Building Customer Loyalty in a Recession
It's not bullet-proof, but smart business owners know, focusing on the customer experience may be the one thing you can do to combat the recession.
by: Dr. David Hyatt, President and Partner
Lately, it's all over the headlines and many businesses are starting to worry – consumers are starting to save money rather than spend. Regardless of the reasons, the implication is simple: those of us in the business of earning consumers’ discretionary dollars need to pull out all the stops and focus everything on creating consistent, compelling consumer experiences. In order to combat this lack of consumer spending, we need to ensure that customers who choose to spend their money with us have such a great time that they have no choice but to return. Call it market share, share of occasions, brand loyalty, or whatever you like, the reality is that the battle for the consumer dollar is reaching unparalleled heights. Unfortunately, this battle is likely to continue for some time, and the customer experience cannot be taken for granted any longer. You may wonder, “What does that mean for my business?” Simply put, now more than ever you need to make sure that your customers view and experience your brand the way you want them to, ensuring that they value what your business has to offer. Do the math: if a consumer has $100 to spend and they choose to spend $50 of it with you and have a mediocre experience, your customer most likely won’t return to spend the remaining $50. We need to remember consumers have long memories, and in economies like this, they tend not to gamble, choosing instead to return to places they enjoy the most. For this reason, our March newsletter will bring you insightful information on how you can get the right people in place to guarantee every customer experience your business offers increases loyalty.
Are You Faking Me?
by: Dr. Gunnar Schrah, Assessment Development Manager
Personality assessments are effective tools to use to determine an individual's ability to deliver great service, and can help you decide if your candidate will support and deliver your brand with each customer interaction. But often, I've been asked the question, "Isn't it easy to fake answers on a personality test in order to get the result that the job applicant desires?" In short, the answer is no; but a question like this needs a little more detail to understand why applicant faking does not undermine the effectiveness of personality tests. When applicants respond to personality tests they are trying to present an image of themselves just like they would during a job interview. So, it is true, job applicants will sometimes attempt to enhance their image on personality tests; however, you might be surprised to learn that there is a very strong correlation between personality scores and job performance, even in situations where faking exists. The reason is simple – an applicant’s image corresponds with how he or she behaves in the real world. Here's a list of best practices you can use to maximize the benefits of using personality tests in the hiring process:
Use tests that minimize faking – Certain tests are specifically designed to minimize test faking by incorporating "distracter" items that mask the intent of the test.
Implement a structured hiring process – A proper hiring process should have multiple components. Using a combination of assessments and structured interviews will allow your hiring manager to verify test results.
Set a minimum test score –There’s no reason your hiring manager should continue on with a candidate that scores poorly. Plus, taking these candidates out of the pool early in the process will save your hiring managers time and your money.
Inform applicants that their results will be verified – This will improve the accuracy of the results and encourage the applicant to answer more honestly.
Personality tests aren't foolproof but they are an effective tool to use that can streamline your hiring process and eliminate candidates that would likely not "fit" into your organization. Additionally, it offers added reassurance that your candidate has the ability to deliver a positive customer experience and consistently deliver your brand.
If You Were a Tree...
Effective interview techniques will demonstrate if a candidate has the ability to succeed.
by: Dr. Leanne Buehler, Product Manager The interview process is one of the most important steps in determining the right candidate for a position. Incorporating an effective interview process allows you to examine an individual's experience and capabilities, which may determine their ability to deliver great service to your customers and consistently deliver your intended brand. One of the most common mistakes made by hiring managers during the interviewing process is not asking the right questions. Many managers have their favorite interview questions, like “If you were a tree, what kind of tree would you be and why?” Although these questions often provide interesting and amusing answers, they don't provide a clear picture of how the person will perform on the job. Here are a couple of tips on how you can make sure your interview questions stay on target and ensure you select the right candidate: Understanding what skills are most important for success on the job and incorporate questions to measure those skills.
Stick to a structured set of interview questions that you ask of every candidate who applies for that position. This will make sure you fairly evaluate each candidate and help you pick the right person for the job!
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