An Agency’s Ultimate Priority – Experience, Their Customers & Their Customers’ Customer
Experience; Why it is everything, by David Hunt
For my wife’s Birthday we stayed at the Sanderson, in London. I had heard of its reputation, and the location was great. It was expensive, but I wanted the trip to be special. A month later we travelled back down to London, and without hesitation booked the Sanderson again. It was that good. Equally, I’ve stayed in a number of budget hotels and the experience has been just that.
As a business you must define your proposition and price point, you must then honour that commitment in everything you do, both in service & deliverable. Every detail of my stay at the Sanderson was considered; from the fresh fruit & water awaiting our return from a night out, through to every member of staff knowing our names & preferences. I am sure that there are exceptions, mistakes and the occasional frustrated client, we are human after all. However, I am also confident that the energy, courtesy and passion of the staff will ensure that the majority of experiences are exceptional.
When I selected the Sanderson I understood their rates. I recognised that it would be a premium experience, with an appropriate cost. As an agency, should we expect the same of our clients? Are they looking for an exceptional service, or something simply adequate? The Sanderson would not have expected me to challenge them with the rates of the local economy hotel, but equally I would not accept an economy service from the Sanderson.
If I book a flight with Virgin, I know it will be more expensive than the low-cost alternative but whilst both will get me to my destination, I know that it will be a better experience with Virgin. If a client briefs an agency on a website in the majority of instances the cost will be an indicator of quality, both in the experience with the agency and in the ultimate experience of their customers. No doubt both websites will function, but the superior expertise, insight and time associated with the premium offer, should shine through in the final solution and the experience of the users.
“Just because it is more expensive, doesn’t mean it is better!?!” A strange point of view, not one I would share with the Sanderson, but for completeness – with higher cost comes the opportunity to include more talented staff and motivate their performance. With higher cost comes more experienced personnel that understand your business and can discuss your opportunities. With higher cost more time to craft a solution around the user and deliver a premium experience.
I was under little doubt that the staff at the Sanderson were experienced & expert, they were motivated & passionate, they took pride in their work & were rewarded for their endeavour.
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