Disclaimer: The results of all Customer Experience Audits™ are confidential and never publicly disclosed unless by written request of our client. The subject of this article is not and has never been a client of Linette Montae International. The opinions expressed are solely based on my customer experience during the visit referenced. I have not been paid or compensated in any way for my opinion. Your due diligence is highly recommended.
I recently became a customer of Art.com and there’s always a lesson for you in my experience.
ONE. The purchase experience was fine.
Lesson #1: Don’t get comfortable with a successful purchase. What do you have in place to build a relationship after the sale? Repeat customers are the fastest way to increase your profit margin.
TWO. I immediately received a thank you email, which included not only a summary of my order but also an image of the artwork I purchased. While that does not seem like a big deal – have you ever tried scouring through years of emails trying to find a specific receipt? Many of them do not include a simple description.
Lesson #2: Remember to say thank you and then go the extra mile – you will be amazed the difference little things make to your customer. Example: my grocery store puts cold items in blue bags and everything else in white bags. They have to buy bags, the employee has to bag the groceries – using 2 bag colors didn’t add to their cost or the bagging time – it is strictly a service to their customer.
THREE. Later the same day, I received a “your order has shipped” email – with a clickable tracking link (and a recap of my order with images of the artwork).
Lesson #3: Research shows that customers make many buying decisions based solely on convenience. Look at your buying process from the
customer’s viewpoint and find ways to make it simple, convenient and time-saving. One thing I like a lot is the option to have my receipt emailed to me. Not only is this a great way to build a database of your customers so you can do lesson #1 – it is a great convenience to customers who don’t like clutter and/or who lose receipts.
FOUR. Three days later, I was enjoying my artwork and was especially happy with how quickly the order arrived.
Lesson #4: Customers want quality and speed. Dominos made their name on speed but the pizza was less than pleasing to the palate. Dominos now has great tasting pizza and you get it in 30 minutes or less. When I review my client’s processes, I often find overlapping, repetitive and/or unnecessary steps embedded in their tasks. Removing those will increase your productivity, quality, speed and customer satisfaction.
FIVE. One month later, I received a thank you email from Reseller Ratings with a request to rate Art.com. It was a simple 1-5 star survey; however its required written comment of at least 25 characters was annoying. The very next day, I received another survey request, directly from Art.com. What, another survey. I clicked the link and found 12 fill in the blank questions. What do you think I did?
Lesson #5: Read “Stop! A one size “core customer metric” does not fit all“-
I had no further expectations of Art.com. At this point, my purchase experience was good enough that my feelings about the surveys did not taint my impression of Art.com . . . until today!
SIX. This morning I opened an email informing me that Art.com responded to my rating.
Impressive. They took the time to comment – I like that. I clicked the link to read the following response: “Thank you for sharing your experience with us, we will happy to help you for your future purchases with us. John”
Sounds great – right?
Until you scroll the page and see that John says the same exact thing to other customers. In fact, upon closer examination, John and Noah have 2 “canned” responses they use over and over and over and over and over again.
In just one moment, my customer experience with Art.com changed.
Lesson #6: What is your company doing to ruin an otherwise great customer experience? I know you mean well so I challenge you to examine your practices and make sure they align with your intentions.
The truth is . . . Profit hides in the details! ~Dr. Linette Montae