Go beyond expectations to earn customers’ loyalty

Carol Machine

One of my most treasured experiences happened several years ago when I took my three-year-old daughter to a hospital in the UAE.

A sleepless night caused by lots of coughing, fever and discomfort had taken us there. She was looking miserable and I was anxious to see the doctor.

Of course, I expected the usual drill when we walked in to see the pediatrician, Dr Kassim.

I thought, we will be given an antibiotic, paracetamol and antihistamine but what happened completely turned around our experience. 

The doctor reached into his drawer, pulled out a colorful balloon and with a warm smile gave it to me to blow for her.

If I didn’t know better, I could confidently say Imani received instant healing.

Her eyes literally grew bigger as I blew the balloon, a bright smile filled her tiny face and giggles filled the room. 

It was definitely one of the most precious customer delight moments I had ever seen, Kassim definitely exceeded our expectations.

I still left the hospital with a bag filled with medication I expected but I can guarantee you I was one very satisfied customer.

The simple balloon was beyond expectations. For several years after that, the thought of going to see any other pediatrician was literally unacceptable to our daughter.  Kassim had won our hearts.

You can be assured we told every mother we knew about our experience, and very soon the little children in our neighbourhood began talking about the balloons they were receiving from a “very nice doctor”. We began a little influx of patients to that facility.

One of my favourite quotes is from Sheikh Ahmed bin Saeed Al Maktoum, the chief executive of the Emirates Group who said: “We will continue on our journey of growth and work harder to exceed customer expectations”.

  No wonder Emirates is known world over for its excellent customer experience, which has become a hallmark of its differentiation from competitors. 

Many companies ignore the impact of customer care, always imagining as long as they have a good product, it will sell itself.

Those days are long gone, especially in this day and age when competition is cut throat and companies can easily copy products and services. The key differentiator then becomes the customer experience.

In the current economy then, the best way to attract and retain customers is to build a connection and deliver experiences that are beyond expectations. Superior customer experience is not an exercise in futility. 

Statistics from The New Data Report: The State of Customer Service and Support in 2020 show that:  An increase in customer retention of merely five per cent can equate to an increase in profit of 25 per cent and repeat customers are more likely to spend more with your brand; 73 per cent of customers say they stay loyal to brands because of friendly customer service; 77 per cent of customers are likely to share a positive brand experience with others; half the customers increase their purchasing with a brand after a positive experience with that business; and 67 per cent would pay more  for a better customer service experience.

At Bliss Healthcare Ltd, I interact with several repeat customers. The reason they keep coming back? Customer experience! They say the way the medical staff at Bliss make them feel is what keeps them glued. Remembering their names, asking how their loved ones who may have been treated at the facility are doing, calling to check up on them or wishing them a good day are small things outside of the standard medical care that can have astronomical effects.

As we celebrate Customer Service Week, let’s not forget to create a positive emotional connection with our customers. — The writer is the Senior Manager – Customer Experience at Bliss Healthcare