I recently attended a CMO marketing breakfast that hosted a panel of diverse marketing professionals and their approach to being customer-led.
One of the speakers, Joe Quitoni, Corporate Director, Culture Transformation at the Ritz-Carlton Leadership Centre, presented some particularly interesting insights into how the Ritz addresses customer centricity.
“What memory do people have when they leave us?” asked Joe.
He went on to talk about the experience and the lasting impression that his employees are responsible for delivering – each and every time. “Repetition equates to consistency,” noted Joe.
He went on further to suggest that when delivering a service there is the minimum that customers expect from your brand, followed by what they explicitly request from you. But what really makes you stand out is the ‘delighted’ phase. An experience you can provide that will make someone remember you.
If someone has a good experience with your brand, they might be less likely to leave or forget you.
Some insightful statistics shared:
- 9% of customers leave to go to a competitor
- 10% of customers leave for personal reasons, i.e. marriage, relocation, a death etc.
- 67% of customers leave due to the indifference of an employee (in other words, a less than memorable personal interaction)
- 14% of customers leave after a bad experience
Joe’s presentation struck a chord when thinking about my day-to-day job. By shifting my thinking and delivery, if I paid more attention to how I present myself and my ideas, I could potentially leave a lasting impression for my clients and customers.
Taking this approach to a more granular level, it’s worth considering your own personal brand. What can you say or do each day to leave a lasting impression that will ultimately create a great and memorable experience for those around you?