Wow: Organizing your relationship with customers

(www.myorganizedbiz.com) - This article is part of a Business Channel-wide exploration of the Wow Factor in business.

At My Organized Biz, we’re taking a look at how your internal structures and policies can create the Wow Factor for your customers.

The term “Wow Factor” has been around for a while. From the research I’ve done on the topic, I’ve created a theory that there are actually two separate categories of “Wow Factor” used in business which can be used to your advantage.

The Superficial Wow

The first kind has an air of novelty and is used by marketing departments for a new product unveiling. Think “computer in a manila envelope” ad. The Superficial Wow is a message produced by the business to persuade the consumer to buy the latest “cool” or “trendy” thing.

From my research about the “Wow Factor,” this kind of hype rings hollow and empty. It’s buzz without substance. So, what’s the alternative?

The Substantial Wow

This is the kind to strive for – the “wow” that comes from the customer herself. From the mere fact that your business does something outstanding, your customers are impressed. So much that they spread the word about what you do.

Understanding your relationship to the client

Its easy to be lulled into believing that your relationship to the client is producer-to-consumer. You produce the goods, they buy. In small business, this paradigm is erroneous – and dangerous.

The truth is, the nature of your relationship with clients is more like a trusting friendship. Even in this fast-paced, high-tech economy, people still genuinely want to feel valued and important, even (or especially) in their business interactions.

If you want to create Substantial Wow in your business, your ultimate goal must be to ensure that the customer feels completely supported throughout the transaction and beyond. This kind of outstanding follow-through takes planning and a skilled use of your limited time.

Organized Biz Tip: Create systems in your business that effectively prevent things from falling through the cracks and, more importantly, buoys the client’s trust as they float along the path of the business transaction.

Tomorrow, check in to learn the 4 ways to create outstanding follow-through and Substantial Wow in your business.