Domino’s Pizza had TV commercials years ago where they promoted how they trained their employees to “Avoid the Noid.” The “Noid” was basically an annoying person or thing that would disrupt the delivery driver, possibly making the driver drop the pizza on the way to your door. The goal at the time was to deliver a Domino’s Pizza in 30 minutes or less, so Domino’s tried to avoid those situations that kept them from their goal.
It was important for Domino’s to avoid those negative customer experiences – those delivery delays – especially since its advertising promoted that 30-minute goal.
Every one of our organizations also has goals, and one of the more tactical goals should be to avoid customer dissatisfiers. Avoid the issues that cause lost customers, that create a negative experience.
Most organizations focus on what they do best or what they can do to make the perfect experience for the customer. They focus on retention drivers, which is great, but they define retention drivers purely as why a customer patronizes that business. They never expand the definition of retention driver to include what could make that customer so upset that they’d leave.
Do account representatives never return customer voice mails? Does the event organizer fail to communicate effectively with fans during a weather delay? Does the customer choose the electronics store because of the technology selection, but they never return because of the aggressiveness of staff in selling warrantees? Does the local government provide a great experience at the front desk, but their website and phone trees are so confusing that the taxpayer HAD to go onsite to get their question answered?
It’s great to strive to be the best in your customer experience, but make sure you’re also identifying and avoiding those things which can drive the customers away. Avoid the Noid.