PCWorld includes that statement among “The Worst
Tech Predictions of All Time.”
Are you serving your customers as you did 10 years ago?
Wake up and reassess your entire operation.
Your customers have changed, and they’re changing more
rapidly than ever before.
“Whoa,” you might be saying, “I’m a manufacturer or
distributor of petroleum equipment. My customers care about
the quality, functionality and price of my pumps, tanks or
payment systems for their gas stations.
“My customers don’t expect me to be the Nordstrom of
the industry. Besides, I’m a business-to-business business, not
If that’s your perspective, you’re at risk of being left far
behind. Your customers are changing. Why haven’t you?
Even the concept of business-to-business is changing.
Today, it’s more like people-to-people. The big differentiator
is service, not product or price.
There are two sides to service: the outcome and the experience. They aren’t the same thing.
Your ;ight’s landing on time in the right city with your
luggage in tow. That’s full of service outcomes. Think of
these as table stakes — the “givens,” not the loyalty-makers.
But your ;ight attendant’s friendliness and attentiveness
to your needs are service experiences. Customers don’t share
details of service outcomes, but they love talking about their
delightful experiences in obtaining service outcomes.
The standards for a service experience, however, have
Customers get terri;c service experiences in pockets of
their life and use those experiences to judge your operation
and everyone with whom they come into contact.
When a UPS or FedEx delivery person walks with a
sense of urgency, customers expect their mail carriers to do
likewise. When Disney theme park cast members treat guests
as VIPs, guests assume every other customer-facing person on
the planet will do likewise. That means your customer experience competition is not others in the petroleum equipment
industry; you’re competing with anyone who creates great
experiences for the people you serve.
800.553.4840 | www.morbros.com | firstname.lastname@example.org
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