Word of Mouth and the YouTube generation
Filed under: broadband, education, entertainment, innovation, internet, lifestyle, networks, thinking
Firstly, let me explain that I sometimes work on the weekends as a magician. It’s been a hobby of mine since I was a kid and has become one of my favourite ways of exercising my ‘Right brain’
In recent years it has become increasingly apparent that the biggest challenge to the art of magic isn’t ‘The Masked Magician’ – it’s YouTube and the internet. Take any one of the tricks/illusions I have purchased over the years, give a 9 year old 10 minutes and a PC, and he’ll find 3 videos explaining how to do it as well as 10 sites willing to sell you the props for it.
“I know how that’s done!”
“I’ve seen that before!”
Many magicians have hit this time and time again, and some have heard it as a death-knell for our art. I chose to hear it as a wake-up call for a re-focus on invention and delivery.
I may offer the same ‘core service’ as the dozens of other magicians out there, but it’s the way I deliver that service – and the innovations I present when I do – that set me apart from my peers. It also means that I very rarely hear those reactions from any audience – they’re so engaged by the delivery that they feel they are seeing something new. The tricks are only a small part of presenting a great show.
In a world where many providers claim to deliver the same offerings as their competitors, the focus on delivering a great customer experience needs to encompass more than offering a good product.
Luckily for me, a good show gets talked about, and the word passes on – usually though it’s the negative experiences in life we tend to talk more about.
When was the last time you spread the word about a great customer experience you had – and how did you do it?
Maybe it’s because when everything is working we don’t have to deal with the “help desk”. The only time most people have contact with the company these days is when they have a problem, so they’re already unhappy.
I totally agree Mat. Whether it’s watching a magic act or buying a hamburger or buying a new TV, you can get the same thing dozens of other places in your own neighbourhood alone. Good customer service is an expected standard. If a business wants to stand out, they must deliver an EXCEPTIONAL customer experience. If they don’t…they will eventually pay the price as their customers hear about, then seek out the better experiences elsewhere.
Those operators who offer better experiences and who prosper are always asking themselves “what can I do better?”
The trouble is, those operators who fail to deliver, and business is down or they even go under… they are unlikely to understand why. They will blame the GFC, the government, the council, the banks, even the customers…but don’t ever ask “was it me?”
I like to give positive feedback verbally right at the time of the good service. Apart from feeling like it is the right thing to do, you can also tell that the person receiving the praise gets a real lift out of it. And it doesn’t matter if it is a colleague, a vendor or the local cricket umpire. They are all people and most thrive on praise.
@Belinda – that’s exactly right – it’s not often we contact a company to tell them they are doing well, because when they do well it’s exactly what we pay them for. The question is – when they go above and beyond (assuming someone does), do we tell anyone?
@Fiona – it’s a sad fact of life that so many are blind to the fact that the experience their customers have- beyond supplying adequate products and services- is what will make them remember who and where as opposed to what and when.
I make it a point to always tell management of an organization/shop/venue when one of there staff is exceptional. It hopefully reminds them of the fact that these are the staff behaviours to emulate and this is the reason I will return. It pains me to think that they might go unrecognised and that I might not find them there next time I need them.
Again, you’re right – many won’t ‘get it’ and will disappear in time – but that’s just a Darwinian fact of life…
Mat, I once had fantastic service when having issues with WiFi on my HTC HD2. Contacted HTC on 1300 482 482 and the issue was rectified with in minutes. I was amazed. How did I spread the word. Firstly I gave my satisfaction direct to HTC via their “contact us” and placed a comment on Facebook. I must admit I even bragged about it to my friends to try and get them on the HTC & Telstra band wagon. As you say we tend to get bogged down on the negative experiences. We all know how a good experience makes us feel happy. Imagine how much happier the world would be if we got hung up on all the good things and not the bad.
I agree with & have the same practices as Peter. Comment on the great service right there & then to the provider, even better if their manager/supervisor is in the vicinity when praise is given. Its a feel good situation all round, provider has captured a new customer & customer is thrilled to be treated with courtesy & enthusiasm.