Do you see what your prospects and customers see?

When was the last time you acted as a customer of your own business? Have your employees ever done the same? If not, how can they truly understand what your customers and prospects see, hear, touch, and most importantly, feel about your organization and the services you provide? This is why I often pose the question in my seminars: “Would you do business with you?”

Before you answer that consider that question, consider this thought.  If there ever is a time to think and act like your customer, now would be that time. They and your prospects are looking at every part of your organization. And our perception of our organization may not be the same as our prospects and customers have of it.

 Reflect on a recent experience when you were a customer wanting to buy a product or service.  You likely noticed several factors that positively or negatively impacted you. I refer to these as Impact Points because every aspect of an organization can subconsciously influence (or impact) your decision to continue doing business with that company or not.  When someone asks you about your experience with a company, these Impact Points immediately come to mind and shape your narrative.

Your customers are doing the same thing with your organization. That's why it's important to take time to become your member or customer and experience what they do.  I think at times it is impossible to improve the member or customer experience if you don’t know the moments (or Impact Points) that make it up. 

 Here’s an enlightening thought about Impact Points: the more positive experiences we encounter, the more our subconscious seeks similar positive encounters. Imagine walking into an immaculate office, being greeted warmly by name, offering refreshments, having a timely meeting, receiving a detailed and easy-to-read proposal, and getting prompt delivery. These positive Impact Points accumulate to create a compelling customer experience.

Conversely, negative experiences will continue to reinforce a negative perception.

The saying holds true: “You never get a second chance to make a great first impression.” This underscores the importance of Impact Points within your organization.

There are two types of Impact Points to consider:

Business-Branded Impact Points

These encompass everything that constitutes your brand. It goes beyond your logo, tagline, and marketing materials to include any point of interaction with your brand, no matter how minor. This could be your lobby, on-hold messages, conference rooms, and even restrooms. It also includes the tone and content of your emails.

Behavior-Based Impact Points

This term relates to your people. You could have the most beautiful building and the most polished brand, but if your staff aren’t friendly, helpful, or caring, it undermines your brand. Your people are integral to your brand, and their behavior significantly impacts customer perceptions.

In our busy lives, we often overlook the small, yet important details that matter to our members or customers.

My advice: periodically step back, remove the blinders, and become that member or customer. By putting yourself in their shoes, you can better create a first-class experience for them. It’s one of the best things you can do for your organization.

Bob Pacanovsky is a Professional Speaker and Trainer, and he works with companies and organizations that look to achieve the highest levels of Hospitality and Service Excellence to attract and retain more customers and employees by giving them the tools to deliver a Black Tie Experience.

His "Would YOU do business with YOU" seminar is well-received among organizations as it's interactive, entertaining, and eye-opening. It's also customized to meet the needs of his customers. He can be reached at Bob@BobPacanovsky.com.