Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand

IMPORTANT: BE ATTUNED TO SUBTLETIES

When you’re teaching your staff to pay attention to customers’ needs, emphasize that they not only need to listen to what customers say but must also watch their faces and mannerisms. An example of a brand that does this extremely well is Disney. Not only are they the world’s most powerful entertainment brand, but they’re also known for the incredible customer experience they provide. When you think about it, it’s astonishing that the millions and millions of people who go to Disney World each year virtually all have a positive—if not delightful—experience. How is that possible? How can Disney make so many different people, from all over the world, happy?

It’s because Disney sees themselves not just in the entertainment business but in the “business of making magical memories.” To do this, they train their people to anticipate visitors’ problems and issues. When staff members (called cast members) see a guest with a puzzled expression on his or her face, they proactively approach the person and ask if there is something they can help with. They don’t wait for the guest to come to them.

You can do the same thing with your team: teach them to look for body language and facial expressions that will cue them as to how they might be able to best help a specific customer. Let me give you an example:

Breanna Ridge is my barista at my local Starbucks, and she is fantastic. She is friendly, is outgoing, and provides incredibly fast service. But more important ...