When we talk about awesome customer experience there are a lot of companies that come to mind, the amazing stories of how they gave a wow experience to their customers; Companies such as Zappos and the number of stories told and retold over time, Amazon, Ritz Carlton, Sainsbury and the list goes on and so do the stories.

What is a Wow Experience?

Zappos defines it as: “When a customer experiences WOW, you are giving them a pleasant surprise. You are exceeding their expectations. You are addressing their needs thoughtfully and in unexpected ways. It is an expression of your authentic interest in the person who seeks your services, not just in the transaction. It is about making enduring personal emotional connections with empathy, generosity, and gratitude. It is about awareness of common human concerns that make a difference to each customer. It is about truth, it is about meaning, it is about details that cannot be measured by KPIs.”

Wow experience is that memorable experience that you give your customers, that makes them not only trust your brand but also talk about your brand in a positive way, and you have their loyalty for life.

The first thing you should know about delivering that amazing customer experience is that there is no proven formula for it. But then again, we all have our theories and there are many ways to go about it:

One way of doing it for SaaS companies is through the actual product you’re selling:

  • To have an easy to use intuitive product goes without saying, if you have a do it yourself kind of a model even better, and not to forget the documentation part of it.
  • Highlight the features that you think the customer is looking for, that they would benefit most out of. (Requires a little bit of user behavioral research, but the time spent will certainly be worth it)
  • There is a concept that is implemented in many companies including ChargeBee. The team, that’s everyone, the engineers, designers, sales reps and support agents handle support tickets. This not only gets them to interact with the customers on a daily basis but also understand the needs and requirements of the customers. It also empowers them to do the right thing for the customers. It helps when the team follows/ has:
    • A positive attitude towards helping/ serving customers
    • Common sense – can’t stress enough on this
    • A sense of responsibility and accountability
    • The need to deliver impeccable service every time
  • Another way could be
    •  From day one, having an account manager assigned for each customer to help them through the process of integration, this way they get to know the customer on a first name basis.
    • Have a responsive and proactive customer support, with live chat, having them respond as soon as possible without keeping the customer waiting.
  • Have “overawe” (yes, overawe is an actual word)as one of your company’s KPIs. Each employee should impress a customer at least once in a month to an extent that the customer somehow gets the word out about the company or the employee to either the top level management or out in the social media.

So if you’re looking to capitalize on customer service or customer experience, be sure to invest in it first with great brand marketing, greater product and a WOW team!

Well, apart from all this once a while companies go out of their way to help-out customers, this is not a new concept, it has been used by the best of the companies.

It is doing that little extra for the customers when you could really choose not to:

  • Zappos – The number of stories whether it is their 10 hour long call or sending flowers or that hand written letter, read more here.
  • Sainsbury: Decided to rename their Tiger Bread to Giraffe Bread after they received a letter from a three year old girl who wrote to the company, saying the bread looked more like a giraffe.
[Disclaimer: I work for ChargeBee and here is something we did]
  • ChargeBee: Took a day off from their regular activities to deliver a product feature which was necessary for a customer to launch their business.

So what is the point of all this?

We may be in different verticals but one thing all businesses have in common are customers. Delighting them should be a part and parcel of our job! After all Customer is the King (or Queen). Do what you can, when you can to keep your customers happy, if you have a story, use that to humanize your brand. Also sometimes going that extra mile is indeed the right thing to do.

If there are things that you have done to WOW your customers, we would love to hear it. Go ahead and share them below.