How to Create a High-touch Customer Journey that Scales
As a customer, what do you expect when you walk into a convenience store? In terms of customer service, you usually get what you pay for. So it’s not surprising that customer expectations are a little higher when you’re buying a new car or visiting the dentist. For dentists, car dealerships, and anyone else working with a more high-touch customer journey, it’s important to be able to satisfy each customer without sacrificing efficiency. Here’s how you can create a scalable customer experience whether you have ten or 10,000 customers.
1. Set Clear Expectations
Each customer that enters your business or visits your website is 100% unique. However, their expectations of your business are probably not all that unique. Setting clear expectations for what customers can expect from your business and when they can expect it can help relieve any anxiety customers might feel and save your business from negative reviews down the road.
Everyone has experienced waiting at the Dr.’s office with no idea of who’s next and how long the wait will be. If you set clear expectations from the very beginning not only will your customers be happier but they’ll be more likely to return to do business with you again. Whether you’re cleaning molars or leasing Mustangs, your customers need to know what to expect.
2. Create Templates
Creating a consistent customer experience starts with setting clear expectations, but it certainly doesn’t end there. Setting clear expectations is actually the easy part. Delivering on those expectations takes much more practice. One of the best ways to deliver consistency is to create templates.
Templates refer to a consistent, repeatable, method for executing something. Your business might call them recipes, playbooks, or standard operating procedures. Regardless of what you call them, they should help you maintain consistency throughout the customer journey. In addition to providing consistency, using templates helps create habits for your employees.
You’re only as good as the tools you use, and if your business is still playing phone tag with potential customers then it’s probably time to retool. High-touch customers expect a certain level of interaction from your business. Although phone calls are a great way to deliver a customized experience, it’s a tough process to scale without hiring additional help.
To keep up with increasingly mobile customers, more and more businesses are turning to messaging platforms. Webchat, for example, lets you text customers, schedule appointments, and text review reminders from your desktop computer or mobile device. On average, text messaging has a 99% open rate compared to just 25% for emails. Relying on digital tools will help streamline your customer journey, it will also help you reach more customers.
4. Get Feedback Regularly
One of the best ways to improve your customer journey is to get honest customer feedback. And there’s no better place to find that feedback than combing through your Google reviews or Facebook reviews. Keeping an eye on reviews, especially negative ones, will help you find holes in your customer journey.
Feedback is useless unless you’re using it to improve. Schedule time every month to review feedback from customers and make tweaks to help improve your business. While you won’t solve every problem at first, creating a regular feedback loop will eventually lead to more satisfied customers and a more scalable high-touch customer journey.