My dry cleaner gets customer experience management. I don’t think they are using sophisticated behavioural profiles, they don’t automate emails or other messages to me and they aren’t multi-channel marketers (well not really). I am not suggesting they shouldn’t do any of these things but despite not doing them – they still get it.

They get it because they have made me into both a loyal customer, who takes 100% of his cleaning to them and, an advocate who recommends them to others. The experience is simple and satisfying. I come in and they seem to know me. I come in 3 or 4 times in a month and I get a discount. Recently when they didn’t know what to charge my wife to clean the bib of a baptism outfit, they just did it for free. They don’t ask me for a lot of personal information and still deliver a personal experience. More importantly they understand the limitations of  the cleaner/man with clothes relationship and they don’t try and make it more than it is. It’s not complex but it works and achieves what all businesses want – customer loyalty and 100% share of wallet.

In business speak, we would say, ‘they structure their business environment, attitudes and processes to enhance customer relationships and maximize each customer’s  overall profit’. Now I can’t guarantee every one of their customers has this experience but I also can’t imagine I am so special as to be singled out for an exceptional experience. The lesson of this is developing customer experiences to improve business results does not need to be complex. By simply taking a customer mindset and ensuring all interactions, as limited as they may be, are designed to ensure satisfaction for the customer any business can create compelling and engaging experiences.

Now it is possible and even likely my cleaner is not consciously trying to create exceptional customer experiences. Instead they may be just following an instinct for what feels right. Not everyone can instinctively create experiences like these however if you can look at the experience your business is delivering through your customer’s eyes, you can find opportunities to improve without breaking the bank or investing a lot of time. It may be a simple as training staff to use the customer’s name when they come in the door or offering a discount for recent, repeat business.

Shameless plug alert!

I am in the process of launching a marketing consulting practice that focuses on designing pragmatic and innovative customer relationship strategies that can be executed using a businesses current and existing resources. If you or any one you know might be interested in how I might be able to help you – please email me at info@chrishokansson.com. For more info, check out my website at www.chrishokansson.com.