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Unpredictability and uncertainty are two of the things that make us feel frustrated. We are still eager to know the next thing that will bring, no matter if we’re looking forward to an exciting new experience. This is how we were created.

We are always looking for ways to stop stress and anxiety from growing as we are confronted with uncertainties. This isn’t a good choice for your clients. Customers who are continually confronted by confusion and uncertainty will eventually be frustrated and anxious and will leave the business to seek out a solution.

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This is known as “Random acts of excellence and Chaos.” This is the reason customers experience is unpredictably and unique. Customers are stressed, which eventually results in customers quitting.

A couple of months ago, I was on a trip to southern California and was able to go to Macy’s located in Costa Mesa CA. Macy’s is one of the places I am afraid to visit. There are a myriad of reasons why that I avoid this place and some of them I’m sure you’ve had. The reason for this is because there’s no someone to help you. It’s similar to shopping online, but in a physical shop. After some time, you’ll find the items you’re seeking. Then, you’ll be able to decide if it’s something you like, and then go to the check-out line to pay. Are you familiar with the place?

However, this time the idea of random acts of perfection and chaos was clearly displayed. It was a completely different experience. My wife was looking for an “mother-of-the bride” dress for the wedding of her daughters. I went along with her. Since it’s a luxury mall that caters to a certain segment of people I decided to stroll through the mall with her while she was looking for a dress. They weren’t the usual shops you’d see in the mall. The mall was home to shops like Bloomingdales as well as Sax Fifth Avenue, Dior and other stores of luxury that are considered to be high-end. The majority of these stores I’d not seen before. If you spot 20 purses packed with goods and security guards standing at the front of the shop, it’s obvious that you’re in the wrong spot. The stores are definitely costly due to the top quality products they offer.

When I was searching for a spot to grab an Americano and my wife was shopping. I spotted an advertisement for Starbucks while I was walking through. It was located on Macy’s highest level, which I thought was strange. So I rode the elevator to the top floor, had a cup of cup of coffee and then walked three floors higher.

While at Macy’s I was at Macy’s, it came to my attention that Tommy Bahama clothes were the only thing I’d bought from them in recent months. They sell their merchandise at a variety of stores, and occasionally offer sales on their clothing. The quality of Tommy Bahama is excellent and I will always look them up whenever I’m at Macy’s. While I was walking down the escalator, I saw some employees carrying an assortment of racks. I asked them to be directed to the Tommy Bahama department. I was welcomed by one of the women and she was very friendly. She told me that Macy’s was home to three stores within the mall, including an women’s, a men’s and a home goods shop. It was incredible the amount of merchandise they could offer. She also said that the men’s store was not in the store however, it was further away from the mall.

This is the location where the “unusual Macy’s” event was held. She offered to take me to the shop for men and instructed me to follow her and demonstrate to me. Wow! I was astonished to see a Macy’s employee willing to assist me in any way. It was certainly an “Random act of excellence”. She walked me through the layout of the mall and explained it to me. She was very friendly and didn’t seem to think I was asking numerous questions. When we got close to the shop she asked me whether I was able to manage the rest, and I thanked her for her patience. It was not difficult, and she was glad to assist.

I was stunned… What was I? Was I dreaming or was this actually happening? It was definitely an “Random act of excellence.” It was a vast improvement from the “consistent chaotic behavior” I’ve witnessed at Macy’s before. This was an “exceptional customer experience” which I’ll never forget. I would like to be able to share it with you.

This is where the issue lies in Random Acts of Excellence. She set the bar for me… she proved to me how an employee of Macy’s could provide an outstanding customer experience. It was a fantastic customer experience, and it came from a company that I’ve always believed would provide an unsatisfactory customer experience. It’s a bizarre aspect. Could this be an unplanned thing or is it an entirely new approach to doing things?

This is the issue with “random actions “…”, they’re inconsistency. It was an incredible experience. Tomorrow, I’ll experience an “substandard incident of chaos.” This creates confusion for customers and eventually results in customers “defection” and customers making other choices.

While you might think this is an excellent instance of an individual taking a stand for something they are passionate about, it could end up being detrimental to the company. Since they aren’t sure what to anticipate, it causes confusion and uncertainty for the customers. This creates anxiety for customers. It is possible to provide poor experiences each time, but at the very least the client knows what to expect and will not be dissatisfied. Even even if the experience next time isn’t satisfactory the experience will be highlighted in the event that I’ve seen an “random incident or a feat of excellence”.

This is an excellent chance to evaluate your business. Does your business provide “random acts of excellence” or “random chaotic act”? This is a problem that occurs across many companies. It is likely that someone is trying to provide an exceptional experience that isn’t the standard. This creates confusion for customers, eventually result in them leaving the company when you establish it as normal to provide an unsatisfactory or average service. What’s happening in your company? This is an excellent opportunity to look at your company and make the necessary adjustments.

While you might believe it’s wonderful for employees to behave in this way however, it could be negative for your business as it causes confusion and uncertainty between your customers. You can design Customer Experience Maps that outline the kind of experience you desire and then have your employees deliver the experience. This is the most effective option. This won’t happen when you instruct your employees to be more welcoming and to go that extra mile. For a couple of days, they may be able to test it, but they will go back to their usual (and more familiar) methods of dealing with customers.

It’s easier to provide an unsatisfactory experience or an average one, than to set the bar high and deliver an exceptional experience. It’s easy for anyone to achieve this however it’s much more challenging than it appears. Go to any Macy’s and you’ll see mediocre in the real world. It requires a lot of commitment and a constant effort to set the bar higher such as at Zappos, Southwest Air, Disneyland, or Ritz the Carlton.

This is the main reason that makes them CUSTOMER-OBESSED.

Companies that are obsessed with their customers will provide the “exceptional experience” all day long and not just at random. It’s a fundamental element of their culture, strategy, vision, mission values, and their culture. It’s in their blood or, as I prefer to say, the DNA of the business.

It’s about WHO they are, not about what they do.

It was an amazing glimpse into the amazing Macy’s experience. It was an amazing experience that I would like I could trust every single occasion. I’d spend more time in Macy’s stores when I knew that I would get the same high-quality experience each time. They’d earn more of my trust and earn more money for shopping. They would have me talking about them and do their marketing for their benefit. It’s hard to imagine…Are they an Macy’s or a Zappos. My view is that there isn’t a middle between the two. You’re either exceptional or average. You can try it for yourself and see the way you treat your customers each day. This is an excellent idea for any leader to consider asking yourself: “Why do you offer an experience that you would not like as a customer?” This is a good question to consider…

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