“The customer is always right.”
You’ve heard this a thousand times, but it’s never been more important than it is right now. In this new digital age getting the service right has never been so critical to your company. Thanks largely to the continuing growth of social media and large-scale review services such as Trustpilot it’s never been more important that customers get the service they want in the time and place they expect!
I know this because I’m the CEO and co-founder of Laundrapp, the UK’s largest dry cleaning app – or, as it’s often called in the media - the “Uber of Laundry”. Putting the customer first is more important in laundry than it is in any other business in my experience because it’s an immensely personal service that requires a lot of trust. It’s also an industry steeped in tradition and personal relationships, where trust is the central foundation to building a lasting and loyal customer base.
Fast forward five decades and we’ve taken the traditional bricks and mortar model into the digital age, replacing the face-to-face element with an app. Thankfully rapidly growing on-demand apps such as Uber and Deliveroo have built large-scale awareness and paved the way for other services delivered directly through an app – otherwise this would be an impossible challenge!
Building loyalty and trust in a digital age with a digital product is still tough obviously, but even tougher is managing the expectations of an increasingly switched-on audience who are ready to switch at the tap of a button to your closest competitor. “You’re only as good as your last order” has never been truer and it’s also never been easier to switch services.
“If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.”
Jeff Bezos, President of Amazon was once quoted saying “If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” Today, thanks largely to the growth of mobile and the prominence of reviews within the App Store and Google Play stores, providing a quality product and service is imperative to ensuring you retain prominence in the only shop window you have.
At no other time in the history of business has “over promising and over delivering” been more important. “Focus on the service and profits will follow” is an increasingly important approach as apps and services claw desperately to keep their loyal customers engaged and away from competitors. With over 1.5m apps on the AppStore and the average smartphone user having approx. 50+ apps on their devices, the customer has never been more powerful. Customers can make or break your business like never before.
The old adage that the customer is king has never been more pertinent, but in this new and emerging digital age the customer is not only king – they’re also a king-maker.
Edward Relf is an award-winning digital entrepreneur and self-professed digital disruptor. He is Co-founder & CEO of Laundrapp. For more details visit www.edwardrelf.com