Creating, tracking ‘wow’ response in customer service experience

Hey there, time traveller!
This article was published 04/01/2025 (288 days ago), so information in it may no longer be current.

Customer service experience is a phrase that evokes both good and bad memories.

When working with clients, I gather tremendous insights from front-line employees who provide stories of customers who were wowed by the service offering, as well as instances where customers were left feeling unsatisfied. Uncovering examples of positive customer service experience is something everyone in the company can build on, while exploring the circumstances surrounding a dissatisfied customer experience can help identify areas that may need to be adjusted.

After all, it costs six times more to find a new customer than to keep an existing one. A positive customer service experience is the foundation for keeping repeat customers.

Compounding this perspective is we all have our own definitions of a positive customer service experience. Examples include a kind word from an employee, helpful advice and answering a question or providing something unexpected and valuable.

We also know when we do not receive a good customer service experience. Examples include a company not living up to a promise or ad campaign message, employees referring you to the company website instead of answering a simple question or interacting with company representatives who are not empowered to actually help you.

Recently, I was in a dollar store in the United States, picking up some last-minute Christmas stocking stuffers and party ice. When I asked the cashier if the store carried thermal freezer bags, he told me he wasn’t sure. He then called the manager, who located one right away. As he rang up the purchases, the cashier commented: “Now I know what that is and where they are located in the store, so I can help the next customer who asks for that item.”

While this is one small example, it doesn’t take technology or sophisticated tools to create a positive customer service experience. It tells me when people care, a terrific customer experience is delivered.

Too often companies claim “the difference is our service” or “our customer service is the best,” but do not provide any actual evidence. It is much better to show or demonstrate a positive customer service experience and have your customers reach that conclusion on their own. It is not bragging when someone else says nice things about their interactions with your company.

As we begin 2025 and I reflect back on some of my own recent experiences as a customer and those shared by my clients, I believe there are three key elements to ensuring delivery of a great customer experience (almost) every time.

First, leading companies know what their customers actually value or do not value. This is not your belief; it comes straight from the customer. One way leading companies gather insights is to observe customers and capture their reactions during a customer service encounter to help learn what they value and if you are delivering. The overall goal is to create a customer experience that brings them back in the future and does not drive them to a competitor.

Second, you need to ensure your entire organization understands the elements of customer service value, so you can train and reinforce the correct behaviour. Reviewing customer service training methods and ensuring a consistent understanding throughout the organization is an important success factor. Because your staff are human, they may not always do things perfectly. Every employee, regardless of their title, needs to understand while customer service lapses may occur, there is always an opportunity for service recovery.

(However, please don’t rely on service recovery to define your level of positive customer service experience. It is far better to try and get it right the first time.)

Third, get feedback directly from your front-line employees, reinforce the approaches that work, find what doesn’t and fix it with input from these same employees. The front-line team has a really good sense of what works and what doesn’t work when dealing with customers. Providing the flexibility to adapt to situations and reinforcement their decisions will not be unfairly challenged, creates trust that will be demonstrated when your staff interact with customers.

While the customer defines what is valuable to them individually, the biggest challenge in establishing a reputation for quality customer experience is consistency in service delivery. As customers ourselves, we know a good experience when we have one. We also know a bad one.

Leading organizations know creating a culture of pride in providing a positive customer service experience can become your business differentiator only when everyone knows the expectation and works to achieve it.

Remember a customer service experience goal is “wow” not “whoa.”

Tim’s bits: Please don’t force your employees to ask customers to provide feedback or a score. Offer your customers the opportunity to participate, if they believe they received a quality buying experience deserving of a positive comment. If you have delivered exceptional value, your customers will more than likely provide a positive score of their own accord.

Tim Kist is a certified management consultant, authorized by law, and a Fellow of the Institute of Certified Management Consultants of Manitoba.

tim@tk3consulting.ca