What do customers choose over price AND convenience?

Hand moving a smiling wooden block forward

What do customers choose over price AND convenience?

Customer experience.

This hit home for me recently while I was sitting in the dentist’s chair waiting to have a crown replaced. I had some time to kill while my left cheek and gums were numbed, and I was marveling over the fact that, while having ANY kind of work done on my mouth ranks among my top two LEAST favorite things to do, I go out of my way to see this particular dentist. Over two hundred miles and almost 5 hours roundtrip, to be exact.

Why? Because my dentist understands customer experience.

The first time I met him, my dentist didn’t tell me about his years of experience, where he went to school, or how he had all of the best, state-of-the-art equipment. And let’s admit it, this is where most sales pitches mistakenly begin.

Instead, he told me the story of why he went into dentistry in the first place:because as a kid, he always hated going to the dentist.

This guy now had my full attention.

I’d always hated going to the dentist, too. It was never a great experience. There was almost always some level of pain or discomfort, maybe a little shaming about brushing or flossing habits, and the dreaded prognosis of whether or not I’d need to come back for more work to be done. It was all about dread and fear.

My dentist knows I’m not the only person who feels this way. And he uses that in everything he does—from the way he talks through procedures, to the way he presents treatment options, to the way he doesn’t make me feel like a total schmuck for falling down on my flossing while saving every sample he gives me just in case I ever need to replicate the world’s largest ball of string.  

I drive almost five hours round-trip to see this guy—not because he’s offering a better price, or is more convenient, or has better Muzak (the music could actually use a little work, to be honest). I go out of my way to see him because he knows how unpleasant this experience can be for some of us, and he goes out of his way to make it less so.

This, my friends, is the power of customer experience. When you go out of your way to truly understand what your customers want and need and align yourself to deliver that in a way no one else does, they will go out of their way to buy from you.

Want to better align with your customers and forge a lasting connection? I can help. Let’s talk.

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