design, highly customizable apps and provided exceptional service. In short, Apple thoroughly understood their value proposition to their customers.
Understanding your value proposition
to your customer is critical. Do not assume you fully understand this — it changes quickly and often with little warning. However, being connected to your customer will provide the intel you need.
WHAT ARE ‘GUESTS’ SAYING?
I’d like to challenge you to no longer consider your patrons, employees and vendors as “customers.” As the Age of the Consumer continues to grow and influence service delivery, more and more customer-centric leaders reference these individuals as “guests.” In all reality, they really are guests at your facility. Te logic behind this is that when we invite someone into our home or workplace, we
want them to feel welcome, valued and appreciated. Tis is the entire premise for having friends over for a barbecue or gathering. When we start treating our employees and customers as guests, those same feelings will carry over to them. Remember – how you make someone feel is what they will remember.
Get to know your guests. Who are
they and what are they saying about the services you offer? Tere are countless books out there to discuss personas (different types of guests), journeys (the collection of experiences with you), segments (groupings of personas) and so on, but at the end of the day, who is it that pays your bills and why? By no means does this need to be a formal, complex strategy. It doesn’t even need to take up a huge chunk of your budget.
More often than not, a casual
conversation with guests will provide all the feedback you need to get started.
Inventors of... PERFECT ICE
Take a walk around during a learn-to- skate or hockey class and engage with the skaters and parents of the skaters. Or, appoint someone to act as a “secret guest,” interacting with other parents to garner invaluable feedback. Tis “secret guest” should also approach the front desk and ask questions in order to determine the level of support provided.
Combine this with just a few internet
searches, including Google and Yelp reviews, to compare who you think you are to what everyone else sees or hears before even stepping foot into your facility. Learn what people are saying about your facility, and determine if this is the image you want to portray.
A 2017 study by Spiegel Research
Institute revealed that 95 percent of new purchases are influenced by former customers’ online reviews. Te same study showed that conversion rates increased 270 percent when the company
Setting a new industry standard in... ENERGY EFFICIENCY • ICE QUALITY • TOTAL RELIABILITY
206-1097 Langford Pkwy, Victoria, BC
www.accent-refrigeration.com | 1-250-478-8885 12 SPRING 2020
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