A successful service business in Austin is more than just a place where transactions happen. It’s about creating meaning and value. It’s also where remarkable experiences happen on a regular basis that adds to the story your brand sells. Customers have too many options to have patience with a bad brand or business relationship. If a customer runs into a headwind they can easily shift to a different brand or business. For many, it’s just a simple click to abandon a brand and less than a minute at the keyboard to complain about their experience to millions of others.
Businesses today must remove friction. Friction is the gap between the way things are and the way things should be. It’s anything that makes it hard to make the right purchase decision or to get the most value of the products or services that have already been purchased. It’s elevating your business to a new level to make it an appealing experience.
It’s easy to make faster and cheaper your mission, but that’s a race to the bottom. Standing out today is much harder. Any business can tell you what it does, but knowing its purpose and becoming that story is the recipe for a thriving service business.
So what makes people want to do business with you?
At Austin Linen Service we have to think beyond linens and towels and focus on our customer. What helps them grow and become more successful. What we do matters just as long as our focus goes beyond the transaction and is centered on helping our customer.
When customers search for value they’re looking for something to believe in, something that pulls them in, and not just the same old story. Business cartoonist Hugh Macleod created a cartoon a decade ago that illustrates the necessity of focusing on the customer instead of the transaction. It reads, “The market for something to believe in is infinite.”
“It’s not enough for the customer to love your product. They have to love your process as well.” — Hugh Macleod
There are near infinite choices in nearly every industry and market that makes finding something of value to believe in all the more rarer. Customers aren’t interested in having to keep searching for value. When they find it, they become a fan and likely a customer for life.