I have just had an amazing weekend away with my wife, celebrating her birthday and getting some much-needed rest from being the parents of a two-year-old.
We stayed at the Dormy House Hotel in the Cotswolds and it is an amazing place: location, food and staff were brilliant.
We were waiting for dinner in one of their lounges, which felt more like being in the drawing room of someone’s home rather than a hotel – a very homely and comforting experience. There was a couple sitting across from us who were called to their table, so they left the sofa they were sitting on. What happened next got me thinking and inspired me to write this blog.
One of the staff members appeared, sweeping the room with a quick glance, she noticed the cushions were not in the right place, having just been used by the earlier couple. She then quickly and quietly plumped them up and put them back in the right place, ready for the next guests to enjoy the comfort and experience of the hotel.
I sat there and said to my wife, I am going to write a blog on plumping cushions; she looked at me in utter bewilderment and said what on earth has that got to do with anything, especially in what you do around social and social selling.
Let me explain why plumping cushions matters!
We were recommended this Hotel via American Express, so by association we already assume it will be good because AMEX needs its third-party recommendations to represent their brand but, more importantly, the same customer experience. I then did some more research, looked at other recommendations, spa treatments and so on. We decided on this one and the transaction was complete. The only human interaction was with the AMEX concierge, everything else was online.
The AMEX recommendation took our decision-making process online from 57% to about 80%. Then final checks and we bought. However, this was just the beginning of the buying experience. Our entire stay was a buying experience – which was an amazing one. And that member of staff plumping the cushions on the sofa, whilst only a small act, was one of these small touches which has influence over our experience – and whether we are likely to recommend.
This is the same for anyone in the B2B business – enabling you customer /client to make the purchase is just the beginning, not the end. They will have experienced a buying process, both online and offline to the point of sale. Their expectation will remain the same, so you have to ensure that their online and offline buying experience continues all the way through the project / relationship. This is what it is critical for presales, sales, marketing, account management, project teams, credit control, legal and so on. Working in unison to ensures the client is having a seamless buying experience.
Much like the amazing staff at The Dormy House Hotel
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