Great customer experience a gift that keeps giving

You’ve seen it happen: a customer or client has a great experience and tells one, maybe two people … yet when they endure a bad experience they tell EVERYONE.

W. Edwards Deming once said: “Profit in business comes from repeat customers; customers that boast about your product and service, and that bring friends with them.” With apps like Yelp! and online reviews of most products and services it’s even more important to make sure you and your team are providing a great customer experience.

During the recent ice storm that Middle Tennessee experienced in February, one local employee made sure his customers wouldn’t suffer. Butch Golson, the store director of the Harris Teeter in Westhaven, heard about the storms and immediately secured a hotel room within close proximity to his store. The move ensured that no matter how bad the weather got, Harris Teeter would stay open for business. Imagine how many times this story will be told and the loyalty that Butch has created for his community with his actions during a very challenging time.

Creating that great experience for your clients — one that makes them share far and wide with others — is harder than you think. And, a bad one can crush your business reputation quickly. So take notes because here are some people and companies who are making their customer experiences exceptional and memorable:

Modern Marine

Three years ago, my friend Chris Williams and I bought a boat from Modern Marine. A few months later, owners Johnny and Jason Padgent asked us if we’d like to work at the boat show. Puzzled at first, we quickly realized this was genius marketing. Our name tags read “I am a happy Modern Marine customer and I would love to answer any questions!” Think about it, a consumer would much rather talk to a satisfied customer than a pushy sales person. We quickly found ourselves talking about how much fun our families had on the boat over the summer and the memories we were making vs. the features of the boat, gas prices and price tag. Needless to say we’ve worked the boat show ever since.

Country Music Hall of Fame and Museum

The Country Music Hall of Fame and Museum has experienced a tremendous rate of growth not only in space, but also in foot traffic. From 2013 to 2014, attendance increased from 668,777 to 970,991, and they expect to hit the million mark in 2015. The success wasn’t only because of the popularity of country music. The museum takes extra steps to ensure visitors get a special experience, and word travels quick. The addition of limited engagement exhibits that have included Taylor Swift, Carrie Underwood and Miranda Lambert ensures relevance with younger music fans. Their Words And Music partnership with local schools allows area students to participate in songwriting sessions and try out various instruments. The expansion of the museum, retail space and move of the beloved Hatch Show Print to the building ensures each and every visitor a true “Nashville VIP” experience.

‘Strategic’ Hospitality

Benjamin and Max Goldberg of Strategic Hospitality go to extremes making sure their customers are happy. Their latest project, Pinewood Social, has quickly become one of Nashville’s newest hot spots and it’s not by accident. I had a dozen people mention their visit to Pinewood before I had the chance to pop in myself. You don’t just eat or drink at Pinewood Social, you experience it … from the vintage bowling lanes, coffee bar, amazing menu, private karaoke bar, to a staff that pays attention to every detail, you’ll definitely leave wanting more.

OZ Arts

Cano and Tim Ozgener and their family (former CAO Cigar owners) founded an amazing new nonprofit: Oz Arts Nashville, a contemporary arts center located in the old CAO headquarters. They have made great strides in a very short time and it is due in part to the focus on their patrons. The Ozgeners have created a culture where the customer is treated like a true partner. For example, the audience is invited to a reception after every event to meet and mingle with the performers. Oz Arts spent countless hours looking at venues around the world and modeling themselves after the very best. Their organization and its formation was accomplished with assistance from curators from MoMA and The Whitney in New York City. In turn, their work and dedication is creating a crazy buzz not only in the Nashville community but also the world.

Football Great Roger Staubach once said: “There are no traffic jams along the extra mile.” Make sure you really go the distance for your customers and lock up lifelong, happy clients that will spread your good word.

Ben Hanback is senior vice president of Regions Insurance Group.