believe that every role in an organization contributes to the customer experience, whether that person interacts directly with customers or not. During onboarding and ongoing training, do employees understand how their roles impact customers and how they are expected to make customers feel?
Third, reinforce your expectations and hold people accountable.
Hiring and training aren't enough.
Are you observing customer interactions? Listening to phone calls? Soliciting feedback? Have you designed systems and processes that support the experience you want to create? Do you recognize employees who consistently deliver it and address behaviors that fall short?
And perhaps most importantly, are you modeling those expectations yourself?
A positive customer experience doesn't happen by accident. Leaders must establish clear expectations, communicate them consistently, and make them part of their organization's culture.
One business made me feel like an inconvenience. The other makes me feel like I belong.
Which experience are you creating for your customers?