If you saw this sign, would you bring your car in for service?
I was recently on a conference call, and was asked pretty much the same question by a group of Presidents and General Managers of a multi-billion dollar corporation.
Their actual question was, “Do you get more impact for improving the tangibles or the customer experience when it comes to customer centricity?”
I said, “It’s an either or proposition. Meaning, you should always work on improving both your tangibles and your intangibles. However, if forced to only do one, I recommend always focusing on the experiences (intangibles).”
I would argue that if your logo’s are a little bit askew on your website or if your brochure isn’t as consistent in portraying your logo as on television, I would not sweat it.
It is the experiences that your customers have with your employees when they are looking for help and answers that is more important than the tangibles.
Just as I talked about the importance of experiences with these senior leaders of this multi-billion dollar company, it is as equally important to this gas station on the North Shore of Oahu.
If you were on the North Shore and all you saw was this signage on the service station’s place of business would you bring your car in for service?
If, however, you lived in the community you pretty much would know that the service station with the E almost falling off the building is the only reliable mechanic on the North Shore.
So, what does this mean to you and your business?
The trivia that can have a customer making a sweeping judgement of your business is very important today.
What’s more important is having a place of business where the stories about you are,”This is the place to bring your car.”
P.S.
With the applause you get from servicing your customers (profit), I would definitely recommend shoring up your E. That doesn’t mean the E on the sign. I’m talking about your experiences.
