Customer Service Wins!

Why stellar customer service is key more now than ever.

Instant gratification is at our fingertips — from same-day delivery to subscription services to what we watch on television. Today, it is easier than ever to get what you want, when you want it, all from the palm of your hand.

More than 70% of Americans are shopping online, according to Tidio. For example, online mega-giant, Amazon, makes it seamless to get anything delivered within hours, nearly removing the need to go to a physical store. While instant gratification is convenient, it lacks human connection even when someone delivers the order to your door.

When we do venture into a store, quality customer service is usually hard to find — labor is often cut to save money, leaving customers wandering the aisles. Could it be everyone is flying in their own orbits and doesn’t need help OR is it that the accessibility to at-home shopping gives the perception that people don’t want to interact?

The answer to this question is both, but it’s much more the latter when there is a positive experience. The key to a successful company is a seamless (and enjoyable) Omni-Channel experience. However, if the experience feels disjointed or underwhelming, customers are likely to never shop with the company again. According to Zippia, 32% of people will stop doing business with a company after only one poor experience. The pressure to make it right is at an all-time high.

Creating the Right Experience

So, in a world where you can get things faster and easier than ever, how can companies provide an experience that captivates and keeps customers? According to PwC, it’s convenience, consistency, friendliness, and human touch – both in person and digitally.

Two companies that rise to this challenge are Starbucks & LUSH — both stay true to their values and offer perfect touches of personalization.

The Starbucks app is the easiest & most rewarding app on my phone. It keeps track of what I order, offers ideas for what I may like, and notifies me when the coveted pumpkin spice is back. It is so simple that I can place an order in about 5 taps, and more importantly, I can count on Starbucks to have it ready when I arrive. When I enter, I am greeted by cheerful people who may have been at work since before 4am, but you’d never know. They are happy to work there, to see me, to make coffee, and to send customers on our way as fast as possible. It’s seamless, enjoyable, and personalized.

LUSH is THE in-store experience. There is always something amazing to smell, to touch, to sample — and their staff is eager to help you find what’s best for you. Employees know the perfect product for the pimple on your face, your dry knees, and the bath that will replenish you after a long week.

The staff is proud of the vegan-friendly products they offer, are knowledgeable of their benefits, and are thrilled you’re there to learn about them. When I shop at LUSH, I don’t feel like I’m in my own orbit, but that I’ve entered theirs. Through offering exemplary customer service, LUSH focuses on the little things, like learning the scent you love and then showing you five other spot-on recommendations.

In fact, the last time I went to LUSH, I made three purchases because the associate kept showing me things I needed but didn’t know it yet. I might have bought the whole store if she kept talking. It’s in the way employees get excited when you try their favorite product, and it’s the emotional connection they organically create with every customer that gains your trust and builds a relationship.

The Benefits of Human Connection

We live in the busiest, fastest paced environment in history. When we make a genuine connection with someone — it reminds us that we need these interactions. It is what makes us human.

I think people are disconnected from one another because of instant gratification. If you don’t want to see anybody, you don’t have to. After a while, everyone lives in their own silo, only occasionally bumping into our neighbors at the grocery store.

If we can prioritize the human element in our business, we will feel the difference in the environment and in sales growth. It starts with a friendly greeting, finding a connection, building trust, and helping the customer choose the right product on any platform. This leads to happy, repeat customers, just like me with Starbucks and LUSH. Companies where the human element isn’t evident serve a purpose, but are often forgettable.

Humans remember when they feel seen, heard, and important, and they will choose to interact with those who make them feel that way. The best companies know the value of customer connection and invest in it — what is your company’s strategy and how do you set an example for this with your team?

Written by: Holly Martin