How Customer Excellence As A Service (CEAAS) Can Change Your Business

I’m not referring to Consumer Electronics As a Service, in this case, CEAAS refers to Customer Excellence As a Service, at least to me.

Here’s an example.

If you walked into the fancy restaurant, prepared to spend $500 or more on dinner, but did not receive the welcome and experience you expected. Would you be happy? 

Hell no.

Not even if the steak was amazing. Right?

That’s because a major influence on your satisfaction is based on your overall experience — not the perfect experience, but an excellent experience.

The rib-eye steak (my personal favorite), is only a component of the overall experience.

My love-hate affair with Yelp!

I love reading Yelp! reviews. I really do.

Some are helpful, and many are just outright hilarious.

Most complaints I read about restaurants, for example, is not about the food — but it’s about the customer service. It could be a 5-star restaurant, Yelpers will unleash hell on poor customer service nine ways to Sunday.  

Reviews are informative, entertaining, and sometimes outright outrageously hilarious!

I’ve been an avid Yelp user for years on end. Although I’ve never reached the coveted Elite status, I consider Yelp! to be a valuable resource when I travel to new places.

As great as Yelp! may be, I have my reservations (no pun intended).

I don’t trust a lot of reviews I read. Or should I? Do you?

So what has this got to do with customer excellence? Well, I’m glad you asked.

Businesses neglect their most valuable data sources

Sites like Yelp!, TripAdvisor, AngiesList, and many other similar websites provide a wealth of information to businesses about what customers are looking for, what is driving customers away, and what is bringing them back.

Customers (you and I alike) have one thing in common.

We like to express our love and hate on social media and forums for the world to see. It’s like a virtual badge of honor.

But hold on! There’s more to it than meets the eye.

There’s so much untapped social gold…

…in the comments, questions and feedback on social websites. Whether it’s about your business, competitors, industry — there’s a ton of insights you can gather to fuel your customer excellence strategy.

Yes, my fellow marketer friends — your brand and businesses’ prosperity and ultimately success is predicated on CUSTOMER EXCELLENCE!

Let me repeat.

YOUR SUCCESS DEPENDS ON CUSTOMER EXCELLENCE.

Customer Excellence As a Service (CEAAS)

Of course, customer excellence must be deliberate. It’s not something you do one week and forget about it the next.

Brands and businesses that have figured this out, and have injected this into the bloodstream of their organization experience complete transformation and evolution in how they prioritize projects. 

Yes, it is imperative that your brand must invest towards striving to achieve customer-first excellence.

Invest means more than just money. It means culture, mental health, employee well-being, etc. The human side of your business.

Don’t be the company that claim to put customers’ first as your “marketing strategy” but have no intent to follow through to the finish line. That smoke-and-mirror will be the catalyst of your downfall. 

A great product is, well, great. But it’s not the be-all-end-all of customer excellence.

I would argue that that’s just the beginning, the first step of many to reaching customer excellence nirvana.

Note: The following is my personal opinion, and is not a definitive guide, in any shape or form to customer excellence. But I think it’s close 🙂

6 Ways to Focus, Cultivate, and Integrate Customer Excellence 

#1. Going Above and Beyond is a Mindset, not Lip-service

There’s a huge problem with the idea of going above and beyond. It’s usually isolated and personally motivated.

We hear it all the time when somebody goes out of their way to give you more.

Just because Charlie went out of his way to help a customer, doesn’t mean everyone at his company will conduct themselves the same way.

You see, my friends, by nature us humans are selfish beings. We tend to go out of our way when it serves our purpose.

Let’s face it. Many companies “do good” because it creates a healthy public image and humanizes their brand. That’s fine and dandy, as long as their motive is untarnished.

“Go Above and Beyond Everyday” should be one of your brand’s core tenant, if it’s not. But beware the responsibility that comes with this — from top to bottom and side to side of the organization.

It stretches beyond the boundaries of your walls.

Every touch point your customer can potentially interact with — from your stores and customer service to post sales and brand messaging. 

This is not lip service. This is a culture. It’s a mindset. It’s your company’s religion to live and die on.

#2. Your Customer Requires a Relationship, Not an Invoice 

You are a customer. I am a customer. Every human being is a customer to another business.

Whether you’re the CEO of a Fortune 500 company or a janitor, you are a consumer, period. 

And what you want is a relationship with the brands and businesses you buy from — knowingly or subconsciously. 

Here’s an example I will remember for a very long time. And as a result, this dealership will no longer get my business.

About 3 years ago, we walked into a Chevrolet dealership here in Los Angeles. I was in the market for a new car. It took about 3 separate visits before a decision was made. The choice was a Camaro SS. During this time, the salesperson knew our name, called us repeatedly, and was extremely friendly. 

The buying process was great. I wrote the check. They finished the paperwork. And handed the keys over and off we went. VROOOMMMMM!!!!

But I will NEVER go back!

Why? I went back 2 weeks later, and was greeted with a blank stare. OK, I get it if he didn’t remember my name. But forgetting I was his customer who purchased a 

Before you jump up in defense of car sales people, yes, they get a lot of customers. They talk to many people every day. If that reason (excuse) is acceptable, then customer excellence is not something that you’re ready for.

“Derek, you can’t expect everyone to remember you!” And you’re right! And that’s exactly how 99% people think too! So you’re the majority. Congratulations!

It is easy to go with the majority. And if that’s where you are happy, then stay there with the others.

But if you’re looking to be the exception, then you need to realize it won’t be easy and you either go all-in or don’t bother starting.

#3. A Catastrophe Starts with A Small Crack

Recently I watched Forgotten Tragedy: The Story of the St. Francis Damt. Francis Dam on Netflix. It’s a story of marvel engineering, monumental success, but eclipsed by tragedy from complacency that claimed the lives of many.

If you haven’t watched it, it’s a good flik.

Every seemingly tiny inefficiencies left unchecked, will build up. Then one day, when least expected, ignite a catastrophe beyond repair. 

Well-funded startups shut down overnight, major corporations buckle, public figures get life in prison, and the list goes on. 

Every single situation has an underlying commonality —  complacency.

Put Your Cracks In Check (no pun intended)

Being great at putting your customers first requires you to be deliberate in everything you do. 

You have to earn every ounce of your customers respect, love, and loyalty. Start with small gestures. Look for micro touch points you can improve to create pleasant experiences.

There’s a book I enjoyed reading growing up. You may have read this book as well. It’s called “Don’t Sweat The Small Stuff…” 

Personally, I have learnt to move past the things in life that causes distraction, sucks my energy, and causes me to be unproductive.

But as a search marketing agency, we quickly realize that we do need to sweat the small stuff!

All day, every day.

Because as a consumer ourselves, it’s the small stuff that irritates us the most.

Where’s My Order?

We get frustrated when I place an online order and do not get proper notification of my purchase, or when I email customer service and have to wait 3-5 days for a response, or when the website crashes just as we’re about to complete our purchase!

If these things irks us, then there is absolutely no reason why they should be neglected.

Don’t leave any stone unturned. Truthfully, you cannot afford ignore anything anymore these days. Gone are they days of…

…”Don’t worry, it was only one customer complaining about our exchange policy.” 

With 24/7 access to social media, that one customer now as a voice and reach like never before. Sweeping issues under the rug is no longer acceptable.

Monitoring the “cracks” and fixing (not patching) it is your bulletproof way to create customer excellence.

#4. Actively Seek Customer Feedback At All Touch Points

I’m definitely beating a dead horse here. But I seldom see “Get Customer Feedback” as the #1 on the list of priorities in project lists.

Yes, it’s not as sexy as the latest app feature, or the programmatic campaigns, or email campaigns. Those are campaign components, and result of customer feedback.

Nonetheless, a brand that doesn’t have a grip on the pulse of its customers is a brand waiting to be swept under the rug and become irrelevant.

Nobody knows your brand better than your customers. 

I know, I know. This is going to be a big blow to the egos of many founders. But I’m going to say it.

You know nothing about your brand. Let me say it again. You, Founder, have no clue about your brand.

You are flying blind without your customers’ input — and their wallets as their vote for your.

So how do you actively seek customer feedback? Glad you asked! Here are some known, yet to be adopted widely by brands.

• Automate your post-purchase surveys. Now, make sure you allow enough time between your customer receiving the product and using it before asking.
• Create an on-site review touch point. Every page on your website is an opportunity to get feedback, even if the visitor is not a customer. Whether you are using a slider or chat bot, find a way to engage unobtrusively.
• Monitor social media pages. This will require engaging with comments, questions, complaints, and everything in between on your social media pages.
• In-App messaging engagement. Everyone is mobile today, and it’s going to be the de-facto medium of communication, discovery, and shopping. Talk to your customers where they spend their most time. There are way too many methods of connecting with your customers on their mobile device — not getting feedback here seems like an excuse.

#5. All They Want Is a Pleasant Uninterrupted Experience

From discovery to placing an order to handling returns — your customer DEMANDS a seamless experience. 

I use the word “demand” because that’s what it comes down to. It is expected. It is required, and it must be delivered (by you).

Let’s cut the crap and the double-standard right now. What say you?

You can’t seem to understand why your customers “don’t get it,” but when you are the receiving end of a bad customer experience, you unleash your wrath all over social media — tagging the brand, your friends, your friends’ friends, your cousin, your cousin’s pet turtle’s IG profile…I’m sure I left some one out in the tagging train.

But you get the point.

Without belaboring the point, you want, no, you DEMAND an amazing experience no matter which side of the table you’re on.

#6. You Can’t Discount Your Way to Your Customer’s Hearts

No sirree.

Discounts do not create loyalty. Its like a shot of adrenaline, giving your eCommerce website a temporary jolt — only to come back down, playing with your emotions — and your EBIDTA!

Ever wonder why luxury brands do not discount their way to the hearts of its customers? Well, stop wondering.

It’s because luxury brands create desirable, and aspirational lifestyles. The allure of the “rich and famous” lifestyle appeals to our inner desires — it pulls you in and you MUST have it!

Buying a new Louis Vuitton handbag or a fancy pair of Gucci shoes will not get you closer to owning a yacht, ever. But customers are willing spend $2,000 – $5,000 or more on luxury brands.

Discounts is a necessary evil for many eCommerce websites. Everyone knows this.

I’m not dismissing the power of a strategic discount strategy. All I am saying is just don’t use discounting as your core tactic every time you need to boost sales.

Customer excellence should not be built on the back of discounts. There are many examples of how brands win customers over without discounts as their driver.

For example, Zappos has integrated its core value into their logo. “Power by Service” is a great mission statement. Customers who have interacted with Zappos will attest to their customer excellence.

Another brand that exemplifies customer excellence is Mastro’s, one of my personal favorite steakhouses. Oh man…their rib-eye and buttercake is to die for…but I digress.

The customer experience at companies like Zappos and Mastro’s exemplifies excellence. 

It will be difficult to find a string of legit complaints against these guys — because they have put you, their customers’ needs, wants, and happiness above all else.

You don’t squabble about the price you pay for products on Zappos or the meal you had at a Mastro’s restaurant.

They have taken that out of the equation — the value you receive is well worth your money; therefore when you experience excellent service, food, product, it puts a smile on your face every single time.

Customer Excellence Is The Name Of Your Game

These 6 things are what I feel is the foundation of customer excellence. Of course, many companies have deployed their own methods and strategies to make sure they have happy customers. This is not exhaustive — and should never.

As you get feedback from your customers through emails, social media, word-of-mouth, etc…think of creative ways you can add more happiness with an excellent (not perfect) customer interaction.

Let me know what other things your company has done to achieve customer excellence.