Live From NCOF: Now is the Time to Wow Customers

Las Vegas—We all know providing customer service is a big deal. But a great customer experience is even more crucial in a down economy, according to Nolan W. Burris, president/chief vision-eer of Visionistics Enterprises.

“We have to wow people today,” said Burris in his March 24 keynote address at the NCOF show. “If you don’t, it’s just going to be about price,” especially now.

Another factor: Your customer is in charge of your brand, thanks to the Internet and social media. Customers use Google to research companies, and they rely on sites such as Epinions.com to review everything, Burris said. And if you make a misstep, it gets out there fast.

Big “wows” may include systems that make shopping faster and easier, but people wows are remembered by customers and have the greatest impact, Burris noted. Wow secrets include company mindset, staying true to your brand, being loyal to loyal customers, consistency, and the human factor.

When it comes to online service, “we are really asking Web customers to do all the work,” Burris said, “and they deserve something for that.” And if Web customers decide to call you, that’s your opportunity to provide wow service.

Employee attitude is key to wow service, Burris added. “How do your people feel about your company?” When it comes to your employees, “attitude cannot be trained; it can be cultivated, and it is extremely contagious.”

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