NEPC expo: Want loyal customers? "Moments of Magic" may be the answer
NEPC expo: Want loyal customers? "Moments of Magic" may be the answer
BOSTON - If the well-worn but nevertheless crucial idea of "satisfying your customer" is still the key to success for any business, then attendees of the New England Produce Council?s expo heard a dynamic and magical presentation that told them exactly how to get that key.
Shep Hyken, a professional speaker and author, delivered a high-energy keynote speech Wednesday morning, April 6 here at the Hynes Convention Center. His address, part of the council?s annual Produce & Floral Expo, was titled "Moments of Magic," and Mr. Hyken indeed used magic card tricks to help illustrate his points as well as keep his audience entertained.
The speaker began by emphasizing that "satisfying? customers is hardly sufficient in today?s competitive business environment, since "satisfied? really means "just satisfactory." Instead, the successful business will strive to make its customers fiercely loyal.
Building true customer loyalty involves "creating a moment of magic? by a business that customers will notice, enjoy, appreciate and remember. (Doing the opposite creates, of course, a moment of misery.) "A moment of truth is anytime a customer comes into contact with any aspect of a business, however remote, and has an opportunity to form an impression," Mr. Hyken quoted Jan Carlzon of Scandinavian Airlines as saying. And "every moment of truth," said Mr. Hyken, is an "opportunity to create a moment of magic."
For the NEPC audience, Mr. Hyken offered the example of a produce delivery truck pulling up to a supermarket. If the truck is clean, it will make a good impression " a moment of magic if you will " he said.
The keynote speaker then detailed his top 10 specific strategies toward creating moments of magic and, in turn, loyal customers.
Manage the first impression. This sets the tone for further interaction.
Knowledge of your business. You should know virtually everything about your business, since you want your customers to come to you for answers to their questions. If you don?t know the answer to a specific question, you should know where to find the answer. Build rapport. The ability to talk about things in general, whether world events or your customers? kids, help cement relationships.
Enthusiasm. If you?re not excited about your business, your customers won?t be either.
Imagination. It is very important to "get inside? your customers? heads, so ask questions to help you understand your customers? needs in a very specific way. For example, if a customer says he needs your product delivered "quickly," ask him directly, "How quickly??
No mistakes. This is the goal, since everyone makes mistakes, Mr. Hyken noted. But when you make a mistake, fix it as quickly as possible to renew your customer?s confidence.
Quality. Strive for the best quality, of course, but since many of your competitors may have equal quality, delivering that product quickly and efficiently will help to differentiate you from the competition and help build long-term relationships.
Under promise, over deliver. In other words, set an expectation and then exceed it. For example, if your customer says he needs a product delivered by noon tomorrow, try to get it there an hour earlier.
Consistency. This refers to not just consistently good product but to "consistency of attitude," he said. Everyone at your company must make the effort to exhibit a positive attitude.
Appreciation. Say thank you over and over again to your customers, both in person and on the phone.
Following the keynote presentation, the council announced that in its Best Booth Contest, Carbone Floral Distributors came in first in the single-booth category and Don Shapiro Produce came in first in the multiple-booth category. Paul Kneeland of Roche Bros. Supermarkets, who was also the 2005 NEPC Expo Committee chairman, was honored as Retailer of the Year by Produce Business.
Attendees then made their way to the highlight of the event, the trade show, which this year boasted 186 booths, according to NEPC Executive Director Laura Sullivan. Total attendance at this year?s event was still being tallied at press time, but Ms. Sullivan estimated that it could approach 1,000.
Shep Hyken, a professional speaker and author, delivered a high-energy keynote speech Wednesday morning, April 6 here at the Hynes Convention Center. His address, part of the council?s annual Produce & Floral Expo, was titled "Moments of Magic," and Mr. Hyken indeed used magic card tricks to help illustrate his points as well as keep his audience entertained.
The speaker began by emphasizing that "satisfying? customers is hardly sufficient in today?s competitive business environment, since "satisfied? really means "just satisfactory." Instead, the successful business will strive to make its customers fiercely loyal.
Building true customer loyalty involves "creating a moment of magic? by a business that customers will notice, enjoy, appreciate and remember. (Doing the opposite creates, of course, a moment of misery.) "A moment of truth is anytime a customer comes into contact with any aspect of a business, however remote, and has an opportunity to form an impression," Mr. Hyken quoted Jan Carlzon of Scandinavian Airlines as saying. And "every moment of truth," said Mr. Hyken, is an "opportunity to create a moment of magic."
For the NEPC audience, Mr. Hyken offered the example of a produce delivery truck pulling up to a supermarket. If the truck is clean, it will make a good impression " a moment of magic if you will " he said.
The keynote speaker then detailed his top 10 specific strategies toward creating moments of magic and, in turn, loyal customers.
Manage the first impression. This sets the tone for further interaction.
Knowledge of your business. You should know virtually everything about your business, since you want your customers to come to you for answers to their questions. If you don?t know the answer to a specific question, you should know where to find the answer. Build rapport. The ability to talk about things in general, whether world events or your customers? kids, help cement relationships.
Enthusiasm. If you?re not excited about your business, your customers won?t be either.
Imagination. It is very important to "get inside? your customers? heads, so ask questions to help you understand your customers? needs in a very specific way. For example, if a customer says he needs your product delivered "quickly," ask him directly, "How quickly??
No mistakes. This is the goal, since everyone makes mistakes, Mr. Hyken noted. But when you make a mistake, fix it as quickly as possible to renew your customer?s confidence.
Quality. Strive for the best quality, of course, but since many of your competitors may have equal quality, delivering that product quickly and efficiently will help to differentiate you from the competition and help build long-term relationships.
Under promise, over deliver. In other words, set an expectation and then exceed it. For example, if your customer says he needs a product delivered by noon tomorrow, try to get it there an hour earlier.
Consistency. This refers to not just consistently good product but to "consistency of attitude," he said. Everyone at your company must make the effort to exhibit a positive attitude.
Appreciation. Say thank you over and over again to your customers, both in person and on the phone.
Following the keynote presentation, the council announced that in its Best Booth Contest, Carbone Floral Distributors came in first in the single-booth category and Don Shapiro Produce came in first in the multiple-booth category. Paul Kneeland of Roche Bros. Supermarkets, who was also the 2005 NEPC Expo Committee chairman, was honored as Retailer of the Year by Produce Business.
Attendees then made their way to the highlight of the event, the trade show, which this year boasted 186 booths, according to NEPC Executive Director Laura Sullivan. Total attendance at this year?s event was still being tallied at press time, but Ms. Sullivan estimated that it could approach 1,000.
