Would you want to read your company emails, packing slips and bills?You’ve defined the stages of the experience and the moments of truth that comprise all of the experience touch points. So, where are you with your communication to your customers?
The Container Store’s hiring philosophy: “One great person equals three good people.” By committing to creating an environment of trust and nurturing in their employees, The Container Store has successfully built a retail experience that compels customers to come back for more. Their stable workforce, with less than 10 percent turnover rate, has contributed to double-digit growth.
When your intent (what you want to accomplish) and your motivation (the reason you make your decision) are driven by your awareness of and empathy for the people impacted by your decisions, the outcomes will set you apart. The humanity and empathy of your decisions will connect you emotionally with customers. Those customers will grow your business by telling the story of their experiences to everyone they know.
What if every registration confirmation email greeted you in a personalized manner that’s consistent with a brand’s personality? Surprisingly, few businesses have clued in to the fact that communication exposes how much (or little) they consider the customer on the other end of the email, letter, notification or packing slip.
Most companies consider these touch points as tasks they have to execute – not opportunities to showcase their personality and connect with customers in a real and human manner.
Evaluate the personality of your communication and show your true colors.
At Chick-fil-A, they decide to grow their company by believing in the integrity, ability and values of store operators and employees. They accomplish this by selecting only those people who they see as long term partners. They want the folks they bring into their business today, to be part of the long-term story of Chick-fil-A.