ALEXANDRIA, Va.—On this week’s episode of Convenience Matters, “Put People First to Grow Profitability,” NACS hosts Jeff Lenard, vice president of strategic industry initiatives, and Carolyn Schnare, director of strategic initiatives, talk with Michel Falcon, a hospitality industry entrepreneur, about turning the guest experience into a memorable one.
Falcon pointed out that micro expressions go a longer way than a “wow” experience in keeping your customers happy. “A micro experience is a small memorable and affordable gesture that you do for your customer that resonates with them for years. This process may outperform a traditional marketing campaign because these experiences are ones that your customers have never seen before,” Falcon said. “It goes against the conventional rule of thumb or wisdom that you must deliver ‘wow’ experiences. There’s a place in our businesses for the ‘wow’ experience, but a ‘wow’ experience can be defined differently from customer to customer.”
His micro-customer-experience theory posits that retailers should use customer intelligence as the foundation for such experiences. “Learn something about the customer, then leverage that intelligence to create a micro-customer experience with the output of an experience they’ve never seen before,” he said.
The trick is to train employees to pick up on that customer intelligence and to create a micro- customer experience that earns loyalty. “It starts with the interview process,” Falcon said. “You have to hire individuals who know how to care about a stranger, genuinely, because that’s ultimately what we’re asking our team members to do.”
Each week a new Convenience Matters episode is released. With more than 200 episodes to choose from, the podcast can be heard on iTunes, Spotify, Google Play and other podcast apps and YouTube and at www.conveniencematters.com. Episodes have been downloaded by listeners more than 130,000 times in 90 countries.