Anticipation is the key ingredient to creating a remarkable customer experience. When a customer is met with the surprise and delight of having their unexpressed needs fulfilled, it creates a compelling emotional connection and keeps them coming back for more.
That’s why smart companies like Apple, Ritz-Carlton, Zappos and the company I will be working with today — AT&T — make anticipation part of their customer experience commitment.
Anticipation creates a sense of urgency in employees and shifts people into a proactive state. When employees are looking for opportunities to deliver the extraordinary, customer experience improves.
Every single customer interaction is an opportunity to create a defining moment in the relationship and a customer for life.
In the video below, I explain how Ritz-Carlton empowers employees and has mastered the art of anticipation. It works.
Brand Experience from Ryan Estis on Vimeo.
