I LOVE a Great Customer Experience…

Unfortunately, on Monday night a couple of nights ago, I did not have a great customer experience and wanted to tell you about it.

I went to a Full Service Car Wash/Gas Station establishment in North Scottsdale on Monday evening. I go to this place of business often because they have reloadable gas cards and in our vacation rental business, we give free gas cards with each rental. These reloadable cards allow me to determine the dollar amount and this is one of only a couple of establishments that carry this type of card. We also get our cash washed here.

Because of a lack of employee training, I have had so many instances at this place of business where I have tried to buy these gas cards and was unable to do so. The employees literally do not know how to process this transaction.  So much so, that I have had many more instances where I was turned away without my intended purchase vs. walking away with my purchase. This is the equivalent of a customer saying “please take my money” and the business saying “no thank you”. Leaving business on the table is crazy, especially in this economy.

I did go back the next day to talk to the manager and let him know of my experience and that this happens literally, every time I try to purchase these gas cards. The gas cards are displayed upfront and are the first thing you see when you walk in to the store. He thanked me profusely for giving him feedback and it ended there.

I made a decision that night—enough was enough. I cannot continue to make my purchase there with only a 50/50 chance that I will walk out with my intended purchase. I hit my limit and made my purchase at their competitor’s business, only about 1/8 of a mile away. I did inform the manager that I will no longer make these purchases there at their business.

Most of the time, it’s very minor things that you can do and should do as a business, that can provide your customers a great customer experience. These small things are the difference between your customers having a bad experience or a great experience. I will never understand why a business owner does not take the time to plan for happy customers and train his employees properly to provide the absolute best possible service/products/experience each and every time.

Every business should establish some very basic guidelines that concentrate on great customer service and a great customer experience. I have said it before—customer service should be part of every marketing plan. If the business has developed their brand identity (which should be done before a business opens their doors or even, before they create their logo), these guidelines are EASY to create. How a business develops their plan for customer service and customer experience is directly related to what their brand is about—what their brand stands for and what kinds of emotions they want associated with their brand.

Central to a great customer experience and a great brand—making everything you do, how your employees operate and the goal of your brand ABOUT THE CUSTOMER.

In the current economy—customer loyalty and customer retention is vital!

In the current economy—customer loyalty and customer retention is vital!

Please contact Anna Brice at Pinnacle Peak Marketing, Scottsdale AZ for any questions or comments you may have on Marketing for Small/Medium Business.

Email: anna@pinnaclepeakmarketing.com
Phone: 480-661-0292
Website: http://pinnaclepeakmarketing.com

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About Anna Brice, Pinnacle Peak Marketing

I am an Independent Marketing Services Provider and Principal of Pinnacle Peak Marketing. Pinnacle Peak Marketing provides companies, small and large, the opportunity to utilize a reliable outsource marketing resource and take advantage of the flexibility of the full menu of marketing services we provide. Clients can pick and choose the precise services they require and only contract for those specific services. This is what I refer to as On-Demand Marketing Services. Our work includes long and short-term projects or can be done on an hourly, retainer or project-by-project basis. I am a marketing professional with 13 years experience in the travel industry and 11 years in marketing. My past experience includes marketing management roles at Sony Electronics, Fujifilm and GoDaddy.com. I have worked in every level of marketing and the experience at each level has served me well. I continue to learn and in marketing today, the changes are so swift and dramatic, that one must continue to learn in order to survive and thrive. I work with a group of professionals and we work together and separately and are able to provide a wealth of knowledge and resources as a combined group. My husband, Ed and I also have two vacation rentals in Scottsdale and one vacation rental home in Edgartown- Katama in Martha’s Vineyard. We rent these properties through our company, BREO Vacation Rentals (www.breovacationrentals.com). It is great fun and we have been very lucky with great renters. We have had only one bad experience, so we really can’t complain. We have been very lucky to get many repeat renters (all of our properties now have had repeat renters), so we feel like we must be doing something right. We do try hard, that’s for sure. I am never far from marketing, between Pinnacle Peak Marketing and BREO Vacation Rentals. I enjoy it, love it and have a goal to help companies grow; connect those companies with their customers and their customers to them.
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