BOOK
It’s The Small Thing
Memorable experiences transform indifference into preference
Customer experience is the next competitive arena. More important than the price or product itself, it is the way clients feel treated what makes the difference.
Clients do not leave, companies let them go because a mediocre service. According to some studies, 68% of clients are lost because of lack of attention, and 9 out of 10 would pay more for a better experience.
Competition, economic downturns or price aggressiveness are not the real problem; it’s the experience we provide. Clients leave because of negligence and because of lack of attention.
Create memorable experiences and provide an outstanding service is the way to build a sustainable competitive advantage. That’s what you will find in It’s the small things.
Customer experience strategy in six acts
The book is divided sequentially into six parts or acts, that go over the process of creating memorable experiences in a logical manner: Problem, solution and implementation.
I. THE UNBEARABLE INDIFFERENCE
The lack of differentiation has gotten companies in trouble. There’s indifference and little loyalty from customers.
II. CREATING MEMORABLE EXPERIENCES
Improving experiences and quality of service creates a difference that’s sustainable in time.
III. GET YOUR HOUSE IN ORDER
Meet the minimum expectations. Surprising will not be very useful if the essentials don’t work.
IV. SURPRISE WITH SMALL THINGS
Once the basics have been covered, loving customers with small things will make you their choice.
V. CULTIVATE A CUSTOMER-CENTRIC CULTURE
Adjust processes, hire people with service attitude, train them and check consistency.
VI. START LOVING YOUR CUSTOMERS
Individual and corporate application to delight your customers: 100 ways to make your customers fall in love.