I don’t love tires. They are black, round and they make my car easier to drive when they are fully inflated and have good tread. Despite the fact that my dad sold tires for a living for about 10 years, that is the extent of my knowledge of tires, other than the fact that I know it will cost $500-$600 to replace them on my car. That’s $500-$600 that I would much rather spend on a vacation, a new flat screen TV, a one-month supply of Starbucks…pretty much anything other than buying tires.
Even though I don’t have any love for tires I’ve grown to love, or at least appreciate, the tire buying experience at a local tire retailer, Discount Tires. From the greeting I receive when I walk in the door to offering me a free bottle of water and offering excellent service after the sale, every interaction is professional, friendly and makes me feel less depressed about having to spend a large sum of money on something that doesn’t bring me any real satisfaction or pleasure.
So, how would you answer the question: Do your customers love you? The product or service you offer is only one element of the customer experience equation. It doesn’t matter if your are selling diamond rings on your website or fishing diamonds out of a drain pipe for Roto-Rooter, every touch point that you have with your customer influences their perception of your brand. The real question you need to be asking yourself is: Do I really understand the experience that my customers have when they interact with my brand across every touch point? If the answer is “no”, it’s time to get out of your office and walk in the shoes of your customers so you can begin to design better experiences for them.