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Peloton: The Poster Child of Intentional Customer Attention

Create an Exceptional Customer Experience with Intentional Attention

If you follow me on Instagram, you know I’m obsessed with Peloton. What’s a Peloton, you ask? It’s basically a bike that goes nowhere. It is also a case study in my book, Attention Pays.

John Foley, the CEO, is the brainchild of Peloton, a stationary bike with a tablet attached. But what John will tell you is it’s a technology company, not a fitness company.

They are the poster child for intentional customer attention for many different reasons. John is very attentive to the community which has over 80,000 subscribers on their Facebook group. This active community posts questions about features they’d like, and then, the company incorporates them in the software.

They carefully choose instructors they know will resonate with riders. Their instructors have become so adored, they even have their own cult following. These instructors are like celebrities. Each very different and very talented, attracting a certain kind of customer. Instructors often times have their own Instagram and Facebook pages that riders can follow as well.

Peloton pays attention to their community, which is made up of home-riders. These home-riders use their bike in the basement, their home gym and on their patio while following instructors they love. Riders can choose to ride live recordings or ones previously recorded. They can select from many different scenic rides when the class model isn’t what they desire.

They even created the home rider invasion where riders leave the confines of their home and travel to New York. There, they get to meet their favorite instructors and do classes in the studio. Because their rider community is so strong, meeting each other in the home rider invasion is as much of a perk as meeting the instructors.  I a very loyal customer and any day I’m working from home, I take advantage of my Peloton. I love their instructors! Jennifer Jacobs is definitely one of my most favorites.

Peloton’s business model demonstrates how one leader paid intentional attention to the customer and created a revolution in the fitness industry. Are you ready to do the same in your business?

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Retain Talent: Pay Attention to Employees

Think back through your career and recall the best boss you’ve ever had. What made them so special and unique?

Chances are better than not, they gave you authentic, frequent and personalized attention. Whether it was support for a project you were working or inquiries into your goals and aspirations, your best boss invested attention in you. They knew to retain your talent, they needed to uplift, support and invest in you.

Good leaders know their service to employees is key to retaining top talent and developing a staff of engaged, happy employees. Here’s the secret:

Recognize Hard Work.  It’s not enough to reward employees when they knock a project out of the park. Hard work, even on daily, mundane tasks is essential. It’s the tedious daily grind that can wear down a person’s mental well-being. As a leader, ensure you’re recognizing their effort.

Engage Often. Don’t just wait until the scheduled one-on-one to inquire about an employee’s work or their well-being. Stop by and check in periodically. Be careful not to appear as a micromanager. Instead, encourage the employee to use you to help meet their deadlines and objectives.

Watch and observe. Pay attention to the amount of time an employee spends behind the computer. Acknowledge if a team member is seeming particularly frazzled, stressed or overwhelmed and volunteer to help them if possible. Encourage employees to get rest and recover, even if it means stepping away from the computer and getting fresh air.

Get to know them. Understand their priorities. Does their family rank top of mind to them? Consider encouraging them to plan a vacation or take time off. Refrain from messaging them after hours and ask questions to show interest. Perhaps it’s a promotion they are working toward. Set up a mentor for them, a coach or development planning path. Be an accountability partner helping them reach their goals. Whatever they consider being most important to their life, understand it and see how you can help them achieve it.

Be genuine. Most everyone can detect someone’s sincerity in their interest. Don’t praise for the sake of praising. Instead, be sincere in your compliments and comments. When giving feedback, acknowledge your genuine desire for their success. Be meaningful in your questions and give everyone your undivided attention in every interaction.

Surprise elements. Jot down little notes about your employees to help you remember their favorite food, dessert, coffee or flower. Keep note of their anniversaries, birthdays and special celebratory events. Surprise them on special dates, or just for the heck of it. Either way, your attention to detail will not go unnoticed.

Employees are your greatest asset. If you want to drive accountability, boost productivity and create an engaged team of people, pay attention to what matters most to them.

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Commit to Clients and Customers

Consider the amount of money that goes into acquiring a new customer. Paying sales professionals, product development, marketing, advertising, media, the list is endless. Many of our business costs are associated to attract new customers for the sake of our business growth.

Imagine if companies were to spend as much attention on retaining a customer than they do try to earn a new one. When we show our clients, customers, patients, members and shoppers that we pay attention to their needs, we are not only likely to retain them, we will most certainly create advocates in them as well.

A brilliant book on elevating the customer experience is Never Lose a Customer Again by Joey Coleman, I loved this line in his book ‘it’s time to stop thinking B2B or B2C the future of business is H2H’ (human to human)

Follow these 5 strategies to give professional attention to your clients and show them the love they deserve.

1. Reach out. When was the last time you reached out and personally thanked your clients for being customers? Do you make it habit to routinely remind them of your joy in doing business with them? Consider deepening your relationship with frequent reach-outs. Find out how their business is doing and what you can do to make it better.

2. Examine the experience. Take the time to walk through the same business experience your current customers do. Call your phone number and listen to how you are addressed. Enter your workplace, office or shop as a customer and truly examine the impression being given. Evaluate your website and order your own products. Experience what your customers do when they are doing business with you. You may be surprised what you learn.

3. Know your numbers. Many companies measure their success through profitability, sales and growth. Perhaps consider adding a few extra numbers to the mix. Understand how many new sales come from repeat customers. Recognize your referral rates and most importantly know the churn your company suffers. Set meaningful goals – short and long-term – to retain more customers and improve your new sales from return clients.

4. Motivating Factors. Do you know what motivates your customer to buy from you? Maybe they buy because of price or convenience. Maybe it’s because of location or experience. Do your homework by asking your customers these questions. Know what motivates them to do business with you the first time, and continued business in the future will help you prioritize the areas of opportunity within your business.

5. Be a Partner. When was the last time your bank called you to ask how they can help you better invest your money to plan for a better future? Has your physician ever called to see how you were doing and offered you free literature on the topic you last discussed? This higher level of attention brings a personalized touch to any customer relationship. More so, it creates a partnership with you and your client that benefits their success and well-being as much as it does yours. It’s a win-win anyway you look at it. Partnering with your customer will create mutual trust and respect in the relationship.

Are you ready to pay more attention to your customers? Are you ready to heighten your professional relationships and invest more in their success? Pick up a copy of Joey Coleman’s How Not to Lose a Customer and read his strategies for investing time and energy in cultivating long-lasting client relationships.

Want to take your attention a step further? Pick up a copy of  Attention Pays. Learn how attention to employees will benefit your clients and ultimately your bottom line. Understand how evaluating your day-to-day activities can help you carve out time to focus on those who matter most – your customers.

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