As a consumer, I recently had a series of positive business experiences.  In reflecting on these experiences, it was clear that there is a reason why these businesses are successful.  In each of these cases, these successful companies have gone out of their way to make sure they have satisfied customers. They have created experiences to insure they turn customers into clients.   (See our "Why You Want Clients and Not Customers" article)

TASTING A DELICIOUS APPLE

I did it!   For all my life, I've "been a PC," as the Microsoft ads tout.  The Mac ads, however, I believe are far more effective and accurately portray the challenges we have come to "accept" from the PC world.  I've now made a switch to Mac. I believe the Mac "experience" is everything it's perceived to be and perhaps more.

Prior to replacing my Dell Latitude, I asked my colleagues that about making the transition from glitchy PC's to the seemingly "hip" Mac.  Without question, the feedback was overwhelmingly positive about the Mac "experience."  It's a choice I certainly don't regret.  Not only is the product exceptional, I've had the occasion to contact tech support a couple of times and take advantage of their "One on One" training program.  I must say the Mac customer service experience is exceptional.  I've NEVER experienced anything like this being a PC user.  What can you say that about your PC support experience?

My son tells me I now need to wear sandals, think different politically, spike my hair…and that I will fit in at Starbucks. (Even though I never sit at Starbucks on my computer.  Why should I?  I have an office.) 

I made the choice to do business with the local Apple store which has been busy every time I have been in there.  Apple seems to be thriving in this economic downturn by having a quality product and creating a positive experience for its customers.  And the Apple stock I own has done quite well.

The second experience was when I was getting my car serviced.   While waiting for the car…doing some work on my NEW MacBook, I noticed someone setting up a massage table and then I recalled that this dealership offers free massages for their customers.  I guess I’ve been living right lately and was able to take advantage of this rather exceptional service.  Taking note of this experience, I asked how many other dealerships she did massages for?  The answer, not surprisingly, was none.

This auto dealership, which has a “tagline” of FRIENDSHIP to replace the term dealership, is very active in the community and I have bought a few cars from them through the years.  The “experience” they offer is clearly different from any other car dealer I have ever worked with.  The auto industry has obviously been hit hard in this recession, but I know this dealership is fairing better than most…because they have a quality product and offer an extraordinary customer service experience.

I just returned from a cruise where, from start to finish, the product and service was excellent.  Obviously, in the vacation industry…creating positive experiences is critical.  I discovered that this particular ship was number two in a fleet of over 20 ships for customer service.  Their commitment to create a positive experience for their customers is evident…and even though we just returned from our vacation I’m ready to book another trip from this quality company.

My final story is a testimonial about Old Road Harley Davidson.  Our community is privileged to have a well-established Harley dealership re-locate to our town.  They have become involved in the community and regularly hold Open Houses and have special sales.  The staff is very personable and the dealership has become an asset to our city.

The dealership was packed for one Saturday event I attended.  It was interesting to note that I witnessed not two…but three deals going on for high end Harley’s in the short time I was there.  They have never been high pressure and the customers were all having a good time in the buying process.   I took note that one of the transactions I witnessed involved a custom exhaust system in the $1000.00 range.  There did not seem to be a recession going with this deal and people appeared to be enjoying the buying experience.

I didn’t buy the new Road King I am lusting for, but I did buy a cool shirt…which was on sale of course.  Since I’m in the garment decorating business, it’s tough to buy high priced screen printed shirts, but it’s all part of the Harley experience.

Apple promptly sends a customer service survey to follow up on your support contact.  The auto dealership does the same and the cruise ship asked you to complete a customer service form on your cruise experience.  I suspect if I bought a new Harley from Old Road Harley, it would be a great buying experience, but my wife would rather remodel the kitchen, so the Old Road Harey purchase will wait for a while.

I understand that we are in challenging times, but we need to take advantage of every opportunity we have to create positive experiences for our clients.

Go back to the basics.  Make sure you follow up with a client after they receive their order.  Consider adding in an extra apparel piece for your buyers…maybe include a sweatshirt with their t-shirt order.  It will only cost a few bucks, but it will make a huge impact.   Offer virtual and spec samples to stimulate business.  Take advantage of self promotion offers.  These simple things have proven to be effective.