Friday Business Challenge (for photographers)

week #2

7 steps to

providing a

remarkable

experience

take the challenge!

Your challenge this week is to complete these 7 steps to ensure your customers receive a remarkable experience - every time!

So grab a coffee (or your beverage of choice) and off we go…

remarkable

“Something remarkable is worth talking about.

Worth noticing. Exceptional. Interesting”.

Seth Godin

week #2: remarkable experience

Think about the last time you had a great or remarkable experience with a company.

Was it because of a good product, a good price or satisfactory service? Maybe - but is that all?

These things should be a given, you should expect nothing less.

Chances are you were delighted by something a little more - a better product, a better price (or more value), exceptional service or a little touch that you weren't expecting. Something remarkable!

be remarkable

Customer satisfaction is no longer enough!

Satisfied customers are not loyal customers. They shop around - they may like you, but perhaps not enough to resist the temptations of your competitors.

Truly loyal customers can't imagine doing business with anyone else. They are your best advertising because they've become advocates for your company. They bore their friends with stories of how great you are.

true

love

do you need to be remarkable?

Would you like:

delighted customers who spend more?

customers who come back again and again?

customers who talk (or rave) about you?

customers who do your marketing for you?

a strong competitive advantage?

1. know your customers

2. make it easy

3. act

4. inform and educate

5. products

6. service

7. daily checklist

7 steps

know your customers

Define your target market first

Find out what the "hot buttons" are for the people in your target market. What do they see as the greatest problems they face, or the biggest goals they wish to achieve?

When you have a clear picture of what your target market is truly looking for, you'll be able to package your products and services as the perfect “remarkable” solution for them.

1

make it easy

Ask yourself honestly “How easy am I to buy from and deal with?”

So many businesses don’t even get the basics right:

phones that aren’t answered professionally (or not answered at all)

promises that are not metcomplicated purchasing processes systems that stop customers getting what they

want – when they want it

2

feedback

Now get feedback from your customers:

Ask them:

“Have you been disappointed?”

“How could we improve?”

“How can we exceed your expectations?”

Email them, call them, visit them. Find out what they really think about you.

act!

Act on the problems and feedback!!!!

Make a plan to fix processes, change systems, change your suppliers. Plan to do whatever needs doing to make it easy Plan to do whatever is standing in the way of

customer delight and being remarkable Do what you can now Plan to do what will take a little longer

3

inform and educate

Make sure your customers are comfortable and confident in the process of doing business with you.

Provide information on your website, in your terms, welcome pack, welcome email, booking confirmation etc. Tell them before they need to ask!

Customers will want to know: What can I expect? When can I expect it? What do I need to do? What will you do?

4

products

Take a critical look at your products.

Make a list of the unique or remarkable things about your products – the things that separate you from all the other photographers in your area

Nothing unique and remarkable? Then perhaps it’s time to rethink!

5

service

Create remarkable customer experiences that your customers will talk about.

Look critically at each time you have contact with your customer. From the moment they first come across your website, Facebook page or marketing material right through to the time they have become a long-term, loyal customer.

6

service

Are there opportunities to add a “bit of remarkable” anywhere along the way? Moments that surprise and delight your customer.

Find at least 3 moments where you can add surprise, delight and remarkableness.

make a daily checklist

Customer delight has a personal touch, it appears spontaneous, and makes customers feel good. But it is consistent.

Make yourself a checklist, and follow it!

Following are some examples, but make this your own.

7

daily checklist

Have I done something remarkable for a customer today?

Have I exceeded expectations with products or service today?

Have I made contact with a client today ~ made a phone call, sent an email, connected on social media or mailed a postcard?

Have I said "Thank You" today ~ for the opportunity to work with them, for the referral, information, advice, idea, comment, Like or re-tweet, testimonial…?

Have I messed up? If so did I apologise?

And, finally, ask yourself, "Do I really have my customer's best interests at heart today?"

what next?

It’s not enough to be remarkable for a day, a week or a month. This is a constant process … It never ends.

Keep asking for feedback and acting on it

Keep reviewing products and service for unique and remarkable

Keep reviewing systems and processes for ease

Keep educating and informing

Keep being remarkable!

Friday Business Challenge

Business Challenge for photographers is brought to you by:

Robyn Mayne, Sydney, Australia Today is Different

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