Transcript:
So the last sort of step here is creating a Disney-like Experience, Delivering World Class Service and Creating a Raving Fan Culture. And we’re going to get in to the book by Ken Blanchard.
Let’s start with a quote from Jeff Bezos, Founder & CEO of Amazon.com:
“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”
So when I look at every Disney experience that we’ve had, this was our second Disney experience, I really look the experiences I’ve had with Disney when I look at my business and what I want it to be like.
I want my business to deliver a client experience that is just awesome and memorable, and makes you want to come back and brag about it even though you paid 3X what a regular cruise costs. I’m still bragging to my friends that they have to take their kids on the Disney Cruise.
I want everyone that interacts with our Real Estate Business to brag about our Real Estate Business the same way that I brag about our Disney Cruise.
The Average Agent Delivers Average Service
- You have to realize that our industry is undergoing a radical shift. Consumers are getting smarter and becoming way more demanding.
- Spend some time thinking about the experience your clients receive from you and your team. Is it average or is it extraordinary?
- Begin to build systems that deliver a memorable experience to your clients, especially if you are not the one personally delivering the service.
- Top Producer is the tool my team uses to get feedback on that experience.
Most real estate agents will never make the shift to delivering a system driven customer experience and as such, they will always have a job and never own a business.
Start to care about what your clients have to say about your services, especially the unhappy clients (we all have these, take advantage of them!)
-get them on the phone and see what happened
-what system can you put in place to make sure it doesn’t happen again
We use the “Law of Reciprocity” - there’s a good book called Influence by Robert Cialdini.
This helps us. We basically send out a Post Closing Survey Form with a Starbucks card. It’s just kind of a token of appreciation. You have access to this through your Dropbox as well.
We also send out Raving Fan intro letters and contract letters. We want to know… How did we do? This is Net Promoter Score 101. It’s asking the question “On a scale of 1-10, how likely are you to refer your friends and family to The Lars Group?”
1 is Very Unlikely and 10 is Very Likely.
Would you use our services again? and Please tell me how your overall experience has been with us.
We put that in with a $10 Starbucks card and we get a pretty good response on it. If you don’t get a response, it’s your job or someone on your team to follow-up and ask them. Send them the online survey.
You have to start thinking about your business as an entity that delivers a service that HAS to be world-class in order for clients to keep coming back.
Tony Hsieh, CEO of Zappos, is the author of a really cool book that I recommend you get called Delivering Happiness: A Path to Profits, Passion, and Purpose.
He says, “To WOW, you must differentiate yourself, which means to do something a little unconventional and innovative. You must do something that’s above and beyond what’s expected. And whatever you do must have an emotional impact on the receiver.”
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