In previous discussions we’ve touched on measuring customer satisfaction. Let’s also explore how to close the gap between customer expectations and customer experiences. The customer experience has several components ranging from packaging to logistics to employees performance.
As an oversimplification, the customer experience can be described as how consumers view and receive a company’s brand. Consistent positive experiences are the springboard to establising loyalty and creating a competitive advantage over competition.
Consumers want efficient service and quality products but they also want to do business with companies who share their values on topics such as diversity, ethics, and the environment. Using data collected from customers through surveys and other means, companies can determine where they fall short. Your approach to improve the situation must be holistic. For example, data may show that customers think your marketing doesn’t influence them. The fix will require re-examining your product/service as well as intangible systems such as empathy, etc.
Implementing a holistic approach to improve the customer experience also includes re-shaping your company’s principles regarding your:
- Customer Service Philosophy
- Vision Statement
- Mission Statement
- Core Values
- Corporate Culture
- Customer Experience Vision Statement
The customer experience vision statement will serve as the guiding light for every employee and will drive business decisions. Every employee plays a role in shaping the customer experience, therefore, all of these principles should be embedded in training and development…they must be at the core of every behavior and interaction.
Be obsessed with your customers’ experiences and make it a great day!