It doesn’t matter the event type or venue, we can all remember an instance when someone has gone ‘above and beyond’ to make our time memorable. As a director of a security business for more than a decade now, I know firsthand how important it is to provide the best possible customer service and support, and how critical these factors are to survival for our clients-.
Why is it worth investing in customer experience?
Regardless of what industry a business operates in there are always opportunities for customer interaction, and first impressions really matter. As many people can attest to, a positive first impression has long-lasting effects, leading to a strong and loyal customer base.
When it comes to security for your business, the impression our employees have on your venue or retail outlet is crucial. Often security guards are the first and last interaction your customers will have when they are at a bar, event, retail outlet, etc. so it is vital that the customer experience element is unprecedented.
At NPB Security it is clear that customer experience and matching the right person for the job are important for our clients. We have received great feedback from a number of our clients and also the general public about how we made a positive difference. This in turn has led to our clients returning to us again and again or referring us to others because they trust we can provide the best service possible.
This is also backed up by research which suggests that 86 per cent of customers are willing to pay more if it means they receive a better overall experience. It’s worth investing time and money in well trained staff, processes and technology as tools to help your business retain clients and increase revenue in the long term.
How can you achieve exceptional customer experience?
Our view at NPB Security is that delivering excellent customer experiences is a long-term investment in our business. It starts with our team: we invest in our people because they’re working on the front line for a wide range of venues and businesses and in turn our clients are appreciative of the exceptional level of service they provide.
Our people, like yours, have the ability to do and share things that can enhance the relationships we have with clients. Because we recognise this, we ensure that every one of our team members is trained in a course we designed specifically for our company with the Australian Hotel Association. This is an investment that may seem nonsensical to some people, given the multitude of courses already on the market, however we believe that our business is unique, and we want to ensure that the customer experiences we provide are just as unique and special.
When you invest in your people and their training, don’t forget the basics:
– Watch out for those small moments where you can make someone feel special.
For example, a young colleague of mine at NPB Security received praise after he helped an elderly lady down the stairs of a venue while he was on duty. It didn’t take anything more than the initiative and awareness to jump in and help – something he learned at training.
– Make sure the first interaction you have with a customer is a positive one.
It makes a huge difference if there is a smile on your face and you have a professional visual appearance. Once again, security officers are imperative to the overall experience patrons have at an event or venue because they are often the first person a customer will mingle with.
– Always let the patron have their say.
This applies regardless of whether the input they want to share is positive or negative. Offering a listening ear despite the circumstances will make a huge difference to the experience customers have and often security guards are able to voice concerns and feedback to the venue or business they are working for.
How can you tell if the customer experience you provide is excellent?
– It might be obvious, but the best way to understand if your company has the experience ‘x-factor’ is to ask! Whether it’s a follow-up email or an old-fashioned phone call, ask your clients to share their feedback on the customers experiences your organisation and staff provide. This might not be something you’re inclined to do, but it can go a long way – remember, everyone likes to have their say.
– Whether it’s your company’s Facebook page or a Google review, the digital space is many people’s modern go-to for sharing their experiences. It’s important to respond publicly to feedback online – whether negative or positive – to demonstrate that you care about your customers’ experiences and the reputation of your business.
– It’s important to know what your staff think about the customer experiences your business provides – at the end of the day they’re the ones delivering these experiences. If your people are happy, enjoy their work environment and are well trained, that will radiate into good customer service.
The path to great customer experiences is worth the financial investment, with research revealing that it costs about five times more to attract new clients than to retain existing ones. On average, research suggests that 70 per cent of satisfied customers and clients will return to use your service again!
Since implementing our tailored customer experience training at NPB Security, we have noticed a considerable increase in positive feedback from our clients and the general public. If you’re at all unsure about the standards of service you’re providing to customers and clients, I strongly recommend you look at some avenues to gain better insights that can inform positive changes – a step in the right direction that no business will regret.