Recent experiences have left me wondering whether customer service in this country has lost its identity. It often seems as if customers are being ignored, forgotten or taken for granted. The value of the shopping experience or the need to elevate the experience is diminishing, with customer interactions becoming more transactional than relational.
As a sales designer, I’ve developed a deep appreciation for the customer experience from both perspectives: the salesperson and the customer. I instinctively observe, learn and critique how different organizations handle their customers, specifically how I am treated as a customer. Two recent interactions left me wondering: Have my expectations for good service become too high or unrealistic, or has the standard for customer service indeed declined?
A Tale of Two Restaurants
After the burial of a loved one, a group of 20 family members and friends entered a local restaurant, hoping to celebrate a life well-lived. What should have been a moment of comfort and connection between the members of our party quickly turned into frustration. Despite having very few customers, the restaurant refused to serve our group, citing a lack of staff. Any attempt to find a solution was met with resistance, leaving us feeling unwelcome and unappreciated. Disheartened, we left.
Just two blocks away, we entered another establishment, where the experience was entirely different. The manager quickly recognized our needs, assembled tables and personally ensured we were taken care of. Drinks and appetizers flowed, laughter filled the space, and we could adequately grieve together without added stress about whether we would be served.
The contrast between these two experiences was striking. One made us feel like an inconvenience, a distraction and a nuisance, while the other made us feel valued, appreciated and special. The difference wasn’t in the cost of the meal, it was in the experience and the sense of care we received – the honor of being served and taken care of so we could dedicate time to friends and family.
Service in the K/B Industry
This raises an important question: What does exceptional customer service look like in the kitchen and bath industry? Are we delivering that experience in our showrooms? At the end of the day, it’s about more than just selling cabinets, countertops and other products. It’s about guiding homeowners through one of the most disruptive and emotional investments they’ll ever make in their lifetime.
It’s time to assess how we treat our customers and the overall experience we provide. In his book What Got You Here Won’t Get You There, esteemed business coach, speaker and author Marshall Goldsmith emphasizes the power of reflection, adapting and altering approaches, and changing habits to become more successful going forward.
Exceptional Customer Experience
Here’s a list of items to consider implementing to create an exceptional customer experience.
- Showroom Marquis: Display client appointments prominently. Seeing their name upon arrival makes customers feel unique and special. Who doesn’t like to see their name in lights?
- Cabinet Comparison Display: Educate clients by showcasing the differences between the cabinet lines you represent, from entry-level to high-end, setting clear expectations, and demonstrating value. A cabinet comparison wall informs, educates and sets you apart from the competition.
- Showroom Tour: Walk prospects through the showroom, highlighting the design ideas and solutions that went into each display. Encourage guests to open the cabinets to discover the hidden time-saving accessories installed inside.
- Team Introductions: Introduce key team members, such as design support staff or project managers, to show the depth of expertise behind each project. Let the client meet all the team members working behind the scenes.
- Minimize Distractions: The customer is king. Ensure undivided attention is given to the client: no phone calls, emails or side conversations. Relationships are strengthened when customers feel like the most important person in the room.
- Listen, Listen, Listen: It’s more important to be interested than interesting. Goldsmith writes, “Good listeners regard what they do as a highly active process – with every muscle engaged, especially the brain.”
- Open and Clear Communication: Keep customers informed throughout the entire process, from initial consultation to project completion, ensuring transparency about timelines, costs and potential challenges.
- Attention to the Details: Delivering high-quality work that meets or exceeds customer expectations is a cornerstone of exceptional service. This includes attention to detail and ensuring that installations are completed to the highest standards.
- Embrace Technology: Utilize virtual reality designs, client portals and project management software to enhance the customer experience and demonstrate professionalism. Leveraging technology sends a powerful message and improves the customer experience.
Beyond the Showroom
Providing an exceptional experience extends beyond the showroom and the initial visit. After a contract is signed and the first deposit check is received, many more opportunities exist to make a favorable impression, enhance your image and add more value to your products and services.
- Offer Storage Bins: How will your client store all the items that need to be removed from their existing cabinets during the remodeling process? Help clients manage their belongings by providing clear tote bins with lids, branded with your company’s logo. Arrange for their return post-project for sustainability so they can be repurposed for the next project.
- Provide Job Completion Binders: Upon project completion, present a binder containing plans, warranty details, care instructions and product manuals. Walk clients through essential maintenance tips, ensuring they feel supported long after the installation.
- Stay Tethered After the Sale: Reach out 6-12 months post-project to check if any adjustments or service is needed. This also opens the door for potential future projects or referrals.
Providing an exceptional customer experience extends beyond the sale. It’s about fostering relationships, anticipating needs and exceeding expectations. When businesses prioritize customer service, they cultivate loyalty, generate repeat business and earn invaluable word-of-mouth referrals.
The question remains: How are we making our customers feel? Are we transactional or are we building lasting relationships? The answer determines not only customer satisfaction but also the long-term success of our businesses.
Dan Luck owns Bella Domicile in Madison, WI. He has been an SEN Design member since 2002 and has led the SEN Leadership Team since 2018, conducting scores of the group’s educational programs. Visit sendesigngroup.com for more information. Dan welcomes questions and comments via email at [email protected].