Creating a positive customer experience

The other day I was having a conversation with one of my friends about what makes businesses successful and others a failure, especially in the same line of business. We were comparing the difference between Nakumatt and Uchumi supermarkets and why even after bad publicity, financial scandals, and calamity that have affected these businesses, Nakumatt still remains way ahead of its predecessor.

One of the key things we were able to derive was the importance of creating a positive customer experience. Nakumattt is the only place I know that after a long day at work at 11pm at night, I am still able to get my baby some milk for the next day without going out of my way. They have also made sure that their locations are in places people actually want to spend time in. When you walk in, everything is spaced out and neatly arranged to enhance your shopping experience and ensure you spend more time there. I remember watching a documentary on national geographic which I found to be intriguing. Apparently, it is on purpose that supermarkets make sure that you walk around instead of using the shortest distance possible to get inside. It is also on purpose that fresh produce is arranged at the front of the supermarket where you can see it walking it, so you get the impression that everything is fresh. It is also on purpose that foods that go together are kept in different directions. This is done to make you spend more time there, and as you walk up and down the aisles looking for stuff, you will also make some impulse purchases.

Are you aware of the customer experience your customers have interacting with your business? If a customer has a bad experience, they do not make repeat purchases and they will not refer others to you. A lot of business is generated from referrals. The way you brand your business, from the name, your staff to the décor either adds to or removes from the customer experience. It is part of the reason why businesses rebrand. They want to improve their customers’ experience with them.

One of the best ways to judge what your clients are saying about you is through customer satisfaction surveys. Have your clients fill in a questionnaire after doing business with you. Follow them up with a phone call a few months down the line and find out what their experience with you was like and what they think you should improve on. Do not ignore this exercise as you start your business. It will help you stay in tune with your customers’ needs and enhance the growth of your business.