Get practical advice on how to improve the customer experience and get them to choose you every time regardless of price.
We all want to create experiences that turn customers into fans and fans into recommendations and brand ambassadors.
So does the author Jon Picoult.
Picoult is the founder of Watermark Consulting, a customer experience company that helps large businesses impress customers and inspires employees to create enthusiastic fans.
In the book “From impressed to obsessed: 12 principles to turn customers and employees into fans for life”Picoult uses cognitive science to explain the psychology behind great customer experiences.
Great examples of well-known brands – but what about small businesses?
The question is, how can we as small business owners achieve that with too little time and even less money for massive marketing campaigns?
Although this book was not written about small businesses or for small businesses, I chose to review it because it gives small businesses a blueprint for what they can do NOW while they are still small and nimble to target those killer customers convey the experience they long for.
The 12 principles of customer experience
The whole purpose of the book is to teach the 12 principles of the customer experience. The first three sections of the book are devoted to listing the 12 principles. Section 4 goes into detail about each one and the final section links it to a call to action so you can impress your customers.
To help you imagine what Picoult is talking about in these 12 Principles, I took this image from my review copy of the book. This represents the customer journey for a medical practice. It’s one of the few small business examples I’ve found, and I think it’s a perfect representation of how Picoult wants you to feel about these principles.
You will see this graphic make a comeback in example by example. It’s a simple and brilliant way to represent your customers’ experience as they travel through your operation.
Let’s jump right into the flesh of the book; the 12 principles of great customer experience and how small businesses can adapt this strategy for themselves.
- Create peaks and avoid valleys: Where can your customers get “impatient” or bored? How can you improve this experience?
- Finish strong: Look for ways to make your client’s final experience with you a good one.
- Make it effortless for yourself: Create a seamless way for customers to experience your product or service – remove all barriers to enjoyment.
- Keep it simple: Get rid of overwhelming decisions or complexities.
- Stir emotions: Make your customers feel special.
- Give the perception of control: Help your customers decide how they experience your process.
- Be a lawyer: Don’t be afraid to take a stand – for your customer.
- Create relevance: Discover what’s really important to the customer and deliver it.
- Pay attention to details: It’s the invisible little things that make all the difference. Pay attention to the customer’s sensory experience.
- Personalize the experience: Personalization goes beyond knowing a name or a birthday. In which way. Can you make every single customer feel like they are seen and heard?
- Deliver pleasant surprises: Surprises are mementos. Look for ways you can do everyday things differently.
- Relax in style: Something will happen – it is certain. And if so, accept the mistake, do it right.
A warning about this list.
As you read this book and look at the many company examples here, I want you to realize that this is a list of ways to create amazing experiences. Don’t think you can do all of these. Instead, read through the list and see which one is right for your small business. Then look for ways to incorporate it into your process.
Who should read this book and why
When I picked up the book for the first time, I was excited to see what I could learn. When I saw that the examples were mostly big brands, my enthusiasm waned. But wait! As I read on, I realized that what the author was saying was MORE than true for small business owners.
The smaller your company, the easier it will be for you to select at least one of these customer experience principles and apply it in your company!
This book is brilliant and useful read for entrepreneurs of all stripes, whether your goal is to scale big or stay small and exclusive.
If you’re struggling to differentiate your business – this will help.
One of the ways to judge a book is how my mind changes as I read through it. Does it offer the reader an experience? And when it comes to “Obsessed with impressed“I have to say it delivers.
I thought I was reading a book designed to advertise a consulting company and I discovered logical and understandable read that will re-fuel a small business owner’s imagination.