The Customer Experience
by Mark Fallon

During our vacation this year, my wife and I took a ferry ride to Monhegan Island, off the coast of Maine. What could have been a mundane boat ride was turned into a wonderful experience by Hardy Boat Cruises.

The experience started with the phone call to make reservations. The customer service representative answered the phone with politeness and enthusiasm. She asked about our plans, and then explained the different options and the ferry schedule. After booking my reservation, she gave me detailed directions to the parking lot, and let me know that I should arrive at least 45 minutes before departure. The call ended with a sincere "thank you."

When we entered the parking lot, the experience continued. The lot attendant welcomed us with a cheerful "good morning." She pointed out where to park, and asked us "to be mindful of the fishermen's nets on the left." As we walked towards the boat, she called out, "Have fun. It's going to be a beautiful day to visit the island."

The ticketing and boarding process was more of the same. Smiles, warm greetings and helpful hints. On board, the captain announced that once we were underway, they'd be serving hot coffee and homemade cinnamon rolls in the galley. Perfect fare for a cool summer morning on the water.

Along the way, the captain described the local landmarks, including distant mountains, nearby lighthouses, and an island that was owned by the Wyeth family, the famous American artists. He also provided information on Monhegan Island, including the location of the restaurants and public restrooms. When we reached the island, we received instructions on when to be at the dock for the return trip.

And what a return trip. First, we drifted by a rocky outcrop as the captain explained the different types of gulls and pelicans nesting. Then we made our way to a nearby island that was home to the local harbor seals. We listened to stories about the seals and other marine wildlife before heading to shore.

As we returned to port, the captain announced that the crew would be handing out surveys. He explained that they always try to improve their service, and our comments would be helpful. As an incentive to participate, one of the completed surveys would be randomly selected, and that person would receive a free trip on any of the company's tours. And the prize would be redeemable for a full year.

When we pulled up to the dock, the winner's name was announced, and we heard some cheers from that section of the boat. The captain was at the gangway to thank each of us as we left. And when we got to the parking lot, the same attendant was on duty. She commented on how nice the weather was, and asked us if we enjoyed the island. More "thank you's" and a reminder to visit again.

What a great day! We'd heard about Monhegan Island's beauty, the accessibility of the walking trails and the numerous artist galleries. Since Hardy Boat Cruises was the only ferry company near our cottage, we had no expectations about the boat trip. We didn't think that the ferry ride would become such an important part of our day.

Fortunately, the people at Hardy Boat Cruises see themselves as more than providing transportation, they provide an experience. An experience that includes efficient handling of reservations, parking and ticketing; good food and clean surroundings; and sharing knowledge in a helpful and enjoyable way. Even asking for feedback was turned into a raffle and a little excitement.

The customer experience is something we all need to focus on. It doesn't make a difference whether you build a physical product, offer an online service, or anything in between. What will bring your customers back, again and again, is their experience.

In manufacturing, the factory is the beginning of the customer experience. As the workers assemble the product, they need to think about the person who's buying the product. They need to understand how their quality controls impact the customer and will make them a loyal fan.

For a restaurant, great tasting food is a key element to success. The best chefs understand that the food must also look like it tastes great, be paired with the right wine, and is served in a professional manner. The entire staff is trained on how to enrich the customer experience.

For departments in large corporations the employees are their customers. Information Technology, Facilities, Human Resources and Finance may not interact directly with the external customer. However, the actions of these groups do impact Sales, Marketing and Customer Service.

It may appear that employees need to work with other departments. But frustrated employees will find a way around perceived roadblocks. Consultants, contractors, recruiters and outsourcing companies are alternative sources.

Support units need to consider how to improve the experience for the rest of the company. For example, offering inexpensive and timely service is important. Being an easily accessible source of information, being a solution provider and a subject matter expert are just as important. Good managers need to provide the whole package.

So, what experience do you provide for your customers?

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