Whether you’re brand new to the embroidery business, are going into your second year and are looking to increase sales, or have been around for a few years, it’s always a good idea to take a look at your Customer Experience and evaluate what you’re doing and how you can do it better.
So what is the customer experience? It’s more than just customer service – how you deal with questions and issues. It’s the whole experience your customers receive, start to finish, when they are interacting with your brand – your company. It’s how your customers feel throughout all touch points with your business – from the initial contact they make with your business, to when the final product is delivered to their door.
Think about some well-known brands: Starbucks, Disney, Nike, Hilton, Abercrombie & Fitch. Chances you’ve made image and word associations with these brands. It’s not by chance that these images and words pop into your head. There were deliberate decisions made by these companies. If you go into a Hilton Hotel you have a certain expectation about your experience, and anything that falls below that expectation will feel off, and even negative.
If you’ve never really thought about the customer’s experience before, it might seem like a lot to consider. But if you start by asking yourself “what is the personality of my business” everything else will extend out from that.
Think of your business as a person. When your business interacts with your customers: What do they wear? What do they sound like/how do they talk? How do they treat their friends?
A lot of times, if you’re a home based business, the personality of the business is in fact, you! (or an extension of you). It doesn’t have to be though, you can still be a home based business and still give off a professional attitude, or even as a larger commercial embroidery business have a relaxed, friendly attitude.
Once you’ve written down the personality of your business, then start to think about all the touch points your customers and potential customers have with your business:
- Your website/Facebook account/etc.
- The phone
- In shop/store
- The delivery
- The follow-up
When a customer interacts with all those touch points, does is the experience they are having reflect the personality of your business? For example, if you’ve decided you want a professional business experience, do the emails you send out start with “Dear