Do people still talk about “being dissed?” When I was growing up, we used to talk about how someone may get dissed by others – short for disrespected; you could also define “diss” as holding in contempt. I understood the term “diss” and used the term, at times, to describe the situation – it seemed like a cool slang term to use, even though I may not have been the coolest person in my school (as my family members would attest). But I digress…
In general, it’s not good to diss someone, but someTHINGS are sometimes worthy of being dissed. Let’s talk about customer dissatisfiers. Some businesses are so focused on creating the WOW experience or reciting their customary script that they forget that one or two negative experiences can easily overshadow that one WOW.
For many organizations, before they try to determine how to delight the customer, they first need to shore up the quality and consistency of their experiences. They need to identify those key customer dissatisfiers. They need to determine what situations or responses or reactions or processes or product experiences that could cause a customer never to come back.
The fast-food restaurant has a “B” sanitation grade. It had incredibly fast service, but who would want to eat there?
The boutique had snobby employees. They had interesting products in a nice ambiance, but who wants to pay money to somebody who’s treating them as “lesser than?”
The big box store took forever to check out. Sure, they had a large selection, but who wants to wait in line over 20 minutes to buy a $10 phone cord?
The sporting event played music so loud that you couldn’t hear anything else. Sure, the team won, but if the between-play music dominated the environment and didn’t allow you to talk with others, didn’t the music detract from the experience?
I appreciate when businesses try to create the WOW. But organizations need to also identify those key aspects of the experience with their people, products, processes, places, or overall experience that can drive customers away.
Find those pain points for your customers – the reasons that could cause their exit. And then find ways to ensure you take the pain out of your experience.
Diss the Dissatisfiers.