As the tech industry has exploded over the past couple of decades and Millennials have risen to power, companies have feverishly innovated to keep up with relentless customer expectations. "Better, faster, easier" is the new battle cry.
Oh don't forget to make sure there's an app for that. It's no surprise that sleek, streamlined, lightning-paced organizations abound these days. But while this may be what customers want, there's something cold and impersonal about many 21st Century transactions.
You're not imagining it. Yes, customers still demand speed and efficiency. But what they really crave is that feeling of an old school approach that takes the time to really know them, engage them and nurture them.
No matter how high tech your service becomes, you're still serving human beings. Humans don't want to feel like a URL or a Twitter handle or even a consumer. They want to feel like they matter. They'll always choose companies that give them that feeling.
You can provide customized, on-the-spot service and still make people feel like they just had an authentic, deeply personal experience. How you create this experience depends on your approach. Here's your four-step guide to giving your clients what they need:
No matter how high tech your service becomes, you're still serving human beings. They want to feel like they matter. They'll always choose companies that give them that feeling.
No. 1 – Customers crave a connection to simpler times
While they love technology, they long for the days when the shopkeeper would open the store after hours for a customer in need. A culture of compassion and empathy still has to come through in your person-to-person interactions. There really is something about sharing a smile—sharing a moment together—that becomes increasingly important in the cluttered world. We want people to pause and take a moment with us.
No. 2 – Customers find comfort in "the familiar"
No one likes to spend their valuable time dumping less than stellar companies only to start all over again in the search for better ones. People enjoy predictable companies they're used to and comfortable with—as long as those companies deliver great service. An effort to remind valuable patrons that they are valued goes a long way in ensuring that you retain your customer base. Find ways to remind your customer how far back you go and that you strive to foster a lasting relationship. Treat them like they genuinely matter.
No. 3 – Old school service fits with today's burgeoning artisanal movement
For many years there's been a lot of mass-produced junk out there. Customers everywhere are conditioned to expect less thanks to millions of disappointing products coming from across the globe. No wonder we're in the middle of a full-fledged consumer backlash. More and more, people are choosing products and services that are unique, customized labors of love.
No. 4 – Your service style helps you stand out from the pack
Obviously this is the most compelling reason to adopt an old school approach to service. It will draw customers to you and maybe even keep you alive. There's so much competition out there today that the way you treat and relate to customers may be the only thing that makes you.
Here's the bottom line: Even though the times have changed and technology has leapt into the foreground, basic human needs have stayed the same. Successful organizations are the ones that really get that. Figure out how to integrate technology, but still truly connect with your customers face-to-face or on the phone.
Joseph A. Michelli, PhD, CSP, is an internationally sought-after speaker, organizational consultant, and New York Times No. 1 best-selling author. He is a globally recognized thought leader in customer experience design. For more information, visit www.josephmichelli.com.