I recently hit a milestone birthday. In order to ease the transition from one decade to another, I was treated to a surprise getaway at The Umstead Hotel and Spa in Cary, NC. The beautifully appointed Umstead hasn’t fallen into a trap which ensnares many businesses—the belief that a product is their competitive advantage. Having a great product is your ticket to the game. If you want buyers to return time and time again and become evangelists for you, it will require more than your product. It necessitates a memorable experience. They’ll need to feel appreciated, valued…even loved. The Umstead has their own unique ways to create loyal customers, one of which is subtle and powerful.
It was so smooth, consistent, and natural that we didn’t even notice it at first. After completing our check-in, we expected to hear the traditional directions to the elevator, which sound like, “The elevators are down the hallway and to your left.” Only this time we heard, “Let me show you to the elevators.” To our surprise, the attendant then came out from behind the counter and escorted us to the elevators, all the while asking thoughtful questions about our visit.
A short time later, while walking in the hallway, we asked an employee, “Is this the right way to the pool?” The response was, “Let me show you.” Along the way he shared important features about the pool and outside patio area. We began to notice that anytime we asked a question, their response was, “Let me show you.” The Umstead took a typical or expected interaction and found a way to make it better. “Let me show you,” always trumps, “To the end of the hallway and take a right.”
The power in this strategy is not simply the choice of language, but the action that follows. The combination of the right words and congruent behavior creates an impactful and memorable customer experience. What unique language and corresponding action is your company using to engage customers? Resist the temptation to believe your product, technology, website, or marketing campaign will create long-term loyal buyers. Ultimately your business is about people. Make your customer experience memorable and you’ll be rewarded nicely for years to come. Need proof? Visit The Umstead and “let them show you.”
Leave your comments: As a customer, where have you experienced a subtle yet powerful shift in a service experience?