You need a house
but you want it to have a spectacular view. You need food but
you want to have a Russian salad. You need transportation but
you want that sports car. When a want takes priority over a need
all plausible logic can be applied to possess it. Stretching
budget will seem sensible. The color is just perfect. It is hand
embroidered. And of course the classic one ‘It was on sale’.
Imagine 2 customers
walking out of an electronic showroom. Both look proud and
delighted with their purchase. Both needed to listen to music
but one bought a system costing AED 18,000.00 because of its
excellent power output, aesthetically designed speakers, brand
name, international warranty. While, the other, who looked even
more thrilled, purchased a system costing AED 2,535.00 and a DVD
player taped to the carton. Given his budget and living space,
his wants were more than met, for he got a DVD player free.
While they purchased their respective music systems both walked
out with satisfaction loaded in their trolleys.
If satisfaction is
what customers buy, don’t you think companies are way off on
their business concepts and practices? Today, organizations
compete with one another with their product, prices and
freebies, completely ignoring the customer and his basic
requirements. They are so engrossed looking within, on how best
to lure a customer than to reach out, understand and answer his
basic requirements. They are more focused on selling rather than
helping him buy. The end result maybe the same but, the way you
look at it makes a world of a difference between success and
failure in the long run.
While problems are
answered by a product, good feelings are addressed when they
touch the customer in 2 key areas. One is in the form of the
tangible such as the product, and the other is thru the
intangible with exceptional service and recognition to the
customer. While the first good feeling can be derived from any
establishment so long as you get the product, the second good
feeling is exclusive to the establishment. It is an experience
that is unique to the place. It is that excellent service acting
as a topping and heightening his experience. It is when
satisfaction from a product moves up to delight with service.
‘Something that calls for the personal touch’.
With our 2
satisfied electronic customers, what would be their experiences
had they to purchase their music systems and walk out happily
into obscurity, as against getting all the attention from the
salesperson and the establishment. A ‘thank you and do come
again’ after the purchase. A smile from the cashier and request
to keep the receipt safe for warranty purposes. The balance
amount received as crisp notes. A friendly and efficiently
managed delivery counter. An acknowledgement from the security
at exit. Service that registers in the subconscious to repeat a
visit should they need another electronic gadget.
If customers only
buy satisfaction then, sprinkle some service and ensure they get
delighted and lure them to come back for more.