You need to be obsessed about the customer experience. That’s all I think about all day long… What can we do to make it better for the customer and turn the customer from a customer into a fan?
I was out at a closing the other day at a big title company in the Twin Cities and on their table was this sign. I looked at the sign and I read it, and then I read it again, and I thought, of all the things you could choose to put on your table why would you choose that?
And I’ll tell you, the sign said, “For the courtesy of others, please turn off your cell phone.” What?!
I just thought of all the things you could put on your table, “Have a great day.” “Have an exciting closing!”, but you put on there “Turn off your cell phone…”
In our office we’re like, “Hey! Here’s our Wi-Fi code, login, set up shop, get some work done. You’re our customer and we want you to be as at home as possible.”
A lot of times, even when I’m doing a closing with a customer, I’ll cover my name badge and say, “What’s my name?!” and they’ll say “Oh rats!” and we’ll do that a couple of times throughout the closing until they get it. Even because we had that conversation I know now that they are going to remember that experience.
When they come in for a closing it needs to be fun. They’re buying a house and it’s probably one of the biggest investments that they’re ever going to make! A lot of times people are nervous and sometimes I’ll just have to reach over be like, “Okay, just relax, and take a breath. Be in the moment. Have a cookie. Have some Caribou coffee. We’ll even make you some hot cocoa and we’re going to sign these papers. It’s going to be no big deal and pretty soon you’re getting your keys.”
It’s the little things that make the biggest impact with your customers.