CX Essentials Part 2
In our view delivering a great customer experience isn’t about providing top level customer service with every bell and whistle. It’s about meeting the expectation of the customer and intervening to the right level if and when things go wrong.
For example, I recently bought a laptop and wanted a new cover for it. I did the usual online searches and found what I thought was the correct item. When it arrived it wasn’t fit for purpose so called the company, my expectation was I would be refunded as soon as I returned the item, what I got was an immediate refund and told to keep the item.
A good example of a simple purchasing process, fast delivery and better than expected after sales, this equals a good experience, even though I’m still looking for a laptop cover. The output from this is that I trust the vendor and was pleasantly surprised by not having to return the item. However what was my pleasant surprise this time will be my expectation next time, so was it really a good experience and is it repeatable by the vendor?
One of the reasons companies fail is that they find a successful formula and stick to it, then try to force fit new demands and trends into their existing models and watch new companies eating into their customer base and margins. The business news is full of examples across many industrial sectors, transport, hotels, music, movies, travel, communications, insurance, home improvement, holidays, etc.. we are seeing trust eroding in many further sectors such as banking, food retail and automobiles that will open opportunities for new names to build new relationships with your customers.
So how will you compete and how and where to face that competition? Loyalty cards? Discounts? Guarantees? No! Customers want to feel that it really is all ‘about them’ and be supported and serviced in a way that they want when they want it. They don’t want to be sold at, they don’t want to be misled and they don’t want excuses.
It isn’t all bad news, ahead lies enormous opportunities for those prepared to seize them and it isn’t that difficult for those prepared to take the risks and make the changes. You probably have already made mistakes and have feedback from customers and had further feedback from your employees, listen and learn, you may not like what you hear however at somepoint a decision will have to be made on what and where next..... are you ready to make that leap of faith?
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John Morris is a 33 year veteran from Intel Corporation where he managed business interests in a variety of countries including Russia, US and Poland as well as the UK. He is passioate about exceptional...