Customers come in all shapes and sizes.  Each has its own unique characteristics (and demands), and how you care for each customer is important not only for their satisfaction, but also for the morale of your team.  You have seen it before- just one customer can disrupt your company's entire day by making an unrealistic demand, and your team can be sent into a tailspin trying to figure out how to satisfy this ridiculous request and to make this customer happy.  Or, how about the customer that calls and asks for a solution, but has no suggestions for how and what should be implemented?  All of these details are then left up to you and your team, which can lead to uncertainty and a bit of insecurity since all of you might think you understand what is best, but you have nothing to guide you on how close to the mark you wil be.  Neither of these scenarios are fun, so for the betterment of our business and employees, you and I need to learn how to navigate through each type of customer relationship and characteristic.  

Mistakes are to be expected, but knowing how to recover an angry or frustrated customer into a loyal customer is a learned art. A Customer Focused Attitude is critical for successful service recovery. Employees need to be trained to anticipate and identify potential problems, as well as have the experience to make decisions and to deliver skillful solutions to customer problems. 

All customer problems are opportunities to win over their loyalty. This weekend I was in a large home improvement store looking for a certain product. When I went to checkout, I asked the associate who was scanning my purchases if they carried this particular product. There were two additional associates standing around as I asked my question. Two of the associates told me what isle to look on to see "if" they had the product at all. I then asked if they could look in their system and verify whether or not the store carried this item. The same two associates quickly said no, they couldn't do that, and I would need to go look down the isle. The 3rd associate interrupted them both and said that she could check the system and let me know if they had the product. She left the register, took both of the associates with her, looked up the product and came back to me and told me they did not carry what I was looking for. She apologized and thanked me for waiting. I sure hope the two associates with her learned something about customer focused service. Attention and awareness can eliminate most issues. 

Think of your most recent purchases. What were they?  What do you like most about them, or what made you decide to buy them?  Perhaps some of your purchases were things like gas for your car (you appreciate being able to get from point “a” to point “b”), lunch (you LOVE the taste of fresh veggie fajitas), and flip flops (great color and so comfortable).  Now let's go back- when I asked about your most recent purchases, did you consider any that were for intangible items and services?  I bet 90% of you say “no,” and the reason is that for many of these, there is nothing for you to touch, taste, smell, and see; therefore, it’s harder for you to think about these items as actual purchases since you can’t picture them, or their benefits, in your mind (you can't exactly taste or smell what good health insurance is, right?).  If you are in a company that sells services, this should give you pause. With few or no tangible characteristics to what you are selling, it is harder for you to differentiate yourselves from your competition. Your customers instead have to consider price, reliability, customer service, and performance when they decide to buy from you.

Something that is always relevant and seemingly misunderstood is the Customer Experience. Harley Manning and Kerry Bodine of Outside In defines this as, "Customer Experience is how your customers perceive their interactions with your company."  Here's some compelling proof on why this topic deserves focus and understanding: Over a recent 5-year period when S&P 500 was flat, a stock portfolio of customer experience leaders grew 22%!  

To further break down what's the "customer experience," it's the product and services you offer, how you manage your business, and what your brand stands for.  It 's what a customer perceives will happen when they try and buy your product, use it, and/or what would happen if there is a problem with it.