There are plenty of moments during a customer’s journey that you can either disappoint or delight them.
First there are the expected moments you put the most attention in, often around the moments of service or transaction.
Then there are plenty of given moments that happen without you remembering you planned them: forms, feedback sheets, notifications, letters, and the alike.
Lastly, there are the moments of priming. This is the giving you do before you ask. It’s top-of-mind for you because you’re always working to get new customers.
With these three monumental factors, any slight error can lead to disappointment and I’m going to tell you where it often occurs: the basics.
The givens, the planned items, the situations that have been set into a routine are often the moments of most disappointment for customers. Why? Because owners think that there are pieces of the customer’s journey that they can set and forget… and that’s simply not true.
The second moment that creates disappointment is in the moments of priming. For some reason, we get so much more excited about trying this clever widget or offering that neat discount for new customers instead of getting excited about investing in the lifetime value the existing customers.
As result, the existing base feels jipped. They feel that they’d rather give their money to someone who wakes up and works to win their hearts (business) every day.
The resolution is as obvious as you would imagine: listen.
Stay Positive & It’s Easy To Delight When You Listen To What Disappoints
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