In talking with a number of different (primarily professional services) business owners over the last few weeks, the essence of great customer experience really came to the fore. The focus of the conversation was the ideal outcome of an improved customer experience. The typical answer always includes “keep more customers.”

That’s a fine goal, and it really is raising the same challenge – especially in highly competitive industries like investment advising, accounting and legal: how do you create such a strong and positive connection with your customers, that they don’t even want to listen to other professionals trolling for their business?

I have an investment advisor who I’ve used for about 15 years. My portfolio has gone up and down through all the market upheavals of recent years. But I know what my guy stands for; I know his strategy. And I know that he’s looking out for my best interest. I don’t know exactly what he charges me (I know it’s reasonable, but don’t bother knowing the specifics). So when I get calls from other investment professionals, I tell them to not waste their breath. “I have a guy,” I say. “And there’s no way I’m changing.” End of discussion.

So what’s it take to get that level of commitment from your customers, the level of commitment that takes all other offers out of contention? A lot. But it helps if you start with that question for your own business: “How can I create a customer perception that is so strong, it eliminates all competition?”

And it’s never price.

This entry was posted on Monday, October 19th, 2009 at 12:47 pm and is filed under customer experience, customer satisfaction, customer service. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.