The Experience You Create is Essential to Your Marketing Message

Time and money has been invested in creating and implementing a marketing message. Potential customers have an idea of what to expect if they do business with you. But does your company provide the experience the customer expects?

Recently I took time out of my busy schedule to have a spa treatment. It was a special treat that gave me some much needed time away from phones and email.

Two days before my appointment I received the following call: “We are calling to confirm your appointment. If you have to cancel let us know because we have a cancellation penalty.”

That struck me a bit odd. Not so much that they had a cancellation penalty, but because that was their primary focus. With the amount of money I was spending on a two-hour spa treatment, my thoughts were they could have said something like, “We are so happy you will be joining us. Thank you for choosing our spa. If for any reason you are unable to keep your appointment, please call within 24 hours. Again, we look forward to your visit.”

The information about the cancellation penalty could have been handled much more tactfully. The call set the tone for my complete “experience.”

When I arrived, I waited for 15 minutes without any explanation as to the delay. This may not seem like a big wait, but when time is one of the most crucial commodities for today’s professionals, 15 minutes can be critical. The wait could have been handled differently. I could have been offered reading materials supporting their services such as the benefits of a facial or why making time to relax is so important in today’s busy lifestyle. With a slight change, this delay could have appeared to be part of the whole spa experience.

The greeting I received was satisfactory at best. I was asked if I wanted a refreshment. Rather than being handed my glass of lemon water, the young woman at the desk remained sitting and pointed in the general direction of where the refreshments were.

Upon entering the treatment room I couldn’t help but notice a huge water stain on the ceiling. Now mind you, this wasn’t a low-end spa. This is a spa that claims to create a luxury experience. So far, what they said and what they did conflicted. Although the treatment was great what remains in my mind are the details that were lacking. Likely I won’t return.

Is the experience your customers, clients and guests have important? You bet it is. Yet, it is often a much overlooked part of doing business. Regardless of the business you are in, you are really in the business of creating an experience. The experience begins from the first phone call or the first drive into your parking lot.

“We know people have lots of choices when it comes to selecting a dentist, so we go to great lengths to create an experience for them,” comments Dr. Scott Kiser of Smiles Dentistry in Holladay. “From the initial phone call, to the office visit, to any treatment they receive, we want them to have an incredible experience.”

Dr. Kiser, who offers general dentistry while specializing in cosmetic dentistry, has developed a boutique dental practice that creates loyalty from his clientele.  He will be the first to admit that he utilized the advice of Becky Vasquez, a genius at creating an experience for her clients.

Ms. Vasquez is owner and President of Becden Dental Laboratory in Draper. "We never get a second chance to make a good first impression!  From the moment our doctors enter the parking lot, every visual detail must reflect the excellence they expect to receive from our products and services.  Attention to detail in our contemporary interior design, immaculate cleanliness, and lack of clutter intentionally sends a powerful message that our laboratory will exceed their expectations.”

Think about your own business. What experience are your customers looking for? Look at the details in how the phone is answered, the cleanliness of your parking lot; even your restrooms are all a part of a customer’s experience.  Ask yourself: “What is the experience we are creating and does it fit our customer’s expectation?”

Kathleen Gage is a business advisor, keynote speaker, and trainer that helps others gain the visibility to stay in their customer’s minds. Call 801.619.1514 or E-mail kathleen@turningpointpresents.com Get Gage’s FREE 4 day online marketing course by visiting www.kathleengage.com

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