One of our clients puts on major events throughout the country. When we conduct post-event surveys, many of the attendees rave about the access they had to certain entertainers, locations in the venue, parking lots, or even information. Others decry the fact that they lacked that access.
This does pose an interesting question: If we want to treat our customers special – even if we’re not in the entertainment industry – what kind of special access can we provide to customers?
In some ways, “Special” is in the eye of the beholder, but allow yourself the opportunity to think on the following questions for those customers where something a little special, something above and beyond, makes them walk away feeling a little special. Let’s redefine “Access.”
People: In what cases can you grant a customer access to a particular co-worker or department within your organization that is not commonly promoted as a point of contact in communications or the company website? Maybe it’s access to a leader, an expert, a not highly-publicized telephone line or department.
Resources: When can you provide access to resources that are not commonly available? It could be some internal documents, some How To’s, an online portal or an app, information you can e-mail, or key lessons learned from other similar clients.
Locations: Where can you provide physical access to a certain location at your facility, special parking or entrances, or certain special locations? The information or the product or service is the same, but how they get there may be unique, where it’s located might be special.
Experiences: What are the types of experiences you can grant access to for this individual? You could invite them to a webinar or a town hall meeting. They could attend some special entertainment or presentation. Think about even small gatherings you have for those community, civic, or charity events that might be promoted to the general public but not directly communicated to the customers.
Granted, access is tough to offer to customers, at times, but if we take a step back and redefine what could be considered a “Special Access Opportunity,” we might be able to grant access to our customers in new ways.
Redefine “Access” to Treat Customers Special.