Service On Purpose: The Intentional Plan, Step 1: Know Thy Customer

Creating an Intentional Plan to Provide Service on Purpose

Who is your customer, REALLY?

Step 1: Know Thy Customer

Every company wants to provide great service, but when your competition is everywhere your customer does business, how do you know what a great experience looks like for YOUR customer?

In my last post, I told you that great service doesn’t happen by accident. I think this quote from IBM’s Bridget van Kranlingen sets the context for this:


“The last best experience anyone has anywhere, becomes the minimum expectation for the experiences they want everywhere”

It’s important to have a solid understanding of who your customer is and what they want, especially if they are comparing their experience with your business to one in an entirely different industry!

Knowing who your customer actually is can be tricky. Business owners often think their customer is like them. The truth is that is rarely the case. In most cases, the best way to know who your customer will be in the future, is to look at the past.

First, take a look at the customers that have engaged your services, purchased your product or shopped in your store. A lot of the data needed to do this is at your fingertips already. You can use technology to find demographics data from your credit card processing and view website traffic from a monitoring source like Google Analytics. And if technology is not your thing, even some structured observation of incoming phone calls, emails and customer walk-ins can tell a great story.

Next, learn as much as you can about what your customer wants and expects. For example, if your customer base is under 30, they will likely expect online or digital methods of interacting and doing business. More information about demographics and their customer experience expectations can be found online. A customer survey can also be very interesting and would likely lead to the very best insights.

When you have the information about your customer- WRITE IT DOWN. Be prepared to adapt and change over time.

Next time… Step 2 – The Customer Journey: Ensuring your Product Meets Your Customer’s Expectations

Service on Purpose: Ensuring Loyalty by Design

Service on Purpose: Ensuring Loyalty by Design

Ashley Davies, Owner and Principal Consultant of ABLEx Consultants, a company that helps businesses provide excellent service to their customers

Ashley Davies, Owner and Principal Consultant of ABLEx Customer Experience Consultants presents ‘Service On Purpose: Ensuring Loyalty By Design’ at the annual RI Assisted Living Association (RIALA) Conference

I had the opportunity to be the customer service topic presenter at the annual conference of the RI Assisted Living Association last week. It was a fantastic experience. What a great group of people!

The presentation topic, Service on Purpose: Ensuring Loyalty By Design, is central to the foundation of my new business, ABLEx Customer Experience Consultants. The mission of ABLEx Consultants is to help businesses create a customer experience strategy that bolsters their ability to acquire and maintain loyal customers and gain referrals. I’m thrilled to be able to translate my many years of experience designing and implementing customer experience strategy into helping as many businesses as possible learn how to WOW their customers.

So, what is Service On Purpose?

In short, a great customer experience doesn’t happen consistently by accident. Well known companies such as Amazon, Apple, Starbucks and Ritz Carlton prove that the only true way to a customer’s loyalty is by having a solid strategy. Every company wishes to provide an excellent customer experience. In fact, most companies include those words, or similar ones, in their marketing materials and even on their telephone hold message. BUT, what is an ‘excellent customer experience?’ The truth is that there is no-sure fire formula or template. Each business and each of it’s customers are unique. That’s why a unique strategy for customer Service must be formed On Purpose.

Over the next couple weeks, I’m going to share some of my proven methodology in my blog. The blog will consist of six installments. The components I will outline in each installment make up a successful customer experience strategy and will help any business ensure the loyalty of their customers:

  1. Create an Intentional Plan
  2. Hire and Retain Excellent Employees
  3. Measure Progress
  4. Hold Yourself and Your Team Accountable
  5. Don’t Be Afraid to Interate
  6. Celebrate Success

Stay tuned in coming weeks for more details. I look forward to sharing more with you!