“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”
Sam Walton
Did you know that only 12-14% of customers leave for product reasons while 68% leave because of poor customer service? And that only 4% of unhappy customers ever complain? 90% do not bother to complain. They simply go elsewhere. How do you treat that 4% that take the time to let you know they were unhappy? And what are you doing about the other 90%?
Your business needs to be customer centric. This is not just about sales. It is about creating an experience for your customer that will bring them back with their friends and families. For the independent retailer, this is the key differentiator from your big box competition. It is not just a business strategy, it’s a survival skill.
Think about all the different ways that your brand makes an impression upon your customers, your channel partners, your employees and all the other critical partners that help to bring your brand to life.
Then, ask yourself this question: “Are you in control of all these interactions and confident that every ‘touch’ your brand has with those groups is operating the way you want it to?”
It is surprising how few companies stop to consider their customer’s experience from the customer’s point of view. Many evaluate how the company interacts with the customer, but not how the customer interacts with the company.
Offering a practical, hands-on comprehensive guide to consistent, high quality service, “There is Only One Boss, A Practical Guide to Designing a Successful Customer Experience” presents an easy-to-master roadmap to designing a relevant and engaging customer experience. This includes detailed information on how retailers can optimize their relevance across various touch points, or areas where your consumer comes in contact with your brand. The touch point wheel includes every interaction customers have with your company, starting with their initial research into you and your competitors, and ending with the post-sales communication they receive from you. Touch points fall into three distinct segments: research, shopping and retention. It is a circle because the cycle never ends. The customer experience fuels initial sales, word-of-mouth and loyalty. Cumulatively, touch point experiences form the foundation of your prospects’, customers’ and partners’ relationships with your company and is the basis of your brand.
WFCA Direct will highlight each of the touch points on the wheel on a monthly basis and will provide a clear path to optimize each one of them. The articles will be featured on TalkFloor.com, but will also be available in the Members Only Section on WFCA-pro.org with supplementary worksheets, questionnaires and guidelines exclusive for WFCA members.
WFCA Direct is a program provided by Torus Marketing, an independently owned marketing firm. Based on over 20 years of hands-on practical expertise and extensive research of proven best practices, this handbook will enable you to develop and implement a comprehensive action plan for creating a customer-centric philosophy throughout your entire company.