Customers and potential customers experience your business through micro-interactions. These can be positive or negative. Taking the time to review and improve these micro-moments can have a multiple benefits.
Last week I contacted a business with a simple query using the contact form on their website. This is the kind of micro-interaction that occurs millions of times every day. When I submitted the form I was told that I should expect a reply within two business days. Four business days later I received a reply. Does this mean I wouldn't do business with them again? Of course not. Does this mean that I trust them just a little bit less and will be just a little less enthusiastic in recommending them to others? Absolutely.
Every interaction, however small, presents both an opportunity and a threat to your business. Every interaction is an excellent opportunity to establish rapport, build trust and provide a memorable customer experience. Every interaction also presents the threat of delivering disappointment, sowing seeds of distrust and damaging the reputation of your business.
For the business committed to providing a memorable customer experience, careful attention must be given to these micro-interactions. Each of these interactions is small but has the potential to have an impact far beyond its size. For example, what happens when a customer or potential customer...
These micro-interactions can leave the customer feeling valued and eager to both return and also recommend your business to their network. They may reflect on their experience and think:
These micro-interactions can also have the opposite effect on your customers. Their reflections may instead be:
Customers and potential customers experience your business through these micro-interactions and taking the time to review and improve these micro-moments can have a multiple benefits. As Walt Disney famously both said and modelled:
“Whatever you do, do it well. Do it so well that when people see you do it, they will want to come back and see you do it again, and they will want to bring others and show them how well you do what you do.”
If you want to maximise the positive impact of micro-interactions in your business, create a list of how customers interact with your business and then ask these two questions:
📈 I want to grow website traffic
📈 I want to grow email subscribers
📈 I want to grow visibility on Google
📈 I want to grow app downloads
📈 I want to grow social media engagement
📈 I want to grow customer satisfaction