Is Your Client’s Experience… Unlike Any Other?
As I mentioned on my LinkedIn video post last week, the Masters is THE BAR for the ultimate golf experience for its patrons (and yes, fans and guests at Augusta National Golf Club are called patrons). There is no greater golf experience in the world. The care and excellence that goes into the Masters tournament is unmatched.
As they say in the CBS ads, it’s “a tradition unlike any other…”
Which got me thinking, could a business say their client’s experience with their products or services is “an experience unlike any other?” Could a prospective client or long-time client of your business make that claim? What would it take for them to do so? What level of commitment, meticulous planning, and excellence from your team would it require to give them that experience?
I think the common business responses come to the forefront of our minds…
“We need to have a superior product…”
“We need to wow them with this demo and new product feature…”
“We need to respond to their email within 4 business hours…”
“We need to meet all the deliverables of the Statement of Work in a timely manner…”
And while all the above things could certainly be helpful to that effort, one of the lessons of the Masters (or Disney World is another example) is that an incredible customer experience starts the second engagement begins with that client. The minute they walk into your office, or jump on your Zoom bridge. The little details of that first interaction, and the details around your environment during interactions, matter.
For the Masters, it starts with the curbs around their property. And you guessed it, they have a crew that paints the curbs Masters Green. Not just at the beginning of the tournament but on the daily.
In this video, one of the gentlemen on the crew that paints the curbs at Augusta National explains their approach. As he puts it, “if it can be caught, we get it done.” If there is a speck of paint chipped. It’s quickly addressed. Painted Masters Green. Chipped paint or a blade of grass awry on the Masters property doesn’t pass the bar they set.
I don’t think looks are a key indicator. If anything, I’d subscribe more to the idea that talk is cheap and looks can be deceiving. But our subconscious is always taking notes on the clutter, the corner-cutting, and the little things that signal quality, or the lack of it.
I’d encourage you to take stock of your client’s experience. Put yourself in their shoes as they walk into your office or engage virtually with you or your team. Is the video quality crisp, or fuzzy? Is the agenda tight and aligned with providing maximum value and a superior customer experience for that client? Do a poll of your customers and get their feedback. Don’t just assume you provide them with a great experience, but ask for ways you can improve. Ask what they like about engaging with your business.
The details matter. And by setting the bar high, and holding your team accountable to that level of excellence, you can provide your clients with an experience unlike any other.