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About C.B. Whittemore

About C.B. Whittemore

Flooring The Consumer History

Flooring The Consumer is a marketing blog about improving the consumer experience, particularly in flooring.

The blog was launched in June 2006. It is featured as a case study on this site with more detail on the Simple Marketing Blog.

If you're curious about our archives from 2006 to 2011, visit Flooring The Consumer.

Flooring The Consumer Explores Getting Found In-Store and Online, aka the Customer Retail Experience

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Getting More Customers By Articulating Expectations: Sandy Smith


Sandy SmithIf you consider the negative experiences you've been exposed to and compare them to the truly delightful, what stands out? What do you learn by articulating those dashed expectations? How might you apply that to your own business so you can focus on getting more customers?

My inspiration comes from Sandy Smith, Sandy Smith Seminars [who will be presenting two sessions during Coverings 2012]. In a recent presentation, he compared a dreadful doctor's visit to time spent at Starbucks. He asked, why the former couldn't be more like the latter. Good question, don't you think?

[Here is my account of an abysmal visit to LabCorp.] 

Assuming you feel strongly about only delivering a Starbucks-like experience - because that's what resonates with your customers - let's explore seven not-articulated customer expectations that Sandy brought up.

The point: if you meet these expectations you will not only delight customers, but also be well on your way to getting even more customers.

  1. How can you make customers smarter? [content marketing is particularly effective here]
  2. How can you respond quickly, effectively and with meaning?
  3. How can you ensure that you respect customers' most precious resource, their time?
  4. How do you followup in a way that communicates respect, trustworthiness and competence?
  5. How can you continuously improve?
  6. How might you align yourself with a bigger purpose?
  7. How do you 'customize' your customers' experiences so each one feels uniquely valued?

Interesting how most of these expectations have to do with being human and expressing how much you care about your customers.

 Comments, reactions? What are you currently doing to meet customers expectations? What might you do differently?

I'd love to hear.


Image credit: Dan Smith, Valley Business FRONT with reference found in Sandy Smith - Who's in Front?

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Please note that the photo credit for Sandy Smith's photo should go to: 
Dan Smith, Valley Business FRONT 
I'm his brother and we did this photo for a story he was in. 
Dan Smith
Posted @ Thursday, March 15, 2012 9:07 PM by Dan Smith
I appreciate your taking the time to correct the photo attribution. 
Your brother is pretty amazing and your photo of him quite wonderful. Something tells me you are, too. 
Posted @ Thursday, March 15, 2012 10:12 PM by CB Whittemore
"How can you ensure that you respect customers' most precious resource, their time?" 
A great question every call center needs to ask themselves. It's not easy task to be both efficient and quick, but it's what your customers expect!
Posted @ Tuesday, April 24, 2012 12:57 PM by Saurabh Khetrapal
Great point! That and ensuring that the customer not feel rushed, something Zappos does wonderfully well. 
Thanks for your comment. 
Posted @ Monday, April 30, 2012 4:20 PM by CB Whittemore
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